The Philosophy of Deep Data Analysis – Predictive Analytics looks at forecasting based on historical data.
Data Analysis
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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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Using Self Organizing Maps to Segment Small Big Data
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.
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Using Self-Organizing Maps to Segment Big Data
Using Open Source Software to Make Sense of Small Big Data explains how to apply small big data methodology and AI to produce an actionable deliverable.
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The Decisiveness of Statistical Inference
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.
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The Misrepresentation of Statistical Accuracy – Unethical, but Fraud?
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?
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Advancing the Data Product
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 -
How researchers can embrace data fusion to create C-suite deliverables
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.
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Lloyd Shapley’s Value
Lloyd Shapley’s Value – Brand Research and Decision Input in the Post-Covid World discusses a fair approach to adding value.
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Assessing a Brand Funnel Using Comparative Discriminant Analysis
Assessing a Brand Funnel Using Comparative Discriminant Analysis explores how a brand can improve commitment to brands by using multiple sections of a survey or existing data silo input.
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Game Theory and Consumer Choice
Game Theory and Consumer Choice goes through one step at a time of the brand funnel.
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Researchers Voice: The Effects of Sample on Polling
Principles of sampling are analyzed in this guest blog post article.
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In the Numbers: How Lockdowns Prevent Breakouts
This article, In the Numbers: How Lockdowns Prevent Breakouts, demonstrates the contribution of lockdowns to the reduction of Covid-19 infections.
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How to Price an Island
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.
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Using open-source software to make sense of small big data
Using open-source software to make sense of small big data, published in Quirk’s Media, describes how to use new capabilities with traditional marketing research deliverables. -
Tandem Segmentation – Getting Your Product to Sell Itself
Tandem Segmentation – Getting Your Product to Sell Itself describes how conducting a factor analysis followed by a cluster analysis improves market ROI.
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Regression Analysis – Predicting Key Drivers
Regression Analysis – Predicting Key Drivers analyzes a studies in which the client sought to uncover the attribute or attributes among those you measured that best define your client’s customer satisfaction, usage drivers, or leading cause of switching to a competitor’s brand.
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How the Performance Score Can Simplify Data
How the Performance Score Can Simplify Data examines a wide range of data can be simplified.
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A Good Choice for Choice Modeling
A Good Choice for Choice Modeling looks at the Max-Diff option.
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A Walk Through Discriminant Analysis
A Walk Through Discriminant Analysis explores choosing predictor variables.
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A Look Inside the Choice Modeling Toolbox
A Look Inside the Choice Toolbox examines how to select the most appropriate choice model from these five most commonly used ones: Paid-comparison Analysis, Conjoint Analysis, Discrete Choice Modeling, Max-Diff, and Adaptive Choice Analysis.
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Monte Carlo Simulations
Helping Wrangle Big Data: Monte Carlo for Marketing Research explains the usefulness of Monte Carlo simulations for ROI, loyalty, product development, customer satisfaction and regression modeling.
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Steering the Vote Case Study
Steering the Vote – The Case of the Oglala Sioux Casino explains how regression analysis can indicate which issues in a referendum campaign motivate supporters and which move voters to become supporters.
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Two Ways to Visualize ‘Small Data’
Small Data Visualization by Michael Lieberman presents two examples for examining primary research – a two-step cluster analysis and a data-mining example that takes existing consumer purchase data and reports the items in which the client should specialize to connect to the greatest number of other products.