An introduction to market & social research - Karen Adams

An Introduction to Market and Social Research is an easy-to-use guide for anyone who needs to understand the basic principles and techniques of effective market or social research.

Clear descriptions, practical examples, and activities ensure that the reader gains a clear understanding of the research process, and how research information can be used effectively in business decision-making. Each chapter follows the same practical format: a statement of learning outcomes, bullet point summaries, practical examples and exercises, and mini case studies. The book is cross-referenced to the syllabus of the MRS/City & Guilds Certificate in Market & Social Research, containing regular revision sections to help candidates study for the exam.

An Introduction to Market and Social Research is essential reading for market research students and anyone who wants tips on carrying out their own projects, or managing research that they have commissioned.

Karen Adams was Head of Professional Development for the Market Research Society, the professional body for individuals involved or interested in market, social and opinion research. She was responsible for the development of the MRS's suite of professional qualifications for researchers, and for establishing the MRS/City & Guilds Certificate in Market & Social Research in partnership with City & Guilds.