Inside Information : Making Sense of Marketing Data
Author: David Smith, Jonathan Fletcher
List Price: $29.95
Our Price: Click to see the latest and low price
ISBN: 0471495433
Publisher: John Wiley & Sons (15 March, 2001)
Sales Rank: 494,989
Average Customer Rating: 2 out of 5
Customer Reviews
Rating: 2 out of 5
Shallow
In my opinion, the book was somewhat interesting, however, the content was rather general and not presented in depth. For example, one part of the book presented some "rules of thumb" for assessing reliability of information.(For example, ask yourself whether you believe it, ask yourself whether you would invest your own money based on the research, etc.) I thought this section was somewhat interesting, but it did not address issues of reliability in objective measurable terms, it did not address the various sources of information in detail, and it did not give remedies for overcoming difficulties with dubious information or synthesizing information. The treatment of market research specifically was similarly shallow and general. This was somewhat dissapointing considering the cover blurb called the book "profound". On the other hand, although the book was rather general, it was written in an engaging style and the content is certainly worth knowing. So, it may be useful for someone as a first book on how to sort through their e-mail inbox or to get a general idea of what type of research is included in "market research".Overall, the book seemed to address how to get a feel for the reliability of incoming information rather than how to "release the power" of knowledge.
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