The Quirk’s Marketing Research Review article, Data Fusion – How Researchers Can Create C – Suite Deliverables, discusses interpretations and presentation of predictive analytics and marketing research, which both employ data scientists.
A cruise line example illustrates how to use discrete choice to determine marginal value in this piece published in Quirk’s Marketing Research Review, How to Price an Island.
Canonical Multiphase Segmentation, published in ADMAP, discusses segmentation as a vital tool in determining the effectiveness of ad spend.
Read a discussion of data analysis and permissions hypothesis in this article, Why Do Google Apps Want My Sensitive Data?
Pricing Research – A New Take on the Van Westendorp Model provides an instructive case study on revenue forecasting.
Using Hyperlink Networks to Data-mine the Web provides insights into leveraging accessible information for strategic marketing.
Tandem Segmentation – Getting Your Product to Sell Itself describes how conducting a factor analysis followed by a cluster analysis improves market ROI.
Design Conceptualization – Measuring Second Order Interactions describes a case study requiring creativity in market research design.
In this Quirk’s Marketing Research Review article, Life as an MR Consultant, Michael Lieberman describes the pros and cons of working on one’s own compared to a corporate position. The article also suggests ways to mitigate isolation and promote yourself.
In this Quirk’s Marketing Research Review article, Don’t Forget the Graphic! Multidimensional Scaling, Michael Lieberman describes in which cases multidimensional scaling should be the visual of choice.
The Project Conundrum, published in Research World, uses a choice modeling case study to demonstrate what can go wrong with marketing team magagement decisions.
Satisfying Stats – How Numbers Helped a Diner Optimize its Menu describes the process of planning and developing the methodology, and presenting the results, for a study ranking menu item popularity.
Boosting Employee Retention with Predictive Analytics discusses how to increase business efficiency by using models to identify those employees most at risk of leaving a company.
Michael Lieberman’s Quirk’s Marketing Research Review article, Using NodeXL to Visualize Social Media, demonstrates how to leverage social networks for promotion using the NodeXL open-source Excel add-on tool.
Michael Lieberman’s practical ebook, Giving You The Edge – The Science of Winning Elections, identifies and explains the use of key research methodology and multivariate analysis in supporting political campaign goals through the various stages of an election, including a summary chart matching objectives, analytical techniques and results.
Measuring Brand Equity With Structural Equations Models, published in Admap Magazine, explains a hybrid technique that encompasses aspects of confirmatory factor analysis, path analysis and regression analysis.
Unearthing TURF – Totally Unduplicated Reach and Frequency Analysis – using TURF for marketing and media planning.
Improve Your Research Reporting With Visual Mapping provides details on how to use graphics to visually summarize survey data in an easy-to-understand presentation of complex results.
Campaigns and Elections – What is Driving the Vote? describes the successful employment of regression analysis to determine voter motives.
Predictive Modeling – Finding the Swing Voter is a political application of scoring voters to find the ones most likely to be undecided to be targeted in a direct mail campaign.
A Choice Model maximizing advertising effect is shown in Using Conjoint Analysis in Political Communications. This analysis, when used properly, can provide insight to the governor when he sets policy priorities or assesses main concerns dominating the voter’s mind as the election nears, or it can gauge the strength of the position ‘soup’ a given campaign will stir when it goes to press.
Finding and Measuring Your Vision Thing – Political Branding: How to Manage It and Help Your Candidates Win is an article in Politics Magazine that discussing how to position your candidate’s brand.
Green? – Attitudes, Behaviors and the New Green examines environmental issues in politics.
The magazine article titled Using Perceptual Map for Political Branding explains how to use this graphical marketing research technique to uncover wedge issues for political campaigns.
The article How Nate Silver Did It looks at how probabilistic models, which use weighted averages to predict election outcomes, can be used in state and local races as well as in presidential ones.
Measuring and Using Employee Satisfaction, a piece that illustrates ‘Within human resources the dependent variable should not only be defined by the HR goals of the employer … It should also include an evaluation of the impact on customer satisfaction,’ outlines a data-driven method to predict which attitudes will lower employee turnover.
Loyalty ROI – Maximizing Loyalty Points examines Loyalty programs and discusses a forecast method to maximize their point value.