Foreword About MRS Preface Guide to MRS Advanced Certificate syllabus learning outcomes Acknowledgements
Part 1 Introducing market and social research

1. Research, data and insight
2. The practice of market and social research
3. Types of data and research

Part 2 Planning and designing research

4. Business problem and research problem
5. Research design
6. Writing a research brief
7. Writing a research proposal

Part 3 Secondary or existing data

8. Sources of existing data
9. Evaluating existing data

Part 4 Qualitative research

10. Qualitative research methods
11. Doing qualitative research
12. Analysing qualitative data

Part 5 Quantitative research

13. Methods of data collection
14. Sampling
15. Designing questionnaires
16. Understanding data
17. Analysing quantitative data
18. Data mining and data analytics

Part 6 Bringing it all together Managing and reviewing a project

20. Communicating the findings

Bibliography Index

About the Author

Yvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods at Queen’s University Belfast and at Trinity College Dublin. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and Social Research Practice.

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About the Author