| Description |
x, 236 pages : illustrations ; 26 cm |
| Contents |
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 |
| Summary |
"Newcomers to market research should welcome this book. It provides an easy to follow account of the way today's market researchers - working in an holistic way across both qualitative and quantitative evidence - now interpret and apply evidence to the decision-making process. The book will be particularly helpful to those responsible for training agency and client staff in 'new' market research, and for lecturers keen to include practical accounts of how the industry is now operating."--BOOK JACKET |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references (pages [225]-228) and index |
| Subject |
Marketing research.
|
|
Qualitative research.
|
|
Statistics.
|
| Author |
Fletcher, J. H.
|
| LC no. |
2003067249 |
| ISBN |
0470844248 : |
|
