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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 ... Read more
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 ... Read more
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 ... Read more
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)