Where does artificial intelligence have to get to, in order to start matching the human capacity to turn data into insights? Human analysis of social media delivers in-depth insight into people's feelings, intentions, drivers and barriers of usage - and so on. This approach turns data into valuable and actionable insights for marketing, product and proposition development. The talk will make a case to upgrade automated analysis to take advantage of the richness of social media.
Switzerland is the first and, as of now, only country in which radio listening is not established by interviews but rather electronically. The Radiocontrol (RC) technique is based on audio comparison and has been delivering official radio data since January 2001. Previously 22,000 people were recruited by random quota sampling. Radiocontrol presents the radio world in a different light. Radio is far more than an accompaniment through the day. Media events such as the election of the Federal Council, for example, are reflected in the newly established data and show how listeners also use that medium selectively.
This chapter describes the data processing and data analysis stages of the quantitative market research process. These steps follow after data have been collected by interviewers, respondents or via automated registration systems. They are followed by in-depth analysis and reporting of results. Data processing concerns activities and technologies which prepare the collected data for analysis: data checking, entry, coding, and editing. Data analysis concerns activities and technologies which provide statistical insight in the collected data: weighting, tabulations, response analysis and analysis of interviewer performances.
EDP ( Electronic Data Processing) is not a new thing in Market Research , analysing qualitative research data reaches back to the sixties, SPSS might be still in mind with some researchers. And also for analysing quantitative data, the first systems showed up during that time . But in the late seventies, early eighties, Personal computers started their triumphal run . A small, compact machine , made the work of host systems , which had room size just a few years ago . The mid eighties, and of course now the nineties, brought up even more interesting aspects : Windows, new processor types, LAN , mouse driven menus, spreadsheets , text systems , graphics just to name a few . The effects were tremendous : data management and analysing , project work and visual effects could be produced at the desk , where just a few years ago , large host systems and a large men power were needed . In July 1991 , Jacobs Suchard Germany started realisation of a new Marketing Research Information System . The objective was to increase efficiency of Market Research work , using new EDP technologies and methods. The new system called MRSS ( Market Research Support System ), it's concept and realisation , is subject of this essay.
This paper will demonstrate the improvements to the user achieved by switching from centralised data-processing to decentralised processing, using Personal Computers.
In earlier chapters techniques have been described for obtaining market research data. These techniques provide raw disaggregated data. Before this can be used it must be converted from its raw state into finished tabulations. These show the findings of the survey, and will allow statistical and other appropriate tests to be applied. To do this will involve editing, coding and processing. Editing is carried out to correct or remove obvious logical or factual errors; coding to classify informant responses in terms of a predetermined coding frame; and processing to produce summaries of the results. These are often in the form of cross tabulations to show the presence or absence of relevant relationships.
Single-source, an expression being used in the United States to describe a system that would combine the measurement of an individual consumer's product purchase and TV viewing behavior, is widely believed to hold a high potential solution to the problem of how best to increase the efficiency of everyday advertising communications with consumers. However, before single-source can become a reality, in-home measurement techniques, as practiced by many of the world's research organizations, must be dramatically upgraded through the use of modern electronics. In Denver, Colorado, a system called ScanAmerica, with the potential to satisfy the world's growing need for single-source measurement, has been successfully installed. Development of this service is supported by two leading U.S. market research firms: the Arbitron Ratings Company and SAMI, Inc. Today's conference speech will discuss the research design considerations used in developing ScanAmerica. Some early findings from the Denver project will also be presented.
At the Campbell Soup Company, we are using the new technologies - UPC scanners at retail checkouts and individually targetable television - to maintain our new product track record. They produce a state of the art test marketing environment that offers precision, speed and breadth of information. however, so powerful is the lure of the new test vehicles that there is a potential for marketers to lose their perspective. First, we must remember that we're still dealing with human consumers; so awareness, trial and repeat take as long as ever. Secondly, there are circumstances in which test marketing is no appropriate; such as when the product has a short life cycle, when security/confidentiality is critical, when expense outweighs risk, and when speed is necessary to preempt competitors.
New techniques for processing survey data are dramatically changing the way that research is carried out, moving the emphasis from data-collection to data-analysis. The computer terminal is playing an increasingly important role, and I firmly believe that interactive access to survey data will become the most significant part of any research project - a change which threatens the very structure and shape of our research industry. This paper represents an important review of this change.
Only comparatively recently has informatics been accepted as a science in its own right and its content and boundaries are still unsettled. In effect, the definition of the term informatics is still being argued between experts both at national and international levels. Without going into a lengthy discussion on the semantic and other distinctions it should be made clear that in this paper, the term is understood as the electronic processing of data within information systems. And, in fact, this paper is concerned with those information systems which form the operative instrument for the organization, processing and retrieval of information itself.
Thus a firm 'producing' marketing studies from survey data tries to control all of the different phases: conceptualization, fieldwork, data processing and interpretation of the final results. Our goal here is to study the question of the data processing phase in relation to different solutions to the problem. Before presenting a historical review we would like to outline the basic steps in processing survey data by defining their main characteristics. Naturally, we cannot undertake a full study of electronic equipment currently being used by marketing firms. Rather we shall talk from our own experiences to illustrate the evolution which has taken place in equipment and in the opening of new perspectives to users.
Without wishing to be openly critical of current methods of research analysis I would like to suggest that data is often accepted at face value because it is thought to be uneconomical or inconvenient to subject the data to more critical testing. This paper suggests that the problem is either an historical one in that quick stabs at the computer used to be very expensive, or that the users are a little wary or even ignorant of the benefits or possibilities of interactive computing. By putting interactive survey analysis into perspective I hope merely to generate some reappraisal of analysis methods. By illustrating ways in which terminals can be used profitably I hope to generate the need for a reappraisal.