 The Art & Science of Interpreting Market Research Evidence
ISBN: 978-0-470-84424-3
Hardcover
248 pages
May 2004
US $75.00
 Add to Cart
This price is valid for United States. Change location to view local pricing and availability. Other Available Formats: Adobe E-Book
|
Instructors may request an evaluation copy for this title.
|
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.
14. Facilitating informed decision-making.
15. Developing holistic data analysis.
16. Guide to the supporting training module.
Notes.
References.
Glossary of holistic analysis terms.
Index.
