Articles by Joel Cadwell

A Brief Tip on Generating Fractional Factorial Designs in R

October 1, 2012 | Joel Cadwell

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...]

Item Response Theory: Developing Your Intuition

September 10, 2012 | Joel Cadwell

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...]

The Relative Importance of Predictors – Let the Games Begin!

August 9, 2012 | Joel Cadwell

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...]

Archetypal Analysis

July 30, 2012 | Joel Cadwell

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...]

Gamification Quantification

July 18, 2012 | Joel Cadwell

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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