Mean

The mean is a commonly used average in marketing research and is readily understood as the sum total of values divided by the number of cases. However, it has one shortcoming: it is affected by a few large or small numbers (skewing), since it is based on all the values in the array. In terms of a product usage-rate study, for instance, the presence of a small number of heavy users in the study could produce mean usage results not truly representative of the typical user in the sample. The mean usage rate is too large to be descriptive of the user.

Online Survey Champion

Online Survey Champion

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