Expand your knowledge by taking a look at these useful SAGE titles below.

Andreasen, A. R. (1985) ‘Backward’ market research. Harvard Business Review (May issue).

Carmines, E. G. and Zeller, R. A. (1979) Reliability and Validity Assessment. London: Sage. (Link coming soon)

Kraus, J. (2013) How to write high-impact marketing research reports.

Thody, A. (2006) Writing and Presenting Research. London: Sage.