What Is the Margin of Error and Why Is It Important? Here’s a look at what the margin of error is and how you can decrease it when running A/B tests. Otherwise, your conclusions might be unreliable. To draw accurate conclusions, the data needs to be correct and the margin of error low. A specific type of market research that businesses conduct is A/B testing, in which a controlled mini-experiment is run to compare the outcomes of two different choices. In business, statistical analysis is used every day to inform decisions, conduct market research, and make predictions for the future. For example, a political poll might estimate that one candidate will get 58 percent of the vote "plus or minus 2.8 percent." The margin of error is one of the most important-and least attended to-aspects of statistics. When you encounter statistics in an article, in a report from your marketing team, or on social media, they often include a margin of error.
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