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JMP 13 Consumer Research, Second Edition, 2nd Edition

Book Description

JMP 13 Consumer Research focuses on analyses that help users observe and predict subject's behavior, particularly those in the market research field. The Uplift platform predicts consumer behavior based on shifts in marketing efforts. Learn how to tabulate and summarize categorical responses with the Categorical platform. Factor Analysis rotates principal components to help identify which directions have the most variation among the variables. The book also covers Item Analysis, a method for identifying latent traits that might affect an individual's choices. And read about the Choice platform, which market researchers use to estimate probability in consumer spending.

Table of Contents

  1. Contents
  2. Learn about JMP
    1. Documentation and Additional Resources
    2. Formatting Conventions
    3. JMP Documentation
      1. JMP Documentation Library
      2. JMP Help
    4. Additional Resources for Learning JMP
      1. Tutorials
      2. Sample Data Tables
      3. Learn about Statistical and JSL Terms
      4. Learn JMP Tips and Tricks
      5. Tooltips
      6. JMP User Community
      7. JMPer Cable
      8. JMP Books by Users
      9. The JMP Starter Window
    5. Technical Support
  3. Introduction to Consumer Research
    1. Overview of Customer and Behavioral Research Methods
  4. Categorical Response Analysis
    1. Analyzing Survey and Other Counting Data
    2. Example of the Categorical Platform
    3. Launch the Categorical Platform
      1. Response Roles
        1. Simple Tab
        2. Related Tab
        3. Multiple Tab
        4. Structured Tab
      2. Columns Roles
      3. Other Launch Window Options
    4. The Categorical Report
    5. Categorical Platform Options
      1. Report Options
      2. Statistical Testing Options
      3. Additional Categorical Platform Options
      4. Responses Table Options
    6. Comparison Letters
    7. Supercategories
      1. Supercategories Options
    8. Set Preferences
    9. Additional Examples of the Categorical Platform
      1. Example of the Test for Response Homogeneity
      2. Example of the Multiple Response Test
      3. Example of the Cell Chisq Test
      4. Example of Compare Each Sample with Comparison Letters
      5. Example of Compare Each Cell with Comparison Letters
      6. Example of User-Specified Comparison with Comparison Letters
      7. Example of Conditional Association and Relative Risk
      8. Example of Rater Agreement
      9. Example of Repeated Measures
      10. Examples of the Multiple Response Tab
        1. Multiple Response
        2. Multiple Response by ID
        3. Multiple Delimited
        4. Indicator Group
        5. Response Frequencies
      11. Example of Mean Score with Comparison Letters
      12. Example of a Structured Report
    10. Statistical Details for the Categorical Platform
      1. Rao-Scott Correction
  5. Multiple Correspondence Analysis
    1. Identify Associations between Levels of Categorical Variables
    2. Example of Multiple Correspondence Analysis
    3. Launch the Multiple Correspondence Analysis Platform
    4. The Multiple Correspondence Analysis Report
    5. Multiple Correspondence Analysis Platform Options
      1. Correspondence Analysis Options
      2. Show Plot
      3. Show Detail
      4. Show Adjusted Inertia
      5. Show Coordinates
      6. Show Summary Statistics
      7. Show Partial Contributions to Inertia
      8. Show Squared Cosines
      9. Cross Table
      10. Cross Table of Supplementary Rows
      11. Cross Table of Supplementary Columns
    6. Additional Examples of the Multiple Correspondence Analysis Platform
      1. Example Using a Supplementary Variable
      2. Example Using a Supplementary ID
    7. Statistical Details for the Multiple Correspondence Analysis Platform
      1. Details Report
      2. Adjusted Inertia
      3. Summary Statistics
      4. Partial Contributions to Inertia
  6. Multidimensional Scaling
    1. Visualize Proximities among a Set of Objects
    2. Multidimensional Scaling Platform Overview
    3. Example of Multidimensional Scaling
    4. Launch the Multidimensional Scaling Platform
    5. The Multidimensional Scaling Report
      1. Multidimensional Scaling Plot
      2. Shepard Diagram
      3. Fit Details
    6. Multidimensional Scaling Platform Options
      1. Waern Links
    7. Additional Example of the Multidimensional Scaling Platform
    8. Statistical Details for the Multidimensional Scaling Platform
      1. Stress
      2. Transformations
      3. Attributes List Format
  7. Factor Analysis
    1. Identify Factors within Variables
    2. Factor Analysis Platform Overview
    3. Example of the Factor Analysis Platform
    4. Launch the Factor Analysis Platform
    5. The Factor Analysis Report
      1. Model Launch
      2. Rotation Methods
        1. Orthogonal Rotation Methods
        2. Oblique Rotation Methods
    6. Factor Analysis Platform Options
    7. Factor Analysis Model Fit Options
  8. Choice Models
    1. Fit Models for Choice Experiments
    2. Choice Modeling Platform Overview
    3. Examples of the Choice Platform
      1. One Table Format with No Choice
      2. Multiple Table Format
    4. Launch the Choice Platform
      1. Launch Window for One Table, Stacked
      2. Launch Window for Multiple Tables, Cross-Referenced
        1. Profile Data
        2. Response Data
        3. Subject Data
    5. Choice Model Report
      1. Effect Summary
        1. Effect Summary Table Columns
        2. Effect Summary Table Options
      2. Parameter Estimates
      3. Likelihood Ratio Tests
      4. Bayesian Parameter Estimates
    6. Choice Platform Options
      1. Willingness to Pay
        1. Willingness to Pay Launch Window Options
        2. Willingness to Pay Report
        3. Save Bayes Chain
    7. Additional Examples
      1. Example of Making Design Decisions
        1. Complete the Launch Window
        2. Analyze the Model
        3. Comparisons to Baseline
        4. Multiple Choice Comparisons
      2. Example of Segmentation
      3. Example of Logistic Regression Using the Choice Platform
      4. Example of Logistic Regression for Matched Case-Control Studies
      5. Example of Transforming Data to Two Analysis Tables
      6. Example of Transforming Data to One Analysis Table
    8. Technical Details
      1. Special Data Table Rules
      2. Utility and Probabilities
      3. Gradients
  9. MaxDiff
    1. Fit Models for MaxDiff Experiments
    2. MaxDiff Modeling Platform Overview
    3. Examples of the MaxDiff Platform
      1. One Table Format
      2. Multiple Table Format
        1. Complete the Launch Window
        2. Explore the Model
    4. Launch the MaxDiff Platform
      1. Launch Window for One Table, Stacked
      2. Launch Window for Multiple Tables, Cross-referenced
        1. Profile Data
        2. Response Data
        3. Subject Data
    5. MaxDiff Model Report
      1. Effect Summary
        1. Effect Summary Table Columns
        2. Effect Summary Table Options
      2. MaxDiff Results
      3. Parameter Estimates
      4. Bayesian Parameter Estimates
      5. Likelihood Ratio Tests
    6. MaxDiff Platform Options
      1. Comparisons Report
      2. Save Bayes Chain
  10. Uplift Models
    1. Model the Incremental Impact of Actions on Consumer Behavior
    2. Uplift Platform Overview
    3. Example of the Uplift Platform
    4. Launch the Uplift Platform
    5. The Uplift Model Report
      1. Uplift Model Graph
        1. Uplift Decision Tree
      2. Uplift Report Options
        1. Minimum Size Split
        2. Column Uplift Contributions
        3. Uplift Graph
        4. Save Columns
  11. Item Analysis
    1. Analyze Test Results by Item and Subject
    2. Example of Item Analysis
    3. Launch the Item Analysis Platform
      1. Logistic 3PL Model Details
    4. The Item Analysis Report
      1. Characteristic Curves
      2. Information Plot
      3. Dual Plot
      4. Parameter Estimates
    5. Item Analysis Platform Options
    6. Statistical Details for the Item Analysis Platform
      1. Item Response Curves
      2. Item Response Curve Models
        1. The a Parameter: Item Discrimination
        2. The b Parameter: Item Difficulty
        3. The c Parameter: Guessing
      3. IRT Model Assumptions
      4. Fitting the IRT Model
      5. Ability Formula
  12. References
  13. Index
    1. Consumer Research