Application of basic statistics for improving quality control, operating efficiency and analysis sensitivity

Richard Goosey and Jeremy Wyndham

Over the last 20 years the development of the UK market research industry has concentrated almost exclusively on technology to improve its operating standard, efficiency and control.
  

Application of basic statistics for improving quality control, operating efficiency and analysis sensitivity1

Jeremy Wyndham Public Attitude Surveys  andRichard Goosey Research International UK

INTRODUCTION

Quantitative market research is based upon sound statistical principles. The use and design of samples, the amalgamation of data, and the analysis and interpretation of information all use basic statistics ranging from sampling theory through to hypothesis testing, modelling and multivariate techniques.

It could be argued that, due to commercial pressure, in recent years less attention has been paid to basic principles, for example the replacement of random sampling...

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