Using External Data in Market Research Seminar, March 2003

An audience of some forty people attended this, the latest in the Census and Geodemographic Group's series of seminars.

The seminar was chaired by Professor Martin Callingham, former Group Market Research Director of Whitbread, now of Birkbeck College. The first four sessions covered aspects of sampling; the first from Martin van Staveren of BMRB International authoritatively covered the basic principles of sampling, the second from Nick Moon of NOP World, dealing with external data sources to assist in sampling, was peppered with useful advice and interesting anecdotes. Gordon Farquharson of Claritas Europe spoke about the use of external overlay data to enhance survey samples and Tony Dent of Sample Answers explained how to find minority samples; both stressed the usefulness of lifestyle data, among other sources.

Corrine Moy of NOP World was first on after lunch, covering the subject of data integration and showing how it could make survey results more actionable. She was followed by Nigel Bennett of Experian who talked about sources of business data for sampling and identified trends within that market. Mark Watson of Business Geographics showed how geographical analysis was relevant to sampling and illustrated his talk with a worked example. Finally, Keith Dugmore of Demographic Decisions covered future developments, notably the imminent arrival of 2001 Census data and how that will improve the data market. He identified the impressive growth of user knowledge and commitment to demographic analysis. Using the new free Census data was explored in depth at the CGG seminar in July 2003.

Programme

Chairman's Introduction
Prof Martin Callingham, Birkbeck College

Overview of Main Survey Types & Sampling Techniques in MR
Martin van Staveren, BMRB International
Presentation (181KB)

The Use of External Data Sources to Assist in Sampling
Nick Moon, NOP World
Presentation (79KB)

Enhancing Survey Samples with External Overlay Data
Gordon Farquharson, Claritas Europe
Presentation (83KB)

Finding Minority Samples
Tony Dent, Sample Answers
Presentation (478KB)

Predictive Modelling: When Market Research meets Lifestyle Data
Corrine Moy, NOP World
Presentation (611KB)

Sources of Business Data
Richard Lloyd, Experian Ltd (presented on the day by Nigel Bennett)
Presentation (75KB)

Adding the Geographical Dimension
Mark Watson, Business Geographics
Presentation (1.2MB)

Future Developments
Keith Dugmore, Demographic Decisions Ltd
Presentation (305KB)

All presentations are in PDF format (PDF Help).

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