{"id":39745,"date":"2022-01-26T20:54:07","date_gmt":"2022-01-26T20:54:07","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=39745"},"modified":"2026-05-05T16:14:47","modified_gmt":"2026-05-05T20:14:47","slug":"%e5%a4%9a%e5%a4%89%e9%87%8f%e8%a7%a3%e6%9e%90%e5%b8%82%e5%a0%b4%e8%aa%bf%e6%9f%bb","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/ja\/%e5%b0%82%e9%96%80%e7%9f%a5%e8%ad%98\/%e5%a4%9a%e5%a4%89%e9%87%8f%e8%a7%a3%e6%9e%90%e5%b8%82%e5%a0%b4%e8%aa%bf%e6%9f%bb\/","title":{"rendered":"Multivariate Analysis Market Research | SIS"},"content":{"rendered":"
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\u591a\u5909\u91cf\u89e3\u6790\u5e02\u5834\u8abf\u67fb<\/span><\/h1>\n
\"SIS<\/figure>\n<\/p>\n
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\u5206\u6790\u3092\u4f7f\u7528\u3057\u3066\u554f\u984c\u3092\u89e3\u6c7a\u3059\u308b\u306b\u306f\u3001\u8907\u6570\u306e\u7a2e\u985e\u306e\u591a\u5909\u91cf\u89e3\u6790\u304c\u5fc5\u8981\u306b\u306a\u308b\u5834\u5408\u304c\u3042\u308a\u307e\u3059\u3002\u307e\u305f\u3001\u5909\u6570\u9593\u306e\u95a2\u4fc2\u3068\u3001\u305d\u308c\u3089\u304c\u554f\u984c\u3068\u3069\u306e\u3088\u3046\u306b\u95a2\u9023\u3057\u3066\u3044\u308b\u304b\u3092\u78ba\u8a8d\u3059\u308b\u305f\u3081\u306b\u3001\u4ed6\u306e\u8abf\u67fb\u304c\u5fc5\u8981\u306b\u306a\u308b\u5834\u5408\u3082\u3042\u308a\u307e\u3059\u3002<\/p>\n

This form of testing studies more hard data<\/a> sets than any other analysis could manage. Researchers tend to use software to do this type of \u52c9\u5f37<\/a> as it dealing with so much data by hand can be a bit much.<\/p>\n

\u3053\u306e\u7814\u7a76\u306f\u3001\u6642\u306b\u306f\u96e3\u3057\u304f\u3001\u89e3\u6c7a\u3082\u96e3\u3057\u3044\u5834\u5408\u304c\u3042\u308a\u307e\u3059\u3002\u305d\u308c\u3067\u3082\u3001\u305d\u308c\u306f\u4eba\u304c\u4f55\u3092\u6c42\u3081\u3066\u3044\u308b\u304b\u3068\u3044\u3046\u3053\u3068\u306b\u304b\u304b\u3063\u3066\u3044\u307e\u3059\u3002\u3053\u306e\u56f0\u96e3\u3055\u306f\u3001\u6642\u306b\u306f\u554f\u984c\u3092\u5f15\u304d\u8d77\u3053\u3057\u3001\u9032\u6b69\u3092\u9045\u3089\u305b\u307e\u3059\u3002\u3053\u306e\u7d50\u679c\u306f\u3001\u30a8\u30e9\u30fc\u306e\u305f\u3081\u306b\u7d50\u679c\u304c\u610f\u5473\u3092\u306a\u3055\u306a\u3044\u3053\u3068\u3092\u610f\u5473\u3059\u308b\u5834\u5408\u304c\u3042\u308a\u307e\u3059\u3002<\/p>\n

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\u5206\u6790\u306f\u91cd\u8981\u304b\u3064\u6709\u76ca\u3067\u3059\u3002\u305d\u306e\u4e3b\u306a\u5229\u70b9\u306f\u3001\u8907\u6570\u306e\u5909\u6570\u3001\u554f\u984c\u3001\u304a\u3088\u3073\u305d\u306e\u4ed6\u306e\u30c7\u30fc\u30bf \u30bb\u30c3\u30c8\u3092\u51e6\u7406\u3067\u304d\u308b\u3053\u3068\u3067\u3059\u3002\u305d\u306e\u7d50\u679c\u3001\u3088\u308a\u6b63\u78ba\u306a\u7d50\u8ad6\u3092\u5c0e\u304d\u51fa\u3059\u306e\u306b\u5f79\u7acb\u3061\u307e\u3059\u3002\u3053\u308c\u3089\u306e\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u306f\u3088\u308a\u73fe\u5b9f\u7684\u3067\u6b63\u78ba\u3067\u3042\u308a\u3001\u3088\u308a\u9069\u5207\u306a\u6c7a\u5b9a\u3092\u4e0b\u3059\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002\u3053\u306e\u8abf\u67fb\u3067\u306f\u3001\u591a\u6570\u306e\u5fdc\u7b54\u3067\u306f\u306a\u304f\u3001\u3059\u3079\u3066\u306e\u5909\u6570\u3092\u307e\u3068\u3081\u3066\u30c6\u30b9\u30c8\u3067\u304d\u307e\u3059\u3002<\/p>\n

Apart from that, multivariate testing is a necessary part of biostatistics. It is a valued part of public health. That is because public health research<\/a> has been expanding. It is also attracting more attention. Furthermore, when people use this method, they can help explain complex problems in simple ways.<\/p>\n<\/div>\n

Multivariate Analysis Market Research: How Industrial Leaders Decode Buyer Behavior at Scale<\/h1>\n

Multivariate analysis market research separates the firms that price on intuition from those that price on evidence. For industrial OEMs facing compressed margins, channel complexity, and procurement teams armed with reverse-auction tooling, the question is no longer whether to apply multivariate methods, but which technique pairs with which decision.<\/p>\n

The discipline has matured well beyond conjoint exercises stapled to a tracker study. Leading industrial buyers now run discrete choice experiments against installed base segments, MaxDiff against feature roadmaps, and structural equation modeling against brand equity drivers. The output is a quantified trade-off map between price, performance, service, and switching cost.<\/p>\n

Why Multivariate Analysis Market Research Outperforms Single-Variable Studies<\/h2>\n

Industrial purchase decisions involve six to twelve variables interacting simultaneously. Total cost of ownership, lead time, certification status, aftermarket coverage, and supplier qualification audits do not move in isolation. A univariate price elasticity curve misses the substitution effect when a competitor bundles predictive maintenance into the contract.<\/p>\n

Multivariate techniques quantify the interaction. Choice-based conjoint isolates the marginal utility of each attribute. Latent class analysis reveals segments invisible in demographic cuts. Key driver analysis using Shapley value decomposition separates correlated inputs that regression alone confuses. The Fortune 500 industrial that prices a $400,000 control system against an installed base of 12,000 units cannot afford a model that treats warranty length and uptime guarantee as independent variables.<\/p>\n

According to SIS International Research, industrial OEMs that combine discrete choice modeling with B2B expert interviews capture pricing power roughly two to three times more reliably than those relying on stated-preference surveys alone, because the qualitative layer surfaces the deal-breaker attributes that respondents under-report in self-administered instruments.<\/span><\/p>\n

The Techniques That Earn Their Place in Industrial Decisions<\/h2>\n

Not every multivariate method belongs in every study. Selection depends on the decision being supported.<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n
Technique<\/th>\nBest Applied To<\/th>\nDecision Supported<\/th>\n<\/tr>\n<\/thead>\n
Choice-Based Conjoint (CBC)<\/td>\nPricing and feature trade-offs<\/td>\nConfigurator design, tiered pricing<\/td>\n<\/tr>\n
MaxDiff Scaling<\/td>\nFeature prioritization across long lists<\/td>\nRoadmap sequencing, RFP response<\/td>\n<\/tr>\n
Latent Class Analysis<\/td>\nSegmentation beyond firmographics<\/td>\nSales play design, channel coverage<\/td>\n<\/tr>\n
Structural Equation Modeling<\/td>\nBrand equity and loyalty drivers<\/td>\nPositioning, marketing investment<\/td>\n<\/tr>\n
TURF Analysis<\/td>\nPortfolio reach optimization<\/td>\nSKU rationalization, bundling<\/td>\n<\/tr>\n
Shapley Value Decomposition<\/td>\nDriver importance with multicollinearity<\/td>\nNPS root-cause, satisfaction priorities<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n

Source: SIS International Research<\/em><\/p>\n

The frequent error among industrial firms is running CBC when MaxDiff would suffice, or treating latent class output as a segmentation deliverable rather than a sales enablement input. The technique is the means. The decision is the end.<\/p>\n

What Differentiates Effective Multivariate Analysis Market Research in B2B Industrial<\/h2>\n

Three design choices separate studies that move the P&L from those that gather dust.<\/p>\n

Sample frame discipline.<\/strong> A conjoint run against a panel of self-identified “decision influencers” produces noise. Industrial buying centers contain technical evaluators, procurement, plant managers, and EHS reviewers, each weighting attributes differently. The right frame stratifies by role and validates against firmographic targets like NAICS code, plant size, and installed base of the relevant equipment.<\/p>\n

Attribute realism.<\/strong> Attributes must reflect the actual specification language buyers see in RFQs. A study testing “high reliability” against “premium reliability” produces hedonic noise. A study testing “MTBF 8,000 hours” against “MTBF 12,000 hours with 24-month warranty” produces a utility curve a product manager can act on.<\/p>\n

Linkage to commercial systems.<\/strong> Multivariate output earns its keep when segment definitions flow into CRM, when utility scores inform configurator pricing, and when driver weights feed marketing mix models. Studies that end as a PDF deliverable end as a sunk cost.<\/p>\n

SIS International’s engagements across flow control, medical equipment OEM, and industrial automation sectors consistently show that discrete choice models tied to installed base analytics outperform standalone willingness-to-pay studies, particularly when the buyer is evaluating a switch from an incumbent supplier with a multi-year service contract.<\/span><\/p>\n

Where Industrial Firms Capture the Most Value<\/h2>\n

Four use cases generate the highest return on a multivariate investment.<\/p>\n

Pricing architecture.<\/strong> Conjoint output reveals the price points at which feature additions cease to drive preference. For a gas valve manufacturer benchmarking against Emerson, Honeywell, and Schneider Electric, this defines the ceiling of premium positioning and the floor of value-tier defense.<\/p>\n

Aftermarket revenue strategy.<\/strong> Latent class segmentation separates buyers who view service contracts as insurance from those who view them as overhead. The two groups require different sales motions and different bundling logic.<\/p>\n

Bill of materials optimization.<\/strong> TURF analysis identifies the minimum feature set that retains 90 percent of preference share, exposing components that can be removed without commercial loss. For OEMs in tariff-exposed supply chains, this drives margin recovery without price increases.<\/p>\n

Reshoring feasibility.<\/strong> Driver analysis quantifies how much buyers will pay for domestic sourcing, DFARS compliance, or shorter lead times. The answer varies sharply by vertical, with defense and energy buyers showing premiums that consumer-adjacent industrials do not command.<\/p>\n

The Framework: The SIS Decision-First Multivariate Model<\/h2>\n

Method follows decision. The sequence below governs how SIS structures multivariate analysis market research for industrial clients.<\/p>\n

    \n
  1. Decision specification.<\/strong> Define the pricing, portfolio, or positioning decision and the threshold at which the answer changes.<\/li>\n
  2. Buying center mapping.<\/strong> Identify the roles, their weight in the decision, and their information sources.<\/li>\n
  3. Attribute calibration.<\/strong> Translate marketing language into RFQ-grade specifications through B2B expert interviews.<\/li>\n
  4. Technique selection.<\/strong> Match CBC, MaxDiff, SEM, or TURF to the specific question.<\/li>\n
  5. Quantitative fielding.<\/strong> Stratify the sample by role, geography, and installed base.<\/li>\n
  6. Activation.<\/strong> Push outputs into CRM, configurator, and pricing systems.<\/li>\n<\/ol>\n

    What Sophisticated Buyers Demand From Their Research Partners<\/h2>\n

    SIS International’s proprietary research across Fortune 500 industrial engagements indicates that the highest-performing multivariate studies share a common trait: the analytics team and the qualitative team operate from a single brief, with attribute lists shaped by expert interviews before quantitative fielding begins.<\/span> The separation of these functions in many traditional shops produces studies that are statistically clean but commercially inert.<\/p>\n

    The buyer’s checklist has tightened. Senior leaders ask for hold-out sample validation, simulator tools they can run themselves, segment size thresholds tied to commercial viability, and integration plans that name the systems receiving the output. They reject black-box models. They reject deliverables that cannot be defended to a CFO.<\/p>\n

    Looking Forward<\/h2>\n

    The next decade of multivariate analysis market research in industrial markets belongs to firms that fuse choice modeling with installed base telemetry, ethnographic observation of plant-level decision-making, and competitive intelligence on incumbent service contracts. The technique stack is converging. The differentiator is the decision discipline applied at the front end.<\/p>\n

    Industrial leaders who treat multivariate analysis market research as a quantified extension of customer judgment, not a replacement for it, will price with confidence, prioritize with evidence, and defend share against competitors still relying on linear regression and gut feel.<\/p>\n

    SIS\u30a4\u30f3\u30bf\u30fc\u30ca\u30b7\u30e7\u30ca\u30eb\u306b\u3064\u3044\u3066<\/h2>\n

    SIS\u30a4\u30f3\u30bf\u30fc\u30ca\u30b7\u30e7\u30ca\u30eb<\/a> \u5b9a\u91cf\u7684\u3001\u5b9a\u6027\u7684\u3001\u6226\u7565\u7684\u306a\u8abf\u67fb\u3092\u63d0\u4f9b\u3057\u307e\u3059\u3002\u610f\u601d\u6c7a\u5b9a\u306e\u305f\u3081\u306e\u30c7\u30fc\u30bf\u3001\u30c4\u30fc\u30eb\u3001\u6226\u7565\u3001\u30ec\u30dd\u30fc\u30c8\u3001\u6d1e\u5bdf\u3092\u63d0\u4f9b\u3057\u307e\u3059\u3002\u307e\u305f\u3001\u30a4\u30f3\u30bf\u30d3\u30e5\u30fc\u3001\u30a2\u30f3\u30b1\u30fc\u30c8\u3001\u30d5\u30a9\u30fc\u30ab\u30b9 \u30b0\u30eb\u30fc\u30d7\u3001\u305d\u306e\u4ed6\u306e\u5e02\u5834\u8abf\u67fb\u65b9\u6cd5\u3084\u30a2\u30d7\u30ed\u30fc\u30c1\u3082\u5b9f\u65bd\u3057\u307e\u3059\u3002 \u304a\u554f\u3044\u5408\u308f\u305b<\/a> \u6b21\u306e\u5e02\u5834\u8abf\u67fb\u30d7\u30ed\u30b8\u30a7\u30af\u30c8\u306b\u3054\u5229\u7528\u304f\u3060\u3055\u3044\u3002<\/p>\n

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    Related SIS Resources<\/h3>\n