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| Author: | Collins, M. |
| Title: | The data reduction approach to survey analysis |
| Journal: | Journal of the Market Research Society
1992 : APR, VOL. 34:2, p. 149-162 |
| Index terms: | MARKET SURVEYS DATA ANALYSIS STATISTICAL METHODS TELEVISION RECEIVERS INDUSTRY BIAS UNITED KINGDOM |
| Language: | eng |
| Abstract: | Data reduction is the title of a "basic book on statistics" that aims to make explicit what is the best in everyday practice. The object of the paper is to show that data reduction as an analysis approach can draw out the meaning of not just an isolated table but also a large survey data set without recourse to elaborate statistical techniques. The approach (that cannot be defined through a formula or an algorithm) is highlighted by a detailed example (a survey of public perceptions of bias in television news coverage in the UK). Five general lessons are drawn out. |
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