Say It with Figures

I highly recommend this book for persons conducting data analysis. The author's concept of Cross-tabulation Elaboration Analysis is woefully underutilized in the market research industry. If the principles espoused by Ziesel were more widely applied there would be a good deal less mis-analysis of survey results. His framework of an Accounting scheme for the coding and analysis of qualitative data is a very useful approach particularly for computer aided coding.