Research/Metrics - SQL and SAS from Anonymous: MarketingProfs Question 38348

Topic: Research/Metrics

Sql And Sas

Posted by Anonymous on 12/30/2011 at 8:33 PM ET 150 Points

For market research, how useful is it to know SQL and SAS?

To continue reading this question and the solution, sign up ... it's free!

SUBSCRIBE
Or, SIGN IN

Posted by koen.h.pauwels on 1/2/2012 at 2:16 AM Accepted

It all depends which market research you are talking about. My experience with SAS is that it is widely used and has standard routines for many market research applications (eg PROC MIXED for marketing insights on different DMAs). However, it is limited in the advanced econometric and time series analysis that I am currently using.

What do y'all think?

Cheers

Koen
Posted on 1/7/2012 at 4:03 AM Author

Does anyone have any more input on the usefulness of SQL and/or SAS for marketing research and/or market research?
Posted on 1/7/2012 at 4:26 PM Accepted

It kind of depends on what you're doing in market research. If you're analyzing a lot of survey data, then SQL and SAS are probably good to know. If you're moderating focus groups, not so much. And if you're strictly an end-user you probably don't need either one.

Why not start doing whatever it is you're going to do, and if you find that having additional tools would be helpful then learn them. Most of the serious market researchers I know are familiar with (or fluent in) SQL and SAS, but that doesn't mean every market researcher needs to be.