snippets from the guide   (Introduction ⇩)

(Introduction ⇧)

In the age of analytics, The Marketing Analytics Practitioner’s Guide serves as a comprehensive guide to marketing management, covering the underlying concepts and their application.

As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.

Essentially a practitioner’s guide to marketing management in the 21st century, the guide blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.

Application oriented, it imparts an understanding of how to interpret and apply research data and big data with the aid of the analytical tools that practitioners use.


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Sampling

Sampling
Exhibit  Sample size is a commercial decision that weighs the costs of a larger sample against the benefits of greater accuracy.

“In God we trust. All others must bring data.” — W. Edwards Deming.

A sample is a subset of the universe that is used for making conclusions or inferences about the universe. It reduces the time, effort and cost in estimating parameters of interest to marketers such as brand awareness, penetration, brand equity, market share, sales or distribution.

This appendix reviews the different sampling methods, and the mathematics of computing sample sizes for retail tracking and quantitative research studies. It covers the sampling standards commonly used by research firms. It also explains sampling and non-sample errors, and their impact on data accuracy.


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