The Art & Science of Interpreting Market Research Evidence by J. H. Fletcher
Wiley; 1 edition | April 16, 2004 | English | ISBN: 0470844248 | 251 pages | PDF | 2 MB
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.