Product 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

Product Details

• Amazon Sales Rank: #552939 in Books
• Published on: 2004-04-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 248 pages

Review
“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)

Review
“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)

From the Inside Flap
Newcomers to market research should welcome this book. It provides an easy to follow account of the way today’s market researchers – working in an holistic way across both qualitative and quantitative evidence – now interpret and apply evidence to the decision–making process. The book will be particularly helpful to those responsible for training agency and client staff in ‘new’ market research, and for lecturers keen to include practical accounts of how the industry is now operating.

Customer Reviews

Excellent
This book is essential reading for not just Market Research students but also practitioners. I have worked for 10 years in MR and still took a lot from this text.

In some instances try too hard to shoehorn the idea of their holistic approach into all aspects of research and some of what they argue is common sense - but for all that I still rate it five star as it is an interesting perspective and does not follow the typical ABC approach of many textbooks in this area.

I purchased my copy for the MRD Diploma and found it invaluable.