SIS International Custom Research > Statistical Capabilities
Techniques Utilized

  • Cross-Tabulation
  • Correlation
  • Cluster Analysis
  • Conjoint Analysis
  • Factor Analysis
  • Item Analysis
  • CVA - Customer Value Analysis
  • Discrete Choice

    • Derived Importance

    One of the techniques developed by SIS International is a proprietary technique called "Derived Importance." The idea behind this technique is to reflect a consumer's actual purchasing behavior, instead of just a consumer's statements of important criteria for a product that do not reflect his true purchasing behavior.

    Thus, SIS can analyze consumer attitudes, consumer behavior, or both.

  • Attitude, as measured by stated importance, is a direct reflection of purchase motivation, or what the consumer believes leads him to buy.

  • Behavior, as measured by derived importance, is an indirect measure of purchase motivation, but is actually what leads the consumer to buy.

    The required data encompasses attribute ratings on a wide range of brands within the consideration set. The dependent variable can be purchase intent, brand preference or purchasing behavior on the same brands.
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