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Abstract:
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Much of marketing research is build upon a foundation of core statistical techniques. For example, in new product research, Total Unduplicated Reach and Frequency (or TURF) is often used in optimize product line decisions. In customer satisfaction, linear and additive models are often used to determine attribute importance in driving customer satisfaction. In data base modeling, standard regression model are used to build inferences about the connection between dependent and independent variables. Although these methods have long track records, each have fundamental flaws that impact their ability to produce actionable results. Faced with these problems, a direction of research has emerged that uses cooperative game theory and addresses many of these shortcomings. This presentation discusses these new approaches and how they are improving the quality of marketing research.
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