The Art and Science of Interpreting Market Research Evidence offers a complete account of the way todaya s researchers interpret evidence and apply it to decision making.
David Smith is Chairman of the Incepta Marketing Intelligence Group, a leading strategic marketing intelligence organization, and a Professor at the University of Hertfordshire Business School. He is a Fellow and former Chairman of the Market Research Society (MRS), and also a Silver Medal holder of the MRS. He has received Best Paper Awards for papers presented at Market Research Society and ESOMAR events. He is a member of the British Psychological Society; the Chartered Institute of Marketing; and the Institute of Management Consultants. His doctorate in Organizational Psychology is from Bareback College, University of London. Jonathan Fletcher is a Director of DVL Smith Ltd, one of the strategic research businesses within the Incepta Marketing Intelligence Group. He holds a research degree in philosophy from the University of Cambridge. He has given a number of papers at various industry conferences, and won the Best Methodological Paper Award at the 1999 ESOMAR Congress.
David V. L. Smith, J. H. Fletcher
John Wiley and Sons Ltd
Date of Publication
Business, Accounting & Vocational: Textbooks & Study Guides