Analyses

Statistics are vital to market research. Because of a lack of knowledge in this area statistics are more than once regarded as nothing more than the summing up of some percentages. Of course this descriptive aspect is also part of statistics, but the results of a research become much more interesting and valuable when you can make connexions and find causal relationships. Several tests will provide you with important information about differences between target groups, for example. Is there a significant difference between the opinion of group A and that of group B? The answer to this question goes further than simply stating that in group A 75% answered yes, and in group B this was only 65%. This simple example illustrates the power of a thorough statistical analysis.