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Fletcher, J. H.

The Art & Science of Interpreting Market Research Evidence

Fletcher, J. H. - The Art & Science of Interpreting Market Research Evidence, ebook

52,10€

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ISBN: 9780470020296
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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

Keywords: BUSINESS & ECONOMICS / Marketing / General BUS043000

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2004
Language
en
Edition
1
Page amount
248 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470020296
Printed ISBN
9780470844243

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