Analytics overview
ICM believe that analytics are only truly powerful if they can be used effectively – whilst a robust set of analytical outputs are interesting, they are only truly useful if they can be put to use in...
View ArticleScenario 4: accuracy of survey result
Example: what is the accuracy of a result of 57 per cent based on a sample of 500 people? Answer: At the 95 per cent confidence level a result of 57 per cent based on a sample of 500 people is accurate...
View ArticleScenario 3: differences between sample means
Example: is a mean satisfaction score of 7.7 (with a standard error of 0.35) significantly higher than a mean satisfaction score of 7.4 (with a standard error of 0.10)? Answer: No it is not – at the 95...
View ArticleScenario 2: results from separate samples
Example: Is a result of 61 per cent for likelihood to take a service on wave 1 of a tracking survey (sample of 750 people) significantly higher than 54 per cent likelihood on a subsequent wave of the...
View ArticleScenario 1: results from same sample
Example: Is a market share result of 39 per cent for Brand A significantly higher than one of 32 per cent for Brand B based on the same sample of 1,000 people? Answer: Yes it is – at the 95 per cent...
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