Tag Archives: Maritz

Reminder Free Web Seminar Next Week! Stated “Versus” Derived Importance: A False Dichotomy

Name: Stated “Versus” Derived Importance: A False Dichotomy
Date/Time: Thu, Jan 14, 2010 2:00 PM – 3:00 PM EST
Register: https://www1.gotomeeting.com/register/542471264
Mention priority code MWS0028BLOG

Stated or Derived?

It’s a perennial question among applied marketing researchers who typically consider stated and derived importance methods as alternative ways of measuring the same construct.

But is this a correct assumption?

Find out by joining Keith Chrzan, Vice President, Marketing Sciences, Maritz Research for this informative IIR Webinar. Chrzan — one of the marketing research industry’s leading experts — will explore the two methods in greater detail and reveal how they, in fact, measure different things. Most of the criticisms directed at both methods apply only if they are done poorly, and in this presentation, Chrzan will distinguish better from worse ways of doing both stated and derived importance. He will also provide examples of importance measurement gone wrong and show how such error can cost companies millions. Additionally, the Webinar will reveal that the two methods have about equal validity when done properly.

What you’ll learn:

- Stated and derived importance measure different things
- If one method is better than the other
- As commonly done (90+% of applications) both methods are fraught with problems
- Both methods can be improved substantially using better measures and models
- Both methods have about equivalent validity when done properly

Free Web Seminar – Stated “Versus” Derived Importance: A False Dichotomy

Date/Time: Thu, Jan 14, 2010 2:00 PM – 3:00 PM EST
Register: https://www1.gotomeeting.com/register/542471264
Mention priority code MWS0028BLOG

Stated or Derived?

It’s a perennial question among applied marketing researchers who typically consider stated and derived importance methods as alternative ways of measuring the same construct.

But is this a correct assumption?

Find out by joining Keith Chrzan, Vice President, Marketing Sciences, Maritz Research for this informative IIR Webinar. Chrzan — one of the marketing research industry’s leading experts — will explore the two methods in greater detail and reveal how they, in fact, measure different things. Most of the criticisms directed at both methods apply only if they are done poorly, and in this presentation, Chrzan will distinguish better from worse ways of doing both stated and derived importance. He will also provide examples of importance measurement gone wrong and show how such error can cost companies millions. Additionally, the Webinar will reveal that the two methods have about equal validity when done properly.

What you’ll learn:

- Stated and derived importance measure different things
- If one method is better than the other
- As commonly done (90+% of applications) both methods are fraught with problems
- Both methods can be improved substantially using better measures and models
- Both methods have about equivalent validity when done properly

Sponsor Spotlight: Maritz Research Inc.

Today, we’ll continue looking at the companies who are participating in The Market Research Event. Maritz Research Inc. is today’s featured sponsor.

Maritz Research Inc. provides actionable intelligence to achieve business success by identifying and understanding gaps between brand promise and brand performance. As today’s customers compare value propositions at lightning speed, companies must live up to their brand promises again and again. Maritz Research helps you understand and explain customer behavior in this supercharged environment by examining three critical, integrated dynamics: Choice: Why customers select your products or services, Experience: What happens at key “moments of truth” with your customers, & Loyalty: Why customers return, defect, or buy more. The company specializes in the automotive, financial services, hospitality, telecommunications, retail and technology sectors and also offers a custom research group. Maritz is a world leader in customer satisfaction research, helping businesses define, measure, and track satisfaction for more than 30 years. Utilizing research, customer focused training, reward systems, and communications programs, Maritz supports and drives actionable improvement strategies.

Hear more from Maritz Research, Inc and other leaders in market research at The Market Research Event this October 18-21 in Las Vegas!