Whitepapers & Reports
| Title: | Leveraging Next Generation Research and Web 2.0 |
| Category: | Methodologies |
| Type: | pdf  |
| Price: | Free of charge |
| Introduction: | |
| Understanding the Relevance of Social Networks for Market Research... This report provides insight into using web 2.0 sources for market researchers by conducting research on LinkedIn.com. It offers information on the viability of conducting B-B research on LinkedIn and covers types of analysis/techniques such as data mining and text analytics that may also be employed in next generation research | |
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| Title: | MENG Marketing Trends Report 2009 |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| Report on the importance of various marketing trends among Marketing Executives Networking Group (MENG) members; specifically, the study asked MENG members several closed and open ended questions regarding industry buzzwords, geographic/demographic focus, as well as opinions on off-shoring and marketing budgets. | |
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| Title: | ESOMAR Innovate 2008: Text Analytics in Market Research |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| Text, whether obtained through writing or transcribed from speech, is the primary method to record our thoughts, emotions, opinions, and beliefs. Currently over 80% of all information is stored as text. Market research professionals collect consumer attitudes and reactions through language, mainly via primary research such as self-reported surveys, focus group discussions, or one-on-one interviews. These techniques were a valuable and necessary way to help structure text feedback in order to quickly identify patterns and produce action-able analysis. | |
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| Title: | Using Technology to Measure the Invisible Equity in Brand Advertising |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| This article explains how new advances in the technology of text mining can be combined with traditional projective techniques from the field of psychology and for the first time quantitatively measure the subconscious equity of brands and advertising in a statistically valid way. By moving previously qualitative projective techniques away from the two hour one-on-one interview setting to an online venue where the subconscious attitudes of several hundred respondents can be measured at once, allows for not only greater research ROI but also the ability to project results onto the greater population. This case compares the subconscious equity of four brands, currently in fierce competition. | |
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| Title: | Listen to the Text |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| Article from Quirk's Marketing Research Review | |
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| Title: | American College Students A&U |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| Andersona Analytics's Annual Back to School Study. The study reports the attitudes and preferences of American college students: Their attitudes and perception towards their school, various products, their favoritebrands, their hobbies and interests. | |
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| Title: | The Advantage of VOIP CATI |
| Category: | Methodologies |
| Type: | ppt  |
| Price: | Free of charge |
| Introduction: | |
| Automated VOIP survey taking tools can be more effective under the right circumstances | |
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| Title: | Next Generation Projective Techniques |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| This Anderson Analytics white paper explores the history of Thematic Appreciation Tests also known as Picture Story Telling Exercises (TAT/PSE), and explains how the combination of new technology such as text mining and psychological coding software can be used to apply this previously qualitative technique on large numbers of respondents for not only deep and meaningful insights, but statistically valid and projectionable results. The paper concludes with an Anderson Analytics case study: a PSE conducted online for a clothing manufacturer. | |
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| Title: | SCIP (Society of Competitive Intelligence Professionals) Article: From Unstructured Text to Valuable Insights |
| Category: | Methodologies |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| Unlike structured databases, which allow competitive intelligence (CI) practitioners to easily identify patterns or trends, the unstructured format of text can prove difficult and time-consuming to analyze. Recently, several software companies’ applications have transformed text into a more usable structured form, allowing many previously unavailable information sources to be included in competitive intelligence or market research programs. | |
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| Title: | Multi-Domain Segmentation Using Psychological Codes with Text Mining |
| Category: | Segmentation |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| An example of Anderson Analytics' Segmentation Study. The study incorporates text mining using psychological coding | |
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| Title: | A Viable New Segment? The Hispanic Youth Market in North America |
| Category: | Segmentation |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| To automotive marketers, youth are an important voice as their growth rate adds 10 million new drivers to the US marketplace each year for the next decade. The Hispanic youth population has been growing at an even greater rate, 30% overall between 1993 and 2001 vs. 10% in the Non-Hispanic population: a market too big to ignore. | |
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| Title: | Mining Text in Guest Satisfaction Surveys: Do Ratings Truly Reveal Future Intentions? |
| Category: | Leisure |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| Starwood Hotels & Resorts, like most other major hotel chains, relies on guest satisfaction ratings to assess how satisfied customers are with their hotel stay and associated services.Guest satisfaction ratings are used to implement corporate strategies and tactics intended to improve the overall customer experience and to provide diagnostics for improving performance.Example of corporate strategy implemented (Sheraton Service Promise) | |
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| Title: | Web Mining - Hotel Brands, Loyalty Programs and the Frequent Traveler |
| Category: | Leisure |
| Type: | pdf |
| Price: | Free of charge |
| Introduction: | |
| In the new information age, where any customer can become a brand evangelist or terrorist and reach millions of other customers by blogging or posting to websites and discussion boards, much as been written about the importance of actively participating in or monitoring websites. Although a few corporations have started blogging on behalf of their brands, most marketers are still uncomfortable with the public nature of customer feedback, and unsure about the usefulness of the information on these sites. Even fewer marketers understand the advances in technology such as web scraping, text coding, and text mining that are now available to help address some of these questions. An indepth look on application and management of web mining in market research. | |
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| Title: | American College Student Survey |
| Category: | GenX2Z |
| Type: | pdf |
| Price: | $ 1000 |
| Introduction: | |
| Anderson Analytics' Annual Back to School Survey. Conducted in Fall 2007. An exploratory study to gain an overall snapshot of how today’s college students view the market. Including: Media consumption, Brand awareness, likes & dislikes, Habits and preferences. In particular this year, a closer look at video gaming | |
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