If you conduct a well-designed, well-executed survey of 500 people you probably think (and yes, we may have told you) that your margin of error is ±4%. It’s beautiful. It’s all based on math. And if you ever had that “aha” moment in statistics class, you probably agree that the mathematical proof of it is…
In Turning Data into Stories we pointed out that numbers have no inherent meaning. There are no essentially big or small or significant numbers, for example—they only become big or small or significant within the context of specific research questions and a range of possible answers. The same is true for p-values by which we…
One critique sometimes heard about NPS scores is that they can’t be stat tested. That is not true. Though I know of no statistical packages that do it automatically, it is an easy calculation you can do on your own. Here’s the math: n = sample size a = % promoters b = % passives…
What IS a credibility interval, you ask? It is a term making its way into mainstream market research just as Bayesian statistics are making their way into market research. A credibility interval provides a range of values, calculated using Bayesian statistical techniques, within which a statistical estimate is likely to fall. It is analogous to…
With the magic of the holidays upon us, we got to thinking about “magic” in market research, or the lack thereof. So our just- published quarterly newsletter focuses on magic numbers in market research, arguing that certain “magical” numbers seem to guide much of what we do, whether we realize it or not. The best…