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| Author: | Diamantopoulos, A. |
| Title: | Getting Started with Data Analysis: Choosing the Right Method |
| Journal: | Marketing Review
2000 : OCT, VOL. 1:1, p. 77-88 |
| Index terms: | DATA ANALYSIS METHODOLOGY INFORMATION |
| Language: | eng |
| Abstract: | Choosing the correct statistical method for analysing a set of data can be daunting to the novice (and some so- called "experts" too). This decision is crucial as it represents the "payoff" for the (usually considerable) effort that has gone into designing the study, collecting the data, editing and coding, etc. Wrong choices at this stage are likely to produce invalid results and unwarranted conclusions. However, there is little concrete guidance in the literature on how to go about selecting the "right" analytical technique(s) and the factors that govern such choices. This paper provides a non-technical overview of the key considerations that affect the choice of analytical method; an understanding of these considerations should hopefully make the task of deciding what to use, when, and why, less frustrating. |
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