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Market Data Analysis Using JMP®

Chapter 5: Survey Data Analysis: The Fundamentals

Surveys are one of the most common means of collecting market research data. In this chapter, you'll learn how to optimize your use of surveys by designing the right questions for your audience—and gain an understanding of how those questions fit within frameworks available in data analysis tools.

Author Walt Paczkowski also discusses data quality issues familiar to most market researchers, exploring how missing data should be addressed—and how weights can help mitigate "missingness". Lastly, Paczkowski dives into how survey data are analyzed in JMP, from looking for multivariate relationships to testing for means and proportions. You'll also learn about recent advances in looking at unstructured text data that have made analysis much easier.

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