Marketing research and sociology focus on different aspects of society. However, there are voices such as Marcus Giessler, a consumer sociologist, who claims that you can only understand the market through a sociological lense. This is one of the reasons why sociological research methods are becoming more important beyond sociology. This post introduces four books that help with social research methods.
This is one is a key reading: an approachable guide to research as practiced by social scientists. It introduces readers to the tools they need to apply research concepts practically, as both a researcher and a consumer. It explains how to design and construct projects, introducing the various observation modes in use today, and answering critical questions about research methods-such as how to conduct online surveys and analyse both qualitative and quantitative data.
Babbie, Earl. The practice of social research. Nelson Education, 2015.
Qualitative Research Methods for the Social Sciences. This a very practical guide and reference book for the main principles of qualitative study. The book explains how to design, dramatise, conduct and analyse interviews, focus groups and other forms of research.
– Berg, Bruce L. Qualitative Research Methods for the Social Sciences. Boston: Pearson Education, 2014.
For some further but rather inspiring reading, I recommend the following book: A study of live methods including experimentation, attentiveness, collaboration, multi-media platforms, public sociology, the game of social life and research, scavenging, mapping and topologies.
– Back, Les, and Nirmal Puwar. Live methods. Wiley-Blackwell, 2013.
How did you find these books? Would you recommend further readings? Please leave a comment…