Qing Liu, Angela Dean, David Bakken, and Greg M. Allenby

Abstract

Research in marketing, and business in general, involves understanding when effect-sizes are expected to be large and when they are expected to be small. An example is the level-effect in marketing, where the effect of product attributes on utility is positively related to the number of levels present among choice alternatives. Knowing the contexts in which consumers are sensitive to the levels of attributes is an important aspect of merchandising, selling and promotion. In this paper, we propose efficient methods of learning about contextual factors that influence consumer preference and sensitivities within the context of a hierarchical Bayes model. A design criterion is developed for hierarchical linear models, and validated in a study of the "level-effect" in conjoint analysis using a national sample of respondents. Extensions to other model structures are discussed.

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Qing Liu, Thomas Otter, and Greg M. Allenby

Abstract

The use of adaptive designs in conjoint analysis has been shown to lead to an endogeneity bias in part-worth estimates using sampling experiments. In this paper, we re-examine the endogeneity issue in light of the likelihood principle. The likelihood principle asserts that all relevant information in the data about model parameters is contained in the likelihood function. We show that, once the data are collected, adhering to the likelihood principle leads to analysis where endogeneity becomes ignorable for estimation. The likelihood principle is implicit to Bayesian analysis, and discussion is offered for detecting and dealing with endogeneity bias in marketing.

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SUDHA MANI, KERSI D. ANTIA, and ARIC RINDFLEISCH

Abstract

Over the last two decades, strategy researchers have sought to understand the ownership
structure of firms' foreign direct investments (FDI) as reflected in entry mode and equity level.
However, prior FDI research has ignored the interrelated nature of these key FDI decisions. In
addition, prior research does not fully account for the fact that individual ownership structure
decisions occur within the context of a firm's broader FDI portfolio, and thus reflect a wide
and frequently unobserved range of parent firm and host nation effects. Our research seeks to
address both of these limitations. Using a rich dataset of 4,459 subsidiaries established by 858
Japanese firms across 38 countries over a 9-year period, we specify a conditional bivariate, crossclassified
multilevel model of FDI ownership structure. Our model enables the joint estimation of
entry mode and equity level, accounts for the portfolio nature of FDI, and compares the relative
predictive power of transaction cost- and experience-based explanatory variables across both
facets of ownership structure.

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Jan B. Heide

Abstract

This article examines the phenomenon of plural governance, a firm's simultaneous use of market contracting and vertical integration for the same basic transaction. The author studies two particular aspects of plural governance, namely the conditions that motivate firms to deploy plural governance and the manner in which one governance form influences the other when the two coexist in a joint structure. Drawing on agency theory and information economics, the author develops a set of research hypotheses and tests them empirically in the context of industrial purchasing decisions. The results suggest that the plural governance phenomenon can be understood from the perspective of solving information asymmetry problems between buyers and suppliers. The author discusses the implications of a "make and buy" approach to extant theory of interfirm governance, relationship management, and marketing strategy in business-to-business settings.

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JAN B. HEIDE, KENNETH H.WATHNE, and AKSEL I. ROKKAN

Abstract

This article examines the effects of monitoring on interfirm
relationships. Whereas some research suggests that monitoring can
serve as a control mechanism that reduces exchange partner
opportunism, there is also evidence showing that monitoring can actually
promote such behavior. The authors propose that the actual effect of
monitoring depends on (1) the form of monitoring used (output versus
behavior) and (2) the context in which monitoring takes place. With
regard to the form of monitoring, the results from a longitudinal field
study of buyer-supplier relationships show that output monitoring
decreases partner opportunism, as transaction cost and agency theory
predict, whereas behavior monitoring, which is a more obtrusive form of
control, increases partner opportunism. With regard to the context, the
authors find that informal relationship elements in the form of microlevel
social contracts serve as buffers that both enhance the effects of output
monitoring and permit behavior monitoring to suppress opportunism in
the first place.

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Anocha Aribarg and Neeraj Arora

Abstract

Firms often carry a portfolio of multiple brands within a product category to target different quality
tiers in the market. Furthermore, to satisfy heterogeneous consumer preferences within each quality
tier, these firms also offer several variants for each brand. A natural outcome of this practice is
inter-brand variant overlap which could occur across tiers or within a tier. In this paper, we show
that across-tier variant overlap is likely to diminish the preference of an upper-tier brand and
enhance the preference of a lower-tier brand. We also find that variant overlap within a tier is likely
to increase preferences of a brand belonging to the tier. Such variant overlap effects have important
brand portfolio management implications for a multi-brand firm. Specifically, under certain
conditions, we demonstrate that such a firm can enhance its portfolio profit by pruning its variants to
reduce variant overlap. Because our paper relies on aggregate data, future research should
investigate variant overlap at the individual level using panel or experimental data.

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Neeraj Arora, Anocha Aribarg

Abstract

Large firms implement brand portfolio promotions (BPP) that promote multiple brands to
targeted consumers at discrete points in time. Such programs possess unique properties that
require a novel model to assess their effectiveness. The authors propose a model that captures the
magnitude and shape of the BPP effect for each brand in the portfolio, accounts for diminishing
returns of brand exposure, and incorporates inter-temporal effect of BPPs. The model is shown to
be general enough to apply to any discrete promotion where the carry-over effect duration is
unknown. Several model-based metrics that allow an objective comparison of ROI from a BPP
versus other forms of promotion are presented. Results suggest that a BPP, when contrasted to
feature, leads to higher sales lift per household for some of the brands. The authors develop an
optimal exposure allocation procedure based on the proposed model that informs a) which
assortments of brands to promote across multiple BPPs and b) the exposure level for each brand.

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Brown-Forman Corporation is an independent, publicly-traded producer and marketer of premium spirits, wines, and other adult beverages, including Jack Daniel's Tennessee Whiskey, Finlandia Vodka, Southern Comfort, Fetzer Vineyard California Wines, Korbel California Champagnes, Sonoma-Cutrer Estate Bottled Wines, Tuaca, and Bolla Italian Wines. For more information about Brown-Forman and our brands, please visit our website at www.brown-forman.com

About Consumer Insights at Brown-Forman

Very few opportunities arise where one has the ability to focus on deepening consumer insights and strengthening consumer connections with brands such as Jack Daniels, Finlandia and Southern Comfort. Brown-Forman is committed to attracting the "best and the Brightest" in the consumer goods industry who have a deep marketing curiosity, and a fascination with why consumers do what they do and how to anticipate and influence what they will do next. In Consumer Insights you have the opportunity to be the interpreter of the "voice of the consumer" worldwide bringing forth valuable insights, working side by side with Brand Teams turning insights into actionable results.

TO APPLY: Please visit us at http://www.brown-forman.com/bfjobs/index.htm
Please look for "Group Manager Channel/Customer Insights" or for the requisition # "998BR" in the keyword search field.

Position Title: Group Manager Channel/Customer Insights
Position Location: Louisville, KY

Scope/Basic Function:
Manage all consumer research and insight generation specific to channels (e.g., casual dining, supermarkets) and key national and regional chain customers. Lead advancement of our understanding of consumer attitudes, motivations, and behavior in both on-premise and off-premise channels. Lead exploration of consumer decision-making processes to guide our brand-building initiatives at the point of purchase, as well as our strategic decisions on brand/channel fit, identification of target consumers, etc. Work with Channel Directors and Trade Marketing to drive insights into consumers' beverage attitudes and behavior within a specific channel into our programs and initiatives. Partner with account managers to present insights to key chain customers as a way of increasing the B-F value to the customer.

Success Factors:
Technical Expertise: Deep technical expertise in the design of consumer research across a variety of methodologies, and particularly in the analysis and synthesis of results into actionable insights. Thought Leadership; ability to influence actions based on research results at all management levels. Creative Intuition: Ability to quickly orient to assignments, shift gears and change direction when working on multiple projects in different stages of the program cycle, innovative and creatively approach problems, quickly understand and respond, pursue related information, ask appropriate questions, identify connections between issues and go beyond the obvious. Collaborative Approach: Understands and demonstrates awareness of the inter-relatedness of different functions within organizations and collaborates appropriately when addressing problems, resolving issues, or formulating strategies. Capable of nurturing and surfacing the best thinking of others. Capable of managing and collaborating within a matrix environment, facilitating the balance of geographic, strategic, customer- and brand-specific priorities to advance the consumer agenda. Results Orientation: The ability to operate with a high level of energy focused on outcomes. Establishes, communicates and develops methods for prioritizing multiple projects and progressing each priority project as planned. Engages in a process of consultative problem solving with partners/stakeholders which creates new and effective solutions. Demonstrated ability to advance projects towards the accomplishment of established goals and objectives. The ability to influence the behavior of others through written, oral or interpersonal communication toward desired outcomes. Strategic Thinking: Initiates, guides and participates in the establishment and articulation of appropriate strategic direction based on analysis and judgment applied to available information. Ability to identify new opportunities and applications that add value for the customer while enhancing the value for B-F. Long-term, Strategic and Global mindset with a bias for action. Oral/Written Communications: Proven ability to communicate information and ideas to others in an understandable manner. The ability to comprehend and understand new information. The ability to be straight forward, candid while setting a professional standard for treating others with dignity and respect. Ability to communicate high level concepts and articulate complex or ambiguous findings in an understandable and actionable manner at all management levels and with customer executives. Strong Analytical Ability: Ability to synthesize data and information from multiple sources to generate actionable, breakthrough insights. Understanding of how the consumer is attracted to spirits and wine brands, of key brand/category benefits at both the functional and emotional level, and the factors that connect a consumer to brand over time. Inspires innovation, quality, and analytical discipline within our brand performance measurement efforts.

Requirements:
An MBA (emphasis in marketing or marketing research) or a Masters degree in psychology, sociology or other related fields preferred, plus six or more years of research/analytical experience in consumer goods/restaurant/retail environment or Bachelor's degree plus eight or more years of relevant consumer goods/restaurant/retail experience. Emphasis is on proven ability to synthesize and analyze information from a broad range of data sources (Consumer research, Channel e.g. restaurant, supermarkets etc. or Retailer Data etc.) and translate the information into new insights that can be leveraged to grow our brands in the both on-premise and off-premise channels. Understanding/Knowledge of Channels e.g. restaurant, supermarkets etc. Broad experience in implementing and managing both qualitative and quantitative research projects, e.g. new product evaluation; packaging, concept and product testing; tracking studies; sales research; advertising/copy testing; price sensitivity; forecasting. Technical and statistical skills normally associated with the above listed marketing research activities. Strong interpersonal and teamwork skills; ability to develop effective working relationships with all levels of personnel and external contacts. Ability to use facts and insights to be a forceful, but diplomatic advocate of one's point of view, but flexible enough to adapt as new information is gained or priorities change. Strong oral and written communication skills; outstanding listening skills; ability to communicate effectively with all levels of management. Ability to present insights in creative and persuasive ways that make it easy for the recipient to understand and act. The ability to influence the behavior of others through written, oral or interpersonal communication. Proven ability to interact effectively with and influence a broad range of constituents- sales people, customers, brand people, etc. Strong project management skills, with demonstrated ability to juggle multiple priorities simultaneously; to design, scope, and estimate resources and timing for complex, often multi-phased research projects. Demonstrated analytical and interpretative ability; proficiency with PCs and common software applications. Strategic Thinking: Ability to identify new opportunities and applications that add value for the consumer or customer while enhancing the value for Brown-Forman.

Brown-Forman Corporation is an independent, publicly-traded producer and marketer of premium spirits, wines, and other adult beverages, including Jack Daniel's Tennessee Whiskey, Finlandia Vodka, Southern Comfort, Fetzer Vineyard California Wines, Korbel California Champagnes, Sonoma-Cutrer Estate Bottled Wines, Tuaca, and Bolla Italian Wines. For more information about Brown-Forman and our brands, please visit our website at www.brown-forman.com

About Consumer Insights at Brown-Forman

Very few opportunities arise where one has the ability to focus on deepening consumer insights and strengthening consumer connections with brands such as Jack Daniels, Finlandia and Southern Comfort. Brown-Forman is committed to attracting the "best and the Brightest" in the consumer goods industry who have a deep marketing curiosity, and a fascination with why consumers do what they do and how to anticipate and influence what they will do next. In Consumer Insights you have the opportunity to be the interpreter of the "voice of the consumer" worldwide bringing forth valuable insights, working side by side with Brand Teams turning insights into actionable results.

TO APPLY: Please visit us at http://www.brown-forman.com/bfjobs/index.htm
Please look for "Assistant Manager CIG Jack Daniel's" or for the requisition # "997BR" in the keyword search field.

Position Title: Assistant Manager CIG Jack Daniel's
Position Location: Louisville, KY

Scope of Position:

Responsible for assisting in the development and particularly the implementation of the strategic and tactical research agenda for his/her areas of responsibility (e.g., specific brands, markets, channels, consumer segments), aimed at achieving a better understanding of consumer attitudes, behaviors, and motivations worldwide. Focus is on contributing to the generation of breakthrough, actionable consumer insights that can be applied to the business. Also participates in identifying, building relationships with, and managing external research suppliers.

Responsibilities:

Operating with a high degree of autonomy, but within an overall set of priorities agreed upon with the Group Manager, lead efforts in several of the following areas:

Global consumer knowledge development. Collaborate with the group manager in the identification of critical knowledge gaps for B-F and his/her brand or area relative to consumers and the marketplace, and assist in creating and prioritizing solutions to address these. Participate in developing research programs to enhance our global consumer knowledge and/or to generate brand-specific insights into consumer attitudes and behavior on which we can take action. These research programs can range from highly strategic (e.g., defining the consumer buying process for a specific set of occasions) to tactical (e.g., brand-specific research on new packaging or advertising), and the assistant manager may lead portions of these projects or entire projects. May also manage the generation of consumer and brand insights from one or more consumer tracking studies from markets around the world. Net result is that the group manager and this assistant manager would be the global brand team's (or other relevant team) "experts" on consumer motivations, behaviors, and trends.

Brand Architecture and Positioning. Under the direction of the group manager, participate in or help execute the process of guiding the development or refinement of individual brand architecture and positioning. Assist in the consumer validation of this work, and assist in interpretation of research findings as the work is translated into marketing communications and other activation tactics.

Research Standards and Innovation. Contribute to innovation within CIG by contributing to the monitoring of current and new market research practices and assessing their utility and value to CIG and Brown-Forman. Communicates new research methodologies and analytical techniques as well as research suppliers to the CIG team as he/she comes across them. Utilize and recommend innovative, valid research techniques. Play an active role in building the global organization's understanding of and ability to utilize consumer information, and translate that information to insights and ultimately to action.

Research Implementation and Analysis. Execute and monitor consumer research studies, with some degree of autonomy, and coordinate activity with external market research companies and appropriate internal resources. Lead analysis and, often, presentation of research findings and provide recommendations for marketing actions. Important focus on translating research data into real insights and ultimately into action that builds our brands and our business.
Strategic Planning. Help develop short- and long-range strategies by performing analyses and preparing recommendations, as necessary, to enhance the company's strategic efforts within the spirits or wine industry.

Special Projects. Implements special projects as appropriate, often in support of management presentations, special analyses or historical reviews, new competitive initiatives, etc.

Professional Development. Attend recommended BFB and research industry training/conferences to enhance professional development as a manager and consumer insights professional.

Job Requirements:

An MBA (emphasis in marketing or marketing research) or a Masters degree in psychology, sociology or other related fields preferred, plus three to five years of experience at a consumer packaged goods company, advertising agency or marketing research supplier; or Bachelor's degree plus six or more years of relevant experience.

Basic knowledge of marketing principles and marketing research applications. Understanding of marketing beyond research such that the individual can steward research that is truly actionable in the marketplace. A natural marketing curiosity that leads one to want to know the "why" behind behavior.

Technical and statistical skills for constructing complex spreadsheets, utilizing databases, and conducting statistical analyses.

Strong leadership, interpersonal and teamwork skills; ability to develop effective working relationships with all levels of personnel and external contacts. Projected ability to develop and coach people. Ability to use facts and insights to be a forceful, but diplomatic advocate of one's point of view, but flexible enough to adapt as new information is gained or priorities change. Ability to strategically "set the agenda", not merely manage projects.

Dedication and drive: a commitment to excellence, and willingness and flexibility to respond to periodic urgent requests or priorities, sometimes resulting in the need for periods of expanded work hours. A genuine orientation toward meeting commitments and persistence in overcoming obstacles to accomplish objectives.

Strong oral and written communication skills; outstanding listening skills; ability to communicate effectively with all levels of management. Creative ability to present findings and insights in clear, interesting, and persuasive ways that make it easy for the recipient to understand and act.

Strong project management skills, with demonstrated ability to juggle multiple priorities simultaneously, to design, scope, and estimate resources and timing for complex, often multi-phased research projects.

Demonstrated analytical and interpretative ability, and attention to detail.

Proficiency with PCs and common software applications.

Preferred Requirements
Experience in international research and familiarity with other cultures desirable.
Experience in both marketing/brand management and marketing research roles helpful, but not required.
Experience with beverage alcohol business helpful but not required.

Brown-Forman Corporation is an independent, publicly-traded producer and marketer of premium spirits, wines, and other adult beverages, including Jack Daniel's Tennessee Whisky, Finlandia Vodka, Southern Comfort, Fetzer Vineyard California Wines, Korbel California Champagnes, Sonoma-Cutrer Estate Bottled Wines, Tuaca, and Bolla Italian Wines. For more information about Brown-Forman and our brands, please visit our website at www.brown-forman.com

About Consumer Insights at Brown-Forman

Very few opportunities arise where one has the ability to focus on deepening consumer insights and strengthening consumer connections with brands such as Jack Daniels, Finlandia and Southern Comfort. Brown-Forman is committed to attracting the "best and the Brightest" in the consumer goods industry who have a deep marketing curiosity, and a fascination with why consumers do what they do and how to anticipate and influence what they will do next. In Consumer Insights you have the opportunity to be the interpreter of the "voice of the consumer" worldwide bringing forth valuable insights, working side by side with Brand Teams turning insights into actionable results.

TO APPLY: Please visit us at http://www.brown-forman.com/bfjobs/index.htm
Please look for "Market-Consumer Insights Manager" or for the requisition # "1037BR" in the keyword search field.

Position Title: Market-Consumer Insights Manager
Position Location: Louisville, KY

Scope:

Bring local actionable brand building and business improvement insights to the assigned division through analysis, interpretation, and reporting of consumer and commercial data. Conduct the analysis and synthesis of data and information across our consumer, brand, and marketplace data sources, the generation of new insight from these sources, and the application of these insights to our brands and business at the local market level. Challenge and stimulate division personnel to initiate their own business improvement ideas, while providing guidance and direction in the development of this skill set. Educate division personnel on the appropriate application and limitations of available sources of consumer and commercial data. Coaches division personnel on analytical techniques and proprietary applications of techniques and information. Collaborate with division personnel to apply ongoing research and information against issues and opportunities for the division, using internal and external data. Perform brand analysis and reporting of NRS. Communicate best practices and needs to CIG partners. Conduct divisional level analysis of marketplace developments, whether related to our distributor network, key competitors, or brands.

Success Factors:
Analytical Ability: The ability to identify problems, analyze relevant data, think critically, generate alternatives, and select appropriate solutions. Ability to think rationally and logically, recognize and test assumptions. Move to problem resolution by identifying facts, causes and issues and present solutions.

Business Acumen/Brand Championship: Demonstrates good business sense, including the ability to make effective and efficient use of financial resources to achieve intended results. Consistently demonstrates the ability to understand and anticipate the needs of the brands to allow them to make decisions that will support long-term brand growth and generate greater profits.

Business innovation: The ability to identify articulated and unarticulated consumer and customer needs, and demonstrate solid business sense, and the ability to generate unique and effective solutions by being sensitive to the true business issue(s) spoken or otherwise. This includes: the ability to generate options and alternatives to problems or issues, present and encourage new ideas, appropriately question accepted ideas or solutions, and recommend alternative approaches as necessary. Asks "what if" questions, and, can, individually and within in a team context, ideate to tactics, ideas, and new directions.

Coaching and development: The ability to provide opportunities for development and feedback that enhances employees' skills. Motivates, instructs, directs, teaches, mentors, or in any other planned manner, influences the development of individuals' skills and competencies relevant to current or future job. Provides helpful and thorough answers to questions. Fosters comfort with consumer and marketing research applications. Uses a flexible personal leadership style and knowledge of best practices within insight generation to guide individuals and groups toward development and application of this technique. Teaches within these insight-development opportunities so that participants are equipped to generate insights independently. (Applicable to associates at all levels within Brown-Forman.)

Critical Thinking/Judgment and Decision Making: Possesses curiosity that drives further understanding of a subject. Is open minded in assessment of new ideas and valuation of resources. Is clear and deliberate in deciding upon a course of action or solution. Applies logic, inference, and available information to make decisions. Understands mandatory and desired criteria, and understands risks associated with the decision.

Effective Knowledge Management: The ability to take information and prioritize what is important, then synthesize and analyze to determine the essential, actionable message. Concisely communicate it with appropriate audiences. For combining with Research Acumen.

Flexibility/Adaptability/Tolerance of Uncertainty: Adapts to, and works effectively with, individuals or groups in a variety of situations. Is able to understand and appreciate different perspectives, adapt one's approach as situations change, effectively introduces and implements new methods, processes or changes to the status quo and accepts changes introduced by others.

Insight Generation and Application: The ability to look at information, findings, and/or results and peel back the layers to get to the underlying reasons (motivations) that are fundamental, valid, or sound. Demonstrates the ability to separate insights that are "nice to know" from those that can build the business. Uses these "actionable insights" in conjunction with business partners to create recommendations that can produce immediate and/or long-term Brown-Forman business success.

Leadership/Influence/Persuasion: Articulates and drives understanding of goals/objectives or insights and inspires others to listen and act accordingly.

Managerial Courage/Customer Focusing/Organization Agility /Adaptability (Advanced): Having the courage to convey controversial findings and/or recommendations in the face of opposition. Ability to instill confidence in any finding/recommendation which may be controversial and to show resilience in the face of constraint, frustrations or adversity.

Proactive and Effective Communicator/Ability to Instill Confidence: Ability to exchange and explain information and concepts to others in an understandable manner. Ability to interact openly and directly; able to conduct difficult conversations with minimal surprise. Effectively uses both written and verbal skills in formal and informal communication. Perceived as a subject matter expert. Able to bring facts, logic, and reason to action with others.

Proactive Opportunity Identification: Leads the identification of critical knowledge gaps for Brown-Forman relative to consumers and the marketplace; creates and prioritizes potential research and marketing solutions to address these.

Relationship Management: The ability to develop, maintain and strengthen relationships with others - both inside CIG, across B-F, and outside the organization. Builds rapport and cultivates collaborative working relationships.

Research Data/Acumen: Proven ability to understand the basics of research and data sources as critical tools for insight generation. Capable of understanding various methodologies and data sources and their appropriateness for applying to a particular business issue. Able to advocate CIG "best practices." Remains current on innovative research techniques.

Strategic Thinking: Develops a vision of the consumer in the future. Taps a deep knowledge of the consumer, the spirits and wine categories, and competitive set brands. Develops alternative courses of action against that future vision. Allocates resources based on this developed vision of the future consumer.

Job Requirements:

An MBA (emphasis in marketing or marketing research) or a Masters degree in psychology, sociology or other related fields preferred, plus six or more years of experience at a consumer packaged goods company, advertising agency or marketing research supplier; or Bachelor's degree plus eight or more years of relevant experience. Emphasis is on proven ability to synthesize and analyze information from a broad range of sources and databases and translate the information into new insights that can be leveraged to grow our brands in the marketplace. This will most likely have been demonstrated at least in part in a marketing or marketing research role, but could include sales/customer management experience, as well as finance, statistical analysis, business strategy, or other related disciplines.

Beverage industry experience a "plus", but not required. Global experience also valued, but not a prerequisite, and initial scope of this job is within the Americas.

Lieberman Research Worldwide is one of the largest and fastest growing custom market research companies in the world, known for its focus on translating market research into business impact for its clients. A full service research firm with an extraordinary breadth of methodological experience, its broad capabilities and areas of specialization allow LRW to be a single-source research partner for many of its clients, creating a powerful relationship capable of addressing most business issues. LRW conducts both qualitative and quantitative research studies. Its special expertise includes strategy development, new product development and testing, advertising, customer satisfaction, international and tracking research. LRW is headquartered in Los Angeles, California and has a network of affiliates in over 65 countries spanning Europe, Latin America and Asia Pacific.

The LRW working environment is special: top-notch people, highly interactive, busy, positive and challenging. We foster a creative, entrepreneurial environment - new ideas are valued, not discouraged. There is always room for growth and advancement at LRW. We are committed to promoting from within whenever possible and have a proven track record of doing so. Are you ready to join us, yet?
________________________________________

TITLE: Senior Research Manager

REPORTS TO: Research Director

LOCATION: Los Angeles, CA (Century City)

POSITION SUMMARY:
Under limited direction, manages all phases of research projects. Custom designs complex market research projects. Works independently, makes management decisions requiring discretionary judgment and initiative. May be responsible for supervising and training staff. This position also requires the ability to manage multiple projects simultaneously.

SPECIFIC DUTIES:

1. Custom designs studies; writes proposals, designs and writes questionnaires, and writes reports for ease of comprehension; designs tab specifications.
2. Manages projects in field and oversee problem identification and resolution.
3. Analyzes data and develops reports and presentation of findings.

KNOWLEDGE, SKILLS & ABILITIES:

B.A. and/or M.A. in related field and at least three years of market research experience with supplier or client company managing primary research

Knowledge of research techniques including product testing, concept testing, awareness, usage and attitudes testing, diagnostic copy testing and segmentation studies

Strong detail orientation

Strong leadership and management skills

Ability to work independently and to manage multiple projects simultaneously

Excellent written and verbal communication skills

Strong interpersonal skills

Ability to exercise judgment and initiative in the overall execution of project

PHYSICAL DEMANDS & WORKING CONDITIONS:

Ability to lift & carry up to 30 lbs

Prolonged sitting

Indoor office environment

Prolonged intense concentration

Local, national, and international travel

EQUIPMENT USED:

Automobile

Personal Computer

Telephone

Calculator

Copier

Fax

Please send resumes directly to Tom Fosgard at tfosgard@lrwonline.com.

Lieberman Research Worldwide is one of the largest and fastest growing custom market research companies in the world, known for its focus on translating market research into business impact for its clients. A full service research firm with an extraordinary breadth of methodological experience, its broad capabilities and areas of specialization allow LRW to be a single-source research partner for many of its clients, creating a powerful relationship capable of addressing most business issues. LRW conducts both qualitative and quantitative research studies. Its special expertise includes strategy development, new product development and testing, advertising, customer satisfaction, international and tracking research. LRW is headquartered in Los Angeles, California and has a network of affiliates in over 65 countries spanning Europe, Latin America and Asia Pacific.

The LRW working environment is special: top-notch people, highly interactive, busy, positive and challenging. We foster a creative, entrepreneurial environment - new ideas are valued, not discouraged. There is always room for growth and advancement at LRW. We are committed to promoting from within whenever possible and have a proven track record of doing so. Are you ready to join us, yet?

RESEARCH DIRECTOR

As Research Director, you will be responsible for custom designing market research projects and managing all phases of those projects. You will work independently; make management decisions and exercises discretionary judgment and initiative. You will project manage $2MM+ and manage a minimum of 4 researchers. This position also requires the ability to manage multiple projects simultaneously.

B.A. and/or M.A. in marketing, psychology, sociology, anthropology, economics, or the equivalent with emphasis in research methods

5 plus years work experience with a custom design marketing research supplier or in a marketing research department of a client company with responsibility for managing primary research

Knowledge of research techniques, including cluster, factor, regression and conjoint analysis, as well as perceptual mapping; familiar with a wide variety of types of studies; ability to write project proposals, questionnaires, and reports for ease of comprehension

Strong detail orientation, follow through and analysis skills

Superior written and verbal communication skills

Ability to exercise judgment and initiative in the overall execution of project

Strong interpersonal skills

Please send resumes directly to Tom Fosgard at tfosgard@lrwonline.com.

Manager/Senior Analyst- Database Marketing, Customer and Business Analytics
DIRECTV, Inc.
El Segundo, CA

With over 16 million customers, DIRECTV is the nation's leading digital multi-channel television service provider. When we launched in 1994, DIRECTV was the first entertainment service in the U.S. to deliver all digital-quality, multi-channel TV programming to an 18-inch satellite dish. The launch of DIRECTV© service, with its national reach, provided people across the continental U.S. with a much needed alternative to cable. DIRECTV also pioneered technological breakthroughs, including the first national system with interactive on-screen program guide and pay per view ordering by remote control. DIRECTV innovations and awards for digital broadcast satellite technology have set a new standard for televised entertainment. DIRECTV is continuing to redefine the world of television entertainment. Advances in technology are enabling our viewers to have greater control over their viewing and experience new services on their television, such as digital video recording (DVR), high-definition TV, expanded multicultural programming, interactive programming and more.

Responsible for providing analyses to internal customers in the areas of Customer Acquisition Marketing, Retention and Service, Sales, Programming and Finance. Will create accurate and timely analyses and reports on a wide variety of issues including subscriber churn, programming package penetration, customer acquisition quality and quantity, customer profiles, customer value, market profiles and pay-per-view utilization. In addition, will partner with cross functional teams to understand changes in technology, the competitive environment and their effects on new/current subscribers, track, analyze and interpret trends in data and provide conclusions and recommendations to management.

Requires two to five years experience accessing, compiling and analyzing large volumes of data into concise and precise information utilizing tools and databases such as Oracle, SQL Server, Microsoft Access, SAS, SPSS and Cognos. Must possess a solid background/understanding of statistics that includes experience conducting/calculating present values. A degree in mathematics, quantitative analysis, economics or related field and previous experience in consumer services/products and/or subscription-based businesses is preferred.

Candidates must be self-motivated and have the ability to work with limited supervision in a fast-paced, small-team environment. Outstanding verbal/written communication, presentation, organizational and teamwork skills are a must.

For more information, or to apply:

K. Gabe Hwang
310-964-5948
khwang@directv.com
www.directv.com

Position Description

ACNielsen Analytic Consulting (AAC) is a leading provider of marketing insights for consumer packaged goods, suppliers and retailers. We bring together experts in statistical methodology with state-of-the-art analytical techniques and leading edge applications. AAC acts as a strategic business partner and delivers high-value solutions to improve each client's profitability and maximize its return on investment.

The ideal candidate will manage the delivery of analytical product and services to the client business and to maximize the value of the relationship. Demonstrate customer servicing, technical and analytical skills.

Job Requirements

The ideal candidate will have strong interpersonal, analytic, servicing and problem solving skills. Excellent communication. Must have both response modeling and forecasting skills as well as SAS programming skills. From 1-2 years of experience in an advanced analytic team within a research, CPG or like company preferred.

Identify business needs and apply appropriate analytical tools to solve that need. Manage customer expectations and ensure customer satisfaction with ACNielsen Analytic Consulting. Effectively manage internal Nielsen processes by developing a rapport with key resources.

Education Qualifications
Masters degree. Strongly preferred in statistics, economics, management science or social sciences

Interested candidates should be directed to our career site - Nielsen Careers http://www.nielsen.com/careers . The reference number is 5940.

Margaret Bowani
Senior Recruiter

The Nielsen Company
Phone: 646-654-5068
margaret.bowani@nielsen.com

Market Insights Manager, New Products and Business Development for a leading Chicago based Healthcare company. They are seeking an experienced Marketing research professional to join their team as Market Insights Manager.

This is a key position which will be responsible for identifying and qualifying opportunities for new product and business development in new or developing Oral Care categories. An important component of this will be creating an efficient, repeatable process for developing and qualifying new product concepts and helping the team understand communication levers to help create persuasive communications both pre- and post-launch.

Essential Duties and Responsibilities:

Identify unmet needs using pertinent research tools and push to create new categories/products

Develop and qualify new product concepts that align with the overall strategic vision (includes Canada, Latin America and the U.S.)

Design and execute consumer and professional (e.g., dentist/hygienist) studies

Identify research needs and then direct the design, development and execution of custom and standardized research products, including selection and management of research vendor partners

Analyze research project data and make actionable recommendations

Provide critical input to help determine how to motivate target consumers and professionals (e.g., dentists) to purchase/use/endorse

Help educate the organization on research tools and how to leverage them

Identify key consumers for targeted product and marketing programs

Continuously improve the operating performance of the organization by making fact-based recommendations

The ideal candidate will have a minimum of 6 years market research experience and be an expert in leading new product development thinking. Experience in the following areas is preferred: Oral Care products, OTC drugs, Nutraceutical/Oral supplements, Health and Beauty Aid products or niche CPG products.

They will also manage periodic engagement and alignment with other business units globally (e.g., Japan, Europe).

Compensation will include a competitive salary, an excellent benefit package and significant challenge and opportunity for growth and advancement.

Sincerely,

Frank Cianchetti
President
frankc@hci-search.com

On Friday, November 30th, the A.C. Nielsen students had a great experience spending the day at Kraft Foods' Glenview, IL facility. The trip was part of our Current Topics in Marketing Research course. Prior to the trip we had the chance to meet Art Nielsen, Jr. After spending time with Mr. Nielsen we continued our trip to Kraft, where several members of the marketing research division put together a great day of activities and learning for us.

The day started out with a tour of Kraft's in-house test kitchens, where many of their recipes and new products are first developed. Here we also learned about the role marketing research initiatives and new product ideas and creations are linked together. We then went to Kraft's in-house photo department, where many of the packaging and product shot images are created. Next we participated in a case discussion with several members of the marketing research team.

The final stop on our tour was to one of Kraft's R&D facilities where new frozen pizza product ideas are developed and tested. We got to see the process how new pizza creations are made and then got a chance to sample the results.

After the day at Kraft, we entertained ourselves by enjoying a nice dinner together, going out in the city and we stayed the night in a great hotel in downtown Chicago. Overall, we all learned a lot from the trip and really enjoyed our time with Mr. Nielsen and Kraft. This trip was a lot of fun and was a great way to get to have fun with each other outside of the business school.

David A. Schweidel*, Peter S. Fader, Eric T. Bradlow

ABSTRACT

Two widely recognized components, central to the calculation of customer value, are acquisition and retention propensities. However, while extant research has incorporated such components into different types of models, limited work has investigated the kinds of associations that may exist between them. In this research, we focus on the relationship between a prospective customer's time until acquisition of a particular service and the subsequent duration for which he retains it, and examine the implications of this relationship on the value of prospects and customers.

To accomplish these tasks, we utilize a bivariate timing model to capture the relationship between acquisition and retention. Using a split-hazard model, we link the acquisition and retention processes in two distinct yet complimentary ways. First, we use the Sarmonov family of bivariate distributions to allow for correlations in the observed acquisition and retention times within a customer; next, we allow for differences across customers using latent classes for the parameters that govern the two processes. We then provide a demonstration of how the proposed methodology can be used to calculate the discounted expected value of a subscription based on the time of acquisition, and discuss possible applications of the modeling framework to problems such as customer targeting and resource allocation.

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David A. Schweidel*, Peter S. Fader, Eric T. Bradlow

ABSTRACT

Service churn and retention rates remain central as constructs in marketing activities such as valuation of service subscribers and resource allocation. While extant approaches have been proposed to relate service churn to external factors such as reported satisfaction, marketing mix activities, and the like, managers often face situations in which the only information available is the duration for which subscribers have had service. In such cases, can they forecast service churn and understand the contributing factors, which may allow for subsequent intervention? The authors propose a framework to examine factors that may underlie service retention in a contractual setting. Specifically, they utilize a model of retention that takes into account: (1) duration dependence, (2) promotional effects, (3) subscriber heterogeneity, (4) cross-cohort effects, and (5) calendar-time effects (e.g., seasonality). The framework is then applied to subscription databases of seven services offered by a telecommunications provider, mirroring the format commonly used to forecast future service churn (and to make managerial decisions).

Across all seven services, the inclusion of promotional effects always improves the forecast accuracy of retention behavior, while including cross-cohort effects does not significantly improve it. In five of the services, customer eterogeneity, calendar-time effects, and duration dependence also contribute to improved forecasts. These results are then used to understand how the expected value of a subscription differs across model pecifications. They find considerable variation across model specifications, indicating that model misspecification can affect resource allocation decisions and other marketing efforts that are important to a firm.

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DAVID A. SCHWEIDEL, ERIC T. BRADLOW, and PATTI WILLIAMS*

ABSTRACT

This research presents a feature-based statistical model and subsequently explores the degree to which similarity perceptions between two advertisements can be decomposed and explained by a "weighted-andsummed" distance measure, computed on the advertisements' executional elements, after controlling for familiarity and viewers' attitudinal responses toward the advertisements. Furthermore, the authors obtain empirical findings in two major areas: First, variation in similarity ratings can be explained by the advertisements' features, a finding of potential importance for advertisement construction. Second, some, but not all, executional elements that have been shown (in the literature) to drive recall and persuasion are effective at driving perceptions of similarity. This is of practical importance because managers want their advertisements not only to be liked and remembered but also (possibly) to be perceived as similar (or dissimilar) to those for other products. In particular, an understanding of which items drive which constructs recall and persuasion, or similarity) can contribute to a more effective overall marketing strategy.

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