An Introduction to Market and Social Research

Section 1 Introduction to market research 1. Why do I need research? Introducing market and social research Introduction; What is 'market research'?; Using research to inform business decisions; Who carries out research?; Conducting research ethically; Summary 2 What do I need to know? Defining research objectives Introduction; The first steps; What is the problem?; From problem to objectives; Finding resources for the research project; Creating the research brief; Summary 3 How am I going to do it? Selecting a research design Introduction; Defining information needs; Creating the right research design; Beginning the research proposal; Summary 4 How can I gather the information? Identifying different research methods Introduction; Gathering secondary data; Gathering data for primary research; Choosing the best research method; Summary Section 2 Designing a research project: the tools of market research 5 Who should I talk to? Understanding how sampling works Introduction; What is a 'research sample'?; Identifying an appropriate sample; Choosing the right sampling method; Creating a good sampling plan; Summary 6 Where can I find the data I need? Using quantitative research methods Introduction; Interviewing in market research; Collecting data using interviews; Collecting data using self-completion questionnaires; Collecting data using observation; Summary 7 How can I find out what people feel about issues? Using qualitative research methods Introduction; What is qualitative data, and why do we need it?; Moderating and conducting depth interviews; Discussion group or depth interview - which is more useful?; Tools and techniques for depth interviewers and moderators; Collecting qualitative data using observation; Summary 8 What questions should I ask? Designing the questionnaire Introduction; Getting the best information; Some common problems with questionnaires, and how to avoid them; Summary Section 3 Completing a market research project 9. How do I know what it all means? Analysing research data Introduction; Organizing quantitative data; Analysing quantitative data; Interpreting the data; Analysing qualitative data; Summary 10 What do I do with the information? Reporting and communicating research findings Introduction; Identifying the links between the findings and the problem; Helping the client to make sense of the findings; Structuring an effective research report; Adding value with your presentation; Summary 11 Where do I go from here? Developing your career in market research Introduction; Professional associations for the profession; Career opportunities in research; Getting started in market research; Summary