How do I calculate statistical significance between points in value space?In the gravity analysis shown as points in our charts one may sometimes ask the question whether a distance between two points is significant. There are more or less sophisticated ways of tackling this, but the simplest is to run a chi-square of the percentages for the products (or equivalent categories) across the nine segments. The correspondence analysis that reproduces the value space is a summary measure of the underlying table. If the table shows significance, the chart also has statistical significance. In practice, clients often provide reasonable interpretations of distances, and the question of statistical significance does not often arise. Always look both at the frequency analyses of value segments and the gravity analysis. Both are used by clients in decision-making. "Do I want to grow in these segments? Do I want to reposition to another part of the value space?" Back to Top
Where can I find a regional or international reference survey for the Consumer Valuescope? I want to do a comparison between the Nordic countries.ValueScope AB provides licensed clients with regional reference surveys, as they become available. We have one for the four main Nordic countries. Back to Top
Why do I need a "reference survey" ?In social science we do not have scales with a fixed zero and equal and interchangeable units. The Consumer Valuescope copes with this problem by using (1) different national reference surveys for each country, and (2) regional and international reference surveys. One might say that you have completed a reference survey all subsequent surveys will use its coefficients. In this way the changes in positions in value space and size of the various value types over time will be real, and they will be accurately assessed within normal sampling errors. If we would recalculate our types from scratch each time, we would not have this security. You may, of course, later do a a new reference survey or pool several smaller surveys into one - to create a a better reference survey. Then we would again recalculate the previous measurements from its coefficients; a kind of DC and AD approach from the reference point in time. In a national reference survey the types are defined by the cutting point 0 and a standardized (normalized) scale with average 0 and a fixed SD for each of the three dimensions. This means that all national reference surveys have approximately the same size of their value groups. It is like a geographical atlas in which each country is allocated a page regardless of the size of the country. So long you don’t travel outside your own country this is no problem. The variations between types among four national Gallup surveys should therefore be next to nil. Actually this vary somewhat due to scaling imperfections.
Each research institute can assure the clients in their national markets of consistency of measurements. The equal size of the segments makes for sampling and tabulation efficiency with the Ns for each column roughly the same. Back to Top
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What is the Difference between Valuegraphics and DemographicsDemographics, as all know, is the descriptions of consumers in terms of their age, sex, education, income etc. Valuegraphics is the description of consumers in terms of the values they hold. What is the Big Three Reference Survey?ValueScope AB plans to provide an international reference survey consisting of the three biggest market economies: the US, Japan and Germany. All other countries may be scaled in terms of the Big Three. Back to Top
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