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Glossary of Marketing Research Terms


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A professional (generally with an advanced degree) versed in the collection and interpretation of numerical data. In marketing research they are often involved in writing proposals, choosing research methodology, designing studies and determining sample size and when the study has been completed the statistician conducts the analysis which may involve anything from simple tests to complex multivariate analyses or modeling. Part of the challenge for the statistician is to present the analysis and results in a way that the client company itself will understand.

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