The Art & Science of Interpreting Market Research Evidence
Language: English
Published by John Wiley & Sons Apr 2004, 2004
- Hardcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
AbeBooks seller since August 14, 2006
Condition: New
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Add to basketItem description from seller
Neuware - 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.
Seller Inventory # 9780470844243
- Title
- The Art & Science of Interpreting Market Research Evidence
- Author
- Jonathan H Fletcher
- Publisher
- John Wiley & Sons Apr 2004
- Publication year
- 2004
- Condition
- Neu
- Binding
- Buch
- Language
- English
- ISBN 10
- 0470844248
- ISBN 13
- 9780470844243
- Item weight
- 619 grams
- Dimensions
- 250x175x18 mm
"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
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
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