Event  sponsored  by  Affinnova  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  For  more  informa=on  about  Affinnova  visit  h>p://www.  affinnova.com/  

For  more  informa=on  about  NewMR  events  visit  newmr.org  

Advanced  Quant  Techniques  July  14,  2011  

An  Overview  of  Advanced  Quant  Techniques  

Sue  York,  The  Future  Place,  Australia  

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

An Overview of Advanced Quant Techniques

Sue York

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

What is Advanced Quant?

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

We asked the Crowd

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Who’s in the Crowd?

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Our Crowd

•  Non-Representative

•  Convenience Sample from Networks NewMR.org Facebook Groups LinkedIn etc.

•  207 Completes (to date)

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Researchers Sell / Design / Supply

~80%

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Global Crowd

USA 28% UK 24% Australia 12% Canada 6% & 28 Other Countries

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

The Crowd Says …

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Getting Started

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Must Know

Cross-tabs

(78% Monthly : 13% Quarterly)

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Must Have

Excel

(92% Monthly)

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Beyond Cross-tabs

Weighting

t-Tests Correlations

(Around two-thirds at least Quarterly)

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

The Next Level

Factor analysis Chi-square

Linear / Multi-linear regression

Text-mining / Analytics

(Around half at least Quarterly)

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

And then …

Cluster Analysis ANOVA

Perceptual Mapping NPS

(Around quarter at least Quarterly)

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Techniques that go together

Factor Analysis

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Factors

5 Relate to Traditional MR approaches

1 NPS

2 Newer Approaches

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Stats Toolkit

Correlation Linear Multi-linear Regression

Logistic Regression Factor Analysis

Multi-dimensional scaling ANOVA, MANOVA

Chi-Square t, z & F tests

Cronbach’s alpha

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Choice Methods

Latent class Conjoint analysis Discrete choice

MaxDiff TURF

HB

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Models

Linear / Multi-linear regression SEM PLS

Path Analysis Logistic Regression

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Segmentation?

Cross-tabs Cluster Analysis Decision Trees

Weighting Correspondence Analysis

Factor Analysis

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Pricing

BPTO Gabor Granger

Van Westendorp PSM

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Not MR

Agent based modelling Predictive markets Genetic algorithms

Kaplan Meier Meta analysis

Survival analysis

Text Mining/Analytics

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Not MR Modelling

Media Mix & Market Mix modelling

+ Econometrics

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

What Researchers Use?

K-means cluster analysis

4 Clusters

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Advanced  Quants  

 

 Crosstabs  Weigh5ng  ML  Regression  Factor  Analysis  z  &  t-­‐tests    F-­‐tests  Chi-­‐Square  ANOVA  Decision  Trees  Conjoint  &  Choice  MaxDiff  MNL  Logis5c  Reg.  Discriminant  Correspondence  Perceptual  Maps  MDS  Text  Analy5cs    

 

Tradi5onalists  (Academics)  

 

 Crosstabs    &    Tests    z,  t  &  F-­‐tests  Chi-­‐Square  ANOVA    ML  Regression    Weigh5ng  

Market  Researchers    

   Crosstabs  Weigh5ng          Cluster  analysis  Conjoint    &  Choice  MaxDiff  ML  Regression  Van  Westendorp  Correspondence  Factor  Analysis  Perceptual  Mapping  t-­‐tests  

Less  frequent  ‘Cross-­‐tabbers’    Crosstabs  

 16%  28%  17%  39%  

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

What Software?

Excel 92% monthly SPSS 61% monthly, 12% quarterly SAS 8% monthly, 5% quarterly R 7% monthly, 7% quarterly

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

What is the NBT?

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

NBT?

Text analytics Big data – Data mining, data fusion

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Want to Join the Crowd?

http://newmr.org/page/advanced-quant

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Thank you

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Q & A

Sue  York  The  Future  Place  

Ray  Poynter  The  Future  Place  

Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011

Sue York

Follow  Sue’s  tweets  at  @  h>p://twi>er.com/1sue3  Connect  with  Sue  on  LinkedIn  @