Introduction
You must do more with
your data than just use it to create tabs, calculate means, and report
results in static pie and bar charts. These simplistic approaches
to data analysis are usually enabled by the software used, i.e., spreadsheets.
Spreadsheets have limited functionality, and therefore only enable
naive analytics approaches. More complex problems require more sophisticated
software. This, however, begs a question: "What
software?"
The goals for this chapter
are to:
-
demonstrate why JMP should be used in market research studies;
-
describe the statistical capabilities of JMP;
-
introduce the powerful integration of JMP, SAS, and R for market research.
In the remaining chapters of this book, I show you how to ...
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