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Marketing Research Articles Related to Multivariate Analysis

Marketing Research Articles Related to Multivariate Analysis

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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.

Adapting quantitative techniques to qualitative research

Published
December 2002
Author
Alan Kornheiser
Abstract
Once-academic techniques have become increasingly common in everyday quantitative market research. This article discusses three multivariate techniques that have been adapted for qualitative research: conjoint analysis, cluster analysis and multidimensional scaling.

Best practices for key driver analysis

Published
February 2014
Author
Kevin Gray
Abstract
Key driver analysis is a versatile tool in the marketing research toolkit and can help clients uncover what is most important to consumers in a product or service category and understand where to focus their priorities.

Data Use: A look inside the choice-modeling toolbox

Published
February 2013
Author
Michael Lieberman
Abstract
An overview of five common choice models employed in marketing research.

Data Use: A marketing researcher's guide to multivariate analysis

Published
November 1994
Author
Charles J. Schwartz
Abstract
Marketing researchers are regularly faced with a variety of challenges, including tight deadlines, demands for results that are concise and easy to understand, and an abundance of data. This article discusses multivariate analysis as a body of statistical techniques that helps researchers isolate actionable findings quickly and reduce them to a couple of charts and graphs.

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: 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.

Data Use: Toward a more optimized kind of revenue optimization

Published
May 2013
Author
Jeff Monroe
Abstract
The author reviews traditional applications of revenue optimization and offers an improved method that uses a multivariate approach.

Helping wrangle big data: Monte Carlo for marketing research

Published
May 2013
Author
Michael Lieberman
Abstract
This article walks readers through an example of a Monte Carlo simulation and details how this methodology is useful for marketing researchers looking to manage big data and compete with predictive analytics.

How to make sure your physician surveys are giving you accurate information

Published
June 2009
Authors
Andrew Aprill and Matt Campion
Abstract
In online research with physicians, three parties - the doctors, the client company and the research vendor - are responsible for ensuring data quality. This article outlines steps to follow to ensure that each stakeholder holds up their end of the bargain.

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.

Satisfaction research confirms employees' view that Farm Bureau is tops in service

Published
October 2002
Author
Kristi Gale
Abstract
Farm Bureau Financial Services used in-depth interviews and a mail survey to measure claimant satisfaction.

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.

Time series analysis: what it is and what it does

Published
August 2013
Author
Kevin Gray
Abstract
Most marketing research is cross-sectional but time series analysis is an often-overlooked but valuable tool. This article offers an overview of univariate analysis, causal modeling, multiple time series and more.

Trade Talk: Wanted: marketing scientists

Published
January 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Marketing research is short on qualified data analysts. Linda Burtch says that marketing researchers with a strong knowledge of multivariate analysis and other statistical areas - which she calls "marketing scientists" - are much in demand.