The Art and Science of Interpreting Market Research Evidence

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Buchbeschreibung

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

Detaillierte Informationen
Altersbeschränkung:
0+
An folgendem Datum zu LitRes hinzufügt:
21 August 2019
Größe:
250 S.
ISBN:
9780470020296
Gesamtgröße:
1 MB
Gesamtzahl der Seiten:
250
Seitengröße:
168 x 244 мм
Copyright:
John Wiley & Sons Limited
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