《The Art and Science of Interpreting Market Research Evidence》是John Wiley & Sons出版的圖書，作者是David V. L. Smith，Jonathan H. Fletcher
基本介紹
- ISBN：9780470844243
- 作者：David V. L. Smith、Jonathan H. Fletcher
- 出版社：John Wiley & Sons
- 出版時間：2004年4月1日
- 頁數：250
- 定價：GBP 37.99
- 裝幀：Hardcover
內容簡介
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. ...(展開全部) 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
