The Art & Science of Interpreting Market Research Evidence
Publisher: Wiley
Published: May 5, 2004
Language: eng
Number of pages: 248
ISBN-13: 9780470844243
First sentence: The underlying principle behind market research is powerful, yet simple.
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.