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.
Giving You the Edge – The Science of Winning Elections
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.
Measuring Brand Equity With Structural Equations Models
Measuring Brand Equity With Structural Equations Models, published in Admap Magazine, explains a hybrid technique that encompasses aspects of confirmatory factor analysis, path analysis and regression analysis.
Unearthing TURF – Totally Unduplicated Reach and Frequency Analysis
Unearthing TURF – Totally Unduplicated Reach and Frequency Analysis – using TURF for marketing and media planning.
Multivariate Pricing, published in Research World Magazine, explains how to base prices on consumers’ perception of value.
Improve Your Research Reporting with Visual Mapping
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.
What is Driving the Vote?
Campaigns and Elections – What is Driving the Vote? describes the successful employment of regression analysis to determine voter motives.
Finding the Swing Voter
Predictive Modeling – Finding the Swing Voter is a political application of scoring voters to find the ones most likely to be undecided to be targeted in a direct mail campaign.
Using Conjoint Analysis in Political Communications
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.
Finding and Measuring Your Vision Thing – Political Branding: How to Manage It and Help Your Candidates Win is an article in Politics Magazine that discussing how to position your candidate’s brand.
Green? – Attitudes, Behaviors and the New Green
Green? – Attitudes, Behaviors and the New Green examines environmental issues in politics.
Political Branding Perceptual Maps
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.
How Nate Silver Did It
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
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.
Loyalty ROI – Maximizing Loyalty Points
Loyalty ROI – Maximizing Loyalty Points examines Loyalty programs and discusses a forecast method to maximize their point value.
Managing Sideways – A Guide to When Things Go Wrong
Managing Sideways – A Guide to When Things Go Wrong, published in Research World Magazine, is a case study of issues such as sub-contracting, project creep, and indecisive clients.
Loyalty is the Big Enchalada
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.
Grow Restaurant Dining Visits
Grow 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
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.
How the Performance Score Can Simplify Data
How the Performance Score Can Simplify Data examines a wide range of data can be simplified.
A Good Choice for Choice Modeling
A Good Choice for Choice Modeling looks at the Max-Diff option.
A Walk Through Discriminant Analysis
A Walk Through Discriminant Analysis explores choosing predictor variables.
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.
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.
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.
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.
A Compendium of Brand Measurement
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
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.
What’s in a Name?
What’s in a Name? It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Specific methodology tests and validates naming choices.
Building and Measuring Brand Personality
Building and Measuring Brand Personality differentiates brand image, denoting tangible benefits and attributes, from brand personality, the emotional associations of a brand.