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