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Book The Practice of Market Research: An Introduction

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The Practice of Market Research: An Introduction

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    Available in PDF - DJVU Format | The Practice of Market Research: An Introduction.pdf | Language: ENGLISH
    Yvonne McGivern(Author)

    Book details


The Practice of Market Research offers a comprehensive and understandable account of the techniques and practical tasks involved in setting up and running marketing or social research projects. Although shorter than many market research books, this offers a well-rounded overview, good coverage of both qualitative and quantitative aspects of market research and particularly strong coverage of research design, questionnaire design, sampling and research ethics. This book is linked to The Market Research Society and has plenty of real life examples from big-name companies such as McDonalds and Levis as well as governments and charities. The author's depth of insight and experience of the real world of market research is evident throughout this book.

2.5 (9242)
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*An electronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose.

Formats for this Ebook

PDF
Required Software Any PDF Reader, Apple Preview
Supported Devices Windows PC/PocketPC, Mac OS, Linux OS, Apple iPhone/iPod Touch.
# of Devices Unlimited
Flowing Text / Pages Pages
Printable? Yes

Book details

  • PDF | 584 pages
  • Yvonne McGivern(Author)
  • Financial Times/ Prentice Hall; 3 edition (20 Nov. 2008)
  • English
  • 5
  • Business, Finance & Law

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Review Text

  • By geek in heels on 14 November 2009

    I didn't buy it at first because I thought I already paid almost £1000 for the BPP e-tutor course for the MRS advance certificate, and so the material provided by BPP should be enough. However I couldn't be more glad that I got this book, and wish I had gotten it earlier. The BPP material, while concise and clearly outlined, lack details and more context, which is a problem for someone like me, who doesn't already have market research experience, and wishes to switch into a market research career through obtaining this certificate.This book is written in a way that is very easy to read, and the case studies are very interesting. They illustrate how market research is used in the real world, which really helps deepening the understanding than the rather dry material provided by BPP. This is not to say that the BPP course is not useful because the tutor is very helpful, particularly good at providing immediate feedbacks on the IA and she answered any questions I have promptly. However I think this book is a must-have to study for the certificate if you are going with the BPP distance learning route.

  • By L A Bevan on 31 January 2015

    The information/content itself is very informative and useful.However, though knowing I was buying a second-hand product - so was aware it would have highlights, notations and small usage damage, I still think the cost of this item is TOO expensive considering the fact that it has notations and highlights etc. The cost is what I would expect to pay for a second-hand but unaltered book. So therefore I am disappointed.


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