Analysis methods: Multivariate analysis, modelling

 

Marketing has often been seen as the preserve of creatives working on instinct rather than calculation. As the pressures on companies and brands increase, however, a more scientific approach may be re ...

Michael Lieberman, president of Multivariate Solutions, explains how to calculate a performance index that can be used to simplify statistical data, and produce results that are easily understood and ...

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

This paper presents a new approach to the measurement of fragrance ‘ideas’ (e.g., a fragrance for today’s woman), based upon the fit of a visual concept to a specific fragrance idea. The features of t ...

This paper explores the unique challenges in sensory research of fragrances. A new approach to multivariate modeling is presented to explain what consumer qualities with respect to attitudes/beliefs, ...

Since the publication of Churchill’s (1979) paper in which he proposed a ‘paradigm’ for the construction of multi-item scales, scholars have developed a considerable number of such scales designed to ...

Michael Lieberman, founder and president of Multivariate Solutions, explains ‘virtual targeting’, a technique for building a profile from a primary database and testing it, before applying it to a lar ...

In this disguised case study Donna Kotronis, McCann-Erickson NY , and Michael Lieberman, Multivariate Solutions, describe how multivariate techniques can be used to exploit defined market segments. T ...

The paper suggests that though it is increasingly accepted that the future of the industry rests in using insights based on data as a basis for action, there is no generally accepted, systematic and a ...

This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, s ...

Using data collected in the springs of 1999 and 2000 from a standardized survey of over 18,000 respondents across the United States, a prospective model of health plan customer loyalty was developed. ...

Traditionally, in trying to understand the determinants of the prescribing decision, pharmaceutical market researchers have focused almost exclusively on the attributes of their drugs as the drivers o ...

Describes a new analytical approach to building `what if' scenarios using customer satisfaction data collected through market research surveys. The types of data typically collected in such surveys, a ...

Over the last few years there have been tremendous advances in the world of conjoint analysis in terms of software, mathematics, topics considered, and approaches. These advances create exciting new o ...

Clients want marketing research that informs them about what actions they should take, not only what their current situation is. This requires that marketing research use multiple measures instead of ...

The central idea of this paper is 'show emotions and the viewer will buy'. Based on a research with 951 TV commercials and 1,361 viewers, the authors arrived at several conclusions: Feelings on TV is ...

Describes the Millward Brown brand equity measurement system using BrandDynamics. The approach was applied to brands in over 50 categories in seven world markets, and resulted in the BRANDZ global equ ...

As the involvement of media professionals in the overall communications process becomes greater, new tools and approaches toward target identification and media selection are being developed. These as ...

Argues that, while data collection techniques have advanced considerably, analytical methods and models have hardly advanced at all. As a result we are facing a data explosion without the means to han ...

This paper discussed multiple regression and its possible use in market research and marketing. It won the MRS Gold Medal in 1965. The first part of the paper describes the linear multiple regression ...

Using quantitative data the author explores information-processing in response to a specific ‘social marketing’ campaign, and suggests a target audience segmentation strategy based on the findings.

Examines correlation, asking whether it necessarily yields the ‘best fit’ and whether this concept in necessarily objective. Similarly, does the correlation procedure have any intrinsic power to predi ...

Multilevel modelling is sometimes used for data from complex surveys involving multi-stage sampling, unequal sampling probabilities and stratification. Amongst other findings, the paper suggests that ...

Multiple imputation is a well-established technique for analysing data sets where there is missing data. If the imputation model is correct, the resulting estimates are consistent. Alternative methods ...

The authors re-analysed work undertaken by Aaker & Keller (1990) and Bottomley and Holden (2001). They conclude that the effects estimated in the 2001 work relating to brand extension were incorrect, ...

The authors examine the costs and benefits of action-based learning, i.e. learning that occurs as a by-product of making repeated decisions with outcome feedback. Findings suggest that experiential le ...

The paper suggests that offering and not offering a price-matching guarantee can both be signals of a retailer’s service-price profile, a way of branding to uninformed consumers. The authors also show ...

The paper examines the role of high self-accountability emotions such as guilt in enhancing compliance with fear appeal messages (such as in anti-drug campaigns). Experiments suggest that action-facil ...

The paper explores whether and how exposure to media images of thin (or heavy) women positively or negatively affect consumers’ appearance self-esteem. Two moderating factors are identified, the extre ...

The authors examine the consumption of food nutrients. In particular they identify (a) ‘carryover habits’, when the level of a nutrient consumed in preceding meals influences its consumption in the cu ...