Glossary

Statistical methods

Statistical methods are an important basis for market research studies. They are used to process data and analyse the connections or continuities within the data information. Their objective is to reduce the bulk of information that results from the interview process to essential core information.

A distinction is made between structure-describing statistical methods (e.g. calculation of means, deviations, frequencies), structure-detecting statistical methods (e.g. factor analysis, cluster analysis, multi-dimensional scaling) and structure-examining statistical methods (e.g. regression analysis, analysis of variance).