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The Art and Science of Interpreting Market Research Evidence
D. V. L. Smith
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Description for The Art and Science of Interpreting Market Research Evidence
Hardcover. The Art and Science of Interpreting Market Research Evidence offers a complete account of the way todaya s researchers interpret evidence and apply it to decision making. Num Pages: 248 pages, Illustrations. BIC Classification: KJMD; KJSM. Category: (P) Professional & Vocational. Dimension: 251 x 177 x 19. Weight in Grams: 582.
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
"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
Product Details
Format
Hardback
Publication date
2004
Publisher
John Wiley & Sons Inc United Kingdom
Number of pages
248
Condition
New
Number of Pages
256
Place of Publication
New York, United States
ISBN
9780470844243
SKU
V9780470844243
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About D. V. L. Smith
David Smith is Chairman of the Incepta Marketing Intelligence Group, a leading strategic marketing intelligence organization, and a Professor at the University of Hertfordshire Business School. He is a Fellow and former Chairman of the Market Research Society (MRS), and also a Silver Medal holder of the MRS. He has received Best Paper Awards for papers presented at Market Research Society and ESOMAR events. He is a member of the British Psychological Society; the Chartered Institute of Marketing; and the Institute of Management Consultants. His doctorate in Organizational Psychology is from Bareback College, University of London. Jonathan Fletcher is a Director of DVL Smith Ltd, one of the strategic research businesses within the Incepta Marketing Intelligence Group. He holds a research degree in philosophy from the University of Cambridge. He has given a number of papers at various industry conferences, and won the Best Methodological Paper Award at the 1999 ESOMAR Congress.
Reviews for The Art and Science of Interpreting Market Research Evidence
“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)