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Marketing Research Articles Related to Data Processing

Marketing Research Articles Related to Data Processing

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Changes in survey design that will make your data entry and processing go smoothly

Published
February 1993
Author
Eric DeRosia
Abstract
This article offers advice on how to prevent common data processing problems by taking preventative measures during the survey design process. The examples presented address telephone surveys, but the same principles apply to surveys conducted in malls, through the mail or any other data collection technique.

Automating the coding process with neural networks

Published
May 1993
Authors
Raymond Raud and Michael A. Fallig
Abstract
To overcome the cost and accuracy disadvantages of manually coding open-end questions, researchers can apply computer algorithms based on neural networks, an aspect of artificial intelligence which simulates the human brain’s ability to learn. This article describes such a program and a field test’s results.

Data Use: Discrete choice modeling: Understanding a 'better conjoint than conjoint'

Published
June 1994
Author
Steven Struhl
Abstract
Since its introduction 20 years ago as an innovative new way to determine consumers’ true product and service preferences, shortcomings have been discovered with conjoint analysis. This article discusses discrete choice modeling, which was developed as an analytical technique to resolve the problems with conjoint analysis.

The use, misuse and abuse of significance

Published
November 1994
Authors
Patrick Baldasare and Vikas Mittel
Abstract
Researchers often misuse and abuse the concept of significance, tending to associate statistical significance with the magnitude of the result. This article suggests an alternative. When comparing numbers, consider two types of significance: statistical and practical.

Data Use: Regression regression

Published
October 1994
Author
Gary M. Mullet
Abstract
Much has been written recently about using regression analysis in marketing research. This article addresses some of the fundamental underpinnings of regression analysis, irrespective of particular applications.

Vexed by significance testing? Try the bootstrap technique

Published
January 1996
Author
William S. Farrell
Abstract
Significance testing can be difficult to teach and learn. This article explains how the bootstrap technique is simple to use and understand, valid and valuable-in hypothetical and real-world application. Though not new, the technique is becoming newly accessible to a majority of market researchers with varying degrees of computing resources.

Simulation, intuition & jargon

Published
November 1996
Author
Gary M. Mullet
Abstract
Using results from multiple computer-generated simulations, this article discusses basic statistical significance testing ideas.

Data Use: SPSS 7.5 for Windows 95 and Windows NT: software that does things right

Published
February 1997
Author
Steven Struhl
Abstract
Software is continually progressing. This article provides an overview of SPSS 7.5, a valuable statistical analysis software suite.

Ten research industry secrets and how to handle them

Published
March 1998
Author
Vince T. Migliore
Abstract
Research is increasingly being done by vendors rather than an in-house research department. This article discusses 10 industry secrets, including tips for handling vendors.

Survey and sampling in an imperfect world

Published
April 2000
Author
Susie Sangren
Abstract
This article addresses the demands that arise in a random sample survey and their effects on sample, offers solutions, and proposes stratified random sampling as an alternative to help achieve the same level of accuracy as computed on a simple random sample with a reduced sample size.

Analytical software extends its reach

Published
February 2000
Author
Steven Struhl
Abstract
The goal of this article is to clarify information on data mining and related topics (including “data warehousing” and “knowledge discovery”). Also discussed are software products (SPSS 10.0, DBMS/COPY 7.0, and SYSTAT Version 9.0) that can help with data mining.

Data Use: How large did you say the sample has to be?

Published
June 2000
Author
Don Minchow
Abstract
Using an example, this article discusses how to determine an appropriate sample size.

Hierarchical Bayes: Why all the attention

Published
March 2000
Author
Bryan Orme
Abstract
At many technical market research conferences, presenters are advocating a technique called Hierarchical Bayes estimation (HB). This article details what Hierarchical Bayes is, why it is getting all the hype, how it can be used for choice data or problems that have traditionally been analyzed using aggregate regression, and what benefits it provides for ACA part worth estimation.

Data Use: Discrete choice experiments and traditional conjoint analysis

Published
May 2000
Authors
Sean Lawson and Tim Glowa
Abstract
This article is based on a presentation by the author to the Sixth Annual International Air Transport Association Market Research Conference in Geneva, Switzerland, on December 8, 1998. This article discusses discrete choice experiments and traditional conjoint analysis, including a review of the history of choice experiments and comparison of choice models with traditional conjoint analysis.

Data Use: Do your 'BESD' when explaining correlational results

Published
November 2000
Author
Adam DiPaula
Abstract
One of the most difficult challenges facing market researchers is to explain the practical importance of statistical results. This article discusses how using a technique called the binomial effect size display can aid in communicating the importance of correlational results.

Data Use: What mother never told you about linear regression

Published
October 2000
Author
George Butler
Abstract
Regression is everywhere and has a long tradition. This article discusses linear regression, including offering practical tips for its use.

Supplier Side: Survey programming integration

Published
December 2002
Author
Michael Mitrano
Abstract
Survey research data processing has changed as technologies have advanced. This article discusses the integration of computer-assisted interviewing and tabulation in-house.

Software Review: Ascribe from Language Logic

Published
July 2002
Author
Tim Macer
Abstract
This article is a review of Language Logic’s Ascribe software, a Web-based verbatim management system that allows users to work with open-ended response from research projects, and with each other, to achieve perfectly coded data in less time and without the effort.

Software Review: Uncle tabulation software

Published
March 2002
Author
Tim Macer
Abstract
This article reviews Uncle tabulation software, including pluses, minuses and feedback from Uncle users.

By the Numbers: To double-code or single-code?

Published
December 2003
Author
Stephen J. Hellebusch
Abstract
Quantitative marketing researchers typically ask open-ended questions in the surveys they conduct and record what the respondent says verbatim. The verbatim is coded. Coders group similar responses, and create summaries of what the consumers say. This article discusses double-code and single-code, providing example results to show comparison.

 

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