The Art and Science of Interpreting Market Research Evidence

Market researchers are often confronted with dilemmas. Should they focus on the numbers or their intuition? Should they concentrate on qualitative or quantitative research methods? This book comes to the rescue by proposing methodologies designed to incorporate all these aspects in a disciplined manner. Although the dry, academic style will probably turn off all but experienced professionals, the rigorous manner in which the approach is described makes this a truly useful guide. The general outline of the methodology, focused on the concept of the learning curve, is presented in chapter 5. Chapters 3 and 6 should also be consulted first for the original thoughts on intuition, as well as on the bias introduced by traditional market research tools.