An Introduction to Market and Social Research is an easy-to-use guide for anyone who needs to understand the basic principles and techniques of effective market or social research. This step-by-step textbook contains clear descriptions, practical examples and activities that will help you to gain a clear understanding of the research process and how research information can be used effectively in business decision-making. A vital study guide for those working towards the MRS/City & Guilds Certificate in Market & Social Research, it follows the syllabus and contains regular revision sections to help candidates study for the exam. However, it is not just for students; it is also suitable for anyone who is not a research practitioner who needs to know the basics. The inclusion of practical examples, tasks and multiple-choice questions will help you to understand how key points work in practice. Karen Adams is Head of Professional Development for the Market Research Society, the professional body for individuals involved or interested in market, social and opinion research. She was responsible for the development of MRS’s suite of professional qualifications for researchers, and for establishing the MRS/City & Guilds Certificate in Market & Social Research in partnership with City & Guilds. Ian Brace is Director of Research Methods at TNS UK. He has been a market researcher for over 30 years, during which time he worked for MAS Survey Research, NOP, Esso Petroleum, BJM Research and NFO WorldGroup. Ian is a Visiting Fellow in market research at Bristol Business School, and currently a member of the council of the Market Research Society and deputy chair of the Market Research Standards Board. He is the author of Questionnaire Design, also published by Kogan Page.