Publications

The Project Conundrum, published in Research World, uses a choice modeling case study to demonstrate what can go wrong with marketing team magagement decisions.

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.

Multivariate Pricing, published in Research World Magazine, explains how to base prices on consumers’ perception of value.

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.

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.

The article in Admap Magazine, Loyalty is the Big Enchilada, discusses how raising their Net Promoter Score can exponentially increase visit frequency and sales for restaurants and retail outlets.

tgif-150x150Grow Restaurant Dining Visits, in Admap Magazine, contrasts brand ratings with operational attributes to determine which factors are most important for increasing visits.

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.

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.

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.

A Compendium of Brand Measurement discusses various Branding measurements, such as Brand Awareness, Brand Image, Brand Equity, Brand Reputation, Brand Mindshare and Point Allocations.

Brand Equity and Discrete Choice Models as explained in this Quirk’s Magazine article, is an example of a method by which we are able to assign an exact dollar-value to a brand name and replicate brand performance is a real-world marketplace.