Key-driver analysis is a powerful way to derive business value from customer-satisfaction data. And Michael's tips for successfully doing so will help...
View articleCorrelation is the engine under the hood of many market- research methods. According to Michael, knowing its proper uses and limitations will improve ...
View articleFor market researchers who think in terms of the "average customer," there's a tool they must learn about. Segmentation is its name, and Michael shows...
View articleThe pre-post analysis, while a fundamental type of market research experiment, has countless tricky applications. Luckily, Michael stresses the key po...
View articleThe definition of conversion ratio may be a mouthful, but you need to think with your head, not your stomach. A gut feeling is not the best way to mak...
View articleIf you want to measure site traffic, you'll have to count what counts. So... What counts? What tools count what counts? What measurements do the tools...
View articleIt's time for a little statistics. Wait, come back! This isn't a flashback to your college stats course. No scary formulas, just an overview of key co...
View articleWant to know what your customers want? Ask them. The customer satisfaction survey can be a very useful tool in making critical business decisions. Mik...
View article"Ask a silly question, get a silly answer." This playground put-down contains a hard kernel of marketing truth. If you want to gather actionable custo...
View articleSo Statistics 101 wasn't your favorite class. But chances are you recognize how important sound sampling methods are to conducting an effective resear...
View articleMeasuring your site's traffic is crucial to assessing where you're going. In this new column Internet analyst and statistician Michael Hochster will g...
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