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What Do I Do With All This Data?

Getting the Best out of Market Research Data

Langue:  English
From straightforward frequency analyses to sophisticated multivariate analyses – this e-book shows you how to really understand what your data is telling you.
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This e-book provides in-depth insight into how to get the best out of your Market Research data beyond the standard frequency and cross-tabulated data. The insights into multivariate analyses, in particular, enables the analyst to ‘get under the fingernails’ of data and adds value to the analysis of datasets. Examples of these techniques helps determine what really generates customer satisfaction, the attractiveness of your product profile to maximise sales, how to best segment your market to attract prospects and how best to present your findings to create immediate impact amongst senior management.

About the Author

David C. S. Murray MBA, B.A. (Hons), Dip M, M CInstM, Chartered Marketer, Dip MRS is the Director of his own consultancy, and has the ultimate responsibility for carrying out all research projects from initial brief to final presentation. David has gained over 40 years experience in research roles within Telewest Communications, Liverpool Daily Post and Echo, and Littlewoods, and has great knowledge of Market and Social Research covering all aspects of consumer, business-to-business and behavioural research.

  • Listing of figures/tables
  1. Profile and Background
  2. Setting the scene
  3. Uni-variate and bi-variate analytical techniques applied to this survey
  4. Multivariate analytical techniques applied to this survey
  5. Analysis of open-ended/free text responses
  6. Market Segmentation analytical techniques
  7. Data Reduction techniques
  8. How to evaluate choice
  9. Reflection: How to apply some of these techniques in the real world
  • Bibliography
  • Endnotes
A propos de l'auteur

David Murray