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EXPERIENCELIBRARY
Decision Analyst delivers a blend of marketing research services, including: qualitative research, quantitative research, advanced analytics and modeling. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
CHOICE MODELING
One of the world’s most sophisticated choice-modeling programs is the creation of Decision Analyst’s programmers. Written in the R-Language, ChoiceModelR™ is ideal for large datasets with complex variables. It handles discrete variables (nominal or ordinal) and probabilistic variables. Multiple constraints may be imposed on modelparameters.
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or CONSUMER DECISION-MAKING MODELS, STRATEGIES, AND THEORIES Beginning about 300 years ago, Bernoulli developed the first formal explanation of consumer decision-making. It was later extended by von Neumann and Morgenstern and called the Utility Theory. This theory proposed that consumers make decisions based on the expected outcomes of their decisions. In this model consumers were viewed as rational WHAT IS MARKET SEGMENTATION? FROM DEMOGRAPHIC TO TIME TO The purpose of segmentation is the concentration of marketing energy on a smaller group or segment. Segmentation can take many forms, more than just psychographic, or demographic segmentation. There is also Geographic, Time, Distribution, Media, and Occasion-Based segmentationmethods.
RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. COMPARISON OF SEGMENTATION APPROACHES Comparison of Segmentation Approachesby Beth Horn, Ph.D., and Wei Huang. You attended the alignment meeting with all key stakeholders during which business and research objectives have been thoroughly discussed. All agreed that segmentation was the appropriate research approach to fulfill your goals. Qualitative research was conducted toMARKET SEGMENTATION
Title: Market Segmentation Author: Jerry W. Thomas Subject MEASURING ADVERTISING EFFECTIVENESS WITH MARKETING Advertising Effectivenessby Jerry W. Thomas. The advertising industry, as a whole, has the poorest quality-assurance systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over severaldecades.
DECISION ANALYST: FULL SERVICE MARKETING RESEARCHABOUT USRESEARCH SERVICESINNOVATION QUALITATIVEADVANCED ANALYTICSINDUSTRYEXPERIENCELIBRARY
Decision Analyst delivers a blend of marketing research services, including: qualitative research, quantitative research, advanced analytics and modeling. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
CHOICE MODELING
One of the world’s most sophisticated choice-modeling programs is the creation of Decision Analyst’s programmers. Written in the R-Language, ChoiceModelR™ is ideal for large datasets with complex variables. It handles discrete variables (nominal or ordinal) and probabilistic variables. Multiple constraints may be imposed on modelparameters.
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or CONSUMER DECISION-MAKING MODELS, STRATEGIES, AND THEORIES Beginning about 300 years ago, Bernoulli developed the first formal explanation of consumer decision-making. It was later extended by von Neumann and Morgenstern and called the Utility Theory. This theory proposed that consumers make decisions based on the expected outcomes of their decisions. In this model consumers were viewed as rational WHAT IS MARKET SEGMENTATION? FROM DEMOGRAPHIC TO TIME TO The purpose of segmentation is the concentration of marketing energy on a smaller group or segment. Segmentation can take many forms, more than just psychographic, or demographic segmentation. There is also Geographic, Time, Distribution, Media, and Occasion-Based segmentationmethods.
RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. COMPARISON OF SEGMENTATION APPROACHES Comparison of Segmentation Approachesby Beth Horn, Ph.D., and Wei Huang. You attended the alignment meeting with all key stakeholders during which business and research objectives have been thoroughly discussed. All agreed that segmentation was the appropriate research approach to fulfill your goals. Qualitative research was conducted toMARKET SEGMENTATION
Title: Market Segmentation Author: Jerry W. Thomas Subject MEASURING ADVERTISING EFFECTIVENESS WITH MARKETING Advertising Effectivenessby Jerry W. Thomas. The advertising industry, as a whole, has the poorest quality-assurance systems and turns out the most inconsistent product (their ads and commercials) of any industry in the world. This might seem like an overly harsh assessment, but it is based on testing thousands of ads over severaldecades.
WHO’S MORE LIKELY TO RECEIVE THE COVID-19 VACCINE? BY Who’s Less Likely To Receive the Vaccine? People of color 3 are .73 times less likely to receive the COVID-19 vaccine than people who are not of color. Individuals who live in rural areas are .65 times less likely to receive the vaccine compared with those who do not live inrural areas.
FREE STATS 2.0 STATISTICAL SOFTWARE FOR MARKETING RESEARCH Stats 2.0 is a free easy-to-use statistical software for marketing researchers. Stats 2.0 functions include: sample size determinations, mean, standard deviations, standard error, and range, correlation, significance testing, cross-tabulation, etc. MOTIVATIONAL RESEARCH Motivational research is most valuable when powerful underlying motives are suspected of exerting influence upon consumer behavior. Products and services that relate, or might relate, to attraction of the opposite sex, to personal adornment, to status or self-esteem, to power, to death, to fears, or to social taboos are all likely candidates for motivational research. AWARENESS TRIAL USAGE (ATUS) SERVICES Awareness, Trial, Usage studies (ATUs) are a basic type of survey that virtually every brand and every business needs. An ATU captures a high-level overview of a market or category at a point in time and provides foundational marketing information that’s essential to strategic management of a brand. GLOBAL CELEBRITY INDEX: AN INTERNATIONAL STAR SEARCH Summary. A major multinational cosmetics manufacturer set out to identify a universal celebrity spokesperson who would best represent its brand across various global markets. Decision Analyst was tasked with designing the methodology that would determine the ideal spokesperson for the company. Decision Analyst developed acomprehensive index
PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
ELEVEN MULTIVARIATE ANALYSIS TECHNIQUES: KEY TOOLS IN YOUR Eleven Multivariate Analysis Techniques: Key Tools In Your Marketing Research Survival Kit. Situation 1: A harried executive walks into your office with a stack of printouts. She says, “You’re the marketing research whiz—tell me how many of this new red widget we are going to sell next year. Oh, yeah, we don’t know what price wecan get
RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees.GLOBAL SEGMENTATION
Developing segmentation solutions that are global in scope require dealing with cross-cultural differences in scale usage. To a greater or lesser degree, respondents of different countries or cultures: Tend to rate high for all questions. Tend to rate low for all questions.Bunch responses at
TO WEIGHT, OR NOT TO WEIGHT (A PRIMER ON SURVEY DATA The term "data weighting" in most survey-related instances refers to respondent weighting (which in turn weights the data or weights the answers). Here are some best practices to keep in mind when you are thinking about weighting survey data. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
INNOVATION SERVICES—WORLDWIDE INTERACTIVE INNOVATION Innovation Services. For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation/Ideation ( griskin@decisionanalyst.com ), or Clay Dethloff , Senior Vice President ( cdethloff@decisionanalyst.com ). Both can be reached at 1-800-ANALYSIS (262-5974) or 1-817-640-6166. EMPLOYEE RETENTION RESEARCH Employee Research Services. Decision Analyst has over 40 years of experience in helping companies do the research and analytics that lead to improved employee retention. If you would like more information or would like to discuss, please contact Jerry W. Thomas, President/CEO ( jthomas@decisionanalyst.com) or Felicia Rogers,Executive Vice
FRAUD IN ONLINE SURVEYS BY JUSTIN W. THOMAS Justin W. Thomas head of Software Development at Decision Analyst and oversees its fraud detection software development. Justin welcomes comments, suggestions, and criticisms. He may be reached at jthomas1@decisionanalyst.com or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision
PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or AWARENESS TRIAL USAGE (ATUS) SERVICES Awareness, Trial, Usage studies (ATUs) are a basic type of survey that virtually every brand and every business needs. An ATU captures a high-level overview of a market or category at a point in time and provides foundational marketing information that’s essential to strategic management of a brand. RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. MY PATH TO PURCHASE BY TOM ALLEN My colleague, Clay Dethloff, wrote a blog not too long ago about understanding in-store behaviors in an omnichannel world.It’s a great blog and while I won’t revisit the ground he covered in it, it’s certainly worth repeating: today’s shopper lives in an omnichannel world, and mobile plays a huge part of that omnichannelexperience.
POTENTIAL BUSINESS OPPORTUNITIES IN CUBA: MARKETING Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year. The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for thefirst time.
COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
INNOVATION SERVICES—WORLDWIDE INTERACTIVE INNOVATION Innovation Services. For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation/Ideation ( griskin@decisionanalyst.com ), or Clay Dethloff , Senior Vice President ( cdethloff@decisionanalyst.com ). Both can be reached at 1-800-ANALYSIS (262-5974) or 1-817-640-6166. EMPLOYEE RETENTION RESEARCH Employee Research Services. Decision Analyst has over 40 years of experience in helping companies do the research and analytics that lead to improved employee retention. If you would like more information or would like to discuss, please contact Jerry W. Thomas, President/CEO ( jthomas@decisionanalyst.com) or Felicia Rogers,Executive Vice
FRAUD IN ONLINE SURVEYS BY JUSTIN W. THOMAS Justin W. Thomas head of Software Development at Decision Analyst and oversees its fraud detection software development. Justin welcomes comments, suggestions, and criticisms. He may be reached at jthomas1@decisionanalyst.com or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision
PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or AWARENESS TRIAL USAGE (ATUS) SERVICES Awareness, Trial, Usage studies (ATUs) are a basic type of survey that virtually every brand and every business needs. An ATU captures a high-level overview of a market or category at a point in time and provides foundational marketing information that’s essential to strategic management of a brand. RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. MY PATH TO PURCHASE BY TOM ALLEN My colleague, Clay Dethloff, wrote a blog not too long ago about understanding in-store behaviors in an omnichannel world.It’s a great blog and while I won’t revisit the ground he covered in it, it’s certainly worth repeating: today’s shopper lives in an omnichannel world, and mobile plays a huge part of that omnichannelexperience.
POTENTIAL BUSINESS OPPORTUNITIES IN CUBA: MARKETING Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year. The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for thefirst time.
DECISION ANALYST: FULL SERVICE MARKETING RESEARCH Decision Analyst delivers a blend of marketing research services, including: qualitative research, quantitative research, advanced analytics and modeling. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
INNOVATION SERVICES—WORLDWIDE INTERACTIVE INNOVATION Innovation Services. For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation/Ideation ( griskin@decisionanalyst.com ), or Clay Dethloff , Senior Vice President ( cdethloff@decisionanalyst.com ). Both can be reached at1-800-ANALYSIS
EMPLOYEE RETENTION RESEARCH Employee Research Services. Decision Analyst has over 40 years of experience in helping companies do the research and analytics that lead to improved employee retention. If you would like more information or would like to discuss, please contact Jerry W. Thomas, President/CEO ( jthomas@decisionanalyst.com) or Felicia Rogers,Executive Vice
MARKET SEGMENTATION METHODS Market Segmentation Methods. Decision Analyst’s Advanced Analytics Group searches for and identifies patterns in the data. Rigorous analytic techniques (including factor analysis, discriminant analysis, k-means and hierarchical clustering, latent class segmentation, and Factor Segmentation™) are used to organize consumers into groups with similar attitudes, needs, and desires. UNDERSTANDING THE PATH-TO-PURCHASE Summary. Decision Analyst’s client, a cosmetic manufacturer, was interested in gaining a better understanding consumer perceptions and usage of Amazon.com. Management wanted to identify and understand why cosmetics’ users read reviews, shop and buy online vs. in store and how they might stop or reverse this trend to online, or possibly take better advantage of the online channel. TO WEIGHT, OR NOT TO WEIGHT (A PRIMER ON SURVEY DATA The term "data weighting" in most survey-related instances refers to respondent weighting (which in turn weights the data or weights the answers). Here are some best practices to keep in mind when you are thinking about weighting survey data. BRAND STRATEGY VIDEO: TANGIBLE AND INTANGIBLE ELEMENTS OF And when we talk about brands, we’re referring to some type of symbol, or name, or sign that identifies and distinguishes one product from another product, or from competitive products (and we can think of this identifies and distinguishes as the tangible function or tangible purpose of a brand), but they’re also intangible components of a brand, and we’ll talk a lot about those as we CONSUMPTION HABITS OF AMERICAN CONSUMER Less than half that amount (14.5%) stated that they always use the drive-up. However, taking the weighted percentages into account, respondents slightly prefer using the drive-up. Examining the characteristics of the lobby, respondents felt that the lobby wasTURF ANALYSIS
Title: Turf Analysis Author: Jerry W. Thomas Subject: While TURF has a place in the researcher s toolkit, it has major limitations as a product line planning tool. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
INNOVATION SERVICES—WORLDWIDE INTERACTIVE INNOVATION Innovation Services. For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation/Ideation ( griskin@decisionanalyst.com ), or Clay Dethloff , Senior Vice President ( cdethloff@decisionanalyst.com ). Both can be reached at 1-800-ANALYSIS (262-5974) or 1-817-640-6166. EMPLOYEE RETENTION RESEARCH Employee Research Services. Decision Analyst has over 40 years of experience in helping companies do the research and analytics that lead to improved employee retention. If you would like more information or would like to discuss, please contact Jerry W. Thomas, President/CEO ( jthomas@decisionanalyst.com) or Felicia Rogers,Executive Vice
FRAUD IN ONLINE SURVEYS BY JUSTIN W. THOMAS Justin W. Thomas head of Software Development at Decision Analyst and oversees its fraud detection software development. Justin welcomes comments, suggestions, and criticisms. He may be reached at jthomas1@decisionanalyst.com or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision
PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or AWARENESS TRIAL USAGE (ATUS) SERVICES Awareness, Trial, Usage studies (ATUs) are a basic type of survey that virtually every brand and every business needs. An ATU captures a high-level overview of a market or category at a point in time and provides foundational marketing information that’s essential to strategic management of a brand. RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. MY PATH TO PURCHASE BY TOM ALLEN My colleague, Clay Dethloff, wrote a blog not too long ago about understanding in-store behaviors in an omnichannel world.It’s a great blog and while I won’t revisit the ground he covered in it, it’s certainly worth repeating: today’s shopper lives in an omnichannel world, and mobile plays a huge part of that omnichannelexperience.
POTENTIAL BUSINESS OPPORTUNITIES IN CUBA: MARKETING Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year. The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for thefirst time.
COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
INNOVATION SERVICES—WORLDWIDE INTERACTIVE INNOVATION Innovation Services. For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation/Ideation ( griskin@decisionanalyst.com ), or Clay Dethloff , Senior Vice President ( cdethloff@decisionanalyst.com ). Both can be reached at 1-800-ANALYSIS (262-5974) or 1-817-640-6166. EMPLOYEE RETENTION RESEARCH Employee Research Services. Decision Analyst has over 40 years of experience in helping companies do the research and analytics that lead to improved employee retention. If you would like more information or would like to discuss, please contact Jerry W. Thomas, President/CEO ( jthomas@decisionanalyst.com) or Felicia Rogers,Executive Vice
FRAUD IN ONLINE SURVEYS BY JUSTIN W. THOMAS Justin W. Thomas head of Software Development at Decision Analyst and oversees its fraud detection software development. Justin welcomes comments, suggestions, and criticisms. He may be reached at jthomas1@decisionanalyst.com or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision
PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or AWARENESS TRIAL USAGE (ATUS) SERVICES Awareness, Trial, Usage studies (ATUs) are a basic type of survey that virtually every brand and every business needs. An ATU captures a high-level overview of a market or category at a point in time and provides foundational marketing information that’s essential to strategic management of a brand. RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. MY PATH TO PURCHASE BY TOM ALLEN My colleague, Clay Dethloff, wrote a blog not too long ago about understanding in-store behaviors in an omnichannel world.It’s a great blog and while I won’t revisit the ground he covered in it, it’s certainly worth repeating: today’s shopper lives in an omnichannel world, and mobile plays a huge part of that omnichannelexperience.
POTENTIAL BUSINESS OPPORTUNITIES IN CUBA: MARKETING Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year. The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for thefirst time.
DECISION ANALYST: FULL SERVICE MARKETING RESEARCH Decision Analyst delivers a blend of marketing research services, including: qualitative research, quantitative research, advanced analytics and modeling. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
INNOVATION SERVICES—WORLDWIDE INTERACTIVE INNOVATION Innovation Services. For more information on our Innovation Services, please contact Gretchen Riskind, Director of Innovation/Ideation ( griskin@decisionanalyst.com ), or Clay Dethloff , Senior Vice President ( cdethloff@decisionanalyst.com ). Both can be reached at1-800-ANALYSIS
EMPLOYEE RETENTION RESEARCH Employee Research Services. Decision Analyst has over 40 years of experience in helping companies do the research and analytics that lead to improved employee retention. If you would like more information or would like to discuss, please contact Jerry W. Thomas, President/CEO ( jthomas@decisionanalyst.com) or Felicia Rogers,Executive Vice
MARKET SEGMENTATION METHODS Market Segmentation Methods. Decision Analyst’s Advanced Analytics Group searches for and identifies patterns in the data. Rigorous analytic techniques (including factor analysis, discriminant analysis, k-means and hierarchical clustering, latent class segmentation, and Factor Segmentation™) are used to organize consumers into groups with similar attitudes, needs, and desires. UNDERSTANDING THE PATH-TO-PURCHASE Summary. Decision Analyst’s client, a cosmetic manufacturer, was interested in gaining a better understanding consumer perceptions and usage of Amazon.com. Management wanted to identify and understand why cosmetics’ users read reviews, shop and buy online vs. in store and how they might stop or reverse this trend to online, or possibly take better advantage of the online channel. TO WEIGHT, OR NOT TO WEIGHT (A PRIMER ON SURVEY DATA The term "data weighting" in most survey-related instances refers to respondent weighting (which in turn weights the data or weights the answers). Here are some best practices to keep in mind when you are thinking about weighting survey data. BRAND STRATEGY VIDEO: TANGIBLE AND INTANGIBLE ELEMENTS OF And when we talk about brands, we’re referring to some type of symbol, or name, or sign that identifies and distinguishes one product from another product, or from competitive products (and we can think of this identifies and distinguishes as the tangible function or tangible purpose of a brand), but they’re also intangible components of a brand, and we’ll talk a lot about those as we CONSUMPTION HABITS OF AMERICAN CONSUMER Less than half that amount (14.5%) stated that they always use the drive-up. However, taking the weighted percentages into account, respondents slightly prefer using the drive-up. Examining the characteristics of the lobby, respondents felt that the lobby wasTURF ANALYSIS
Title: Turf Analysis Author: Jerry W. Thomas Subject: While TURF has a place in the researcher s toolkit, it has major limitations as a product line planning tool. COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
FRAUD IN ONLINE SURVEYS BY JUSTIN W. THOMASFRAUD SURVEY 2020FRAUD RISK SURVEYREPORT ONLINE FRAUDDECISION ANALYST INCFRAUD SURVEY QUESTIONS Justin W. Thomas head of Software Development at Decision Analyst and oversees its fraud detection software development. Justin welcomes comments, suggestions, and criticisms. He may be reached at jthomas1@decisionanalyst.com or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
GLOBAL CELEBRITY INDEX: AN INTERNATIONAL STAR SEARCH Summary. A major multinational cosmetics manufacturer set out to identify a universal celebrity spokesperson who would best represent its brand across various global markets. Decision Analyst was tasked with designing the methodology that would determine the ideal spokesperson for the company. Decision Analyst developed acomprehensive index
RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. MY PATH TO PURCHASE BY TOM ALLEN My colleague, Clay Dethloff, wrote a blog not too long ago about understanding in-store behaviors in an omnichannel world.It’s a great blog and while I won’t revisit the ground he covered in it, it’s certainly worth repeating: today’s shopper lives in an omnichannel world, and mobile plays a huge part of that omnichannelexperience.
CONSUMPTION HABITS OF AMERICAN CONSUMERDEFINITION OF CONSUMPTIONWHAT CONSUMPTION MEANSWHAT IS CONSUMPTION CALLED TODAYWHAT IS CONSUMPTION IN ECONOMICSWHAT IS CONSUMPTION MACROECONOMICSWHAT IS CONSUMPTION TAX Less than half that amount (14.5%) stated that they always use the drive-up. However, taking the weighted percentages into account, respondents slightly prefer using the drive-up. Examining the characteristics of the lobby, respondents felt that the lobby was A HEURISTIC FRAMEWORK FOR CORPORATE INNOVATIONDRIVE VALUE THROUGH INNOVATIONDRIVING COMPETITIVENESS AND INNOVATIONFACTORS AFFECTING INNOVATIONFOSTER AND SUPPORT INNOVATION The way in which the heuristic framework for innovation is constructed provides visual cues regarding the process by which innovation might be approached. The questions, shown in the ovals, represent the progression in which the questions should be answered. Additionally, the responses, shown in the rectangles, also represent a progression POTENTIAL BUSINESS OPPORTUNITIES IN CUBA: MARKETINGAMERICAN BUSINESS IN CUBAINTERNATIONAL BUSINESS IN CUBAUS BUSINESS IN CUBA Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year. The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for thefirst time.
COVID-19 REPORT DOWNLOAD: STRESS, SCHOOL & DISRUPTIONS The Decision Analyst Covid-19 Consumer Reactions Report (Wave 16) contains our observations from surveying over 9,000 U.S. consumers. Topics included: In addition we also have a new mini report: COVID-19’s Impact On Working Women. This report represent select questions that highlight the impact this pandemic has had on women inthe workforce.
FRAUD IN ONLINE SURVEYS BY JUSTIN W. THOMASFRAUD SURVEY 2020FRAUD RISK SURVEYREPORT ONLINE FRAUDDECISION ANALYST INCFRAUD SURVEY QUESTIONS Justin W. Thomas head of Software Development at Decision Analyst and oversees its fraud detection software development. Justin welcomes comments, suggestions, and criticisms. He may be reached at jthomas1@decisionanalyst.com or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision
AMERICAN HOME COMFORT STUDY Decision Analyst is a leading global marketing research firm and analytical consulting firm. If you would like more information on the American Home Comfort Study, please contact S. Mark Teich, Research Analyst, by emailing him at mteich@decisionanalyst.com, or by calling 1-800-ANALYSIS (262-5974) or PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
GLOBAL CELEBRITY INDEX: AN INTERNATIONAL STAR SEARCH Summary. A major multinational cosmetics manufacturer set out to identify a universal celebrity spokesperson who would best represent its brand across various global markets. Decision Analyst was tasked with designing the methodology that would determine the ideal spokesperson for the company. Decision Analyst developed acomprehensive index
RESTAURANT RESILIENCE: FROM JUST SURVIVING TO THRIVING BY At the beginning of 2020, the restaurant industry was thriving and was on track to reach nearly $900 billion in sales in the U.S. A few short months into the year, this industry, along with many others, was brought to its knees. MY PATH TO PURCHASE BY TOM ALLEN My colleague, Clay Dethloff, wrote a blog not too long ago about understanding in-store behaviors in an omnichannel world.It’s a great blog and while I won’t revisit the ground he covered in it, it’s certainly worth repeating: today’s shopper lives in an omnichannel world, and mobile plays a huge part of that omnichannelexperience.
CONSUMPTION HABITS OF AMERICAN CONSUMERDEFINITION OF CONSUMPTIONWHAT CONSUMPTION MEANSWHAT IS CONSUMPTION CALLED TODAYWHAT IS CONSUMPTION IN ECONOMICSWHAT IS CONSUMPTION MACROECONOMICSWHAT IS CONSUMPTION TAX Less than half that amount (14.5%) stated that they always use the drive-up. However, taking the weighted percentages into account, respondents slightly prefer using the drive-up. Examining the characteristics of the lobby, respondents felt that the lobby was A HEURISTIC FRAMEWORK FOR CORPORATE INNOVATIONDRIVE VALUE THROUGH INNOVATIONDRIVING COMPETITIVENESS AND INNOVATIONFACTORS AFFECTING INNOVATIONFOSTER AND SUPPORT INNOVATION The way in which the heuristic framework for innovation is constructed provides visual cues regarding the process by which innovation might be approached. The questions, shown in the ovals, represent the progression in which the questions should be answered. Additionally, the responses, shown in the rectangles, also represent a progression POTENTIAL BUSINESS OPPORTUNITIES IN CUBA: MARKETINGAMERICAN BUSINESS IN CUBAINTERNATIONAL BUSINESS IN CUBAUS BUSINESS IN CUBA Now that U.S. travel restrictions have been eased, Americans are joining the mix of Canadians and Europeans who visit Cuba every year. The most obvious opportunity is the one for companies in the travel and tourism industries to serve customers eager to visit Cuba for thefirst time.
DECISION ANALYST: FULL SERVICE MARKETING RESEARCH Decision Analyst delivers a blend of marketing research services, including: qualitative research, quantitative research, advanced analytics and modeling. CONSUMER DECISION-MAKING MODELS, STRATEGIES, AND THEORIES Beginning about 300 years ago, Bernoulli developed the first formal explanation of consumer decision-making. It was later extended by von Neumann and Morgenstern and called the Utility Theory. This theory proposed that consumers make decisions based on the expected outcomes of their decisions. In this model consumers were viewed as rational PRICING RESEARCH: THE GOOD, THE BAD, AND THE GOOD ENOUGH About the Author. Elizabeth Horn ( ehorn@decisionanalyst.com) is Senior Vice President, Advanced Analytics at Decision Analyst. She may be reached at 1-800-262-5974 or 1-817-640-6166. This posting may not be copied, published, or used in any way without written permission ofDecision Analyst.
MOTIVATIONAL RESEARCH Motivational research is most valuable when powerful underlying motives are suspected of exerting influence upon consumer behavior. Products and services that relate, or might relate, to attraction of the opposite sex, to personal adornment, to status or self-esteem, to power, to death, to fears, or to social taboos are all likely candidates for motivational research. CONCEPTOR VOLUMETRIC FORECASTING The Conceptor® volumetric forecast is typically presented as year-one retail depletions in units and dollars. Trial volume is reported separately from repeat volume for short-cycle products. Conceptor® sales forecasts are generally accurate within plus or minus 25% for concept testing alone, or plus or minus 15% with the addition ofOptima
A HEURISTIC FRAMEWORK FOR CORPORATE INNOVATION The way in which the heuristic framework for innovation is constructed provides visual cues regarding the process by which innovation might be approached. The questions, shown in the ovals, represent the progression in which the questions should be answered. Additionally, the responses, shown in the rectangles, also represent a progression UNDERSTANDING THE PATH-TO-PURCHASE Summary. Decision Analyst’s client, a cosmetic manufacturer, was interested in gaining a better understanding consumer perceptions and usage of Amazon.com. Management wanted to identify and understand why cosmetics’ users read reviews, shop and buy online vs. in store and how they might stop or reverse this trend to online, or possibly take better advantage of the online channel. MEDIA MIX MINUTE: EPISODE 03 (PROS AND CONS OF ECONOMETRIC Today we will discuss the key strengths and weaknesses of econometric modeling when used for media mix modeling. First, econometric modeling—it reduces the bias in measurement. That’s its first advantage. Second, it correctly or accurately isolates out the impact of the media (the impact of media on sales) from the impact of all ofthe
BRAND STRATEGY VIDEO: TANGIBLE AND INTANGIBLE ELEMENTS OF And when we talk about brands, we’re referring to some type of symbol, or name, or sign that identifies and distinguishes one product from another product, or from competitive products (and we can think of this identifies and distinguishes as the tangible function or tangible purpose of a brand), but they’re also intangible components of a brand, and we’ll talk a lot about those as we ADVERTISING TRACKING: TRACKING THE EFFECTIVENESS OF MEDIA Advertising Tracking. Once commercials go “on air,” the only way to know “for sure” if the advertising is working is by conducting tracking research. It’s the ultimate “acid test” of advertising effectiveness. The term “tracking research,” as used here, refersto a series
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