sue york advanced quant - 2011
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Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material For more informa=on about Affinnova visit h>p://www. affinnova.com/
For more informa=on about NewMR events visit newmr.org
Advanced Quant Techniques July 14, 2011
An Overview of Advanced Quant Techniques
Sue York, The Future Place, Australia
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
An Overview of Advanced Quant Techniques
Sue York
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Our Crowd
• Non-Representative
• Convenience Sample from Networks NewMR.org Facebook Groups LinkedIn etc.
• 207 Completes (to date)
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Researchers Sell / Design / Supply
~80%
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Global Crowd
USA 28% UK 24% Australia 12% Canada 6% & 28 Other Countries
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Must Know
Cross-tabs
(78% Monthly : 13% Quarterly)
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Must Have
Excel
(92% Monthly)
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Beyond Cross-tabs
Weighting
t-Tests Correlations
(Around two-thirds at least Quarterly)
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
The Next Level
Factor analysis Chi-square
Linear / Multi-linear regression
Text-mining / Analytics
(Around half at least Quarterly)
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
And then …
Cluster Analysis ANOVA
Perceptual Mapping NPS
(Around quarter at least Quarterly)
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Techniques that go together
Factor Analysis
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Factors
5 Relate to Traditional MR approaches
1 NPS
2 Newer Approaches
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Stats Toolkit
Correlation Linear Multi-linear Regression
Logistic Regression Factor Analysis
Multi-dimensional scaling ANOVA, MANOVA
Chi-Square t, z & F tests
Cronbach’s alpha
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Choice Methods
Latent class Conjoint analysis Discrete choice
MaxDiff TURF
HB
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Models
Linear / Multi-linear regression SEM PLS
Path Analysis Logistic Regression
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Segmentation?
Cross-tabs Cluster Analysis Decision Trees
Weighting Correspondence Analysis
Factor Analysis
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Pricing
BPTO Gabor Granger
Van Westendorp PSM
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Not MR
Agent based modelling Predictive markets Genetic algorithms
Kaplan Meier Meta analysis
Survival analysis
Text Mining/Analytics
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Not MR Modelling
Media Mix & Market Mix modelling
+ Econometrics
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
What Researchers Use?
K-means cluster analysis
4 Clusters
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Advanced Quants
Crosstabs Weigh5ng ML Regression Factor Analysis z & t-‐tests F-‐tests Chi-‐Square ANOVA Decision Trees Conjoint & Choice MaxDiff MNL Logis5c Reg. Discriminant Correspondence Perceptual Maps MDS Text Analy5cs
Tradi5onalists (Academics)
Crosstabs & Tests z, t & F-‐tests Chi-‐Square ANOVA ML Regression Weigh5ng
Market Researchers
Crosstabs Weigh5ng Cluster analysis Conjoint & Choice MaxDiff ML Regression Van Westendorp Correspondence Factor Analysis Perceptual Mapping t-‐tests
Less frequent ‘Cross-‐tabbers’ Crosstabs
16% 28% 17% 39%
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
What Software?
Excel 92% monthly SPSS 61% monthly, 12% quarterly SAS 8% monthly, 5% quarterly R 7% monthly, 7% quarterly
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
NBT?
Text analytics Big data – Data mining, data fusion
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Want to Join the Crowd?
http://newmr.org/page/advanced-quant
Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
Q & A
Sue York The Future Place
Ray Poynter The Future Place
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