Social Media Audits: Achieving Deep Impact Without Sacrificing the Bottom Line (Chandos Publishing Social Media Series) by Urs Gattiker

Author:Urs Gattiker
Language: eng
Format: mobi
ISBN: 9781780634265
Publisher: Elsevier Science
Published: 2013-10-30T16:00:00+00:00

5.5 Finding metrics that suit our data crunching needs

Tables 5.8 and 5.9 illustrate some additional issues for consideration. The Likert-type scale is often used for marketing research, and despite its ordinal variable type, one can still use parametric statistics (see Table 5.8 footnote). Again, the overview in Table 5.8 is useful in determining which kind of variable is collected and how types affect what analyses are possible (Hoskin, not dated).

Table 5.8

Business analytics: Using the best statistics for each variable and datatype

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