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 SolutionsForeword.
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.
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