The Art and Science of Interpreting Market Research Evidence

Cover Type: Hardcover
Book Condition: As New
Jacket Condition: As New
Publisher: John Wiley & Sons Inc
Publisher Place: New York
Publisher Year: 2004
Edition: First Edition

Description: 236 pages. Book and Jacket appear to have hardly been read and are both in As new condition throughout.

Publishers Description: 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 Industry Reviews ?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)

ISBN: 9780470844243