Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

4.1.1 DATA DISPERSION
This section is to find the standard deviation of the observed cumulative data of the 
companies
under
study
(Standard
Deviation
– 
http://en.wikipedia.org/wiki/standard_deviation
;  Ghauri Pervez, Gronhaug Kjell, 
2005). 
Mean
= 0.33 + 0.72 + 0.63 + 0.73 + 0.55/5 = 2.96/5 = 0.592 or 
(59.2%)
Variance
= (0.33 - 0.592)
2
= 0.068644
= (0.72 - 0.592)
2
= 0.016384
= (0.63 - 0.592)
2
= 0.001444
= (0.73 - 0.592)
2
= 0.019044
= (0.55 - 0.592)
2
= 0.001764
------------
0.10728
------------

---

= 0.10728/5 = 0.021456 or 
(2.1456%)
Standard deviation
= √0.021456 = 0.14647 or 
(14.647%)
The above descriptive statistical measure shows that the average use of ICT in 
marketing for the sampled companies is 59.2%, with a standard deviation of 
14.647%. This suggests that the variability of ICT use in marketing of such 
companies could fall between 44.553% - 74.147%. In other words if this study were 
to be repeated several times with the same category of companies the mean score 
would fall within the range above.
The mean score of 59.2% is consistent with the literature reviewed which suggests 
that most companies' ICT use is just about average and that there is plenty of room 
for improvements in this area of ICT use. Companies use ICT, and would be willing to 
maximize the use of ICT if it is worth their while in their marketing budget. This 
unfortunately depends on public reception and perception of certain ICT marketing 
techniques in terms of privacy and data protection and the best practices in using 
such ICT tools. However, the onus is on companies to create the confidence in the 
public in other to maximize this relatively cheap marketing tool and to engage best 
practices when using such tools.