Advanced Analytical Techniques

A BEHAVIORAL SCIENCE FRAMEWORK FOR NEW PRODUCT SHARE ESTIMATION IN HEALTHCARE RESEARCH

Authors:
Prasad Samala - Sr Research Director, Marketing Sciences
Meagan Ulrich - Vice President, Marketing Sciences

CONJOINT ANALYSIS: AN INTRODUCTION

Based on the premise that purchase decisions are not made based on a single factor; but on several factors considered jointly, conjoint analysis includes a family of related techniques used to understand how decisions are likely to be influenced by the inclusion, exclusion, or degree of specific product components or features.

APPLICATIONS OF A CONJOINT ANALYSIS

This document outlines those situations when conjoint is an appropriate technique and how conjoint analysis can be used to aid strategic decision making. This document assumes a general familiarity with conjoint analysis and the terms encountered in a conjoint study. For those not familiar with conjoint, please see Conjoint Analysis: An Introduction.

SAMPLING ERROR AND SURVEY RELIABILITY

This document discusses the calculation of sampling error, confidence levels, differences required for significance, and sample size determination.

TECHNIQUES FOR PERCEPTUAL MAPPING

As a firm tries to manage its brand’s equity, it leverages how the brand is perceived relative to the competition. This document describes various mapping techniques that may be used to illustrate perceived strengths and weaknesses in order to identify areas of opportunity in the marketplace.

THE POWER OF UNDERSTANDING CONSUMER DEMAND

Some of our clients have asked "Can you explain what a Demand Landscape is and why we should consider it at our company?" This article provides our perspective on how the industry defines Demand, how it can be used, and some things to consider if your organization is interested in pursuing Demand work.