The Art and Science of Interpreting Market Research Evidence

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作者：D. V. L. Smith, J. H. Fletcher
文件大小：0.92MB
文件类型：文字PDF
语言：英语
出版：John Wiley & Sons，2004年
页数：251
书签：有

内容简介：
This book provides the following 10-step guide to the art and science of interpreting qualitative and quantitative market research evidence and successfully applies this to business decision-making.
1. Analyzing the right problem
2. Understanding the big information picture
3. Compensating for imperfect data
4. Developing an effective analysis strategy
5. Establishing the interpretation boundary
6. Applying the 'knowledge filters'
7. 'Re-framing' the data
8. Presenting the research evidence as a narrative
9. Facilitating informed decision-making
10. Learning from successful practice

This book is supported by a ten-module training course consisting of a series of PowerPoint presentation charts. This also includes case studies that will be helpful to University lecturers and those responsible for training new graduates entering the market research industry, on either the client or agency side.

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 textbook for anyone getting to grips with 21st century market research.

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http://u.115.com/file/f8eef8aaec#