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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 6: Analytics 1: big data

G. Scott Erickson

Extract

Chapter 6 discusses the differences between traditional data gathering, categorization and reporting and current practices with big data. Measurement scales, response formats and the relationship between them are reviewed. The chapter introduces SAS Visual Analytics software and runs through descriptive statistics, tabulation, cross-tabulation and visualization according to the different measurement types. The tools are related back to a number of the practical examples covered in previous chapters.

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