Category: Special Feature
-
Troubled Skies – Why are budget airlines failing?
Troubled Skies – Why are budget airlines failing? By now everyone reading this will be aware of the major announcement that Southwest made on Thursday 7/25. The original version of this paper was written on Friday June 19th, nearly a week before Southwest announced changes to its 53-year-old business model. Airlines are always in the…
-
Super Bowl – Super Price Tag: Is Super Bowl Advertising Worth It?
The Super Bowl is an enormous event – arguably the biggest in the United States. And it’s much more than the game itself. It’s also the parties, the playoff pools, the bloated halftime show and of course the commercials. Advertising has become an integral part of the event. But that prominence comes with quite a…
-
TBSM Chart of the Week 2022 Review
The MSW TBSM tracking service collects a variety of metrics across a wide range of categories. Throughout 2022, we published Charts of the Week using data drawn from the TBSM survey. Six different categories and multiple measures within each category have been explored. The categories were: • Subscription Streaming Video Services • Cryptocurrency Exchanges •…
-
The “5 CMO Objectives” According to the AMA / Deloitte and How MSW Addresses Each
The 26th edition of the annual CMO survey conducted in February 2021 for the American Marketing Association by Deloitte, identified that the importance of Marketing had increased during the pandemic. CMOs said that they were focused on brand building and reported 5 specific “Objectives”. MSW Research directly addresses each of these “5 CMO Objectives” with…
-
Unusual Statistical Phenomena, Part II: Stat Testing of Percentages
Sometimes when looking at the results from survey data, we see something that makes us say ‘huh?’ or ‘that doesn’t look right’. When the odd results persist after verifying the data were processed correctly (always a good practice), there is typically still a logical answer that can be uncovered after doing some digging. Sometimes the…
-
Do you ever look at your data and say, “huh?” The Unusual Statistical Phenomena of Simpson’s Paradox
Sometimes when looking at the results from survey data, we see something that makes us say “huh?” or “that doesn’t look right”. When the odd results persist after verifying the data were processed correctly (always a good practice), there is typically still a logical answer that can be uncovered after doing some digging. Sometimes the…
-
MSW Published in The Journal of Advertising Research
The Journal of Advertising Research just published a terrific paper that MSW was proud to participate in, titled… Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review – Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart DOI: 10.2501/JAR-2020-011 Published 1 June 2020 ABSTRACT This article examines the effectiveness…
-
Marketing During Times of Uncertainty
In times of uncertainty, economic, health or otherwise, many companies reduce or eliminate “discretionary expenses”. It’s very easy to say now is not the time to think about Marketing, put brand plans on hold and freeze all spending – cut research & development, cut new product introductions, and cut advertising spend. Are these prudent moves…