Blog Archives

When Choice Modeling Paradigms Collide: Features Presented versus Features Perceived

April 3, 2016
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When Choice Modeling Paradigms Collide: Features Presented versus Features Perceived

What is the value of a product feature? Within a market-based paradigm, the answer is the difference between revenues with and without the feature. A product can be decomposed into its features, each feature can be assigned a monetary value by includin...

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Choice Modeling with Features Defined by Consumers and Not Researchers

March 26, 2016
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Choice Modeling with Features Defined by Consumers and Not Researchers

Choice modeling begins with a researcher "deciding on what attributes or levels fully describe the good or service." This is consistent with the early neural networks in which features were precoded outside of the learning model. That is, choice modeli...

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Understanding Statistical Models Through the Datasets They Seek to Explain: Choice Modeling vs. Neural Networks

March 21, 2016
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Understanding Statistical Models Through the Datasets They Seek to Explain: Choice Modeling vs. Neural Networks

R may be the lingua franca, yet many of the packages within the R library seem to be written in different languages. We can follow the R code because we know how to program but still feel that we have missed something in the translation.R provides an o...

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A Data Science Solution to the Question "What is Data Science?"

January 8, 2016
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A Data Science Solution to the Question "What is Data Science?"

As this flowchart from Wikipedia illustrates, data science is about collecting, cleaning, analyzing and reporting data. But is it data science or just or a "sexed up term" for Statistics (see embedded quote by Nate Silver)? It's difficult to separ...

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Modeling How Consumers Simplify the Purchase Process by Copying Others

December 23, 2015
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Modeling How Consumers Simplify the Purchase Process by Copying Others

A Flower That Fits the BillMarketing borrows the biological notion of coevolution to explain the progressive "fit" between products and consumers. While evolutionary time may seem a bit slow for product innovation and adoption, the same metaphor can be...

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BayesiaLab-Like Network Graphs for Free with R

December 18, 2015
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BayesiaLab-Like Network Graphs for Free with R

My screen has been filled with ads from BayesiaLab since I downloaded their free book. Just as I began to have regrets, I received an email invitation to try out their demo datasets. I was especially interested in their perfume ratings data. In this mo...

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Attitudes Modeled as Networks

December 10, 2015
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Attitudes Modeled as Networks

In case you missed it, Jonas Dalege and his colleagues at the PsychoSystems research group have recently published an article in Psychological Review detailing how attitudes can be represented as network graphs. It is all done using R and a dataset tha...

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The Topology Underlying the Brand Logo Naming Game: Unidimensional or Local Neighborhoods?

December 4, 2015
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The Topology Underlying the Brand Logo Naming Game: Unidimensional or Local Neighborhoods?

You can find the app on iTunes and Google Play. It's a game of trivial pursuits - here's the logo, now tell me the brand. Each item is scored as right or wrong, and the players must take it all very seriously for there is a Facebook page with cheat she...

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The Statistician as Data Action Hero

December 2, 2015
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"If our goal as a field is to use data to solve problems, then we need to move away from exclusive dependence on data models and adopt a more diverse set of tools."Leo BreimanStatistical Modeling: The Two CulturesBreiman ends the opening abstract of hi...

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Statistical Models That Support Design Thinking: Driver Analysis vs. Partial Correlation Networks

November 24, 2015
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Statistical Models That Support Design Thinking: Driver Analysis vs. Partial Correlation Networks

We have been talking about design thinking in marketing since Tim Brown's Harvard Business Review article in 2008. It might be easy for the data scientist to dismiss the approach as merely a type of brainstorming for new products or services. Yet, desi...

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