Practice of Market Research: An Introduction

The Practice of Market Research: From Data to Insight, 5th edition, by McGivern provides a comprehensive introduction to market and social research, covering the research process, data analytics, data mining, and ethical, legal, and regulatory considerations. It includes real-world examples from successful market research projects and supports the MRS Advanced Certificate in Market and Social Research Practice.

\n Format: Paperback / softback
\n Length: 608 pages
\n Publication date: 17 November 2021
\n Publisher: Pearson Education Limited
\n

The Practice of Market Research: From Data to Insight, 5th edition, by McGivern provides a comprehensive guide to the field of market and social research. It is organized around the research process, encompassing everything from identifying the research problem to communicating the insights derived from the study. This book serves as an invaluable companion for students pursuing a career in market research or anyone embarking on a research project. It delves into data analytics and data mining within the context of market research, while also explaining the ethical, legal, and regulatory framework that governs research.

Industry Insights offer real-world examples from successful market research projects conducted in renowned companies such as Formula One, BBC, IBM, PayPal, Twinings, and Volvo. Additionally, the book includes research on social issues such as the COVID-19 pandemic, anti-social behavior, HIV/AIDS, cancer support, and many more. The new edition aligns with the MRS Advanced Certificate in Market and Social Research Practice.

This book is a valuable resource for students seeking to expand their knowledge of marketing research beyond the basic principles. It offers practical advice on various aspects of research, including problem definition, research design, data collection, analysis, and interpretation. It also discusses the importance of considering ethical considerations, legal requirements, and regulatory frameworks when conducting research.

Moreover, The Practice of Market Research: From Data to Insight provides a comprehensive overview of the academic discipline of marketing research. It discusses methodological and theoretical concerns, helping readers understand the various research approaches, techniques, and tools used in market and social research.

Written by Yvonne McGivern, who has extensive experience working on both the agency and client sides
sides of the industry, the book offers insights from a practitioner's perspective. McGivern's extensive experience and expertise in the field make her a reliable authority on the subject matter.

In conclusion, The Practice of Market Research: From Data to Insight, 5th edition, by McGivern is a comprehensive and practical guide to the field of market and social research. It is an essential resource for students, professionals, and anyone interested in understanding the research process, data analytics, data mining, and the ethical, legal, and regulatory considerations involved in conducting research. With its real-world examples, industry insights, and comprehensive coverage of the academic discipline, this book provides valuable insights and practical advice for anyone embarking on a research project.

\n \n \n
ISBN-13: 9781292331362\n
Edition number: 5 ed\n