The Art & Science of Interpreting Market Research Evidence

The Art & Science of Interpreting Market Research Evidence

Hardback (09 Mar 2004)

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Publisher's Synopsis

The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions.

"This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. A must-read for anyone getting to grips with 21st century market research." Virginia Valentine, Semiotic Solutions

Book information

ISBN: 9780470844243
Publisher: Wiley
Imprint: John Wiley & Sons, Inc.
Pub date:
DEWEY: 658.83
DEWEY edition: 22
Language: English
Number of pages: 236
Weight: 582g
Height: 251mm
Width: 177mm
Spine width: 19mm