Planning tool for focus groups
Best Practices Research, Evergreen, Colo., is offering The Focus Group Planner, an integrated project management tool for qualitative researchers. It is designed to help researchers improve productivity, project organization, and communications with clients and field services. Developed by several moderators, The Focus Group Planner offers 25 integrated word processing, spreadsheet, and presentation templates. It is customizable and is designed to help organize every phase of a qualitative project: preparation (13 formats that facilitate organization and communications with clients and field services); data collection (five formats for managing participants and improving communications with clients); analysis (four formats for transcriber instructions, reporting, presentation), and project conclusion (three formats for billing and project evaluation).
New regression tool
Salford Systems. San Diego, Calif., has introduced MARS, a regression tool for data mining and predictive modeling. An alternative to neural networks and conventional regression models. MARS was designed to solve problems such as how to predict credit card holder balances, insurance claim losses, and cell phone usage with accuracy. MARS (an acronym for multi variate adaptive regression splines) builds its models automatically, self-tests to ensure validity, and graphically displays the effect of each important variable on the outcome.
Using a Windows-based intelface, the analyst provides MARS with a database and target variable; MARS then develops a model, self-tests to prevent overfitting, and graphically displays the impact of each predictive factor on the outcome. Predictions for new data can be obtained either through the MARS engine or via C-source code produced as part of the modeling process.
MARS is designed for predictive modeling problems involving continuous outcomes, such as how much a CllStomer will spend on a catalog order, the minutes a customer will use his cell phone, or how electricity production will change as generator inputs change. MARS can also predict yes/no binary responses such as whether a consumer will default on a loan, refinance a mortgage, or defect to a competitor.
Experienced data analysts also can use MARS as an exploratory tool to refine and improve more conventional linear and logistic regression models. By automatically detecting needed variable transformations and interactions, MARS can reduce the time required to build a model and improve its predictive accuracy. MARS is supported in a variety of standalone and client/server operating environments.
Join the Technology Advisory Board
Decision Analyst. Inc .. an Arlington, Texas, research firm, has launched the Technology Advisory Board, a worldwide group of technology professionals to help shape the future through participating in on-line discussions and on-line surveys. The Board is made up of engineers, scientists. information systems analysts, programmers, Web developers, and others employed in high-technology occupations. Executives employed in technology companies are also invited to join. Members of The Technology Advisory Board are paid cash for their opinions and advice, ranging from a minimum of $10 to $200 or more per survey, depending on the length of the questionnaire or discussion. The opinions, information and advice of Board members are confidential and anonymous. Members' answers are grouped together and reported as statistical summaries. The purpose of the Technology Advisory Board is purely for marketing, business, and economic research. Members' names and addresses will not be revealed to anyone outside of Decision Analyst, or used for any purpose other than research. Membership is free, and participants have the opportunity to express opinions, give advice, and argue points of view to help governments and major corporations make better decisions about technological issues and new high-technology products and services.
Web-based research service aimed at Hispanic market
Target Market Research Group, Inc., Miami, has introduced encuesta.com (the equivalent of "survey. com" in Spanish), a new service division aimed at providing custom qualitative and quantitative marketing research among the nation's Hispanic/Latino population. Encuesta.com uses research techniques such as e-mail/ on-line based surveys and on-line discussion groups, as well as the live transmission of traditional focus groups via the company's dedicated Web-site at www.encuesta.com. Encuesta.com also offers man-on-the-street type and in-home ethnographic surveys.
A study conducted by the U.S. Department of Commerce (National Telecommunications and Information Administration and U.S. Census Bureau - "Falling Through The Net: Defining the Digital Divide" July, 1999) indicates that in December 1998, 26 percent of Hispanic households had a personal computer in the home (compared to 47 percent among white non-Hispanics), and 13percent had access to the Internet (compared to 30 percent among white non -Hispanics). Target Market Research Group, Inc.'s own national survey incidence levels for August 1999 (n=820 telephone interviews, margin or error of ±2.8 percent at a 90 percent confidence level) put PC penetration levels among Hispanic households at 36 percent and access to the Internet at home at 21 percent.
While Hispanics currently under-utilize the Internet compared to the general population, Martin Cerda, Target Market Research founder and president, says that "There is evidence that minority groups, including Hispanics, are reaching for alternative sources of information and entertainment that cater to their needs and preferences in the immediate and relevant manner, which the Internet easily delivers. The continued growth of in-language portals such as QuePasa.com, and Latino interest Web sites such as those with Latin music related content and Spanish-language radio broadcasts will only fuel this growth."
Data collection for digital imaging market
Atlanta-based Imaging Resource, an Internet-based consumer resource for digital cameras, scanners, and software, has announced a new data collection service for market researchers and manufacturers in the digital imaging marketplace. Connected with the new service, the Imaging Resource also announced alliances with two market research firms specializing in digital imaging: Future Image Inc., San Mateo, Calif., and Imerge Consulting, of Belmont, Calif. The Imaging Resource provides consumers with information about digital imaging products, and is designed to facilitate purchasing deci sions, and lead to positive post-purchase experiences. The Imaging Resource Market Data Service taps the traffic flow of the Imaging Resource Web site, representing nearly one million page views and 200,000 reader visits per month. The Imaging Resource Market Data Service presents reader survey forms tosite visitors, and offers associated sweepstakes prizes to encourage survey participation.
Four new STATISTCA Modules
StatSoft, Inc., Tulsa, Okla., has added four tools for analyzing complex and "messy" linear and nonlinear designs to its STATISTICA data analysis and graphing software. STATISTICA'99 features four new modules: Visual General Linear Models (VGLM), Visual Generalized Linear Models (VGLZ), Visual Partial Least Squares (VPLS), Visual General Stepwise Regression (VGSR). Each new module offers three alternative interfaces for specifying designs.
The modules offer the following functionality:
- Visual General Linear Models (VGLM) is an implementation of thegeneral linear model for analyzing responses on one or more continuous dependent variables as a function of one or more categorical or continuous independent variables. VGLM offers the most complete selection of ANOVA/MANOVA types of methods available.
- Visual Generalized Linear Models (VGLZ) allows the user to search for linear and nonlinear relationships between a response variable and categorical or continuous predictor variables (including multinomiallogit and probit, signal detection models, and many others).
- Visual General Stepwise Regression (VGSR) incorporates a comprehensive set of stepwise regression and best-subset model building techniques supporting both continuous and categorical variables.
- Visual Partial Least Squares (VPLS) offers a similar selection of user interfaces to that of VGLM, VGSR, and VGLZ, and includes a selection of algorithms for analyzing univariate and multivariate partial least squares problems.
Firms partner to provide Web research
MarketTools, Inc., Sausalito, Calif., has partnered with International Data Corporation, Intercom, Merrill Research, ORC International, Prognostics, Roper Starch Worldwide, and Total Research, to offer Internet research services. One of the first applications of MarketTools for real-time point-of-sale feedback in the retail market is being implemented by @pos.com, a MarketTools technology partner. Through MarketTools, @pos.com lets customers conduct Web-enabled surveys directly at the point-of-sale about consumer opinions and shopping satisfaction.
Services include:
- eSurveys that support the full life cycle of a Web-based survey, from design stage to implementation. Services include project planning and design, sample acquisition and management, auto-translation into multiple languages, survey hosting on a secure Web server, respondent authentication, real-time reporting of results, data cleansing, tabulation and export, and more.
- ePanels that automate the creation, deployment, and ongoing management of on-line panels (syndicated and proprietary) from recruitment to incentive program management. EPanels are fully integrated with eSurveys.
- eSample to meet the challenges of Web-based sample acquisition and management and offer strategies for selecting the highest quality data sources, managing sample bias, and incorporating normalization and weighting schemes.
- nGauge, an integrated application suite to create and deploy Web-based surveys, view real-time results, build and maintain on-line market research panels, and manage market research projects.
Instant Intelligence Debuts
The Brand Futures Group (BFG) of New York-based Young & Rubicam Inc. (Y&R) has devised a consumer research system that can deliver global findings within 24 hours. The new service, Instant Intelligence, calls upon the agency's network of Trendscouts and can produce results in hours. The system works by utilizing volunteers from within Y &R's network of 14,000-plus employees worldwide. These individuals range from administrative assistants in South Africa to media planners in New York City, to strategic planners in London and cost accountants in Malaysia, Taiwan, and Zimbabwe. Using a number of prearranged databases within the workforce, covering a wide spectrum of social classifications and other demographic considerations, Brand Futures Group e-mails questionnaires to employees for their immediate response. As soon as a sufficient number of replies has been received (n = 200), BFG's in-house analysts collate the responses and prepare a report of the findings. Nonproprietary findings culled from BFG's Instant Intelligence studies are sold at the group's Web site (www.brandfutures.com) and on the Profound service of Dialog.
Tool measures pharmaceutical marketing programs
A new tool to gauge the effectiveness of retail pharmaceutical marketing programs, the 1999 Retail Pharmacy Capabilities Report (RPCR), is now available to pharmaceutical manufacturers, retail pharmacy chains and drug wholesalers. This first in a series of reports compiled annually rates how well retail pharmacy programs have done in driving sales and market share. The RPCR was created by Creative Healthcare Solutions, a Saratoga Springs, N.Y., pharmaceutical marketing consulting firm, and Delta Marketing Dynamics, a Jamesville, N.Y., pharmaceutical market research firm. The RPCR is based on data collected from a survey fielded to executives and key decision-makers from pharmaceutical manufacturers, retail pharmacy chains and drug wholesalers. The report ranks each organization's capabilities and includes verbatim information from survey respondents.
SVSTAT 9 from SPSS Science
SPSS Science, Chicago, has released SYSTAT 9. Offering expanded data management options, automated graph creation and new statistics procedures, this release increases the efficiency of statistical analysis and graph creation. New features in this version include:
- SAS, ODBC, HTML file options expands data management capabilities. Users can quickly convert data files between SAS and SYSTAT formats, access ODBC database files or save their output to HTML.
- Graph Gallery - creates graphs automatically. Users choose an item from an exhaustive display of graphs,
then quickly substitute their data. Users can also add their own graphs to the gallery for automated graph creation. - Command Templates - provides even greater automation flexibility by allowing users to quickly substitute their data and variables into automation routines. Users can now create token variables in command files to allow swapping of data and variables when automating routine analysis.
- Missing Values Analysis - imputes missing values when data are missing from a data set. Users can save the new values or a matrix for use in further statistical
analysis. - Smooth Module - helps visualize patterns in noisy data using 126 nonparametric smoothers. It gives users the option to save estimated values at either specified gridpoints or at the predictordata values to visualize even the most unsuspected trend.
- Advanced DOE Wizard - applies the exact experimental design using a question-and-answer dialog and two new design types.
- Custornizable toolbars - saves time by displaying the statistics and graphics tools used most often.
Guide to multicultural experts
New York PR and marketing firm Multicultural Marketing Resources is offering the 1999-2000 edition of its Source Book of Multicultural Experts, which lists over 200 companies and organizations specializing in multicultural marketing services. The book includes cross-reference listings by company type (ad agency, research fIrm, etc.) in industry area of expertise (cosmetics, entertainment, etc.).
Research/calling card combo
FCG, Inc., Bellevue, Wash., has developed the ATM prepaid TeleSurvey phonecard. FCG's service combines a traditional phonecard with its telephony technology to create a product that can include market research and information services. FCG's TeleSurvey is added to the bank's phonecard program, but as an optional choice for the consumer. A purchaser who chooses to answer the questions in the TeleSurvey is immediately rewarded with additional minutes on the calling card. This option allows a bank to conduct market research while offering a branded product at the same time. FCG offers other information services, which are added to a phonecard as needed. The card is used to directly access a bank's network or customer service center, providing information to the consumer regarding loan processing, merchant services or demand deposit accounts.
Annual IT survey launched
Professional Services and Solutions 1999, the first of what will become an annual market research survey designed for information technology companies that provide professional services and solutions, has been launched through a joint partnership of the Information Technology Services Marketing Association (ITSMA) and NFO Prognostics, an NFO Worldwide company. The study - known as a comparative survey because the process gathers data from multiple vendors, performs individual and competitive analyses, and then distributes all results back among participants - will quantify the customer experience for IT companies providing professional services. Previously, ITSMA research has found that references from colleagues and a prior relationship are the most influential factors in the purchasing decision for professional services. The study will further explore why customers partner with professional services providers and will measure experiences that impact referenceability, loyalty, and future purchase intentions. For Professional Services and Solutions 1999, NFO Prognostics will survey thousands of business customers of participating companies to determine and quantify the key elements affecting their satisfaction with professional services solutions. By comparing every element of performance to an industry average, specific competitors, and other leading companies, participants can uncover areas of competitive weakness and strength. The survey offering grew out of demand from market leaders among high technology and professional services consultancies who have seen tremendous growth but increasing competition, and increasing demands from customers in their professional services businesses.
Got questions? Ask Netroscope!
Netroscope, a Santa Clara, Calif., research firm, has introduced Ask Netroscope!, a new Internet research service that will provide electronic response to on-line inquiries from Netroscope clients asking clear, single part questions concerning market data, analysis, tutorial explanation, competitive information. pricing and vendor strategies. Clients will have the opportunity to submit their questions on-line and receive answers via e-mail in less than 24 hours for a fixed plice of $9.95 per question for subscribers and $14.95 per question for non-subsclibers. Annual subscliption rates are $29.95 for individual users and $99.95 for corporate groups. The areas of service coverage include e-commerce, e-business, Internet computing, enterprise solutions, software technologies, products, and languages, electronic bill presentment and payment, Internet banking, secUlity, and networking. Netroscope will provide information from numerous sources, including exclusive surveys, research and analysis conducted by Netroscope. other customer and channel surveys, company information sources, one-on-one interviews, news information sources, industry reports and trade journals, marketing and advertising information, legal news sources, financial information sources, the Internet, and other sources.
WinCati from Sawtooth Technologies
Sawtooth Technologies, Evanston, Ill., has released WinCati, the new name for Version 4.1 of its CATI software (formerly Ci3 CATI for Windows). Designed around a Sybase SQLAnywhere database engine and a Windows interface, WinCati is designed to meet the needs of any size facility. The new version works with standard Windows applications such as Microsoft Word, Excel, and Access. WinCati has several new capabilities and options, including: support for wide area networks (WANs); SQL/ODBC database engine; refusal tracking; improved multi-language capability; a never-call list; the ability to export reports to Excel; and new questionnaire authoring capabilities. Along with WinCati's change to a client-server application and the new enhancements, three new options are also available: voice capture and sound playing; proactive dialing; and predictive dialing.
Seagatel USADATA partnership
Seagate Software, a business intelligence software firm, has partnered with USADATA.com, a marketing information and Internet technology company, as a data and content provider. Under the arrangement, USADATA.com will offer Seagate Software customers access to its library of worldwide syndicated business and consumer information through a new joint Web site located at http://seagatesoftware.usadata.com. The two companies' products and services are complementary. Seagate Software develops applications that allow customers to access and analyze multidimensional data sets using Seagate Info and Seagate Crystal Reports software. USADATA.com offers data - such as U.S. Government Census data projected to the cunent year, business directories and demographics, and regional growth potential forecasts - that can be incorporated into sales, marketing and planning analyses.
Apparel loyalty award from NPD
The NPD Group, Port Washington, N.Y., has issued the first annual NPD Consumer Loyalty Award for apparel retailers. The honor recognizes retailers who are leading the way in consumer loyalty by capturing the greatest share of their customers' apparel purchasing requirements in one of five categories. The winners are: JC Penney (Men's Apparel), The May Co. (Women's Apparel), Federated (Department Stores), Wal Mart (Mass Merchandisers) and Lane Bryant (Specialty Stores).
Winners of the NPD Consumer Loyalty Award captured between 15 percent and 26 percent of total dollars their customers spent on apparel, the highest shares in the industry for their respective categories. Results are based on NPD's analysis of more than 500,000 transactions at over 100 of the nation's leading retailers during 1998.
Overall, NPD found more loyalty among department store and specialty store apparel shoppers and less loyalty among discount store apparel shoppers. Average loyalty shares among channels ranged from 10 percent in the discount channel to 18 percent in the department store channel.
To establish a loyalty ranking system and to name winners for this award, NPD conducted a two-phase analysis using data ti'om its American Shoppers Panel, a demographically and geographically balanced panel of 16,000 households who report all apparel purchased and where it is purchased throughout the year. In phase one of the analysis, the firm identified the customer base for each retailer tracked and tallied total purchases made. After totaling all purchases, NPD then determine what percentage of pm1icipating households' needs/requirements (measured in dollars) were purchased at each individual store (phase two). This "share of requirements" figure is the measure of loyalty.
New OMR software tool
Principia Products, Inc., a Paoli, Pa., software firm, has introduced Remark Classic OMR. a software product that enables users of OMR readers to transfer data from completed forms into a usable electronic format for analysis. Remark Classic OMR collects the raw data from these forms so a user can analyze the results with a statistics spreadsheet or database software package on a personal computer. Remark Classic OMR exports data to industry-standard formats rather than a proprietary file format and is compatible with a variety of scanners and pre-printed forms. It also includes
features such as survey tabulation, test grading and flexible output.