Blog Archives

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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Does It Make Sense to Segment Using Individual Estimates from a Hierarchical Bayes Choice Model?

March 24, 2013
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Does It Make Sense to Segment Using Individual Estimates from a Hierarchical Bayes Choice Model?

I raise this question because we see calls for running segmentation with individual estimates from hierarchical Bayes choice models without any mention of the possible complications that might accompany such an approach.  Actually, all the calls seem to be from those using MaxDiff to analyze the data from incomplete block designs.  For example, if one were to...

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Let’s Do Some Hierarchical Bayes Choice Modeling in R!

March 6, 2013
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Let’s Do Some Hierarchical Bayes Choice Modeling in R!

It can be difficult to work your way through hierarchical Bayes choice modeling.  There is just too much new to learn.  If nothing else, one gets lost in all ways that choice data can be collected and analyzed.  Then there is all this ou...

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Counts may be ratio, but not importance

March 1, 2013
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I can see from those of you who have contacted me that there is still some confusion about the claims made by Sawtooth that MaxDiff estimates can be converted to ratio-scale probabilities.  Many of you seem to believe that if attribute A...

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