Statistics for the Rest of Us: Mastering the Art of Understanding Data Without Math Skills (Advanced Thinking Skills Book 4)

How Does He Know?

determining whether a difference is statistically significant and how large or small of a difference likely exists in the untested population.

Take TV as an example. Nielsen uses a dataset of 18,000 to 30,000 people to measure the viewing habits of 200 million plus Americans. In a world of fragmented consumption, no sophisticated math can account for all the inherent anomalies, and you are left with high-grade, nonrepresentative “data.”