The Art & Science of Interpreting Market Research Evidence
"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
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.
Glossary of holistic analysis terms.
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.
Offers essential new tools for marketers to interpret evidence and arguments, and make reliable information-based decisions
Explores current topics in market research and provides a wealth of case studies of good and bad practice drawn from topical issues
Packed with checklists, techniques and tips to help the reader better understand the material and prepare with electronic information