Design Service

William M. Bailey, Ph.D.

Statistical Services

Service Description:

William M. Bailey, Ph.D. is a consulting statistician and market analyst who provides adjunct services

that adds value to your product portfolio. One taps into 15+ years of experience in consumer research

ranging from the design of methodology protocols, sample planning and questionnaire formulation to the

analysis of mail, intercept, telephone, and Web & E-mail-based surveys and demographic &

psychographic segmentation.

Professional Services:

Quantitative Research Design & Analysis

Key Driver Analysis via Regression, Logistic, Probit

Price Elasticity Models such as the van Westendorp Price Sensitivity Model

Multivariate Analysis & Market Segmentation

Factor, Discriminate, Cluster Analysis

Data Mining and Segmentation Models, e.g., CHAID (Chi-square Automatic Interaction

Detector) & C&RT (Classification and Regression Trees)

Product Design and Comparative Research Conjoint/Trade-off Analysis

Nonparametric Statistical Analysis small sample tools for tests of significance

Statistical Charts, Graphs & Perceptual Maps (that lead to Competitive Analysis)

CATI, Web & E-mail based survey systems and On-line response reporting

Data Entry & Tabulation Services

Secondary Research Services Census data, economic indicators

Technical Consultation proposal design, questionnaire review, sample planning, analysis

methodology, technical report review

Support Timeline:

Proposal Development that helps identify key study issues and research methodologies that meet your

client s needs

Questionnaire Design and/or Review based on the specific purpose and objectives of the study as defined

by your client

Sample Plan Design tailored specifically to the project s scope and objectives

Statistical Services

Analyzes the response data to help identify patterns and trends

Applies data mining to isolate relationships and consistencies

Uses various data analysis tools to understand market/consumer segments

Identifies key factors or drivers and cause-effect relationships

Adds insight into product development and pricing strategies

Offers competitive analysis and service quality trade-offs

Helps establish protocols for tracking studies to monitor business and/or change

Client Discussion Plan Examples:

When formulating a study s design, we typically ask the following questions and could receive the

appended answer. Aside each is a note as to the statistical impact of the question. [There is no implied

order or exactness of the question; this changes with the circumstance.]

Why are you conducting this research? What is its intended purpose? I would like to know

whom my customer/client is, and what do they think of my company relative to those I

compete against.

This leads into market segmentation, customer satisfaction and competitive analysis

ingredients involve both attitudinal and quality of service questions for the various facets of

the business as well as the competitive set.

Tools involve general frequencies, rank ordering, and perceptual maps to depict the

performance positions of the companies, products, and/or services being studied. Beyond

this, there is segmentation to help characterize the customer/client demographically and/or

based on product/service usage patterns applying several forms of multivariate analysis

[factor, discriminate, and/or clustering methods] and cause/affect analysis using various

forms of regression analysis.

Who is the research s intended audience? I need to better understand my customer/client. We

believe they are customers that look like __ but are not sure.

The approach can come from two aspects: The first might involve an analysis of the

client s customer database, called data mining. This methodology segments the base into

homogeneous groups that form characteristics and at the same time highlight those

characteristics that stand out. Secondly, should the client not have a database to scan or one

that is limited in its completeness then primary research is in order. A sample is drawn that

fits the general audience of interest and a survey conducted to validate via awareness and

usage questions.

Tools employed in the latter case can be quite simple such as cross tabulations to more

involved segmentation methodologies noted in the first case.

Deliverable - Analytical Findings Paper

The principal product is a paper that highlights the specific point(s) of the statistical aspects of the

effort. The structure ranges from a Key Findings and Implications Section to the detail set(s) of

appropriate tables, charts, and graphs.

More often, the paper is an appendix of the overall Report. Excerpts are translated into the style and

format appropriate for the client.

William M. Bailey, Ph.D.

Statistical Services

4310 Citrus Blvd, Suite 100

Cocoa, Florida 32926

321-***-**** (phone / fax)

********@*********.***

http://home.earthlink.net/~statmanz

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