What is Marginal?
- Content Type:
- Glossary
Marginal Definition
A computer-generated frequency count of the number of people giving each answer to all the questions in a questionnaire. Also called an 80-column dump. Often used to monitor entry of valid codes and correct use of skip patterns.
In market research, "marginal" typically refers to the distribution of responses for a single survey question or variable, without considering other variables. It represents the percentage or frequency of each response category for that individual question, providing a basic view of respondent preferences or opinions.
Who relies on marginal data in market research?
Market researchers, data analysts and survey designers rely on marginal data to understand the general response trends for individual questions. It’s useful for businesses, policymakers and marketers seeking quick insights into consumer attitudes or behaviors for a specific question or variable.
What are key aspects of marginal data in market research?
Key aspects include:
- Frequency distribution: Shows the breakdown of responses for a single question.
- Simplicity: Focuses on individual variables without cross-referencing others.
- Quick insights: Offers a straightforward view of respondent preferences or behaviors.
- Percentage calculation: Often represented as a percentage of total responses.
Why is marginal data important in market research?
Marginal data is important because it provides a foundational understanding of responses, helping researchers identify general trends or preferences. By looking at marginals, researchers can gauge how respondents feel about a specific issue before diving into more complex, cross-tabulated analysis involving multiple variables.
How do market researchers use marginal data?
Market researchers use marginals to summarize the responses for each survey question, often as an initial step in data analysis. By reviewing marginals, they can quickly identify key trends or standout responses, which can guide further analysis or inform reporting and presentation of findings.