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We help many of our clients at Qualtrics with their marketing research projects. We do much more than help with the design of their questionnaires. In working closely with our clients, we often see that they are interested in knowing answers to such questions as: “Which package design is most effective in increasing awareness of our product on supermarket shelves?” “What type of pre-store opening promotion is most effective in producing sales during Grand Openings?” “Which customer demographic is most strongly related to product purchase/non-purchase?” “Which type of sales training method results in the least sales force turnover?” These are just a few of the questions our clients have in which they are really asking to understand the association between two variables. Which “type of pre-store promotion” is associated with “sales”? “Which package design is associated with the level of awareness?” In these examples, we have two variables and we wish to know if they are associated.
Marketing research projects can be conducted that will answer these questions. When marketing researchers collect the data needed to answer the questions, they want to know if the pattern of association revealed in the data, if any, is statistically significant. That is, does the pattern revealed in the sample data exist in the population? Fortunately, statisticians have given us some tools to answer this question. You will learn about these tools in this chapter.
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