D'Amico Associates
Experts in Consumer Insights & Market Research
203-513-7524/tedfd@att.net
Statistical Approaches
To circumvent many of the traditional media and market research fallacies and to provide users with a better understating of the research data, the Consumer Insights & Charting Program uses various sophisticated analytical and statistical approaches. These include:
- Target association coefficients to determine how well a given measure helps predict brand usage
- Discrimination coefficients to determine which measures best differentiate any two user groups or brands
- Incidence Indices (based on odds ratios) to determine a segment's relative propensity to use a given brand or service
- Explained variance to evaluate all measures on an equal footing in terms of their ability to predict brand usage
- Compositional differences to determine a brand's competitive strengths and weaknesses
- T-tests to determine whether brand differences are statistically significantÂ
- Statistical significance evaluated at seven different levels of confidence
- 95% confidence limits to determine the variability surrounding group or brand differences
- Brand rankings to determine how well a brand preforms relative to other brands in the analysis on a given measure relative to both audience size and index
​Articles
To find out more about the flawed assumptions that underpin many traditional media and marketing approaches, click on the links below:
