Art and Science of Interpreting Market Research Evidence

This book provides the following 10-step guide to the art and science of interpreting qualitative and quantitative market research evidence and successfully applies this to business decision-making. 1. Analyzing the right problem2. Understanding the big information picture3. Compensating for imperfect data4. Developing an effective analysis strategy5. Establishing the interpretation boundary6. Applying the 'knowledge filters'7. 'Re-framing' the data8. Presenting the research evidence as a narrative9. Facilitating informed decision-making10. Learning from successful practice This book is supported by a ten-module training course consisting of a series of PowerPoint presentation charts. This also includes case studies that will be helpful to University lecturers and those responsible for training new graduates entering the market research industry, on either the client or agency side."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 textbook for anyone getting to grips with 21st century market research."Virginia Valentine,Semiotic Solutions"This book enables both the research client and practitioner to think more clearly about how different strands of 'research' can work together through a unifying analytical approach. Although designed as a teaching and development resource, the underlying thinking makes refreshing reading for all those supplying or using market research."Leslie SoppHead of Research, Institute of Chartered AccountantsChairman, Association of Users of Research Agencies"This book is aimed at newcomers to market research; however, Smith and Fletcher's approach to their subject can teach us all some new lessons. Iwas particularly impressed by the weight of theoretical and practical evidence they assemble to underpin their arguments at every turn and, as two of the most respected researchers in the industry, see it as their responsibility to share that knowledge with others in as highly accessible a form as possible."Nigel Culkin FMRSAssociate, Dean (Business Partnerships, University of Hertfordshire)Smith, D. V. L. is the author of 'Art and Science of Interpreting Market Research Evidence' with ISBN 9780470844243 and ISBN 0470844248.