Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Data Analysis

Marketing Research Articles Related to Data Analysis

Showing items 1-20 of 434.

Go

Sort

Refine Search

Date

Login required for most articles published within the last three years

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.

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.

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.

Trade Talk: Two books offer wealth of basic information

Published
May 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article provides reviews of two books: The Insider's Guide to Demographic Know-How and Polls and Surveys: Understanding What They Tell Us.

Data Use: Weighting survey data

Published
January 1989
Author
Paul V. Schrock
Abstract
Data weighting, or sample balancing, is both under- and misused. This article discusses data weighting, providing descriptions and examples that may foster more effective use of the technique by researchers in a variety of organizations.

How to effectively present marketing research results

Published
January 1989
Author
N. Carroll Mohn
Abstract
Improving the quality of presentations is an important goal for professional marketing researchers. This article summarizes skills for five basic presentation assignments faced by researchers both inside and outside their organizations. Coverage begins with the common briefing - a straightforward presentation with the purpose to inform.

Unstructured individual interviewing

Published
February 1989
Author
Quirk's Staff
Abstract
This article offers a summarized excerpt of the section of the U.S. Department of Commerce’s report “Approaches to Developing Questionnaires” that addresses unstructured individual interviewing. The discussion includes personnel and skill requirements, respondent selection, preparation, operation, time considerations, cost considerations and data collection.

Movie theater chain refines its research methods

Published
January 1989
Author
Quirk's Staff
Abstract
AMC uses bend-back cards in 35 theaters annually to better understand the demographics and interests of its theater-goers.

Research guides Bell Atlantic Directory marketing

Published
May 1989
Author
Ted Allen
Abstract
Bell Atlantic uses market research and information support to remain competitive in the challenging Atlantic region. Key to its success is the company’s approach to market information management, which includes data support, validity and reliability assessment and database design and maintenance.

Data Use: Integrating your marketing research software

Published
February 1987
Author
Stanely Cohen
Abstract
The author walks readers through the process of using computer software to analyze, report and manage research data.

Data Use: Kudos for correspondence analysis

Published
April 1987
Author
Gary M. Mullet
Abstract
This article offers a non-technical introduction to correspondence analysis, a multivariate statistical technique.

Data Use: 'No preference' in paired-preference testing

Published
June 1988
Authors
Michael Baumgardner and Ron Tatham
Abstract
In simple paired comparison tests, the authors argue that the trinomial approach is fundamentally correct.

 

More Related Content [?]