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.
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.
Structural Equation Modeling (SEM) is a statistical technique for testing and estimating relationships using a combination of statistical data and qualitative causal assumptions. Among its strengths is the ability to model constructs as latent variables.
Political Correspondence Map is a snapshot of voters perceptions of a given political parties. This technique is effective when assessing many attributes with several brands or the effectiveness of advertising campaigns.
Multidimensional Preference Maps can visually depict such queries as ‘What underlying dimensions characterize how consumers view the products?’ or ‘What is the competitive set associated with the new concept?’.
Multidimensional Scaling Maps transforms consumer judgments of similarity into a two-dimensional space, forming groups such as which products customer would purpose at a supermarket or the causes and effects of climate change.
Principal Components – BiPlots are, essentially, a visual factor analysis. A Biplot allows information on both samples and variables of a data matrix to be displayed graphically.
Mean Drop Summary Analysis is a graphic that relates “just-about-right” (JAR) variable responses to reference variables such as overall liking in sensory/consumer research. Penalty, or mean drop, analysis is a tool used by market researchers and product developers to gain an understanding of the product attributes that most affect the propensity to purchase a new product—it is particularly useful in consumer goods and confectionery/snackfood, and food products.
Bush Jr’s Derived Importance Among Bush Jr’s Approvers shows how Bush Jr’s fares against its main competition on important customer attributes.
Children’s Jewish Hospital Corporate Image Visual is a two-dimensional visual regression of patient services at Children’s Jewish Hospital.
Virtual Supermarket – Multidimensional Scaling Visual is a technique that illustrates which products customers tend to purchase together. This tool is often utilized to optimize retail space.
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.
Michael Lieberman is the co-author of Marketing Research Insights: 22 Visual Displays, a compilation of practical, real-world visual display examples for enhancing market research data reports and presentations. The ebook includes sections such as Research Process, Customer Satisfaction, Competitive Analysis, Win/Loss Research, and Brand Awareness, and the charts are accompanied by usage tips.