This Greenbook article explains deductive reasoning, a logical process of drawing conclusions from premises. Statistics can support this process when data analysis and evidence-based decision-making are required. Deductive Reasoning and Effective Market Research.

This Quirks Media article, Tips For Using Johnson’s Relative Weights Analysis, explains Johnson’s relative weights analysis, a technique used to evaluate how the response (dependent) variable relates to a set of predictors when those are correlated to each other.

Small big data is consumer information held by a company, which can be leveraged with analysis, as in this Quirk’s article: Using Self Organizing Maps to Segment Small Big Data.

Social Responsibility and Ranking Brands – A Maximum Difference Application looks at the increase in brands taking social responsibility.

The Foundations of Behavioral Economics is a user-friendly overview of behavioral economics and its relevance to the field of marketing.

In our article, The Decisiveness of Statistical Inference, we exhibit methods of measuring the accuracy of survey research to gauge brand equity, consumer sentiment, political polls, etc. In these cases we use probability samples to get our most accurate picture.

In our Greenbook blog post The Misrepresentation of Statistical Accuracy – Unethical, but Fraud?, we touch upon one of the most common areas of statistical misrepresentation, the reclassification rates of segmentation typing tools and discuss at what point do unethical practices turn into fraud?

In Advancing the Data Product, we navigate how a data company can take their inventory, collected
survey data, shopping history, or large consumer sentiment studies, and create a subscription
service. This is especially relevant as data companies seek to re-engage their vast amounts of historical data that has now become stale

The Misrepresentation of Statistical Accuracy, published in GreenBook, examines where to draw the line with fraud using a segmentation as an example.