An Introduction to Market and Social Research: Planning & Using Research Tools & Techniqes (Market Research in Practice Series) - Tapa blanda

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Karen Adams was Head of Professional Development for the Market Research Society, the professional body for individuals involved or interested in market, social and opinion research. She was responsible for the development of the MRS's suite of professional qualifications for researchers, and for establishing the MRS/City & Guilds Certificate in Market & Social Research in partnership with City & Guilds.

Ian Brace is director of research methods at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup.

Ian Brace is a visiting fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of Questionnaire Design, and co-author of An Introduction to Market & Social Research, also published by Kogan Page.

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Section 1 Introduction to market research

1. Why do I need research? Introducing market and social research

Introduction; What is 'market research'?; Using research to inform business decisions; Who carries out research?; Conducting research ethically; Summary

2 What do I need to know? Defining research objectives

Introduction; The first steps; What is the problem?; From problem to objectives; Finding resources for the research project; Creating the research brief; Summary

3 How am I going to do it? Selecting a research design

Introduction; Defining information needs; Creating the right research design; Beginning the research proposal; Summary

4 How can I gather the information? Identifying different research methods

Introduction; Gathering secondary data; Gathering data for primary research; Choosing the best research method; Summary

Section 2 Designing a research project: the tools of market research

5 Who should I talk to? Understanding how sampling works

Introduction; What is a 'research sample'?; Identifying an appropriate sample; Choosing the right sampling method; Creating a good sampling plan; Summary

6 Where can I find the data I need? Using quantitative research methods

Introduction; Interviewing in market research; Collecting data using interviews; Collecting data using self-completion questionnaires; Collecting data using observation; Summary

7 How can I find out what people feel about issues? Using qualitative research methods

Introduction; What is qualitative data, and why do we need it?; Moderating and conducting depth interviews; Discussion group or depth interview - which is more useful?; Tools and techniques for depth interviewers and moderators; Collecting qualitative data using observation; Summary

8 What questions should I ask? Designing the questionnaire

Introduction; Getting the best information; Some common problems with questionnaires, and how to avoid them; Summary

Section 3 Completing a market research project

9. How do I know what it all means? Analysing research data

Introduction; Organizing quantitative data; Analysing quantitative data; Interpreting the data; Analysing qualitative data; Summary

10 What do I do with the information? Reporting and communicating research findings

Introduction; Identifying the links between the findings and the problem; Helping the client to make sense of the findings; Structuring an effective research report; Adding value with your presentation; Summary

11 Where do I go from here? Developing your career in market research

Introduction; Professional associations for the profession; Career opportunities in research; Getting started in market research; Summary