A study on statistical techniques in marketing research

ABSTRACT Decisions that are made to select the statistical techniques, data collection methods, sample sizes and statistical tools to interpret the results are usually important problems for companies while implementing their marketing researches. Managers are often responsible of making some crucial decisions, which affect the future, about their goods or services. Techniques that have to be used in these decisions requires an interdiciplinary research that includes management, marketing and statistics. In this study; the importance of the solution approach to these problems is being emphasized in context of statistics science. The purpose of this thesis is to suggest an approach for deciding the statistical technique to use in marketing researches; from problem description to interpretation of findings and results. m