The Art and Science of Interpreting Market Research Evidence
Samenvatting
The Art and Science of Interpreting Market Research Evidence offers a complete account of the way today's researchers interpret evidence and apply it to decision making. David Smith and Jonathan Fletcher show how to assess your current deciphering processes, and present an innovative framework integrating quantitative and qualitative approaches for analysing complex data-sets. With its holistic approach to interpretation and its 10-step process for making it work in practice, this book will equip you with a deep understanding of data analysis and ultimately improve your judgment to produce better business decisions.
"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
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marktonderzoek data-analyse onderzoek besluitvorming holistische analyse kwantitatief onderzoek kwalitatief onderzoek interpretatie marketing klantinzicht evidence-based intuïtie informatie-integratie datakwaliteit consumentengedrag bedrijfsbeslissingen multi-methodische benadering onderzoeksmethodologie strategisch inzicht archetypal evidence narratieve presentatie contextuele analyse kennisfilters decision-facilitation compenserende technieken reframing kwalitatieve modus interpretatiegrenzen analysestrategie
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Inhoudsopgave
U kunt van deze inhoudsopgave een PDF downloaden
Introduction: Teaching Your Values and Ethics Will Plant Them Across Your Organization (Noel M. Tichy, Andrew R. McGill).
PART 1: The Abuse.
1. Business Ethics Reality Stunned Americans as Enron, Others Misled Investors and Employees (Andrew R. McGill).
2. Ethics and culture of ServiceMaster Sustain Important Values Over Time (C. William Pollard).
3. Sustaining Business Ethics Requires Teachable Point of View (Jonathan Ward).
4. Business Ethics in Skeptical Times (James A. Baker III).
5. Peripheral Issues Can Evolve; "Core Ethics" Must Be Stable (C. K. Prahalad).
6. We Need Great Leader-Teachers with Great Skills and High Ethics (Robert E. Knowling Jr.).
7. Ethics "Honor One's Self" In Your Business Behavior (Robert Dolan).
PART 2: The Aftermath.
8. Values: The Best Tools to Lead a Large Global Organization (Jeffrey Immelt).
9. Competence Without Credibility Won't Win in the Long Run (Anjan Thakor).
10. Leadership Dilemmas: Ethical Challenges Can Make or Break a CEO (James Hackett).
11. Ethics and Fundamental Decisions: The Internally Directed and Other-Focused Mindset (Robert Quinn).
12. Superstar Entrepreneur Meets Today's High-Bar Ethics: How Trilogy Is a Very Different Software Company (Joe Liemandt).
13. Ethics, Virtuousness, and Constant Change (Kim Cameron).
14. The Best Ethical Choices Come When Long-Term Impact Rules (Tim Fort).
PART 3: The Ethical Future.
15. Students Meet Ethical Dilemmas in Their Workplace Challenges (Noel M. Tichy and Six MBA Students).
16. Ethical Markets Are Essential for Trust, Global Development (E. LaBrent Chrite).
17. Living Beautiful Values Every Day Makes Focus: HOPE Special (Eleanor Josaitis).
18. Corporate Global Citizenship: The Ethical Path for Business (Noel M. Tichy, Andrew R. McGill).
Acknowledgments.
The Authors.
Index.
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