Abstract:

In this chapter, the emphasis will be on the ‘analysis and interpretation’ aspects of statistics dealing mainly with simple descriptive measures calculated from survey data and the testing of hypotheses about those data. The more advanced statistical techniques used for interpreting market research data will be covered in chapter 13. The techniques and significance tests described below are those which have been found most useful in interpreting survey tabulations. This is not an exhaustive list, by any means, and the reader who wishes to know more about statistical analysis in market research may consult the texts given in the references at the end of the book.