This page contains links to short articles from our action line newsletter. They are not meant to be definitive statements of methodology, but do attempt to articulate our views about research methods and practice in summary form. We welcome your comments--and business!
Statistical Issues
How and why samples are weighted
"Sample Balancing" as a specific type of weighting procedure
Margins of error
When predictors in regression are correlated (multicollinearity)
Classifying people into segments
Measurement Issues
The theory of attitude measurement
Value of composite scales
Brand valence, as feelings about brands are inherently positive or negative
Pitfalls in measuring brand image
Research Design
On experimental/test designs
Dumb questions
Another approach to price sensitivity
Getting at brand personality
Why scientific segmentation is so elusive
Research Practice
Saying "no" to clients
Keeping your trust