(Mastering JMP) Using JMP for Marketing Analytics and Consumer Research

This demo was released a few years ago when JMP 14 was released and is still valid for using later versions of JMP to analyze sensory study and survey results using Multiple Factor Analysis (MFA) and MaxDiff models. Go away understanding the difference between multi-factor choice studies and single-factor MaxDiff studies.

00:00 Understanding Goals and Data for this Multiple Factor Analysis (MFA) Case Study
04:18 Using JMP Multiple Factor Analysis (MFA) and Applying MFA Best Practices Related to Blocks and Grouped Columns
06:10 Interpreting MFA Summary Plots, including Eigenvalue Bar Chart, Score Plot and Loading Plot to Determine Key Findings
11:30 Interpreting MFA Variable Loadings, Variable Partial Contributions and Variable Squared Cosines
19:03 Understanding how MaxDiff Models Consumer Preferences Using Designed Experiments and Discrete Choice Models Using Best-Worst Pairs