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Framework market research and data analysis  

Statistics
 

 

  

Descriptive Techniques

These are measures that help to describe data by reducing each variable to a number of key summary measures. Some of the most frequently used are:



  Measures of central location
•
 Mean
•
 Median
•
 Mode
  Measures of spread
•
 Standard deviation
•
Range
•
 Skewness and kurtosis

 

  

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