Windows 95 transformed the PC software market and established Microsoft as the dominant player.  Can Microsoft do it again?  Can it use the release of Windows 8 to elevate its entire brand image?  More importantly to some of us, can Microsoft use statistical modeling to help it achieve its goal?Of course, ... [Read more...]

A number of marketing researchers use the orthoplan procedure in SPSS to generate fractional factorial designs.  It is not surprising, then, that I received a number of questions concerning the recent article in the Journal of Statistical Software by Hideo Aizaki on “Basic Functions for Supporting an Implementation of Choice ... [Read more...]

Suppose that you accepted my argument from the last two posts on halo effects and bifactor models.  As you might recall, I argued that when respondents complete rating scales, they predominating rely on their generalized impression with a more minor role played by the specific features that the ratings were ... [Read more...]

As promised in Halo Effects and Multicollinearity (my last post), I will show how to run a confirmatory factor analysis in R to test our bifactor model.  In addition, I will include a dependent variable and fit a structural equation mode... [Read more...]

In the last post, The Relative Importance of Predictors, I showed how difficult it can be to assess the independent contribution that each predictor makes to the overall R-squared when the predictors are highly correlated.  We spent some time looking at one example where the predictors were ratings from an ... [Read more...]

What's the one thing we need to do?Marketing researchers are asked this question frequently whenever they analyze customer satisfaction data.  A company wishing to increase sales or limit churn wants to focus only on the most important determinants of those outcomes.   Given the limitations imposed by the available customer ... [Read more...]

Thinking Strategically about Customer HeterogeneityIronically, market segmentation, whose motto is "one size does not fit all," seems to rely almost exclusively on one definition of what constitutes a segment.  Borrowing its definition f... [Read more...]

Surveys become engaging when they become games, or at least, take on some of the characteristics of games.  This is the argument made by those advocating the gamification of marketing research [http://researchaccess.com/2011/12/market-researc... [Read more...]

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