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    The Art and Science of Interpreting Market Research Evidence
    The Art and Science of Interpreting Market Research Evidence
    The Art and Science of Interpreting Market Research Evidence
    Ebook224 pages5 hours

    The Art and Science of Interpreting Market Research Evidence

    By D. V. L. Smith and J. H. Fletcher

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    About this ebook

    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
    LanguageEnglish
    PublisherWiley
    Release dateMay 14, 2004
    ISBN9780470020296
    The Art and Science of Interpreting Market Research Evidence

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