Blog

Apr
2018

Why Use a Complex Sample for Your Survey?

Most statistical analyses assume that the data collected are from a simple random sample of the population of interest. However, it’s not always possible or practical to take a SRS, and complex samples can be used to create more efficient or cheaper sampling designs.

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Dec
2017

CHAID (Chi-square Automatic Interaction Detector)

In this latest blog post in our Market Research terminology series, we discuss CHAID - an algorithm that is useful when looking for patterns in datasets with lots of categorical variables and that offers a convenient way of visualising relationships in the data.

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Sep
2017

Customer Segmentation

Customer segmentation breaks down large groups of current and/or potential customers in a given market into smaller groups that are “similar” in terms of their preferences or characteristics. This allows you to adopt a different marketing mix for each segment of the market.

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Jul
2017

Maximum Difference Scaling (MaxDiff)

MaxDiff or Best-Worst Scaling is a survey method that is used to try to gain an understanding of consumers’ likes and dislikes. The goal is to rank product attributes in terms of their importance to customers, so that comparisons and trade-offs between them can be made.

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