The Practice of Market Research offers a comprehensive & understandable account of the techniques & practical tasks involved in setting up & running marketing or social research projects. Although shorter than many market research books this offers a well-rounded overview good coverage of both qualitative & quantitative aspects of market research & particularly strong coverage of research design questionnaire design sampling & research ethics. This book is linked to The Market Research Society & has plenty of real life examples from big-name companies such as Mc Donalds & Levis as well as governments & charities. The authors depth of insight & experience of the real world of market research is evident throughout this book.