ADV 345J Lecture Notes - Lecture 5: Zip Code, A.D. Vision, Contingency Table
8 Sep 2015
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Where do i go to find out: primary research, adv344k, secondary research (syndicated research, you can purchase it, more general, basis for conducting your own research to answer the questions, consumers, competitors, choices/costs. And how much do they read, view and/or listen. All indices use 100 to mean average; think of it as. If we go above 100, we"re in a strong segment (more likely than average, high performing: 3. If we go below 100, we"re in a weak segment (less likely than average, low performing: 4. When you"re trying to determine the significance, look for differences of 10 points or more to distinguish (industry standard) Standard deviation of less than 10 is not significant. 125 is strong, significant; they"re 25% more likely. Have fun navigating to buy: any number of reports can be generated, play around with the data to answer your questions or to come up with new ones.
