Using Data Analysis In Market Research

Related Articles

There are 325 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Linking research and revenue -- revisited

This is a reworked version of an article of the same title in response to some serious questions raised by two readers. Many managers consider research a cost, rather than a benefit, because impractical research results are not linked to revenue. This article presents several practical approaches that use ratings of customer satisfaction and/or employee attitudes to link specific improvements and company revenue.

Data Use: Analyzing discrete choice data on monadic cards

If you ask marketing researchers what advanced research tools they actually use, chances are that discrete choice models (DCM) will get picked. This article discusses monadic cards, a DCM, and their usage in forecasting consumer demands and preferences.

The impact of gender in e-mailed survey invitations

In response to a similar exercise in Germany, the author fielded a test in Australia to see if prospective respondents would respond differently to an e-mailed survey invitation sent by a man versus one from a woman. While gender appears not to be a factor, some interesting findings arose from including location-specific information in the subject line.

Data Use: Integrating your marketing research software

The author walks readers through the process of using computer software to analyze, report and manage research data.

Target your analysis to target your marketing

The author explores the merits of using big data to develop informed, forward-looking decisions rather than making traditional, reactive responses.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Data Use: Toward a more optimized kind of revenue optimization

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

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.

Target your analysis to target your marketing

The author explores the merits of using big data to develop informed, forward-looking decisions rather than making traditional, reactive responses.

Considerations in using the Kano method for international new-product surveys

A report on a research-on-research project involving potential problems with using the Kano method for international studies.

Data Use: Bayes nets: Understanding the best newest thing - Part II

In the second part of a two-part series on Bayes nets, Steven Struhl explores their capabilities and outlines what to look for in a Bayes software program.

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