Blog Archives

Remembering the Gist, But Not the Details: One-Dimensional Representation of Consumer Ratings

October 13, 2013
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Remembering the Gist, But Not the Details:  One-Dimensional Representation of Consumer Ratings

In survey research, it makes a difference how the question is asked.  "How would you rate the service you received at that restaurant?" is not the same as "Did you have to wait to be seated, to order your meal, to be served your food, or to pay yo...

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Latent Variable Mixture Modeling: When Heterogeneity Requires Both Categories and Dimensions

August 26, 2013
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Latent Variable Mixture Modeling:  When Heterogeneity Requires Both Categories and Dimensions

Dichotomies come easily to us, especially when they are caricatures as shown in this cartoon.  These personality types do seem real, and without much difficulty, we can anticipate how they might react in different situations.  For example, if...

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Using Heatmaps to Uncover the Individual-Level Structure of Brand Perceptions

August 16, 2013
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Using Heatmaps to Uncover the Individual-Level Structure of Brand Perceptions

Heatmaps, when the rows and columns are appropriately ordered, provide insight into the data structure at the individual level.  In an earlier post I showed a cluster heatmap with dendrograms for both the rows and the columns.  In addition, I...

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The Brand as Affordance: Item Response Modeling of Brand Perceptions

August 13, 2013
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The Brand as Affordance: Item Response Modeling of Brand Perceptions

It is just too easy to think of a brand as a web of associations.  What comes to mind when I say "Subway Sandwich"?  Did you remember a commercial or the "eat fresh" tagline?  Without much effort, one can generate a long list of associat...

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The Reorderable Data Matrix and the Promise of Pattern Discovery

June 12, 2013
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The Reorderable Data Matrix and the Promise of Pattern Discovery

We typically start with the data matrix, a rectangular array of rows and columns.  If we type its name on the R command line, it will show itself.  But the data matrix is hard to read, even when there are not many rows or columns.  The heat map is a visual alternative.  All you need is the R function...

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Why doesn’t R have a MaxDiff package?

May 28, 2013
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Almost once every year someone asks if R has a package for running the MaxDiff procedure sold by Sawtooth.  One such inquiry recently received a reply with a link showing in some detail the R code needed to generate a balanced incomplete...

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Incomplete Data by Design: Bringing Machine Learning to Marketing Research

May 6, 2013
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Incomplete Data by Design: Bringing Machine Learning to Marketing Research

Survey research deals with the problem of question wording by always asking the same question.  Thus, the Gallup Daily Tracking is filled with examples of moving averages for the exact same question asked precisely the same way every day. &nb...

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A Call for Context-Aware Measurement

April 25, 2013
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A Call for Context-Aware Measurement

Context awareness seems to be everywhere, and everyone seems to be saying that context matters.  Gartner foresees "a game-changing opportunity" in what it calls context-aware computing.  The title of their report states it best, "Context Shap...

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Halo Effects vs. Intention-Laden Ratings: Separating Baby and Bathwater

April 8, 2013
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Halo Effects vs. Intention-Laden Ratings: Separating Baby and Bathwater

Are halo effects real or illusory?  Much has been written arguing that rating scales contain extensive amounts of measurement bias.  Some tells us to avoid ratings altogether (What do customers really want?).  Others warn against the use of ratings scales without major adjustments (e.g., overcoming scale usage heterogeneity with the R package bayesm).  Obviously, by including the...

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Got Data from People? Take Dan Ariely’s Coursera course.

March 26, 2013
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Got Data from People? Take Dan Ariely’s Coursera course.

A Beginner's Guide to Irrational Behavior started yesterday.  One might not immediately think that such a course would be relevant for statistical modeling.  Well, it is if your statistical modeling uses people as informants.  If the dat...

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