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Jaccard analysis

For a 2x2 table with 4 cell frequencies a, b, c, d Jaccard = a/ (a+b+c), it is

possible to generate a similarity measure for pairs of heath facilities’ type and

for pairs of attributes (http://www.marketresearchworld.net). "The Jaccard

Analysis establishes which attributes are important to consumers and the extent

to which each of the channels is managing to satisfy these expectations"

(Chandrasekharan & Rajagopalan, 1989; Embretson, 2006, Streamline Surveys

Inc, 2008). Jaccard analysis results into Jaccard Similarity Coefficients which

are also referred as Jaccard scores. Jaccard analysis is done to find out the

variables in order of their importance for their ability to govern groupability or

similarity with the dependent variable or numerator a, as put in the above

formula. In this study, Jaccard scores were calculated as following:

A ‘YY’ score = those who prefer at overall level or consume the brand and

associate the brand with a particular attribute

A ‘YN’ score = those who prefer at overall level or consume the brand but do

not associate the brand with a particular attribute; and

A ‘NY’ score = those who do not consume or prefer the brand at overall level

but still associate the brand with a particular attribute

Following equation provides the jaccard scores, also known as jaccards.

Jaccards = YY / (YY+YN+NY)

In Jaccard analysis, the higher the Jaccard score, the more important is the

attribute.

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SWOT analysis

To understand the relative strengths and weaknesses of elements/attributes,

SWOT (strengths, weaknesses, opportunities and threat) analysis is done

(Winas, 2008; Crow et al, 2008). SWOT scores are calculated as following:

SWOT Score for a Brand

on Attribute A = ( Score of attribute A – Attribute’s average ) -

(Average of Brand’s scores on all attributes

being considered-Grand Average of scores)

Attribute’s average is average of all brands’ scores for that particular attribute

(Row Average).

Average of Brand’s scores on all attributes being considered= Brand Column

Average

Grand Average of scores= Average of averages (can be calculated both ways-

either as average of row averages or as an average of column averages)

Therefore, SWOT Score for a Brand

on Attribute A= Relative Attribute distance-Relative Overall Distance

In SWOT analysis, strengths and weaknesses are internal to organizations. For

strengths and weaknesses, scores are calculated. A positive SWOT score

calculated on the basis of abovementioned formula indicates strengths while

negative represents the weaknesses. The SWOT works on the principle of Zero

Sum game. If one organization or brand gains on an attribute, competition will

have score in negative to counterbalance that. Opportunities and threats are

external to organizations or sectors and inferred.

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Stochastic Share Analysis

Step 1: Get the preferred set size for each brand preferers- Average

preferred set size

(This means to know e.g. how many brands are being preferred on an

average among Coca Cola preferers, among Pepsi preferers and so on) Say

X1, X2,,…… Xn

Step 2: Get the size of each brand preferers- e.g. proportion of coca cola

preferers in the sample, proportion of Pepsi preferers and so on. Say Y1,

Y2,…… Yn

Step 3: Divide size of the preferers by preferred set size for respective

brands and get the ratio for each brand

Y1 / X1= Ratio for Coca Cola =R1

Y2 / X2= Ratio for Pepsi=R2

And so on….

Step 4: Summate all the ratios.

Sum R= R1 + R2 + …..+ Rn

Step 5: Get the stochastic share

For Coca Cola, (R1 / Sum R)*100= CC’s share

For Pepsi, (R2 / Sum R)*100= Pepsi’s share

And so on