Types of Statistical Analyses Used in Marketing Research
Descriptive analysis
Inferential analysis
Differences analysis
Associative analysis
Predictive analysis
Descriptive analysis
Used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses
Descriptive measures
Measures such as the mean, mode, standard deviation, and range
Typically used early in the analysis process and become foundations for subsequent analysis
Inferential analysis
Used when marketing researchers use statisticalprocedures to generalize the results of the sample to the target population it represents
Inferential analysis
Includes hypothesis testing and estimating true population values using confidence intervals
Difference analysis
Used to determine the degree to which real and generalizabledifferences exist in the population to help the manager make an enlightened decision
Difference analysis
Includes the T-test for significant differences between groups and analysis of variance (ANOVA)
T-test
A method that determines whether two populations are statistically different from each other by comparing means
ANOVA
Determines whether threeormore populations are statistically different from each other by comparing means
Association analysis
Investigates if and how twovariables are related
Relationship analysis
To study more complexpatterns of associations using statistical procedures and models to help allow insight into multiplerelationships among variables
Regression analysis
A way to measure the relationship of one variable to another (2andmore) to see what factors relate to others
Measures of centraltendency
Mode
Median
Mean (or average)
Measures of variability
Frequencydistribution
Range
Standarddeviation (SD)
Descriptive measures are typically used early in the analysis process and become foundations for subsequent analysis
Managers do not relate to medians or modes of scale data
If most standard deviations are approximately equal, donot include, as redundancy would result
Frequencies and percent distributions are the mostcommonly used descriptive measures for nominal data
Mode: The largest percentage group is usually readily apparent in a percent distribution, especially if ascending or descending order can be used