Description
Book SynopsisThe Art and Science of Interpreting Market Research Evidence offers a complete account of the way todaya s researchers interpret evidence and apply it to decision making.
Trade 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)
Table of ContentsForeword.
Preface.
Acknowledgements.
1. 'New' market research.
2. Not a science, but a scientific approach.
3. Data-rich intuitive analysis.
4. Analysing the right problem.
5. Understanding the big information picture.
6. Compensating for imperfect data.
7. Developing the analysis strategy.
8. Organizing the qualitative data.
9. Organizing the quantitative data.
10. Establishing the interpretation boundary.
11. Applying the knowledge filters.
12. Reframing the data.
13. Integrating the evidence and presenting research as a narrative.
14. Facilitating informed decision-making.
15. Developing holistic data analysis.
16. Guide to the supporting training module.
Notes.
References.
Glossary of holistic analysis terms.
Index.
