The Art and Science of Interpreting Market Research Evidence

Smith DVL; Fletcher J H

ISBN 10: 0470844248 / ISBN 13: 9780470844243

Published by John Wiley & Sons Inc, New York, 2004

About this Item

236 pages. Book and Jacket appear to have hardly been read and are both in As new condition throughout.

Seller Inventory # 200368

Bibliographic Details

• Title: The Art and Science of Interpreting Market Research Evidence
• Publisher: John Wiley & Sons Inc, New York
• Publication Date: 2004
• Language: English
• ISBN 10: 0470844248
• ISBN 13: 9780470844243
• Binding: Hard Cover
• Edition: First Edition.
• Condition: As New
• Dust Jacket Condition: As New
• Seller catalogs:
  • Business and Finance

About this title

Synopsis

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

About the Author

David Smith is Chairman of the Incepta Marketing Intelligence Group, a leading strategic marketing intelligence organization, and a Professor at the University of Hertfordshire Business School. He is a Fellow and former Chairman of the Market Research Society (MRS), and also a Silver Medal holder of the MRS. He has received Best Paper Awards for papers presented at Market Research Society and ESOMAR events. He is a member of the British Psychological Society; the Chartered Institute of Marketing; and the Institute of Management Consultants. His doctorate in Organizational Psychology is from Bareback College, University of London.


Jonathan Fletcher is a Director of DVL Smith Ltd, one of the strategic research businesses within the Incepta Marketing Intelligence Group. He holds a research degree in philosophy from the University of Cambridge. He has given a number of papers at various industry conferences, and won the Best Methodological Paper Award at the 1999 ESOMAR Congress.