Recommended Reading

DeVellis, R.F. (2011) Scale Development: Theory and Applications, 3rd edn. London: SAGE.

A classic text on the development of different types of measure, presenting complex concepts in a way that helps students to understand the logic underlying the creation, use and evaluation of measurement instruments.


Diamantopoulos, A. and Schlegelmilch, B. (1997) Taking the Fear Out of Data Analysis. London: Dryden Press. Republished by Cengage Learning, 2000.

This book does what it says on the tin, all written in a jokey style. Part I considers what are data, the process of sampling and measurement. Succinct and well worth a read.


Gordon, R., Harris, F., Mackintosh, A.M. and Moodie, C. (2010) ‘Assessing the cumulative impact of alcohol marketing on young people’s drinking: cross-section data findings’, Addiction Research and Theory, Early Online, 1–10, Informa UK.

This article presents the initial results of the survey on alcohol marketing which is used throughout this text.


Kent, R. (2007) Marketing Research: Approaches, Methods and Applications in Europe. London: Thomson Learning (now Cengage, Andover).

This is an earlier text by the author, but it focuses on marketing research. Chapter 5 covers much of the material in Chapter 1 of Kent (2015).


Ragin, C. and Becker, H (eds) (1992) What Is a Case? Exploring the Foundations of Social Inquiry. Cambridge: Cambridge University Press.

This is a seminal book on the role of cases in social research. In particular, have a look at the introductory chapter by Ragin, which reviews the many different ways in which the concept of ‘case’ has been used, and Chapter 10, also by Ragin, on the process of ‘casing’ in social inquiry. Also have a look at the chapter by Abbott, ‘What do cases do? Some notes on activity in sociological analysis’.