Examples of possible projects
1. Movie trailors
2. Warning labels
3. Celebrity effects
4. Athletic attendance
5. Perceptions of wine
6. “Social Marketing” issues
7. Internet shopping versus purchasing
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>JOB DESCRIPTION: MARKETING SCIENTIST/QUNATITATIVE ANALYST
We are looking for an analyst who has a passion for marketing science or largescale survey research, or advertising testing and research, and understanding
of consumers. In this position, the analyst will be responsible for conducting
analyses designed to measure and track the effectiveness of stand-alone and
cross-channel marketing campaigns.
The position requires significant expertise in experimental design techniques and
large data structures analysis. The analyst will need to develop familiarity with
our data and the MIS processes that generate them. The analyst will also need
to understand the implications of the analyses for our business goals.
Some of the requirements for the position are:
• Being pro-active and creative in managing projects;
• Being attentive to details and the accuracy of analyses;
• Being effective in interpreting analysis results and translating them into
actionable business recommendations;
• Experience in working with marketing managers and financial analysts;
• Being a good communicator and a team player.
Statistical package programming skills (e.g., SPSS, Stata, SYSTAT) are absolutely
required. Experience performing Statistical Analysis on large data sets.
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REQUIRED SKILLS:
Background in marketing science, ad testing, and/or social science.
Graduate training in quantitative social science methods and design of
experiments, M)ANOVA and GLM, Survey Data, Multivariate Statistics.
Strong motivation to learn & enjoy working in team.
PREFERRED SKILLS:
Experience in financial services marketing and/or in measuring
advertising effectiveness would be a plus.. Experimental design
methods including different design types such as fractional factorials
and methods of statistical power calculation, modern regression methods
would be pluses.
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SECONDARY RESEARCH
• There is a considerable amount of
data already available.
• These were collected by other people
for other purposes.
• But they can still be very useful, or
even critical, when used alone or in
combination with data that you
collect.
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Benefits
• 1. Usually cheap or free
• 2. No effort to collect
• 3. Often faster way to get answers
• 4. Can be more accurate
• 5. Often the only way to get some data
– (e.g. census)
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Limitations
• 1. Not exactly what you want
– similar but not exact question
• 2. May be old
– could have been collected 3 to 5 years ago
• 3. May be in a strange format
– SAS, SPSS, Lotus 1-2-3, etc.
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Sources of secondary data
• 1. Census data
– national
– available on CD-ROM and on-line
• 2. Reference data
– government surveys (e.g., StatsCan)
– public surveys (University research)
– private surveys (Roper)
• 3. Databases
– Lexis-Nexis (Nielsen)
– Standard & Poor Compustat
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More sources of secondary data
• 4. Trade associations
– Franchise information,
– manufacturer's associations
• 5. Company records
– Internal
– Published (annual reports)
• 6. Scanner (sales) data
– Safeway's SSMRS
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The End
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