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Marketing Research Data Use Articles

In Data Use articles market researchers with a background in statistics explain a specific technique or discuss ways to tackle data analysis tasks. View, sort, and refine more than 25 years of Quirk's marketing research Data Use articles.

 

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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.

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.

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.

Problems inherent in using a test market

Published
August 1988
Author
Robert Zimmermann
Abstract
Analytical research tools use hypothetical models to gain insight into real market forces whereas test markets take place within a slice of the real market. This article focuses on some of the problems inherent in using a test market to assess the impact of some change in marketing. These potential problems affect either predictive ability or efficiency. The authors distinguish the issues related to test marketing with those related to analytical procedures.

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.

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.

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.

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.

Data Use: Perceptual mapping and cluster analysis: some problems and solutions

Published
March 1990
Author
Charles I. Stannard
Abstract
This article discusses common issues involved with using perceptual mapping and cluster analysis and how the author dealt with each of them in specific studies. It discusses three areas: the potential problem of owners and nonowners of a brand producing spurious or misleading maps, evaluating market segments based on cluster analysis and using and maps in advertising research.

Data Use: Understanding conjoint analysis: predicting choice

Published
May 1990
Author
Joseph Curry
Abstract
Using a golf-ball example, author Joe Curry explains how conjoint analysis can be used to determine the features and pricing of a new or reconfigured product.

Data Use: Determining product feature price sensitivities

Published
November 1990
Author
Joseph Curry
Abstract
This article discusses several approaches to determining customer price sensitivities – analyzing actual sales as a function of price, laboratory purchase experiments and preference studies where buyers are asked to express their purchase likelihoods for a product at various price levels. The article then describes the use and advantages of a form of conjoint analysis that allows researchers to estimate both feature prices and the overall price in order to better measure price sensitivities of consumers.

Data Use: Conjoint evolves into discrete choice modeling

Published
October 1990
Author
Robert Roy
Abstract
This article profiles discrete choice modeling which, unlike conjoint modeling, does not require pairing of all attributes. Therefore, unrealistic products are not produced. The respondent does not rate, sort or rank-order, but instead acts as if he or she is in the marketplace, selecting which product to buy.

Data Use: Computers know 'how' but they don't know 'what'

Published
April 1991
Author
Gary M. Mullet
Abstract
This article points to several potential pitfalls of taking statistical software results at face value.

Data Use: The statistics of missed opportunities (or) You better beware of beta

Published
December 1991
Author
Gary M. Mullet
Abstract
This article describes potential ways of incorporating opportunity loss and beta errors (or Type II error probability) into statistical analysis. These errors are distinguished from alpha (or Type II) errors. The article also looks at the effect of sample size on both types of potential errors.

Six questions to ask your supplier about multivariate analysis

Published
February 1991
Author
Paul M. Gurwitz
Abstract
The author presents six questions that consumers should ask suppliers of multivariate analysis. Issues addressed include the cleaning and handling of data, the program and process for analyzing the data, the presentation of the final project, and the potential for repeat analyses.

 

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