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Event	
  sponsored	
  by	
  Affinnova	
  
All	
  copyright	
  owned	
  by	
  The	
  Future	
  Place	
  and	
  the	
  presenters	
  of	
  the	
  material	
  
For	
  more	
  informa=on	
  about	
  Affinnova	
  visit	
  h>p://www.	
  affinnova.com/	
  
For	
  more	
  informa=on	
  about	
  NewMR	
  events	
  visit	
  newmr.org	
  
Advanced	
  Quant	
  Techniques	
  
July	
  14,	
  2011	
  
An	
  Overview	
  of	
  Advanced	
  Quant	
  
Techniques	
  
Sue	
  York,	
  The	
  Future	
  Place,	
  Australia	
  
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
An Overview of Advanced
Quant Techniques
Sue York
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
What is Advanced Quant?
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
We asked the Crowd
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Who’s in the Crowd?
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Our Crowd
•  Non-Representative
•  Convenience Sample from Networks
NewMR.org
Facebook Groups
LinkedIn etc.
•  207 Completes (to date)
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Researchers
Sell / Design / Supply
~80%
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Global Crowd
USA 28%
UK 24%
Australia 12%
Canada 6%
& 28 Other Countries
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
The Crowd Says …
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Getting Started
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Must Know
Cross-tabs
(78% Monthly : 13% Quarterly)
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Must Have
Excel
(92% Monthly)
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Beyond Cross-tabs
Weighting
t-Tests
Correlations
(Around two-thirds at least Quarterly)
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
The Next Level
Factor analysis
Chi-square
Linear / Multi-linear regression
Text-mining / Analytics
(Around half at least Quarterly)
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
And then …
Cluster Analysis
ANOVA
Perceptual Mapping
NPS
(Around quarter at least Quarterly)
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Techniques that go together
Factor Analysis
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Factors
5 Relate to Traditional MR approaches
1 NPS
2 Newer Approaches
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Stats Toolkit
Correlation
Linear Multi-linear Regression
Logistic Regression
Factor Analysis
Multi-dimensional scaling
ANOVA, MANOVA
Chi-Square
t, z & F tests
Cronbach’s alpha
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Choice Methods
Latent class
Conjoint analysis
Discrete choice
MaxDiff
TURF
HB
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Models
Linear / Multi-linear regression
SEM
PLS
Path Analysis
Logistic Regression
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Segmentation?
Cross-tabs
Cluster Analysis
Decision Trees
Weighting
Correspondence Analysis
Factor Analysis
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Pricing
BPTO
Gabor Granger
Van Westendorp PSM
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Not MR
Agent based modelling
Predictive markets
Genetic algorithms
Kaplan Meier
Meta analysis
Survival analysis
Text Mining/Analytics
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Not MR Modelling
Media Mix &
Market Mix modelling
+ Econometrics
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
What Researchers Use?
K-means cluster analysis
4 Clusters
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Advanced	
  
Quants	
  
	
  
	
  
Crosstabs	
  
Weigh5ng	
  
ML	
  Regression	
  
Factor	
  Analysis	
  
z	
  &	
  t-­‐tests	
  
	
  
F-­‐tests	
  
Chi-­‐Square	
  
ANOVA	
  
Decision	
  Trees	
  
Conjoint	
  &	
  Choice	
  
MaxDiff	
  
MNL	
  
Logis5c	
  Reg.	
  
Discriminant	
  
Correspondence	
  
Perceptual	
  Maps	
  
MDS	
  
Text	
  Analy5cs	
  
	
  
	
  
Tradi5onalists	
  
(Academics)	
  
	
  
	
  
Crosstabs	
  
	
  
&	
  
	
  
Tests	
  
	
  
z,	
  t	
  &	
  F-­‐tests	
  
Chi-­‐Square	
  
ANOVA	
  
	
  
ML	
  Regression	
  
	
  
Weigh5ng	
  
Market	
  Researchers	
  
	
  
	
  
	
  
Crosstabs	
  
Weigh5ng	
  
	
  
	
  
	
  
	
  
Cluster	
  analysis	
  
Conjoint	
  	
  &	
  Choice	
  
MaxDiff	
  
ML	
  Regression	
  
Van	
  Westendorp	
  
Correspondence	
  
Factor	
  Analysis	
  
Perceptual	
  Mapping	
  
t-­‐tests	
  
Less	
  frequent	
  
‘Cross-­‐tabbers’	
  
	
  
Crosstabs	
  
	
  16% 	
  28% 	
  17% 	
  39%	
  
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
What Software?
Excel 92% monthly
SPSS 61% monthly, 12% quarterly
SAS 8% monthly, 5% quarterly
R 7% monthly, 7% quarterly
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
What is the NBT?
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
NBT?
Text analytics
Big data – Data mining, data fusion
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Want to Join the Crowd?
http://newmr.org/page/advanced-quant
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Thank you
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Q & A
Sue	
  York	
  
The	
  Future	
  Place	
  
Ray	
  Poynter	
  
The	
  Future	
  Place	
  
Speaker: Sue York, Australia
NewMR Advanced Quant Techniques, July 14, 2011
Sue York
Follow	
  Sue’s	
  tweets	
  at	
  @	
  h>p://twi>er.com/1sue3	
  
Connect	
  with	
  Sue	
  on	
  LinkedIn	
  @	
  	
  

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Sue york advanced quant - 2011

  • 1. Event  sponsored  by  Affinnova   All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material   For  more  informa=on  about  Affinnova  visit  h>p://www.  affinnova.com/   For  more  informa=on  about  NewMR  events  visit  newmr.org   Advanced  Quant  Techniques   July  14,  2011   An  Overview  of  Advanced  Quant   Techniques   Sue  York,  The  Future  Place,  Australia  
  • 2. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 An Overview of Advanced Quant Techniques Sue York
  • 3. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 What is Advanced Quant?
  • 4. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 We asked the Crowd
  • 5. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Who’s in the Crowd?
  • 6. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Our Crowd •  Non-Representative •  Convenience Sample from Networks NewMR.org Facebook Groups LinkedIn etc. •  207 Completes (to date)
  • 7. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Researchers Sell / Design / Supply ~80%
  • 8. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Global Crowd USA 28% UK 24% Australia 12% Canada 6% & 28 Other Countries
  • 9. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 The Crowd Says …
  • 10. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Getting Started
  • 11. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Must Know Cross-tabs (78% Monthly : 13% Quarterly)
  • 12. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Must Have Excel (92% Monthly)
  • 13. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Beyond Cross-tabs Weighting t-Tests Correlations (Around two-thirds at least Quarterly)
  • 14. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 The Next Level Factor analysis Chi-square Linear / Multi-linear regression Text-mining / Analytics (Around half at least Quarterly)
  • 15. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 And then … Cluster Analysis ANOVA Perceptual Mapping NPS (Around quarter at least Quarterly)
  • 16. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Techniques that go together Factor Analysis
  • 17. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Factors 5 Relate to Traditional MR approaches 1 NPS 2 Newer Approaches
  • 18. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Stats Toolkit Correlation Linear Multi-linear Regression Logistic Regression Factor Analysis Multi-dimensional scaling ANOVA, MANOVA Chi-Square t, z & F tests Cronbach’s alpha
  • 19. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Choice Methods Latent class Conjoint analysis Discrete choice MaxDiff TURF HB
  • 20. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Models Linear / Multi-linear regression SEM PLS Path Analysis Logistic Regression
  • 21. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Segmentation? Cross-tabs Cluster Analysis Decision Trees Weighting Correspondence Analysis Factor Analysis
  • 22. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Pricing BPTO Gabor Granger Van Westendorp PSM
  • 23. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Not MR Agent based modelling Predictive markets Genetic algorithms Kaplan Meier Meta analysis Survival analysis Text Mining/Analytics
  • 24. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Not MR Modelling Media Mix & Market Mix modelling + Econometrics
  • 25. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 What Researchers Use? K-means cluster analysis 4 Clusters
  • 26. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Advanced   Quants       Crosstabs   Weigh5ng   ML  Regression   Factor  Analysis   z  &  t-­‐tests     F-­‐tests   Chi-­‐Square   ANOVA   Decision  Trees   Conjoint  &  Choice   MaxDiff   MNL   Logis5c  Reg.   Discriminant   Correspondence   Perceptual  Maps   MDS   Text  Analy5cs       Tradi5onalists   (Academics)       Crosstabs     &     Tests     z,  t  &  F-­‐tests   Chi-­‐Square   ANOVA     ML  Regression     Weigh5ng   Market  Researchers         Crosstabs   Weigh5ng           Cluster  analysis   Conjoint    &  Choice   MaxDiff   ML  Regression   Van  Westendorp   Correspondence   Factor  Analysis   Perceptual  Mapping   t-­‐tests   Less  frequent   ‘Cross-­‐tabbers’     Crosstabs    16%  28%  17%  39%  
  • 27. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 What Software? Excel 92% monthly SPSS 61% monthly, 12% quarterly SAS 8% monthly, 5% quarterly R 7% monthly, 7% quarterly
  • 28. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 What is the NBT?
  • 29. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011
  • 30. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 NBT? Text analytics Big data – Data mining, data fusion
  • 31. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Want to Join the Crowd? http://newmr.org/page/advanced-quant
  • 32. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Thank you
  • 33. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Q & A Sue  York   The  Future  Place   Ray  Poynter   The  Future  Place  
  • 34. Speaker: Sue York, Australia NewMR Advanced Quant Techniques, July 14, 2011 Sue York Follow  Sue’s  tweets  at  @  h>p://twi>er.com/1sue3   Connect  with  Sue  on  LinkedIn  @