Learn About Data Processing For Marketing Research

Related Articles

There are 43 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

By the Numbers: To double-code or single-code?

Quantitative marketing researchers typically ask open-ended questions in the surveys they conduct and record what the respondent says verbatim. The verbatim is coded. Coders group similar responses, and create summaries of what the consumers say. This article discusses double-code and single-code, providing example results to show comparison.

Data Use: Darwinism and data

An overview of the history of data handling and analysis.

Customer information to the rescue

Many American companies collect customer satisfaction data but one has to wonder what effect that customer information has on their businesses. Only companies that know their customers’ needs will thrive. This article shows how placing customer information front and center in the planning process can produce dramatic results and transform the way a company does business.

Regression regression

Much has been written recently about using regression analysis in marketing research. This article addresses some of the fundamental underpinnings of regression analysis, irrespective of particular applications.

Minnesota Mutual charts efficient marketing with MAPS

Minnesota Mutual combined PRIZM, VALS and NFO data with existing purchasing information to develop Mortgage Audience Profiling System (MAPS), a marketing segmentation system to reach its most critical database: potential customers. With various database and segmentation information available via computer, Minnesota Mutual’s sales attempts can be that much more effective.

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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: Reconciling Hispanic product evaluation ratings

This article looks at a method for measuring the cultural component imbedded in Hispanic product ratings and how to combine survey data from Hispanics and non-Hispanics.

Five pitfalls to avoid for successful linkage analysis

Whether simple or complex, the linkage process is fraught with potential perils. This article outlines five of them and offers strategies to work around them.

Four steps to improve customer satisfaction and loyalty

The author explains how to interpret customer satisfaction scores and how to use these scores to improve customer satisfaction in four steps.

Data Use: A new approach for profiling brands and analyzing competitive information

The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Best practices in managing offshore research processes

Companies outsourcing their market research operations is common practice but they may not be making the most of this service. This article addresses some trends within market research that influence outsourcing and some basic tenets to building successful outsourcing relationships.

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