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Article Excerpt
Chris Robertson with Moya McCloskey, London: Arnold, 2002, 396 pp, soft cover [pounds sterling] 24.99, ISBN 3407 1927 3
There are many books on statistics in general and currently there are also available many books on business statistics. Making a book stand out in the marketplace against the competition is therefore not an easy task.
On the cover, the book argues that many business decisions involve interpreting the results of a statistical analysis. Statistical analysis produces information from data on which to base decisions. All good marketing researchers would subscribe to this view. However, in reality just how much decision making that takes place in business that is based upon information distilled in this way is much less clear. Certainly, a good deal of attention is paid to numbers, actual or predicted, real or imaginary, but just how those numbers are obtained may not be the result of any sophisticated form of statistical analysis. On page 12 of the book the author quotes a survey carried out by Stray et al. in 1994, the results of which were subsequently published in the British Journal of Management. The survey quoted argues that an understanding of statistical techniques and analysis is vital for students of business and management. According...
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