Books like The practice of market research by Yvonne McGivern

A comprehensive guide to the research process in the social sciences, emphasizing practical tools and techniques.

"If you are thinking of conducting market research but you don't know where to start, try The Market Research Toolbox - the ideal resource for the professional new to marketing. Written in an engaging and active style, this book describes how to think of market research in the context of making a business decision. It begins by defining market research and discussing some of the various types and techniques and then examines what objectives can be met by doing market research and the expected payoffs. Six traditional market research techniques are covered - secondary research, customer visits, focus groups, surveys, choice modeling, and experimentation. Author Edward F. McQuarrie describes how each technique works, along with its costs, uses, tips for success, and when and how to use certain techniques, as well as precautions to take while using them. Next, McQuarrie discusses nontraditional types of market research that have evolved in recent years to meet the needs of business-to-business marketers and technology firms. The volume concludes with a chapter on five common business applications that can be addressed by combining several individual research techniques into a research strategy."--BOOK JACKET.

Ideal for introductory methods courses as well as for advanced undergraduate and graduate courses, Approaches to Social Research strikes an important balance between specific techniques and the underlying logic of social inquiry - the how-to and wherefore of research. The authors provide a balanced treatment of the four major approaches to research - experimentation, survey research, field research, and the use of available data - bringing the material to life with numerous examples drawn from both classic and current research. While advocating a multiple-methods strategy that treats the approaches as complementary rather than as mutually exclusive, it furnishes a detailed account of the process as well as the advantages and disadvantages of carrying out research with each approach. Extensive substantive examples and a clear exposition make complex issues accessible to students with no background in social research.