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A career in statistics in market and social research

A career in statistics in market and social research. Phil Hughes Centre for Statistical and Survey Methodology, University of Wollongong (formerly ACNielsen) - Australian Market and Social Research Society (AMSRS). M y background in statistics. Statistics (honours), ANU, 1972

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A career in statistics in market and social research

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  1. A career in statistics in market and social research Phil Hughes Centre for Statistical and Survey Methodology, University of Wollongong (formerly ACNielsen) - Australian Market and Social Research Society (AMSRS)

  2. My background in statistics • Statistics (honours), ANU, 1972 • Australian Bureau of Statistics (ABS), cadetship 1971/1972 • On graduation ABS Canberra, 1972 to 1990 • ABS Sampling Section (30 statisticians): sampling and survey analysis support to areas running ABS surveys • Public Service scholarship to do PhD in Statistics at University of Southampton, UK, 1985

  3. My background in statistics • 1990, moved from ABS, Canberra to AGB McNair (later ACNielsen), Sydney. Commercial market research company. • 1990 – 2008 AGB McNair/ACNielsen • Much broader role – researcher conducting surveys for government and commercial clients, plus as specialist statistician

  4. My background in statistics • 2004-2008, head statistician for ACNielsen Customised, Asia Pacific • Responsible for survey and analysis standards across 17 Asia Pacific countries • Travelled to 10-12 countries each year to review surveys and train staff

  5. My background in statistics • 2009, moved from Nielsen, to Centre for Statistical and Survey Methodology, University of Wollongong (based in Sydney) • Consulting role • Developing new Graduate Certificate in Survey Research Methods, starting 2010

  6. Australian Market and Social Research Society (AMSRS) • Working as a statistician in market and social research • Design and analysis of sample surveys • Multivariate analysis of survey data

  7. Australian Market and Social Research Society (AMSRS) • What do these surveys do? • Answer questions • Questions for which organisations need to know the answers – information has value • Let’s look at some of the questions asked

  8. Political polling • Questions: • Which party would people vote for? • Who is the preferred Prime Minister? • How important will Green preferences be? • What policy issues are important in people’s voting decision?

  9. International Tourism • Where are Australia’s international visitors coming from? • How long did they stay? • Where did they go? • What did they spend?

  10. Television audiences OZTAM Television Audience Measurement • How many people watched program X • What is the most popular program for males 18-24? • What channel attracts the highest audiences on weekends?

  11. The statisticians role • What does a statistician do in social and market research? • Sample design • How can I obtain a good sample • How much sample is required? • What sort of stratification is needed? • How much sample should be allocated to each stratum? • How should the sample be selected? • What is the most cost-effective design? • Can an online sample be used?

  12. The statisticians role • Sample analysis • How should the sample be weighted? • What is the level of confidence in the results? • How much non-response is acceptable? • How can the impact of non-response be reduced? • How should outliers be treated? • Are the differences in results between this year and last year due to a real change or just due to sampling variability?

  13. The statisticians role • Mathematical modeling of the data • How can consumers be clustered into segments based on their similarity? • What factors influence shoppers in their shopping choices? • How do product quality, service quality and price affect customer satisfaction?

  14. The statisticians role Skills sought by employers Ability to see the big picture – what lies behind the survey/the analysis Can do/down-to-earth practical skills Not just application of the correct formula Ability to think statistically Ability to communicate with other professionals with different views and perspectives Ability to work as a consultant, setting clear objectives and maintaining focus

  15. Why is it interesting? • Problem solving

  16. Why is it interesting? • Formulae

  17. Why is it interesting? • Uses your training • Relevant – solving real-world problems • Varied range of subjects and problems • Working with other professionals to design, conduct, analyse and report on surveys

  18. THANK YOU

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