Buch, Englisch, 248 Seiten, Format (B × H): 175 mm x 250 mm, Gewicht: 619 g
Buch, Englisch, 248 Seiten, Format (B × H): 175 mm x 250 mm, Gewicht: 619 g
ISBN: 978-0-470-84424-3
Verlag: Turner Publishing Company
"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
Autoren/Hrsg.
Weitere Infos & Material
Foreword.
Preface.
Acknowledgements.
1. 'New' market research.
2. Not a science, but a scientific approach.
3. Data-rich intuitive analysis.
4. Analysing the right problem.
5. Understanding the big information picture.
6. Compensating for imperfect data.
7. Developing the analysis strategy.
8. Organizing the qualitative data.
9. Organizing the quantitative data.
10. Establishing the interpretation boundary.
11. Applying the knowledge filters.
12. Reframing the data.
13. Integrating the evidence and presenting research as a narrative.
14. Facilitating informed decision-making.
15. Developing holistic data analysis.
16. Guide to the supporting training module.
Notes.
References.
Glossary of holistic analysis terms.
Index.