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The Art & Science of Interpreting Market Research Evidence
Posted: April 28th, 2009, 4:23am CEST

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D.V.L. Smith and J.H. Fletcher, "The Art & Science of Interpreting Market Research Evidence"
John Wiley | ISBN: 0-470-84424-8 | 236 Pages | PDF | 1.0 Mb

The last few years have seen the arrival of ‘new’ market research. Gone are the days when market research posed as a quasi-academic activity that only flirted with the business decision-making process. Today, market researchers are much more focused on improving the quality of business decision-making.
This arrival of new market research has presented the industry with an exciting challenge. This is, how best to communicate to its client base (and also to new graduates entering the industry) exactly how new market research operates. This book addresses this issue.

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