Maritz Research Asked to Present at AMA’s Advanced Research Techniques Forum

ST.LOUIS (JUNE 30, 2014) -­ The American Marketing Association’s research division held its annual Advanced Research Techniques (ART) Forum in Santa Fe, NM, last week, and the Maritz Research team had the distinct honor of being the only practitioner asked to present two papers at the event. A total of 17 papers were presented, with only 11 from practitioners.

The prestigious ART forum brings leading researchers from academia and industry together to exchange ideas, discuss new methodologies and to provide an overview of standard practices. Attendees present papers and posters that are judged by ART Forum participants.

Kevin Lattery, VP of marketing sciences, presented “Trading Upper Level Model Supervision for Data Augments and Respondent Level Regression.” He shared previous research on data augment methods, introduced a new source for data augments, and compared the methods against each other.
Kurt Pflughoeft, director of marketing sciences, discussed “Detecting Customer Experience Web Comments and Their Drivers of Satisfaction.” His research examines several supervised techniques for removing irrelevant data and applying key driver analysis to unstructured data.

“The ART Forum showcases the best and brightest in quantitative marketing research and it is an honor to present just one paper at this conference,” said Gary Eversole, executive VP of Maritz Research. “Presenting at these forums is just another indication of Maritz’s innovation, and how our marketing sciences group is a dedicated leader in advancing Marketing Research.

About Maritz Research

As one of the world’s largest marketing research firms, Maritz Research helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees, and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, restaurant, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, and MRA.