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Clients can expect value-added
services from MR Consultants' use of a broad range of current and
relevant decision support software. Highly effective market research
techniques and software utilised include :
choice-based conjoint analysis
It enhances marketers' understanding of consumer
preferences towards products and services in addition to predicting
customer behaviour. Key benefits are:
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identifies and defines different market segments
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provides profitability/brand strength analysis
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determines the increased potential from a product
or brand extension strategy, including estimates of cannibalism |
composite product mapping
Used to produce a graph (product map) that represents respondents'
perception of the underlying attributes of products, services, institutions
and people. Key benefits are:
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condenses and correlates a potentially confusing
mass of data into a cohesive picture |
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highlights the image, strengths and weaknesses
of both the client's and competitor's products and services |
correspondence analysis
Used to create a perception map based on the association between objects
and a set of descriptive characteristics or attributes. Key benefits
are:
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creates perception mapping to represent categories,
such as brand and attributes, in joint space |
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enables marketers to see and understand the
associations between categories where close proximity indicates
close associations and vice versa |
BRAND A - PERCEPTION ANALYSIS
Association of perception statements and
services |
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segmentation analysis
A computerised learning system is used to create classification systems
displayed as decision trees. Key benefits are:
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identifies various segments and strata |
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determines which variables are associated to
sales |
regression analysis
Used to predict changes in dependent variables in response to changes
in independent variables. Key benefit is:
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predicts the amount or magnitude of the dependent
variable (for example, sales and monthly expenses) |
discriminant analysis
Used when the dependent variable can be divided into known groups,
(such as light users and high-medium-low income groups). Key benefits
are:
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provides an understanding of group differences
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predicts the likelihood of an entity belonging
to a particular class of group |
analysis of variance
Used to explore relationship between independent variables. For example,
colour, size and brand. Key benefit is:
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useful when an experimental design is used
to test hypotheses concerning the variance in groups. |
POPULATION
SWITCHING PROPENSITY
"Brand
A" |
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