The art & science of interpreting market research evidence

dc.contributor.author	Smith, D. V. L.
dc.contributor.author	Fletcher, J.H.
dc.date.issued	2004
dc.identifier.isbn	0-470-84424-8
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/3928
dc.description	xi, 236 p. : ill.
dc.description.abstract	This book 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.
dc.language.iso	en
dc.publisher	John Wiley & Sons Ltd
dc.subject	Marketing research
dc.subject.other	Qualitative research
dc.subject.other	Statistics
dc.title	The art & science of interpreting market research evidence
dc.type	Book