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Marketing Research Articles Related to Mapping

Marketing Research Articles Related to Mapping

Showing items 1-9 of 9.

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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.

Business trends, potential visible with computer mapping

Published
March 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
Advancements in computer technology have enabled businesses, government and educational institutions to access valuable information from demographic maps. The process, once prohibitively expensive and time consuming, is becoming cheaper and easier with computers.

Consulting the maps

Published
January 1992
Author
Quirk's Staff
Abstract
Main Line Health, Inc. analyzes its data from various survey studies by utilizing computer mapping software combined with statistical analysis techniques to identify geographic patterns. This information is then used to help decide issues such as which hospitals to include in its network and which physicians to recruit and where to place them.

Data Use: Multivariate and perceptual mapping with discriminant analysis

Published
March 1993
Author
Steven Struhl
Abstract
Discriminant analysis determines what best distinguishes or tells apart groups. This article explains how to develop different types of perceptual maps with discriminant analysis, including point vector maps, the all-group scatter plot, the discriminant “territorial map,” and the vector territorial map. The author suggests several software programs for producing these maps.

Demographic mapping helps bank meet Community Reinvestment Act requirements

Published
October 1990
Author
Quirk's Staff
Abstract
Midland bank represented its market penetration through a series of maps with different transparent overlays representing pertinent variables. These maps integrated market penetration data with U.S. census geography and income files and cartographics. In addition to documenting Community Reinvestment Act compliance, the maps provided a tool for both marketing and product development.

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.

Maps add value to research

Published
February 1998
Author
Robert Sullivan
Abstract
Given the voluminous amount of numbers researchers work with, some statistics may be overlooked in traditional rows and columns of data. Significant research findings may be found more quickly and easily when spatial relationships of data are viewed via maps. This article discusses maps, including how they can present and analyze survey results and how to get started mapping.

Microcomputer mapping aids health care marketers

Published
June 1988
Author
Quirk's Staff
Abstract
Microcomputer mapping has become an indispensable planning and marketing tool for many health care marketers who are faced with decisions based on geographic data. The article describes how this has been used to reach patients and physicians. It also explains requirements for creating thematic maps.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.