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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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A comparison of missing value options in regression analysis

Published
December 1995
Author
Gary M. Mullet
Abstract
Regression analysis is one tool for evaluating customer satisfaction measurement. Non-response is problematic for multiple regression analysis because most software discards all of a respondent’s data when it encounters a missing value. This article discusses options for coping with item non-response in regression runs, comparing run results based on a real data set.

A response to Grisaffe

Published
February 1993
Author
William McLauchlan, Ph.D.
Abstract
This article responds to an article by Doug Grisaffe's, published in this month’s Quirk’s Marketing Research Review, in which Grisaffe critiqued the author’s views about the strengths of using self-stated importance and the weaknesses of using multiple regression analysis to measure customer satisfaction.

A simple solution to nagging questions about survey, sample size and validity

Published
January 1999
Author
Susie Sangren
Abstract
The quality of a market analysis is judged by its validity. Unfortunately, data from non-probability, informal sample surveys lack measurable confidence. This article demonstrates an easy method of calculating the sample size needed for a specific market survey or experiment.

A survey of multivariate methods useful for market research

Published
May 1999
Author
Susie Sangren
Abstract
Most researchers are already familiar with universal statistical methods. This article discusses multivariate statistical methods, including key characteristics of multivariate procedures and examples.

Assessing the monetary value of attribute levels with conjoint analysis: warnings and suggestions

Published
May 2001
Author
Bryan Orme
Abstract
Conjoint analysis is often used to assess how buyers trade off product features with price. This article reviews a common technique for converting conjoint utilities to a monetary scale and suggests a better approach.

Benefit impact analysis

Published
January 1995
Author
Ed Cohen
Abstract
Conjoint analysis is incredibly useful to managers. This article outlines benefit impact analysis, a relatively simple technique for exploring product elements that produces a measure analogous to conjoint’s utility values in lieu of conjoint analysis.

Beware of MCA mapping

Published
December 1992
Author
Betsy Goodnow
Abstract
The debate between spokesmen for multiple correspondence analysis and correspondence analysis has a long history. This article explains why table data is appropriate for quantitative analysis and Burt matrix data is not appropriate for quantitative analysis.

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.

By the Numbers: Telephone vs. Internet data collection - a case study

Published
December 2007
Author
James H. Nelems
Abstract
The author, CEO of a research firm, explores results of his company’s research on research regarding differences in the results obtained from telephone studies versus online studies.

Classification tree methods: AID, CHAID and CART

Published
February 1992
Author
Steven Struhl
Abstract
Classification tree methods greatly expand the ways in which you can analyze, view and consider survey data and other information. This article compares several procedures for producing classification trees: AID (automatic interaction detection), CHAID (chi-squared automatic interaction detection), and CHAID/CART (CHAID and classification and regression tree).

Conjoint analysis in pharmaceutical marketing research

Published
June 2001
Authors
Gang Xu and Yilian Yuan
Abstract
Conjoint analysis is a technique that evaluates the importance of a product’s attributes to consumers. This article details how to use conjoint analysis in pharmaceutical marketing research, including design, data analysis, validation, simulating market share and limitations of the technique.

Conjoint goes mobile

Published
August 2014
Author
Gerard Loosschilder
Abstract
SKIM's Gerard Loosschilder explores how conjoint and its many positive attributes can be successfully moved to the mobile environment.

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.

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.

Correspondence analysis: The big picture

Published
April 1996
Author
Kent Rogers
Abstract
Marketing researchers often provide perceptual maps. This article discusses the benefits of a particular type of perceptual map. Correspondence analysis is an exploratory method of data analysis that usually displays relationships between categorical variables.

Customer satisfaction and choice modeling: a marriage

Published
October 1996
Author
Bill Etter
Abstract
When researching customer satisfaction, most practitioners bypass an opportunity to truly extend the value of the customer service information. This article discusses how the management "value gap" of satisfaction research can be closed by incorporating additional data and choice-modeling ideas.

Data Use: (Sub-)optimal test designs for multivariable marketing testing

Published
February 2007
Authors
Gordon H. Bell and Roger Longbotham
Abstract
Multivariable tests are valuable when used to their fullest advantage. Guidelines for getting the most from these tests are offered.

Data Use: A beautiful segmentation: Defining an advertising strategy to target thsoe who will pay more

Published
November 2003
Author
Michael Lieberman
Abstract
Looking for an edge, managers these days are turning more frequently to the marriage of good research and advertising know-how to get there. This article follows a case study from the identification of the target segmentation, to determining sociodemographic characteristics, psychographic information, automobile self-description, client gasoline brand equity based on future behavioral intentions, and finally to developing a brand communication strategy.

Data Use: A good choice for choice modeling

Published
January 2010
Author
Michael Lieberman
Abstract
Maximum difference scaling lets researchers present respondents with large numbers of choice options without making the process onerous. The article uses examples of a hotel loyalty program and restaurant menu optimization to show the technique in action.

Data Use: A look at item non-response

Published
April 1989
Author
Gary M. Mullet
Abstract
Because respondents do not always provide complete data in their questionnaires, data tabulation and statistical analysis can be tricky. This article addresses item non-response, including tabulation and summary statistics, providing a simple example.

 

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