This document discusses various techniques for analyzing brands, including understanding industry structure, customer and competitor insights, and different approaches to positioning brands. It covers eliciting brand perceptions through stated preference surveys and revealed preference data. Factor analysis and clustering are presented as methods to understand the underlying dimensions that drive consumer perceptions of brands and group brands accordingly. Perceptual maps can be created by plotting brand locations based on their factor scores to visualize positioning.
Toys R Us had run the business on a frequency segmentation plus ad hoc merchandise and offer characteristics. This test was part the effort to standardize analytics across the business and build learning around how the segmentation would perform under specified circumstances.
Toys R Us had run the business on a frequency segmentation plus ad hoc merchandise and offer characteristics. This test was part the effort to standardize analytics across the business and build learning around how the segmentation would perform under specified circumstances.
Since the CAPM model Sharpe (1965) and the first “fundamental” model by King (1966) the use of “factors” in alpha generation and risk modeling has become mainstream. However, the types of factors we employ and the techniques we use to model relationships have in general not progressed much since. In addition, many of our favorite techniques assume that the world is static, whereas of course markets evolve and change dramatically; as we have seen so vividly illustrated over the last few years.
We review fundamental, macro-economic, and statistical factors, describing the advantages and disadvantages of each, and review some newer techniques that explicitly allow for evolving relationships in data sets and harness emerging technologies that can capture much more nuanced relationships than simple correlation: “flexible” least-squares regression, artificial immune systems, single-pass clustering, semantic clustering, social network influence measurement, layer-embedded networks, block-modeling, and more.
The article re-institutes the investor faith in CAPM model and talks about how CAPM is very closely coupled to the actual investment practices at the ground level. The general criticism of CAPM model that it does not fit empirical asset pricing well cast doubt on the validity of model have been explained.
Detecting Multicollinearity in Regression Analysissajjalp
Multicollinearity occurs when the multiple linear regression analysis includes several variables that are
significantly correlated not only with the dependent variable but also to each other. Multicollinearity makes some of
the significant variables under study to be statistically insignificant. This paper discusses on the three primary
techniques for detecting the multicollinearity using the questionnaire survey data on customer satisfaction. The first
two techniques are the correlation coefficients and the variance inflation factor, while the third method is eigenvalue
method. It is observed that the product attractiveness is more rational cause for the customer satisfaction than other
predictors. Furthermore, advanced regression procedures such as principal components regression, weighted
regression, and ridge regression method can be used to determine the presence of multicollinearity.
Effective demand planning - our vision at SolventureSolventure
As Solventure we proud ourselves of being experts in designing and implementing Sales, Inventory and Operations Planning.
Companies that have a good SiOP process can’t imagine how to live without it. It is the key instrument for the CEO to navigate the business along the budget towards its strategic targets. Demand Planning plays an important role in every SiOP process and is key to to make it successful.
This white paper, Effective Demand Planning, summarizes the vision we have distilled from the many projects we have done over the last 10 years.
Lodging REIT Analysis - Keynote Presentation for Research Committee by Brad K...Brad Kuskin
Although numerous studies examine REIT performance over extended periods of time, many online and data-driven investment tools do not adequately provide existing and prospective investors with the tools necessary to extract business management risk out of lodging REIT returns. Given investors' current reliance on technology and graphic-oriented return analysis, it is critical that lodging REIT shareholders understand that not all equity REITs are equal. Typically, investors govern by a combination of return on capital and diversification. However, lodging REITs are inherently misleading due to their "equity REIT" classification.
As lodging REITs expand to encompass a vast portion of the hospitality industry, particularly marquis lodging assets in primary metropolitan markets, an accurate comprehension of inherent risks is critical for any investor considering deploying capital into a lodging REIT.
Since the CAPM model Sharpe (1965) and the first “fundamental” model by King (1966) the use of “factors” in alpha generation and risk modeling has become mainstream. However, the types of factors we employ and the techniques we use to model relationships have in general not progressed much since. In addition, many of our favorite techniques assume that the world is static, whereas of course markets evolve and change dramatically; as we have seen so vividly illustrated over the last few years.
We review fundamental, macro-economic, and statistical factors, describing the advantages and disadvantages of each, and review some newer techniques that explicitly allow for evolving relationships in data sets and harness emerging technologies that can capture much more nuanced relationships than simple correlation: “flexible” least-squares regression, artificial immune systems, single-pass clustering, semantic clustering, social network influence measurement, layer-embedded networks, block-modeling, and more.
The article re-institutes the investor faith in CAPM model and talks about how CAPM is very closely coupled to the actual investment practices at the ground level. The general criticism of CAPM model that it does not fit empirical asset pricing well cast doubt on the validity of model have been explained.
Detecting Multicollinearity in Regression Analysissajjalp
Multicollinearity occurs when the multiple linear regression analysis includes several variables that are
significantly correlated not only with the dependent variable but also to each other. Multicollinearity makes some of
the significant variables under study to be statistically insignificant. This paper discusses on the three primary
techniques for detecting the multicollinearity using the questionnaire survey data on customer satisfaction. The first
two techniques are the correlation coefficients and the variance inflation factor, while the third method is eigenvalue
method. It is observed that the product attractiveness is more rational cause for the customer satisfaction than other
predictors. Furthermore, advanced regression procedures such as principal components regression, weighted
regression, and ridge regression method can be used to determine the presence of multicollinearity.
Effective demand planning - our vision at SolventureSolventure
As Solventure we proud ourselves of being experts in designing and implementing Sales, Inventory and Operations Planning.
Companies that have a good SiOP process can’t imagine how to live without it. It is the key instrument for the CEO to navigate the business along the budget towards its strategic targets. Demand Planning plays an important role in every SiOP process and is key to to make it successful.
This white paper, Effective Demand Planning, summarizes the vision we have distilled from the many projects we have done over the last 10 years.
Lodging REIT Analysis - Keynote Presentation for Research Committee by Brad K...Brad Kuskin
Although numerous studies examine REIT performance over extended periods of time, many online and data-driven investment tools do not adequately provide existing and prospective investors with the tools necessary to extract business management risk out of lodging REIT returns. Given investors' current reliance on technology and graphic-oriented return analysis, it is critical that lodging REIT shareholders understand that not all equity REITs are equal. Typically, investors govern by a combination of return on capital and diversification. However, lodging REITs are inherently misleading due to their "equity REIT" classification.
As lodging REITs expand to encompass a vast portion of the hospitality industry, particularly marquis lodging assets in primary metropolitan markets, an accurate comprehension of inherent risks is critical for any investor considering deploying capital into a lodging REIT.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Cleveland Research Company 2016 Stock Pitch Competition- Tempur Selay Finalist Alexander Liscum
One of 5 finalists chosen out of 25 competitive teams to present to equity research professionals in the 2016 CRC Stock Pitch Competition at Miami University.
Internal And External Marketing Elements PowerPoint Presentation SlidesSlideTeam
Internal And External Marketing Elements PowerPoint Presentation Slides is a powerful virtual tool for marketers to share their market insights. The impressive data visualization tools included in this market intelligence PPT theme will pique the interest of your audience. Even the most boring data can be presented in a gripping manner by the means of market analysis PowerPoint slideshow. Our market composition PPT template offers a custom solution for all marketers to portray market environment analysis framework. Convey your audience the most appropriate strategic analysis tool for various areas of marketing environment through this market evaluation PowerPoint presentation. Demonstrate macro and micro-environment factors in the most eye-catching way, using our internal and external organizational environment PPT deck. This factors affecting business environment PowerPoint theme is loaded with graphs, charts, infographics, and diagrams to facilitate an easy explanation of marketing dynamics. So, download our professionally crafted marketing environment analysis PPT slideshow to illustrate the impact of external and internal marketing components. https://bit.ly/3lA8kon
Brand ManagementAdvertising and Brand AttitudesP R O FVannaSchrader3
Brand Management
Advertising and Brand Attitudes
P R O F. M A X J O O
Objectives
Does advertising influence consumers’ attitudes toward a brand?
◦ Perceived quality
◦ Perceived value
◦ Recent satisfaction
How do we estimate the effects?
2
Brand attitude
Consumers’ positive/negative association with a brand
◦ Is the brand associated with “good quality”?
◦ Is the brand associated with “good value”?
◦ Is the brand associated with “satisfaction”?
3
Brand attitude
Consumers’ positive/negative association with a brand
◦ Is the brand associated with “good quality”?
◦ Is the brand associated with “good value”?
◦ Is the brand associated with “satisfaction”?
4
Brand attitude
Consumers’ positive/negative association with a brand
◦ Is the brand associated with “good quality”?
◦ Is the brand associated with “good value”?
◦ Is the brand associated with “satisfaction”?
Uniform quality, credibility and experience beyond a single product
◦ Positive attitudes offer competitive advantages
◦ Readily available from GfK, Millward Brown, TNS and YouGov
◦ Managers track a brand’s health over time using brand attitude surveys
5
Why do we care?
Brand attitudes
◦ Predict measurable lower-funnel metrics like sales and online searches
◦ Create differentiation and reduce pricing pressure
◦ Are inherently valuable, as reflected in valuations
◦ Might be a useful proxy to set ad budgets, especially for advertisers who
can’t estimate direct effects of ads on sales
6
Why do we care?
Brand attitudes
◦ Predict measurable lower-funnel metrics like sales and online searches
◦ Create differentiation and reduce pricing pressure
◦ Are inherently valuable, as reflected in valuations
◦ Might be a useful proxy to set ad budgets, especially for advertisers who
can’t estimate direct effects of ads on sales
Advertising potentially influences brand attitudes, the brand attitudes
may influence choice
◦ It offers an intermediate or surrogate measure of marketing effectiveness
◦ Facebook’s brand lift
◦ Scientific research has been skeptical
7
Du, Joo, Wilbur (2019)
How do brand attitudes change with own and competitor ads?
How do these relationships vary across attitudes and ad media?
Can brand attitudes be attributed to ads?
8
Data
575 established brands/ 37 industries/ 252 weeks/ $264B ad spend
◦ Meta-analytic scope without publication bias
◦ 37% of national ad spend, over 10 million surveys
YouGov BrandIndex
◦ A panel of more than 1.5 million US consumers
◦ Each panelist completes up to one survey each month
◦ We focus on the following three questions:
◦ “Which of the brands do you associate with good quality?”
◦ “Which of the brands do you associate with good value-for-money?”
◦ “Would you identify yourself as a recent satisfied customer of any of these brands?”
9
Data
575 established brands/ 37 industries/ 252 weeks/ $264B ad spend
◦ Meta-analytic scope without publication bias
◦ 37% of national ad spend, over 10 million survey ...
Dr Con Menictas and Brian Fine present 'Exclusive Research How to Successfull...Brittany Ferdinands
Dr Con Menictas and Brian Fine present 'Exclusive Research How to Successfully Market Products and Services In Times of Economic Instability' at Mumbrella360 2022.
El día en que las marcas se conviertieron en Clones. Las marcas deben desarrollar su difrenciación o de lo contrario estan muertas.
Young & Rubicam and BrandAsset Consulting
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty five slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Positioning Framework Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
Measuring customer experience with social media.jan15Michael Wolfe
The everyday experience and touches of customers to your brand constitutes a significant business driver. This study demonstrates how a special metric of this customer-experience, the SEI, can be used in predictive models to measure, monetize and derive significant insights into how your customers define your brand
This case study utilizes a large database (2000 stores, 6-years of scanner data) to study pricing strategies for brands. Methods include Advanced regression, PCA and Clustering algorithms.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
2. Understand your Industry
o Who are the key players
Ownership structure (Illusion of Choice!)
Market share of brands
Price/quality tiers
Generics/store brands
Marketing Mix (Promotion/AD)
o Information sources
Depends on the Industry (e.g. Comscore, IRI, Nielsen, IMS Health)
3. What we want
Insights into consumer decision making
Example: Why do we form loyalties?
How do we decode the black box? Elicit
preferences/decision rules?
Simply ask people (Stated preferences)
Observe what people do and reverse engineer to derive
underlying preferences or mechanisms (Revealed
preference)
Experimentation
4. Understand your Brand
Customers+ Competitors
o Some form of 80/20 analysis
o Who are the top customers?
Demographics
Location
Behavior/Life style (what else do they buy, what
Magazine/Sports/TV shows)
o Competition
o Elasticity (Own & Cross)
o Brand perceptions
11. 11
Differentiation and Positioning
• Differentiation: “The creation of tangible or
intangible differences on one or two key
dimensions between a focal product and its
main competitors”
– How do retailers differentiate?
– How do airlines differentiate?
• Positioning: “The set of strategies that
firms develop and implement to ensure
that the differences occupy a distinct and
important position in the minds of
consumers”
– Example: Auto Rentals
– Positioning an issue:
CO2http://www.youtube.com/watch?v=7sGKvDNdJNA
13. Cola Wars
Cub/Omni Jewel TI
7 UP 10.9% 11.8% 9.1%
COKE 30.5% 35.3% 51.2%
PEPSI 28.9% 25.9% 15.4%
R C 10.9% 4.3% 2.2%
CRUSH 1.2% 2.7% 1.8%
DR PEPPER 3.5% 4.0% 3.5%
MOUNTAIN DEW 1.5% 2.0% 1.1%
DIET RITE 6.1% 5.6% 10.0%
SLICE 1.1% 1.6% 1.3%
SPRITE 2.6% 3.2% 3.7%
SUNKIST 2.7% 3.8% 0.7%
Market Shares Vary across geographies (even within US)
& across type of supermarkets within a small geographical locations
Market Shares in Chains in Chicago
18. 18
Other Issues in Positioning
Me Too Positioning
Strong Positioning Activity
Managing Your Image
19. 19
A good positioning strategy requires …
An understanding of the
dimensions along which the
consumer perceives the
product
Knowing how
competitors’ products are
perceived along these
dimensions
Identifying the gaps that
your product can fill
22. 22
Brand Similarity
(Think about how data is being collected)
Please rate the following pairs of toothpaste brands on the basis
of their similarity (1 = very similar, 9 = very dissimilar).
Very Very
Similar Dissimilar
1. Aqua-Fresh vs Crest 1 2 3 4 5 6 7
2. Aqua-Fresh vs Colgate 1 2 3 4 5 6 7
…
45. Pepsodent vs Dentagard 1 2 3 4 5 6 7
Aqua-Fresh Crest Colgate Aim Gleem Macleans Ultra Brite Close-Up Pepsodent Dentagard
Aqua-Fresh
Crest 3
Colgate 2 1
Aim 4 2 2
Gleem 6 5 4 3
Macleans 5 5 4 4 3
Ultra Brite 6 6 6 5 3 3
Close-Up 6 6 6 6 2 3 2
Pepsodent 6 6 6 6 2 2 1 2
Dentagard 7 6 4 6 4 5 5 4 5
Average of which brand pairs are considered most (dis)similar?
23. 23
Data on Attributes & Preference
Popular
with men
Popular
with
women
Good
Value
Heavy
Full
Bodied
Special
Occasion
On a
Budget
Bud 4 6 7 2 2 3 7
Beck’s 7 3 4 3 5 5 3
. . . . . . . .
. . . . . . . .
. . . . . . . .
Stroh’s 3 2 3 6 5 5 2
Respondent 1
Overall Rating
Bud 6
Beck’s 9
.
.
.
Stroh’s 3
Your overall rating for
each Beer:
1 2 3 4 5 6 7 8 9
Rating of
Brands on
different
attributes
24. 24
Input to Factor Analysis
Vectors of attributes can be plotted based on factor loadings.
Individual brand’s location on the perceptual map is based on
factor scores.
Heavy Pop/Men Pop/Women Full Bodied Blue Collar Good Value Spec Occ
Beck's
Budweiser
Coors
Ratings of the brands on each attributes averaged
across All Respondents
Coors light
Heineken
Meister Brau
Michelob
Miller
Miller Lite
Stroh's
30. Interpreting the Output
We are not
capturing
several
attributes
well. These
are
somewhat
unique, not
correlated
with other
If we use 9
Factors
rather than
52 attributes
we capture
about 72%
of total
information
Factors are arranged in terms of proportion of variance explained
31. Factor Analyze the Data to Understand the Correlation Structure
Notice that some of the
variables that had high
“uniqueness” are not correlated
with the Factors. If these were
important in our context, we
will keep them as individual
variables.
Labels of Factors is Subjective
Factor 1: “Best Brand”
Factor 2: Innovative/Visionary
Factor 3: Prestigious
Factor 4: Fun/Friendly
Factor 5: Caring
Factor 6: Stylish
Factor 7: Different
Factor 8: Energetic
Factor 9: ??
32. Interpret The factors
It is our job to interpret what these underlying
“factors/themes” are
Go down each column and look for large positive or
negative numbers
These are correlations between original variables and the
“Factors”
Large numbers help us interpret what these underlying
Factors are
Note that R has created 9 new variables “Scores”
33.
34. The new Variables (Scores) are
(1) Standardized: They have mean of 0 and std. deviation of 1
(2) Uncorrelated with each other
35. Using New Variables
• Run a regression of “Brand Asset” on the 9 Factor
Model 1
(Intercept) 51.13 (0.24)***
Factor1 22.37 (0.24)***
Factor2 8.16 (0.25)***
Factor3 -1.82 (0.25)***
Factor4 5.38 (0.25)***
Factor5 2.87 (0.26)***
Factor6 -0.86 (0.25)***
Factor7 -4.90 (0.26)***
Factor8 1.98 (0.26)***
Factor9 -4.52 (0.27)***
R2 0.76
Adj. R2 0.76
Num. obs. 3669
***p < 0.001, **p < 0.01, *p < 0.05
