The Art & Science of Interpreting Market Research Evidence
Chapter One
'New' market research
Summary
Market research is moving away from its roots as a discipline that was
detached from the business decision-making process, and is now more
actively engaged with decision-facilitation.
This shift has required new methodological thinking: an 'holistic' analysis
approach that provides clients with a rounded view of what all their
(qualitative and quantitative) marketing evidence is saying.
The new approach also requires analytical frameworks that combine
hard market research data with prior management knowledge
and intuition.
These new frameworks must be disciplined: intuitive thought can be
powerful, but it can also be wrong. The new holistic approach to data
analysis therefore needs to be based on the rigorous evaluation of
prior management ... read full excerpt from The Art and Science of Interpreting Market Research Evidence ebook
