The Art and Science of Interpreting Market Research Evidence

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.