Calculating Percent Difference (Book)

Berdie, Douglas R.
January 2004
Marketing Management;Jan/Feb2004, Vol. 13 Issue 1, p59
This article presents the reaction of Douglas R. Berdie, president of Consumer Review Systems, on the article "From Employee to Brand Champion," by Eugene H. Fram, Michael S. McCathy and Patrick Shaughnessy, who, in the September/October 2003 issue of the journal "Marketing Management," challenged their method of calculating percentage difference for missing the real point. When one merely adds and subtracts percentages, one shows the difference in percentage points and does not show percentage change or percentage difference. Fram et al. correctly show how one calculates percentage change. Berdie recommends the use of a percentage sign in cases where one is talking about percentage change and the use of the words percentage points when referring to points.


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