I’m a big fan of statistics. Other than being fun to play with and fun to illustrate, they serve a lot of important tasks for researchers. They can quickly identify which of 500 comparisons is statistically significant. They can offer data to show whether your brand users comprise 2 distinct groups of people or 7 distinct groups of people. They can offer data to show which price your consumers would refuse to pay.
But there are two ways to use statistics. The right way and the wrong…Continue