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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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Index

G. Scott Erickson

A/B Testing 945, 127
active gathering 108, 125
administration see method of administration
advertising
assessing 513, 64
Bloomberg 2022, 1589
Exterion Media 678
facial tracking 756, 78
multiscreening 62
online video 7981, 1856
targeted 245
Tesco 2
Whopper Freakout campaign 412
Affectiva 52
after-only design 82
algorithms 2, 910, 22, 127, 12930, 155
Amazon 6, 56, 589, 93, 957, 104, 10910, 119, 1556
AMD 945, 98
anonymity 72, 107, 119
Apple 24, 59, 110, 126, 135
artificial intelligence 15, 20, 111, 127
artist service 1314
automobile accidents 1517
Bayesian statistics 20
before-after design 82
beta testing 100101, 103, 15960
big data
analysis
cross-tabulation 1448
initial steps 1413
applications
beta testing 15960
Bloomberg 1589
Live Nation 1568
social media 1536
and causal research design 78, 845, 104
in competitive intelligence 1267, 131
cost, ease and speed dynamics 1023, 110
and descriptive research design 51, 53, 64, 71
and dynamic pricing 923
ethical issues 11316, 131
granular level of data collection and use 34
inputs 47, 10
as intertwined with entire research process 12930
and marketing analytics 4, 23, 38
measurement scales 1338
monitoring 1012, 24, 76
nature of 47, 989
outputs 1012
and qualitative research 33, 36, 489, 124
related to macro- and micro-environment 1223
response formats 13841
Spotify 1215
and SWOT analysis 124, 12930
terminology 5
and traditional decision problem circumstances 109
visualizations 14853
Bloomberg 2025, 1589
Bloomberg Denizen 22
Bloomberg Media 22, 158
B:Match 2022
BrainJuicer 45, 52
branch (decision tree) 162, 1737
brand sacrifice 1234
Burger King 414
Cadbury Gorilla commercial 52
Caesar’s 810, 24, 56, 956, 99, 104, 1878
car buying analysis 4041, 43
casino/resort loyalty program see Caesar’s
Cassandra 14
causal research design
comparison to descriptive research 7881, 8990
first five seconds 7981
game testing 100102
nature, purpose and characteristics 81, 834
new methods 84100
prescription for causal marketing analytics 1024
terminology 82
Cheaptickets 93
Claritas Prizm 55, 182
closed-ended data 56, 65
closed-ended questions 101
closed-ended response 55, 70, 85, 1389
clothing shopper study 656
cloud computing 6, 1213, 23
see also word clouds
cluster analysis
centroids 162, 17981
as marketing analysis tool 111, 17882
as marketing analytics application 19092
clustering
as approach to marketing analytics 19
and predictive analytics 20, 24, 178, 182, 184, 190, 192
sampling 107, 117
Spotify’s use of 20
COG Research 61, 63
competitive intelligence (CI) 108, 1257, 12930
concomitant variation 812
Consensus Point 66
Consumer Bill of Rights 107, 112
contingency tables see cross-tabulation
cookies 58, 93, 158
correlation 76, 82, 111, 165, 1837
cross-tabulation 18, 48, 76, 134, 1449, 151, 153, 156, 158, 160
C_space 67
Culture Concepts 3940
customer comments 7, 23, 31
customer relationship management (CRM) 56
cutting data 1415, 1718, 24, 1356, 144, 1513, 15860, 173
dashboards 5, 1112, 24, 109, 122, 151, 153, 1556, 158
data collection 1, 4, 28, 378, 53, 59, 645, 6971, 80, 99, 103, 116, 122
“data lake” 5, 7, 109, 131
data mining 11011
Decision Insight 8792, 103
decision problem/research problem 10612, 13031
Decision Support Systems (DSS) 109
decision trees
branch and leaf terminology 162
of Decision Insight 88
difference with cluster analysis 179, 184
predictive analytics 1728, 1834, 18790
Decode 52
dependent variable 813, 86, 1612, 1647, 16970, 1835
deprivation studies 412
depth interviews see interviewing
descriptive research design
assessing advertising 513
case study 734
characteristics 53
comparison to causal research 7881, 8990
descriptive data characteristics 76
example 85
new methods 5873
prescription for descriptive marketing analytics 746
techniques 548
terminology 54
diapers 19, 97, 111
Discover Weekly 1415
Discovery Communications 689, 75
Disney 93
Doyle Research & Associates 4041
drug-prescribing behavior study 334
dunnhumby 23
dynamic pricing 925
economic espionage 125
enterprise resource planning (ERP) 56
ESPN 424
ethics 11216, 118, 127, 129, 131
ethnography
examples 3941
methods 32, 423, 61
ReD’s use of 289, 32
terminology 30
experimental design 78, 824, 89, 91, 94
experiments
allowing communication with entire consumer population 867
in causal research design 824
changes affecting 1024
as decision guiders 978
ethics 122
in experimental research design 44
minimizing common biases in 91
need for continuous 945
with no samples 98, 119
“obedience” 11516
and observation research 99100
online advertising 80
pricing 99
terminology 82
exploratory research design
advantages 323
and descriptive research 53, 58
disadvantages 33
to gain insights 106
new methods 3347
prescription for exploratory marketing analytics 479
ReD Associates 279
techniques 3032
terminology 30
Exterion Media 678
external validity 823, 92
Facebook 12, 556, 11416, 129, 1556
facial tracking 52, 75, 78
fanboys 69, 119
fatal automobile accidents 1517
feelings 323, 357, 45, 523, 63, 65, 712, 91, 122, 131, 13940
field experiments 44, 824, 90, 92, 100
“First Five Seconds” testing 7981, 1856
focus groups
methods 312
personalizing study subject 46
settings 37
tendencies 36
terminology 30
Forever 21124
frequent independent travelers (FITs) 96
gamification 448, 71, 756, 120
GE 10
Google Analytics 22, 55, 64
Guinness 124
H&M 124
Hadoop 910
Harrah’s see Caesar’s
Hershey’s 128
Home Depot 93
Hootsuite 153, 155
human intelligence 108, 125, 12831
images
approach to soliciting information 72
and emotional responses 52, 65, 122
and gamification 46
image studies 29, 35
as unstructured data 56, 123
IMS Health 48, 122
independent variable 812, 86, 162, 1645, 16771, 173
Indianapolis Zoo 93
insurers 1517
Intel 124
internal validity 823
interval measures 134, 1367, 13942, 146, 164
interviewing
depth
examples 357
methods 31
missing aspect 345
terminology 30
group 31, 357
in-home 41
mobile 34, 378, 91
“in the moment” 39
person-to-person 54, 119
for physical product trials 120
relationship with interviewers 65, 71, 119
screen-sharing webcam 40
settings 37, 45
Isobar 656
Kahneman, D. 33, 45, 52
Kantar 512, 6062, 64, 756, 84, 153
Kid Rock 86, 157
Kohl 93
KPIs (key performance indicators) 5, 1012, 24, 109, 122, 13031, 160
laboratory experiments 44, 823, 92, 100
leaf (decision tree) 162, 1737
Lextant 359
lift 183
Likert scale 13940
linear regression
concepts 1617
examples 16772
as marketing analytics application 1857
LinkedIn 1256
LiveAnalytics 857, 8992, 157
Live Nation see Ticketmaster/Live Nation
logistic regression 162, 179
loyalty programs 14, 810, 957, 1878
“lurking variable” 1718
Lyft 93, 140
machine learning 15, 20, 111
macro-environment 1078, 1213, 129
marketing analytics
applications
cluster analysis 19092
decision trees 18790
regression 1857
and big data 4, 23, 38
causal 78, 1024
choosing best tool 1834
clustering analysis 111, 17882
in competitive intelligence 1267, 130
in decision and research problems 10612, 13031
descriptive 746
and ethics 11216, 131
exploratory 479
impact on research 53
increased use of conversations with customers 6970
LiveAnalytics 857, 8992
nature of 1520
predictive analytics
decision trees 1728
linear regression concepts 1617
linear regression examples 16772
and qualitative research 33, 36
ReD’s use of 278
related to macro- and micro-environment 1223
and SWOT analysis 124, 130
terminology 5
and traditional decision problem circumstances 109
Marketing Information Systems (MIS) 109
measurement scales 1339, 141
method of administration 54, 57, 65, 713, 11721
micro-environment 108, 1213, 129
Milgram experiments 11516
Millward Brown 512, 60
Mindsight 656, 712, 76
MolsonCoors 69, 76
multiple choice 54, 56, 1389
multiple regression 162, 165
Music Genome Project (MGP) 1867, 190
Nielsen 48, 55, 73, 109, 117, 182
nominal measures 1345, 1412, 146, 164
non-probability sampling 107, 117
NPD Group 55, 73
numerical response 54
observation
in causal research 81, 8990, 99100, 1023
and competitive intelligence 125, 1278
in descriptive research 56, 60, 63, 745
ethics 113, 118
examples 3940, 43, 623
facial tracking 52
in gamification 76
methods 31, 378, 62
multiple types of 47
nominal measures 1345
obtrusiveness in 64, 100, 120
of online retailers 93
ordinal measures 1356
prominence of 63
response formats 1389, 141
terminology 30
OkCupid 11416
“omitted variable bias” 17
online video advertising 7981, 1856
open-ended questions 101
open-ended response 32, 54, 7071, 85, 138
Orbitz 93
ordinal measures 1346, 1412, 146, 164
Palantir 1279
Pampers 97
Pandora 1867, 190
Pepsi 113
picture-response 71
prediction markets 667, 7072
predictive analytics
and clustering 20, 24, 178, 182, 184, 190, 192
cutting data 18
decision trees 1728, 1834, 18790
linear regression
applications 1857
concepts 1617
examples 16772
notorious example of 1819
as repeatedly adding new variables 17
songs example 187
pregnancy predictions 19, 111, 190
primary data 30
Procter & Gamble (P&G) 97
profiles
behavioral 90
customer 3, 7, 14, 18, 2022, 74, 86, 159, 178
risk 17
projective techniques
deprivation studies as type of 412
examples 29, 356, 43, 69
managing bias 37
methods 32, 71
purpose of 113
terminology 30
publicly available information 108, 128, 130
qualitative data 489, 51, 138
questionnaires 54, 567, 76
R2162, 1667, 16970, 172
Radian6 55, 1224, 153, 155
Raley’s 3
random sampling 107, 117
ratio measures 134, 1379, 1412, 146, 150, 164
regression 162, 1857, 18990
see also linear regression
regression equation 162, 1657, 1856
research problem see decision problem/research problem
response formats 46, 13841
response patterns 547, 76, 85, 130, 1389
retailer loyalty program see Tesco
Right to Safety 107, 115
Rorschach ink-blot tests 32
sampling 38, 107, 11721
SAS Visual Analytics 1413, 14853, 161, 164, 16772, 174, 179
scientific method 1089, 111
secondary data 3031, 55
self-report scales 54, 1367, 13940
Semantic Differential scale 14041
sequence 82
service excellence 89
Shopkick 5960, 624, 84, 1889
shopping apps 5860, 103, 188
simple regression 162, 165
Simpson’s Paradox 17
SKIM 335, 39
slope coefficient 162, 1656, 169, 183, 185
“smart intrusion” 128
Social Connect 2.0 2, 22
social media
analytics 1536
automation of data collection 64
behavior 45, 60, 63
categorization of postings 46
chatter 3, 6, 9, 31, 39, 48, 74, 99
ethical issues 11314
Kantar China studies 6064, 756, 84
metrics 60, 1345, 151
monitoring 48, 55
profiles 7
Starbucks’ use of 734, 191
text, images, video 67, 99
tracking services 1223, 126
usage 6061
use of surveys 623
Solomon four group design 82
Spotify 1215, 19, 234, 186, 19091
SpotRight 73
Starbucks’ Pumpkin Spice Latte (PSL) 736, 1912
stock-keeping units (SKUs) 12, 88
stratified sampling 107, 117
supply chain management (SCM) 56
survey fatigue 57, 71, 74
surveys 54, 567, 623, 69, 714, 76, 136
SWOT analysis 1078, 1214, 12930
t-test 166, 16970
Target 1819, 111, 131, 190
Tesco
brand sacrifice 123
Clubcard loyalty system 12, 56
monitoring data inputs 23
use of KPIs 1112, 24
Tesla 124
test markets 82, 84, 87, 1023, 110
Thinkbox 61
Ticketmaster/Live Nation 857, 1034, 1568
TOMS Shoes 39, 44
Trackur 55, 153, 155
Travelocity 93
Trendr 22
trendwatching 1234
“try everything” approach 110
Uber 93, 140
university applications 1718
unstructured data 67, 9, 10, 23, 38, 489, 71, 124, 135, 138, 155
variety 45, 10, 23
velocity 46, 10, 23
video diaries 43, 47
virtual service provider see Spotify
virtual shopping 8792, 103
Vision Critical 6770, 85, 118
visualizations
areas of 1424
big data 14853
clustering 17981
cross-tabulation 1446
dashboard 24
decision tree 1746
Palantir 128
regression 1634, 16770
software 148
volume 46, 10, 23
Wal-Mart 111
Weibo 6061
“whales” 8
“Whopper Freakout” campaign 413
Wingify 945
winner’s information network (WINet) 8
word clouds 49, 61, 135, 150
XBox 360 gaming 1012
y-intercept 162, 165
z-test 170
Zurich 22, 128