课程: Data Analytics for Business Professionals
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Case study five: Explanation
- Despite the enthusiastic endorsement of your CMO, before you devote a larger share of the budget to a targeted Instagram advertising campaign, you think this might need more exploration. What would you do to dig a little deeper into these results? First, you might want to know what survey questions were actually asked. The way questions are asked can greatly influence the outcome of a survey. In fact, there's a whole science behind asking questions in surveys. Here is the actual survey conducted by your CMO. Though it has the benefit of being simplistic and to the point, the only people surveyed heard about the store through social media. The sample is unlikely to reflect all of the customers who shop at the store, and is biased towards people who use social media.
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