The Practice of Market and Social Research 2nd edition provides a comprehensive account of the techniques of market and social research and the practical tasks involved in setting up and running research projects from identifying the problem through to reporting and evaluating the findings. McGivern's book covers the qualitative and quantitative techniques, including a chapter on the analysis of qualitative data a topic which few texts in this market cover. The book is aimed at those preparing for the MRS Advanced Certificate in Market and Social Research, at those doing an undergraduate and postgraduate course with a research module and/or a requirement to produce a research project .