Market Data Analysis Using JMP

Case Study

Background

This chapter shows how you can use JMP to analyze survey data through a Case Study of yogurt consumption.[1] The yogurt company’s marketing team set several objectives for the study:

1. Understand shopping behavior: price paid, amount purchased, where people shop, and brands purchased.
2. Understand yogurt preferences: flavors.
3. Segment the yogurt market and profile consumers.

The sample size was determined using a JMP script that comes bundled with your JMP installation.[2] The script determines a sample size for a given margin of error and confidence level. To use the script:

1. Click on Help/Sample Data.
2. Click on Calculators and then select Sample Size for Confidence Intervals. See Figure 5.1 Sample ...