Table of Contents

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.