|Rosella Predictive Knowledge & Data Mining|
Marketing Research and Consumer Survey Data Analysis
Marketing Research (or market research or Consumer Research) focuses on understanding the behaviors, preferences, whims of consumers in the market places. Businesses can't be successful, if they cannot meet the needs of customers. To meet the needs, finding out what customers want from your products and finding out what they think of your products will be the most important marketing research activities.
Customer needs can be uncovered through analyzing customer feedbacks and survey data. If survey or feedback data is simple, analysis can be straightforward. However, if data consist of many variables (or survey questions), accurate and systematic analysis is difficult!
Consumer survey information when combined can be very large. More specifically, it may consist of dozens or hundreds of fields. Analyzing data with many variables with conventional tools is a real challenge, as discussed. CMSR Data Miner can be used to drill hotspots and derive profiles from such complex data. Unlike other data mining tools, CMSR provides human-friendly outputs. You can learn more about your customers by simply examining them. Anyone who understand basic statistics can understand output of hotspot analysis and profiling. It's very easy to understand. It will provide powerful overview about your customers. For trained statisticians, this can be the basis of top-down data analysis.
The following figure shows an example of hotspot analysis output. Top-left is hotspot drill-down tree. Top-right shows detailed statistics of hotspots selected. Bottom left and right provide lift factor analysis.
Interviewer Falsification and Detection
Survey is very important part of scientific and marketing research. When survey responses are collected with falsified information, the consequence is very damaging. Survey falsification can occur if interviewers do not collect information as described by survey designers. To assure that collected survey data do not cotain falsified information, identification of falsified survey data is required. For more, please read Interviewer Falsification.
Software Tools for Marketing Survey Analysis
Hotspot profiling is a core feature of CMSR Data miner. If you are interest in trying, please find download copies from CMSR Data Miner Downloads.