We cannot recommend this book highly enough. In one volume, Yvonne McGivern has compiled an overview of all aspects of Market and Social Research. This is a must for all research practitioners, from raw novice, to the technically skilled old-hand. - Clive Warren, Partner, CSA Recruitment, London, England. The Practice of Market and Social Research: An Introduction, 2e, provides a comprehensive account of the techniques of market and social research and the practical tasks involved in setting up and running research projects - from identifying the problem to be researched through to reporting and evaluating the findings. McGivern's book covers qualitative and quantitative techniques, including a chapter on the analysis of qualitative data - a topic which few texts in this market cover. An excellent introductory text for those seeking to find out more about market or social research and a must have for those studying the MRS Advanced Certificate in Market and Social Research. - Tamzie Hollands, MRS Course Leader, Kingston Management Centre. those preparing for the MRS Advanced Certificate in Market and Social Research, at those doing undergraduate and post-graduate courses with a research module and/or a requirement to produce a research project or dissertation, and at research practitioners. I've used this book a huge amount and found it invaluable. I used it at work to help me set up research with radio listeners in the developing world and I've used it to help me plan research for my MBA dissertation. It guided me through the whole research process. Everything is clearly explained and very easy to follow. - Tim Moock, MBA Student, University of Bradford. this new edition: clarifies and expands content in every chapter; integrates ethics and the practice of research and provides an overview in Chapter 1; links problem definition and research design in a reworked Chapter 3 to make these topics more accessible; dedicates a full chapter (Chapter 4) to the preparation of the research brief and the research proposal; makes available brand-new case studies drawn from real life research projects. Yvonne McGivern brings many years' practical experience in research on both the agency and client side to this book. She currently runs her own research consultancy with clients in both public and private sectors. She lectures at Trinity College, Dublin, on the MSc in Applied Social Research and the MSc in Economic Policy Studies. She was an external adviser to the MA programme in Applied Social and Market Research at the University of Westminster and taught Research Methods for several years at Queen's University, Belfast. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and Social Research.