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Marketing Research Articles Related to Data Analysis

Marketing Research Articles Related to Data Analysis

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Data Use: Q-Factors or K-Means? A market segmentation dilemma

Published
December 1987
Author
Stanely Cohen
Abstract
In a constantly changing marketplace, marketers must focus on subgroups, tailoring their product and message to achieve their goals. Demographics often aren't enough, consumer attitudes and perceptions must be understood to gain a competitive edge.

Software program helps Gillette save time, money

Published
August 1987
Author
Quirk's Staff
Abstract
The Gillette Co.'s personal care division, which generates more than 50 market surveys each year, is using A-CROSS software program to analyze survey research data. Irwin Blau, division research manager at Gillette, says the program is easy to use and has made the division more efficient.

Budget for living data

Published
July 1987
Author
Harris Goldstein
Abstract
Interactive perceptual mapping, conjoint analysis and "living databases" are helping marketing research practitioners get a competitive edge and gain respect.

Research tools provide Time, Inc. timely research results

Published
August 1987
Author
Quirk's Staff
Abstract
Time, Inc. has found that timely market research is necessary to stay on top of the highly competitive publishing industry. Senior analyst Bill Protash employs a variety of software tools to analyze and present surveys in an effective and timely manner.

Databases help companies with target marketing efforts

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Market research suppliers, like National Decision Systems of California, are helping businesses keep up on customer demographics quickly and easily. Aetna Life and Dunkin' Donuts are among the NDS success stories.

Understanding data requires recognition of types of error

Published
May 1987
Author
Quirk's Staff
Abstract
Error is unavoidable in market research. But understanding the different types of error, and how they come about, can improve surveys and improve data.

Survey crosstab software for your desktop computer

Published
October 1987
Author
Peter A. Sharpe
Abstract
Using a desktop computer for crosstabbing can help researchers turn out high-quality custom tables for your management reports quickly and easily. Peter A. Sharpe, vice president Irwin P. Sharpe & Associates marketing consulting firm, explores the benefits and steps needed to take companies into the computer era.

Working with a statistical expert and surviving

Published
April 1988
Author
Paul M. Gurwitz
Abstract
The author gives advice, aid and comfort to all of those marketing professionals who have required the services of a statistician. While the prospect of hiring a statistician is not always appealing, the author gives a few tips to help the relationship between statistician and market professional.

Correspondence analysis offers easy sophistication

Published
December 1988
Author
Betsy Goodnow
Abstract
This article demonstrates how to apply correspondence analysis, a perceptual mapping technique for describing correlations among categories in table data. The article also evaluates correspondence analysis software called MAPWISE.

Multivariate analysis - some vocabulary

Published
March 1988
Author
Gary M. Mullet
Abstract
People new to multivariate analysis can sometimes feel as though coworkers are speaking a foreign language. Gary Mullet, of the Georgia Institute of Technology, explains some of the requisite vocabulary for multivariate statistics and analysis.

Computers integrate firm's multi-city data collection operation

Published
March 1988
Author
Quirk's Staff
Abstract
Data collection firm Consumer Pulse Inc. has improved the management of its responsibilities as well as the quality of its data collection and internal procedures through the use of computers. Integrating the company's computers has helped ensure quality, eliminate errors and lower costs.

Factor analysis: A useful tool but not a panacea

Published
May 1988
Author
Randy Hanson
Abstract
This article describes the purpose of using factor analysis and the four-step process required to complete this type of quantitative analysis. It also describes potential shortfalls of using this method, including possible misapplications and problems related to subjectivity.

Correspondence analysis in action

Published
October 1988
Author
Tony Babinec
Abstract
This article describes some uses of correspondence analysis for analyzing survey research and market research data, comparing this approach to the traditional analysis of tabular data.

Data Use: Combining banner points - is the variance correct?

Published
April 1990
Author
Gary M. Mullet
Abstract
This article cautions researchers to scrutinize their data tabulation package when weighing or pooling a particular group of banner points. Failing to address this issue could lead to incorrect statistics and inaccurate statistical conclusions.

Getting the most from demographics: things to consider for powerful market analysis

Published
December 1990
Author
Charles J. Schwartz
Abstract
This article describes various ways of analyzing demographic data. It explores the degrees of difficulty, underlying assumptions and potential risks of using these methods.

Powerful PCs help the Domino's Pizza research staff give its internal customers speedy service

Published
February 1990
Author
Quirk's Staff
Abstract
Domino’s Pizza uses quantitative data from its stores, market research data and data from syndicated sources on the restaurant industry. To analyze the data, the company uses its PC network and Systat software.

Data Use: New findings with old data using cluster analysis

Published
February 1990
Author
Tara Thomas
Abstract
Using a cluster analysis process, researchers re-analyzed five different data sets in order to determine to determine to determine whether or not definable market segments exist in the health insurance consumer market and whether segment preferences are reflected in product choices.

Extensive data analysis keeps a Michigan health care provider competitive

Published
January 1990
Author
Quirk's Staff
Abstract
St. Joseph’s Health Network used the Baxter Healthcare Corp.'s Market Model software package, which integrates internal and external databases to generate market projections of area and hospital admissions-in conjunction with other data sources, to perform strategic planning tasks, monitor the strength of existing care programs and analyze the potential of new ones.

Data Use: To progress you must first regress

Published
January 1990
Author
Joseph L. Kreitzer
Abstract
This article discusses the advantages of using regression analysis to analyze data. It distinguishes this technique from analysis of variance and goodness of fit, which also strive to determine the relevance of one measure to another.

Data Use: CHAID response modeling and segmentation

Published
June 1990
Author
Tony Babinec
Abstract
This article describes the benefits of using CHi-square Automatic Interaction Detection (CHAID) to predict a response variable based upon a set of explanatory variables. This method is useful when the variables are categorical rather than quantitative.