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.

'Interpretation' is used as an umbrella for bringing together a wide range of concepts and developments in the philosophy of social science that provide the foundation for clear thinking about social phenomena. In his new book, John O'Shaughnessy familiarises the reader with the nature of interpretation and its importance in social life, decision making in social science enquiries and consumer marketing, thus offering a multidisciplinary approach to problems of bias and uncertainty. Thus, this book is novel in its outlook and comprehensive in its approach. Whereas past studies in interpretation have focused on hermeneutical methods, O'Shaughnessy goes further considering the role of interpretation in social interactions, in undertaking scientific work, in the use of statistics, in causal analysis, in consumer evaluations of products and artifacts and in interpreting problematic situations together with the corresponding biases arising from emotional happiness and the concepts employed.

"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