Audrey Guinn, Ph.D. Blogs
Audrey Guinn is an expert in Advanced Analytics and Marketing Segmentation. Below is a collection of blogs she has written.
Soggy Socks and Smart Decisions: How AI Is Changing the Way We Shop
AI is transforming moments of cognitive fatigue by acting as a personalized shopping assistant.
4 Reasons To Name Your Own Segments
It’s important to name the segments according to your company’s needs.
4 Ways To Rescue Your Segmentation
Here are four options that can be used to rescue a failing segmentation.
Segmentation Selection Criteria
Non-mathematical factors play a pivotal role in identifying the best segmentation solution.
Stated vs Derived Importance: What’s the Difference?
Stated importance are preferences that are directly articulated by the respondent.
Fancy Statistics Do Not Equal Causation
The only way to determine cause and effect is to control for all variables by utilizing an experimental design.
The IAT – A Guide for Marketing Researchers
The Implicit Association Test measures implicit associations about topics such as race, sexuality, weight, etc.
The Top 5 Question Types to Include in Market Segmentation
Analyzing the data using a variety of these 5 question types gives a holistic view of the consumer market.
An Overview Of Structural Equation Modeling (SEM) For Marketing Researchers
Structural Equation Modeling is a flexible multi-use tool in the marketing researcher’s pocket.
Multicollinearity – A Marketing Researcher’s Curse Word
Multicollinearity (also known as collinearity) occurs when two or more variables are very highly correlated.
Political Divide Deepens Around the Pandemic
Republicans, Democrats, and Independents seem to be drifting further apart and these differences are noticeable.
Who’s More Likely to Receive the COVID-19 Vaccine?
Personal characteristics and situational circumstances are potential explanations for why some people receive the vaccine while others do not.
Motivators for and Barriers to Getting Vaccinated Against COVID-19
As of May 20th 2021, 48% of the population has had at least one dose, that leaves a little over 50% of the population unvaccinated.
It’s Time to Put Those Negatively Worded Items Behind Us
How can researchers catch cheaters if negatively worded attributes are no longer included in the survey?
3 Avoidable Statistical Mistakes
Adhering to the rules of the scientific method ensures that results are valid and unbiased.
Suppressors Demystified:
The Silent Influencers of Data in Statistical Modeling
What can researchers do when encountering problem suppressors?
When Results Lie:
Tips for Overcoming Questionnaire Bias
Biased questions can return results that may be untrue which favor a specific outcome. So what can we do to avoid bias in surveys?