ABSTRACT
Table 10.1 Learning outcomes and knowledge and skills requirements
The analysis and presentation of data is a key skill of the marketing
manager. Very often people find the introduction of statistics a little
and the
daunting and given hat public speaking is one of our worst fears this unit
may seem overwhelming. However, an ability to understand basic methods
of data analysis and present this effectively in a variety of contexts is very
important. This unit will take you through the process of preparing and
analysing data and presenting this to help inform marketing decisions. For
the less numerate, DON’T PANIC, it will simply try to show you what the
various techniques do to data, and how and why they are used. We are also
focussing on very basic techniques, rather than advanced statistics. Many
people find that describing what the techniques do in words makes the whole
task more manageable and accessible.
