A collection based on statistical methods and inference to solve strategic marketing issues, define choice motives, forecast the optimum price of items, and discuss thought within the marketing, research, and strategic consulting industries. Available on Amazon.
Multivariate Analysis
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Multivariate Analysis for Strategic Decisions
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Game Theory Market Research and Divorce
As mentioned in our recent article in Greenbook, Game Theory Market Research and Divorce, game theory models are now accessible to the marketing researcher. Moreover, core skills utilized in qualitative research are perfectly suited to enter this lucrative consulting market.
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The Strategic Value of Regression Analysis in Marketing Research
The Strategic Value of Regression Analysis in Marketing Research explores the strategic importance of regression analysis to shed light on its diverse applications and benefits. Included are several different case studies to help bring the concept to life.
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Deductive Reasoning and Effective Market Research
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.
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Tips For Using Johnson’s Relative Weights Analysis
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.
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Canonical Analysis
Canonical Analysis is used to asses the relationship between two sets of variables.
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TURF Analysis
TURF Analysis is an acronym for “Total Unduplicated Reach and Frequency”, is a type of statistical analysis used for providing estimates of media or market potential and devising optimal ways how to use it given the limited resources.
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Fair Share Analysis
Fair Share Analysis measures the magnitude of brand or product attributes.
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Derived vs. Stated Importance Analysis
Derived vs. Stated Importance Analysis: A derived quadrant that shows the different between what customers say is important, and what they actions show is important.
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Factor Analysis
Factor Analysis, a data reduction technique, groups arrays of attributes into families.
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Quadrant Analysis
Quadrant Analysis is particularly useful to marketers when trying to determine how product categories, segments and individual SKUs are performing.
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Regression Analysis
Regression Analysis is used for prediction for the affect of individual attributes on a depend variable, such as ‘Purchase Intent’ or ‘Overall Satisfaction’.
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Discriminant Analysis
Discriminant Analysis is used in situations where you want to build a predictive model of group membership based on demographic or other data.
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Canonical Analysis
Canonical Analysis is used to asses the relationship between two sets of variables.
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Maximum Difference Analysis
Maximum Difference Analysis show a set of the possible items and are asked to indicate the most and least appealing, in essence asking the consumer to choose elements of consumer products.
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Structural Equation Modeling
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.
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Zone of Tolerance Analysis
Zone of Tolerance Analysis asks respondents their “Desired Service Level” and “Adequate Service Level” for each attribute. A range—between what is ideal and adequate—is calculated for each attribute. It is commonly used in pharmaceutical research.
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A Step Further – Measuring Improvement of NPS
A Step Further – Measuring Improvement of NPS explains how to discover which factors improve the Net Promoter Score metric which reflects consumers’ recommendations of a product or brand.