In context of Market Research
At AQ we specialize in a form of market research known as “Mystery Shopping.” We collect data from “shoppers” who are sent in to do a visit based on a pre-defined scenario with objectives. This means that, most of the time the objective of the project is already defined before we set the projects up.
For example, our clients may want to track the service level in stores or compliance levels. There are multiple sections to each survey. The data may also include demographic and geographic information, comments, etc.
Will that much data, to make things easier we have to filter through them. This leaves a possibility of the Simpson’s Paradox to manifest. For example, if we are calculating the scores for Section A – then separating the data into Scenario A and Scenario B, and further comparing Male and Female scores. There is a high possibility of the paradox taking effect.
Now, the result is the result and the data does not lie. What we essentially need to do is to be able to interpret the data and to be able to explain what happen.
In the example above we can see that the sample size was different for each friend on each day. This resulted in differing averages.