Market, opinion and social research is now an established global industry. An increasing proportion of the expenditure of market research companies is allocated to multi-national projects whose objective is consistent regional and global measurement.
Businesses of all sizes, whether they are conducting or commissioning market research, need assurance that it is consistent, reliable and valid. If you carry out, commission or buy market research, demonstrating best practice is a potent statement to consumers and competitors.
Enhance your understanding of quality and how it relates to market research with Quality in Market Research - From Theory to Practice . Packed with case studies, examples, models and checklists, this book has been developed to provide you with the tools you need to ensure your market research is of the highest standard.
Quality in Market Research is the only book on the market to give a full assessment of ISO 20252: Market, opinion and social research and provides practical tips and guidance on how to meet this standard.
Who is it relevant to?
It is suitable for any organization that undertakes research, both nationally and internationally. This includes:
• Any market research associations and companies
• Any company that invests in market research/has a market or consumer insight team
• All market research professionals; students taking the Market Research Society Diploma.
Authors
Peter Jackson has over 25 years' practical experience of market research, the majority of time spent as a director of Business and Market Research Ltd. He has authored and co-authored several books on quality and market research, including Managing a Quality System, Achieving BS EN ISO 9000, Market Research, and Marketing Research in Practice.
Debrah Harding is the current Director of Policy and Communications and Deputy Director General of the Market Research Society. She is responsible for the professional body activities at MRS including development of professional standards. She works closely with Peter in the development of ISO 20252 as part of the BSI UK shadow committee.
What others have had to say
‘Quality is a very hot topic in the field of market research. However, standard market research textbooks tend to provide readers with only a summary of the issues. Here, the authors provide readers with a comprehensive and practical guide to the factors that can influence quality and the solutions that can be adopted to improve processes and reassure clients’.Peter Mouncey - Visiting Fellow, Cranfield University School of Management
‘With the latest revision to ISO20252 there is a need for a comprehensive review of what quality is, why it matters and how to implement a formal quality management system. This is what the authors have provided’. Richard Windle - Chairman, Market Research Quality Standards Association, UK.
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