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As marketers, we want to be better consumers of data. Presented with data and its analysis, we want to be able to judge its accuracy and relevance to our decision making.
Key summary...
There are five things you can — and should — do when presenting survey statistics:
- Note the sample size — how many people participated.
- Break down the basic firmographics of the participants.
- Describe how the participants were selected.
- Include the original question and answer choices.
- Define nomenclature that may be highly subject to interpretation.
So when we read this, it was a reminder of all those damn papers from business school. It's true though: credibility is a function of the sample's description. Even if you don't fold this info into your report or presentation, be prepared to answer the questions: it shoots down skepticism and raises the value of the results.