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- catalog abstract ""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."--Jacket.".
- catalog alternative "Art and science of interpreting market research evidence".
- catalog contributor b13220613.
- catalog contributor b13220614.
- catalog created "c2004.".
- catalog date "2004".
- catalog date "c2004.".
- catalog dateCopyrighted "c2004.".
- catalog description ""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."--Jacket.".
- catalog description "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.".
- catalog description "Includes bibliographical references (p. [219]-228) and index.".
- catalog extent "x, 236 p. :".
- catalog hasFormat "Art & science of interpreting market research evidence.".
- catalog identifier "0470844248 (alk. paper)".
- catalog isFormatOf "Art & science of interpreting market research evidence.".
- catalog issued "2004".
- catalog issued "c2004.".
- catalog language "eng".
- catalog publisher "Chichester, West Sussex, England ; Hoboken, NJ : John Wiley,".
- catalog relation "Art & science of interpreting market research evidence.".
- catalog subject "658.8/3 22".
- catalog subject "HF5415.2 .S558 2004".
- catalog subject "Marketing research.".
- catalog subject "Qualitative research.".
- catalog subject "Statistics.".
- catalog tableOfContents "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.".
- catalog title "Art and science of interpreting market research evidence".
- catalog title "The art & science of interpreting market research evidence / D.V.L. Smith and J.H. Fletcher.".
- catalog type "text".