On the subject of reconciling the conceptions of statistical observation and marketing surveillance

Abstract

This article examines problems of reconciling the concepts of statistical observation and marketing surveillance. The reason for this is the emerging need to clarify interdisciplinary conceptual apparatus in some areas of social sciences and a number of training courses. It is essential not only for quality improvement of analysis of the acquired data and to achieve a higher level of statistical literacy in general. The author makes comparative analysis of definition of the notion statistical analysis that appears in the relevant textbooks and scientific publications. He also explains the subject matter of «registration» as a key concept of statistical observation and characterizes statistical and direct observations. With regard to all the abovementioned features of statistical observation, the author establishes distinctive features of marketing surveillance, defines tools for comparing statistical observation and marketing surveillance. The article concludes with the emphasis on the fact that the distinctions between statistical observations and marketing surveillance are due to fundamental differences in the scope and structure of the management objects under review. At the same time in both cases statistical methodology provided for objective theoretical basis for carrying out the observation.