Using JMP for Marketing Analytics and Consumer Research

See how to:

• Analyze sensory study and survey results
• Understand how JMP implements Multiple Factor Analysis (MFA)
• Apply MFA best practices for related to blocks and grouped columns
• Interpret MFA Summary Plots, including Eigenvalue bar chart, Score Plot and Loading Plot to determine key findings
• Interpret MFA Variable Loadings, Variable Partial Contributions and Variable Squared Cosines
• Understand how MaxDiff models consumer preferences using designed experiments and discrete choice models using best-worst pairs
• Understand the difference between multi-factor choice studies and single-factor MaxDiff studies 

Resources

• Jian Cao's Blog Post on Enhanced Marketing Analytics and Consumer Research
• Market Data Anaysis Using JMP book by Walter Paczkowski 
• Paczkowski: Exploring Customer Behavior With Market Research Models and Survey Analysis (webinar video)
• Paczkowski slides: Public Sector Example 
• Paczkowski slides: Exploring Customer Behavior: Survey Analysis Best Practices