We have published several articles about research methods that may be helpful to you in choosing methods to analyze your data. The four presented here have been published in Quirk's Marketing Research Review or presented to the SAS Software Users Group. We have chosen two that provide overviews of common statistical techniques used in marketing research and two which address important issues relevant to demographic analysis.  

There are both PDF and HTML versions of the articles. We recommend that you download the PDF version.

Statistical Methods

An overview of multivariate techniques - a beginners guide to what multivariate analysis offers the researcher and a description of the most popular techniques:

PDF Version (17KB)             HTML Version (11KB)

A practical cookbook for performing a market segmentation analysis. Somewhat technical:

PDF Version (222KB)           HTML Version (44KB)

  

Demographic Analysis

An overview of the perils and pitfalls of demographic modelling and how to avoid them:

PDF Version (31KB)             HTML Version (20KB)

A slightly more technical treatment of the same subject:

PDF Version (33KB)             HTML Version (21KB)