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New Methods of Market Research and Analysis

G. Scott Erickson

New Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. This book can be used as a supplement to a traditional marketing research text or on its own.
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Chapter 4: Causal research design

G. Scott Erickson


Chapter 4 explores trends in causal/experimental research design, usually quantitative data used in a structured manner to test a hypothesis. Approaches in typical marketing research texts are briefly covered, including the logic and structure of experiments, sources of bias, test markets, and experimental designs, including quasi-experiments. Although existing data often aren’t appropriate for experiments, ongoing collection programs can be employed, using observation or communication techniques. New approaches that can unobtrusively test responses in both the real world (field experiments) and virtual environments (laboratory experiments) are included. Extended examples cover advertising testing, pricing variation and dynamic pricing, shopping environments and beta tests. Important trends such as ongoing mini-experiments in day-to-day operations, individualized experiments, and unobtrusive testing are all covered.

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