Introduction to market research
Why do I need research? Introducing market research
What do I need to know? Defining research objectives
How am I going to do it? Selecting a research design
How can I gather information? Identifying different research methods
Designing a research project: the tools of market research
Who should I talk to? Understanding how sampling works
Where can I find the data I need? Using quantitative research methods
How can I find out what people feel about issues? Using qualitative research methods
What questions should I ask? Designing the questionnaire
Completing a market research project
How do I know what it all means? Analysing research data
What do I do with the information? Reporting and communicating research findings
Where do I go from here? Developing your career in market research
Test Yourself
Task Answer Guide.
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An introduction to market & social research : planning & using research tools & techniques by Karen Adams. ISBN 0749443774. Published by Kogan Page in 2006. Publication and catalogue information, links to buy online and reader comments.
