Abstract
In earlier chapters we have emphasised strongly that the purpose of research is to shed light on areas of uncertainty in order to enable the decision-maker to arrive at an optimum decision within the inevitable constraints of time and money. To this end we have examined at some length the need to define problems in a clear and unambiguous way, to communicate this problem definition accurately to those responsible for attempting to solve it, and to the development of a research design best suited to the collection of the necessary data. Implicit to the whole process is the assumption that the researcher has considered carefully the analytical techniques and methods appropriate to the interpretation of the data once it has been collected. Thus, while it is convenient for the logical development of a textbook to examine procedures for analysing data at this juncture, in reality consideration of this matter should emerge at an early stage in the problem-solving process.
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© 1991 Michael J. Baker
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Baker, M.J. (1991). Data interpretation. In: Research for Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-21230-9_9
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DOI: https://doi.org/10.1007/978-1-349-21230-9_9
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