The Art and Science of Interpreting Market Research Evidence
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Beschreibung
The Art and Science of Interpreting Market Research Evidenceoffers a complete account of the way today's researchers interpretevidence and apply it to decision making. David Smith and JonathanFletcher show how to assess your current deciphering processes, andpresent an innovative framework integrating quantitative andqualitative approaches for analysing complex data-sets. With itsholistic approach to interpretation and its 10-step process formaking it work in practice, this book will equip you with a deepunderstanding of data analysis and ultimately improve your judgmentto produce better business decisions.
"This is modern commercial research, where the mind of theresearcher is finally acknowledged as admissible data. Priorknowledge, pragmatism, experience are all robust grist to the'holistic' research mill. A must-read for anyone getting to gripswith 21st century market research." Virginia Valentine, SemioticSolutions
Autor*in
David Smith
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Business & Management Datenanalyse Informationsmanagement Strategic Marketing Strategisches Marketing Wirtschaft u. Management
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"This splendid book...a valuable guide...Defiantly for everyone who wants to make best use of mass information that surrounds us."(Research Magazine, May 2004)
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