The Art and Science of Interpreting Market Research Evidence
| Author | : | |
| Rating | : | 4.26 (792 Votes) |
| Asin | : | 0470844248 |
| Format Type | : | paperback |
| Number of Pages | : | 248 Pages |
| Publish Date | : | 2016-09-09 |
| Language | : | English |
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. Prior knowledge, pragmatism, experience are all robust grist to the 'holistic' research mill. 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. "This is modern commercial research, where the mind of the researcher is finally acknowledged as admissible data. A must-read for anyone getting to grips with 21st century market research." Virginia Valentine, Semiotic Solutions. 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 splendid book…a valuable guide…Defiantly for everyone who wants to make best use of mass information that surrounds us.”(Research Magazine, May 2004)
"Excellent text - should be standard issue in market research organisations." according to D. Stuart. UK researchers Smith & Fletcher write clearly with a fine knack of turning the art and science of research analysis into a logical, well-explained process that incorporates not just hard quantitative evidence, but also qualitative research as well as - and this is what takes the book ahead of the field - the experience and judgment of the researcher as well. In essence they advocate a mor. Five Stars LUIZ SA LUCAS Second to none. A must read for everyone interested in deep diving in Market Research.. Good book TaK Tran A nice summary book for market researchers.