Statistics in marketing research: A brief review on special methods and applications

Article type: Research Article

Authors: Lipovetsky, Stan

Affiliations: Minneapolis, Minnesota, USA | E-mail: stan.lipovetsky@gmail.com

Correspondence: [*] Corresponding author: Minneapolis, Minnesota, USA. E-mail: stan.lipovetsky@gmail.com.

Abstract: The work considers statistical techniques developed for solving various special marketing research problems. These approaches include items comparisons in Thurstone and Bradley-Terry scaling, total unduplicated reach and frequency and Shapley value, sample balancing and price sensitivity analysis, customer satisfaction and identification of key drivers, best-worst and max-diff priority estimation, items cannibalization and synergy, and different other methods. The described techniques have been developed and employed in multiple marketing research projects, and they are helpful for successful solving various practical problems.

Keywords: Sample balance, Thurstone scale, Bradley-Terry model, TURF, Shapley value, van Westendorp price sensitivity, customer satisfaction analysis, best-worst scaling, items cannibalization and synergy

DOI: 10.3233/MAS-229951

Journal: Model Assisted Statistics and Applications, vol. 17, no. 3, pp. 213-216, 2022