New Guides to Market Research

The Market Research Society (MRS) and Pearson Education in the UK have this week launched two books which broaden the learning resources available for prospective and new entrants to the market research profession, and for marketing professionals seeking to extend their skills in market research.

The Practice of Market and Social Research: An Introduction by Yvonne McGivern has been specifically written to complement The MRS' Advanced Certificate in Market and Social Research Practice. It is primarily designed to provide those new to market research with a comprehensive and straightforward account of the techniques and day-to-day tasks of a researcher.

The book covers a wide range of topics, from an overview of the different types of research that exist and how data is collected, to the intricacies of sampling techniques and results analysis. To assist the learning process, each chapter includes a list of suggested follow-up exercises and recommended further reading. In addition, the book is supported by a companion website - www.booksites.net/mcgivern - which includes extra learning resources and supplementary material for teachers.

In Marketing Research: An Integrated Approach, Alan Wilson sets marketing research within the wider context of marketing and illustrates how research should be viewed as a key element of the overall marketing mix. Using real-life case studies to illustrate points, the book takes a marketing-led perspective rather than focusing on techniques. Additional features of the book include linking marketing research with the rapidly-developing area of customer information management, such as loyalty cards and customer records. It also covers the latest developments within marketing research, including Internet research and mystery shopping.

Speaking on the launch of the new books, Karen Adams, Professional Development Manager at The MRS, commented, 'Both of these books make a valuable contribution to extending the resources for new and potential entrants to the market research profession. They are detailed and comprehensive guides which, between them, help to set out what is involved in market and social research and how this fits within the wider marketing picture. The MRS is proud to be associated with the launch of both these new titles from Pearson Education. We are constantly seeking ways to raise professional standards and encourage new graduates into the profession and these books will further help us in both these aims. We are confident that they will quickly become essential reference tools for all those participating in market research education.'

For further information visit www.mrs.org.uk or www.pearsoneduc.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.