Specialized Modeling Techniques for Interpreting Consumer Studies

gail_massari

 

See how to:

• Tabulate survey data and testing hypotheses
• Use job satisfaction data and the Structured option in Categorical Response Analysis to summarize data by key metrics and determine if there are any statistical differences among respondents and across groups

 

See how to:

• Identify and group related questions and identify latent factors influencing buying decisions

• Use Factor Analysis to identify key latent factors

• Examine the variable loading on each factor

• Return to the original survey questions to determine language which best describes the latent factors
• Use findings to predict future buying behavior

 

See how to:

• Use JMP Pro Uplift Modeling to Identify prospects likely to respond to marketing promotions
• Build models to compare purchase patterns of people who received a marketing promotion (treatment group) to those who did not receive the promotion (control group)
• Identify characteristics of people most likely to respond to future marketing campaigns by purchasing the product

Resources

• Jian Cao's blog on Marketing and Consumer Research
• Modern Marketing Research by Ross, Kinnear and Taylor
• JMP add-in for accessing data sets from the Ross, Kinnear and Taylor book (with permission of the authors)
• JMP Add-In for Multidimensional Scaling Using R or SAS Integration