| Description |
iv, 154 pages ; 25 cm |
| Contents |
1. Why do I need research? : introducing market and social research -- 2. What do I need to know? : defining research objectives -- 3. How am I going to do it? : selecting a research design -- 4. How can I gather the information? : identifying different research methods -- 5. Who should I talk to? : understanding how sampling works -- 6. Where can I find the data I need? : using quantitative research methods -- 7. How can I find out what people feel about issues? : using qualitative research methods -- 8. What questions should I ask? : designing the questionnaire -- 9. How do I know what it all means? : analysing research data -- 10. What do I do with the information? : reporting and communicating research findings -- 11. Where do I go from here? : developing your career in market research |
| Summary |
"This step-by-step textbook contains clear descriptions, practical examples and activities that will help you gain a clear understanding of the research process and how research information can be used effectively in business decision making. A vital study guide for those working towards the MRS/City & Guilds Certificate in Market & Social Research, it follows the syllabus and contains regular revision sections to help candidates study for the exam."--BOOK JACKET |
| Subject |
Marketing research.
|
| Author |
Brace, Ian.
|
| LC no. |
2006023957 |
| ISBN |
0749443774 |
|
