0087. THE ART AND SCIENCE OF INTERPRETING MARKET RESEARCH EVIDENCE : 1 ใน 109 หนังสือควรอ่าน จาก นาย


The Art & Science of Interpreting Market Research Evidence D. V. L. Smith, J. H. Fletcher ISBN: 978-0-470-84424-3 Hardcover 248 pages May 2004 Wiley List Price: US $70.00
เมื่อวันที่ 2 พฤศจิกายน 2547 ในการประชุมคณะรัฐมนตรี นายกรัฐมนตรีได้แนะนำหนังสือเล่มใหม่อีก 2 เล่ม คือ The Art & Science of Interpreting Market Research Evidence D. V. L. Smith, J. H. Fletcher
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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