The Art and Science of Interpreting Market Research Evidence

__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 Solutions 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. 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. D.v.l. Smith And J.h. Fletcher. Includes Bibliographical References (p. [219]-228) And Index. The Art & Science of Interpreting Market Research Evidence......Page 4 Contents......Page 8 Foreword......Page 10 Preface......Page 12 Acknowledgements......Page 14 1 ‘New’ market research......Page 16 2 Not a science, but a scientific approach......Page 30 3 Data-rich intuitive analysis......Page 42 4 Analysing the right problem......Page 52 5 Understanding the big information picture......Page 64 6 Compensating for imperfect data......Page 76 7 Developing the analysis strategy......Page 98 8 Organizing the qualitative data......Page 106 9 Organizing the quantitative data......Page 120 10 Establishing the interpretation boundary......Page 144 11 Applying the knowledge filters......Page 164 12 Reframing the data......Page 184 13 Integrating the evidence and presenting research as a narrative......Page 194 14 Facilitating informed decision-making......Page 210 15 Developing holistic data analysis......Page 226 16 Guide to the supporting training module......Page 232 Notes......Page 234 References......Page 240 Glossary of holistic analysis terms......Page 244 Index......Page 246 The underlying principle behind market research is powerful, yet simple.