MM4XL Home > Market Research > Proportion Analyst

Significance Test of Difference of Proportion Software

Significance test of the difference of proportions software written for marketers, rather than statisticians, useful in marketing survey research.

What: Significance test of the difference of proportions software

Proportion Analyst is a software tool useful to marketers for determining if a statistically significant difference exists between two proportions, which is a recurrent question when interpreting, for instance, results from marketing survey studies rather than from promotional campaigns, or sales results. When investigating product acceptance, for instance, testing whether there are statistically significant differences between target segments is a basic step to a correct interpretation of the results of the study. Applying a two-tailed Z test for homogeneity, Proportion Analyst tests equality and determines if any statistically significant difference exists in the proportion of successes in two samples. It interprets results and presents conclusions written in plain language.

When: Significance test of the difference of proportions for marketing research and survey

Click to enlarge

The significance test of the difference of proportions is used in several situations in marketing. The two most frequent areas of application are: Screening survey studies. The professional tabulation of marketing research surveys may produce hundreds of tables filled with thousands of numbers. The test of significance of the difference of proportions helps the effective screening of significantly different values where the analyst should focus their attention Selecting claims. Effective brand positioning requires testing of claims in order to select the most effective ones, and the test of significance is the tool of choice in such situations Moreover, the test of significance can be applied to a variety of situations, such as testing the effectiveness of promotional actions, of advertising results, or of lab tests; and it can be applied to every situation where the efficacy of two or more options is compared to determine the most effective one.

Who: Significance test of the difference of proportions for marketing and management decision-makers

The Proportion Analyst tool is used by business decision-makers often supported by business analysts. Among our business decision-maker clients there are:

• General Managers and CEOs
• Business Directors
• Marketing Managers
• Sales Managers
• Business Analysts
• Marketing Analysts
• Advertising Managers
• Pricing Managers
• Product Portfolio Managers