Statistical Services:
Modeling . . . and More

"First of all, marketing research must lead to predictions", wrote the great Alfred Politz. Statistical modeling, done properly, is a powerful tool for anticipating future contingencies. Few have the audacity to say they can actually predict the future, but good modeling can show the likely outcomes of specific situations.

If needed, our deliverables will include user-friendly software so that clients may perform additional simulations on their PCs. These may take the form of spreadsheets or custom programs built in Visual Basic.

Action Marketing Research has the practical expertise and the computing resources necessary to tackle a wide range of prediction problems. Whether you are working from an established data base or need primary research to test new circumstances, we can help.

Our capabilities include:

• Multivariate Analysis--we do not like to sell procedures, but have the experience and capability to perform and interpret almost any multivariate techniques in the marketing research repertoire. These include:
  • Discrete choice analysis (aka choice-based conjoint)
  • Traditional conjoint
  • Hierarchical Bayes estimation of choice-based conjoint models
  • TURF analysis
  • Tree-based modeling (CHAID, CART, QUEST)
  • Traditional regression plus specialized applications using latent classes, ridge estimators, logistic forms, etc.
  • Clustering (hierarchical and non-hierarchical)
  • Time series analysis
  • Positioning analysis ("perceptual mapping")
  • Latent structure analysis for segmentation
    
• Test Design--decision rules, sample size issues, etc.
  
• Claim Substantiation--conducting tests that will stand up to critical scrutiny
  
• Second Opinions--confused, dubious or curious about other statistical work? We can explain and objectively evaluate it.
  
• Archetypal Analysis is a new procedure for understanding consumer heterogeneity. It serves as an alternative to conventional segmentation in certain circumstances.

Statistical issues can be intimidating and statisticians may seem to come from other planets. Our commitment is to be as down-to-earth as possible while helping you benefit from all the power that statistical analysis has to offer.