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Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. [1] It is an important component of business strategy [2] and a major factor in maintaining competitiveness.
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
Misuse of statistics can be both inadvertent and intentional, and the book How to Lie with Statistics, [72] by Darrell Huff, outlines a range of considerations. In an attempt to shed light on the use and misuse of statistics, reviews of statistical techniques used in particular fields are conducted (e.g. Warne, Lazo, Ramos, and Ritter (2012)).
Forensic statistics is the application of probability models and statistical techniques to scientific evidence, such as DNA evidence, and the law. In contrast to "everyday" statistics, to not engender bias or unduly draw conclusions, forensic statisticians report likelihoods as likelihood ratios (LR).
This book was written before computer programmes were available, so it gives the detail needed to make the calculations manually.Cited in more than 1,381 publications between 1961 and 1975. [6] Importance: Influence. Biometry: The Principles and Practices of Statistics in Biological Research . Authors: Robert R. Sokal; F. J. Rohlf
Subsequently, many books [5] [6] [7] and articles [8] [9] have been written about the application of Bayesian statistics to marketing decision-making and market research. It was predicted that the Bayesian approach would be used widely in the marketing field but up until the mid-1980s the methods were considered impractical. [10]
Marketing intelligence (MI) is the everyday information relevant to a company's markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics. Marketing intelligence is necessary when entering a foreign market.