This book analyzes the nature and role of interpretation in social interactions, decision making in social science enquiries and consumer marketing, in the use of statistics and causal analysis, in consumer evaluations of products and in interpreting problematic situations along side biases arising from the emotions. "Finally an authoritative book that places marketing research firmly within a comprehensive social science framework by recognising the centrality of social relationships and the dynamics of the inter-personal, of perspective, and of meaning-making in a phenomenal world. Professor O'Shaughnessy draws the topic into a rich applied focus and careful reading of this book will reward by inspiring and catalysing valuable research in the field, thus opening the minds of students and researchers alike" Dr Richard J Varey, Professor of Marketing at The Waikato Management School, New Zealand