Beth Schultz

Ask & Ask Again: Questions Matter in Modeling

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MDMconsult
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Re: Asking the right questions
MDMconsult   11/30/2012 6:26:35 PM
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@Lyndon_Henry I agree, results should accept and help to narrow ideas from being "too broad" Numerous issues can be identified through these surveys. Work with the most problematic issues such as security challenges, internal problems, etc al. It is important to be able to prioritize, act on survey results with needed improvements.

Lyndon_Henry
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Re: Asking the right questions
Lyndon_Henry   11/29/2012 5:27:18 PM
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..

Beth asks


...so are you suggesting surveying business users/managers about what business problem they're hoping the analytics will help them address? Or are you speaking more generally of surveys, for customer satisfaction, etc.?


 

Well, certainly, surveying the potential users (managers, administrators, planners, etc.) of the results would be a terrific idea.

But I had in general public surveys more in mind — I've had more experience with those.

In either case, you need to try to define the key issues as narrowly as possible.  Otherwise, I think you get survey results that are so broad and mushy they are close to useless (except lots of planners and dcisionmakers like to get results that are so broad and mushy they can interpret them in ways to bolster their own preferred goals).

And if this is supposed to feed into the development of a model, you could really end up with some junk and perhaps a mess.

 

BethSchultz
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Re: Asking the right questions
BethSchultz   11/29/2012 3:22:40 PM
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@Lyndon_Henry -- so are you suggesting surveying business users/managers about what business problem they're hoping the analytics will help them address? Or are you speaking more generally of surveys, for customer satisfaction, etc.?

Lyndon_Henry
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Asking the right questions
Lyndon_Henry   11/28/2012 11:05:41 PM
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..

Beth's article asks


Do you ask enough questions during your modeling process? 


 

Where I've found asking (formulating) the right questions to be important has been in surveys.  Not that they've all led to analytical models, but they have influenced decisonmaking, and some have fed into the modeling process.  Learning to ask the right questions is also helpful in learning how to identify the critical variables that are needed to make good decisions and build more effective models.

 

Pierre DeBois
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Re: Answer the question, question the answers
Pierre DeBois   11/27/2012 1:25:02 PM
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Callmebob, very true.  I like how this seems to really force introspection into the value of what is being modeled. Modeling data that may take too long of an arc to answer relative to the business need could benefit from this structure.

Callmebob
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Master Analyst
Answer the question, question the answers
Callmebob   11/27/2012 1:15:06 PM
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Here's where I think that the data wizards need to have a bit of a marketing mind. In fact, they should work in consortium to create models that frame marketing's questions that answer their tasks to identify target markets, market research, product development, marketing mix, and monitoring results.

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