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Statistical Methods Applied to the Interpretation of Questionnaire Responses

Statistical Methods Applied to the Interpretation of Questionnaire Responses Statistical Methods Applied to the Interpretation of Questionnaire Responses RAYMOND VERNON L\LTHOUGH a good deal of attention has purpose to indicate two ways in wh!ch such .l1. been directed at the various techniques problems may be approached, the first way for collecting data in market analysis, rela­ fairly representing the methods which are tively little has been done to further careful widely used at present, and the second in­ interpretation of these data after they have dicative of the superior techniques which been compiled. Interpretation of a painstak­ statistical methodology has recently made ing type is particularly necessary in mar­ available to the market analyst. keting studies due to the frequent use of For illustrative purposes a typical prob­ small samples and to the inevitable presence lem has been selected from Percival White's of many uncontrolled factors strongly af­ "Advertising Research." (Table I.) Having fecting the meager data that can be col­ interviewed a number of persons in the New lected. England and Middle Atlantic states with One type of problem which frequently regard to their preferances in shaving cream confronts the market analyst-and which brands, the analyst's problem is to determine may be solved by careful application of http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Marketing Journal SAGE

Statistical Methods Applied to the Interpretation of Questionnaire Responses

American Marketing Journal , Volume amj-3 (2): 4 – Apr 1, 1936

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Publisher
SAGE
Copyright
© 1936 American Marketing Association
ISSN
0193-1806
eISSN
1547-7185
DOI
10.1177/002224293600300207
Publisher site
See Article on Publisher Site

Abstract

Statistical Methods Applied to the Interpretation of Questionnaire Responses RAYMOND VERNON L\LTHOUGH a good deal of attention has purpose to indicate two ways in wh!ch such .l1. been directed at the various techniques problems may be approached, the first way for collecting data in market analysis, rela­ fairly representing the methods which are tively little has been done to further careful widely used at present, and the second in­ interpretation of these data after they have dicative of the superior techniques which been compiled. Interpretation of a painstak­ statistical methodology has recently made ing type is particularly necessary in mar­ available to the market analyst. keting studies due to the frequent use of For illustrative purposes a typical prob­ small samples and to the inevitable presence lem has been selected from Percival White's of many uncontrolled factors strongly af­ "Advertising Research." (Table I.) Having fecting the meager data that can be col­ interviewed a number of persons in the New lected. England and Middle Atlantic states with One type of problem which frequently regard to their preferances in shaving cream confronts the market analyst-and which brands, the analyst's problem is to determine may be solved by careful application of

Journal

American Marketing JournalSAGE

Published: Apr 1, 1936

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