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Tools & Techniques of Data Analysis
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction of Participants
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08:45 AM - 10:30 AM Session I
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DATA ANALYSIS IN MARKETING RESEARCH: Improper/deceptive manipulations of data and their consequences. Common errors made in data tabulations, summary measures and other analytical procedures and how to avoid them.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:30 PM Session II
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TOWARDS A FRAMEWORK FOR DATA ANALYSIS, THE ELEMENTS: Focus and goal of analysis, research design, characteristics of data and other considerations required for selecting the best analytical procedure for each situation.
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12:30 PM - 01:45 PM Lunch Break
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01:45 PM - 03:30 PM Session III
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THE DECISION FRAMEWORK I: The flowcharts and a user's guide; work through examples and case studies illustrating a wide variety of situations commonly encountered in marketing research. How to choose the best analytical procedure for summarizing research data and testing statistical significance of differences. Deciding when to use t, chi square, F and other tests.
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03:30 PM - 05:00 PM Session IV
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THE DECISION FRAMEWORK II: How to choose the best bivariate and multivariate procedures for analyzing associations in marketing research data. Choosing correlational procedures and deciding when to use factor, cluster, conjoint, regression, discriminant, M.D.S. and other multivariate techniques.
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----- Second Day -----
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08:30 AM - 10:15 AM Session V
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GROUP WORKSHOP: Analyzing a real-life marketing research questionnaire to relate the research data to the marketing objectives of the study
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10:15 AM - 10:30 AM Coffee Break
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10:30 AM - 12:30 PM Session VI
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REVIEW OF GROUP WORKSHOP: Developing a detailed analysis plan; transforming data into information. Deciding which analytical procedures will answer specific management questions.
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12:30 PM - 01:45 PM Lunch Break
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01:45 PM - 03:00 PM Session VII
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TABULATION OF RESEARCH DATA: Marginal and cross-tabulation; common misinterpretations of tabular data; practical guidelines for getting the most out of crosstabs. Computer packages for data tabulation.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session VIII
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SUMMARY MEASURES FOR RESEARCH DATA: Use and misuse of various measures of average and dispersion; practical guidelines for the proper interpretation of mean, weighted mean, median, standard deviation, variance and other measures. Confidence interval estimation -- what is it, what does it do and what is it used for?
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----- Third Day -----
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08:30 AM - 10:30 AM Session IX
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COMPUTING SAMPLE SIZE AND THE MARGIN OF ERROR: Procedures for computing sample size under a variety of conditions encountered in marketing research. Formulae and illustrative applications.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:30 PM Session X
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STATISTICAL SIGNIFICANCE TESTING - KEY CONCEPTS: The framework for significance testing; cautions in interpreting results from tests of significance; key decisions in significance testing, one-tailed vs. two-tailed tests, confidence vs. significance level and other considerations.
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12:30 PM - 01:45 PM Lunch Break
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01:45 PM - 03:30 PM Session XI
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STATISTICAL SIGNIFICANCE TESTS: Description of procedures for analyzing nominal, ordinal and metric data from user panels, preference evaluations, purchase likelihood, tracking studies, consumption, product performance, advertising awareness and other studies. Computer packages, input, output and interpretation.
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03:30 PM - 03:45 PM Coffee Break
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03:45 PM - 05:00 PM Session XII
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ANALYSIS OF VARIANCE AND RELATED SIGNIFICANCE TESTS: Procedures for one-way, multi-way and multi-variable situations encountered in marketing research; analysis of data from Factorial, Latin Square and other experimental designs. Computer output and interpretation.
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----- Fourth Day -----
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08:30 AM - 10:00 AM Session XIII
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ANALYSIS OF ASSOCIATIONS IN MARKETING RESEARCH DATA: Bivariate correlation procedures for various types of marketing research data. When to use and how to interpret each coefficient
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10:00 AM - 10:15 AM Coffee Break
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10:15 AM - 12:15 PM Session XIV
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MULTIVARIATE APPROACHES I: Factor and Cluster Analysis; illustrative output, terminology, key decisions, and plausible misinterpretations. Typical marketing research applications.
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12:15 PM - 01:30 PM Lunch Break
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01:30 PM - 03:00 PM Session XV
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MULTIVARIATE APPROACHES II: Perceptual Mapping and Conjoint Analysis; examples, analytical algorithms, input/output and key issues. Typical marketing research applications.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 04:30 PM Session XVI
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MULTIVARIATE APPROACHES III: Multiple Regression and Discriminant Analysis; appropriateness, interpretation, analytical algorithms and key issues; guidelines for using and communicating multivariate analysis to nontechnical decision makers.
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04:30 PM - 04:45 PM Concluding Remarks
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WE HIGHLY RECOMMEND COMBINING 602 WITH
603
FOR A COMPREHENSIVE PROGRAM.
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Tools & Techniques of Data Analysis" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"The best (seminar) I've attended. Outstanding association of statistics to marketing research problems. Linked statistical background of MBA to study concerns I face everyday. (The speaker) explains statistics and methods better in 2 days than most professors have done in a semester of undergrad and grad work."
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Business Research Analyst, Dow Chemical
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"Wonderful and perfect. Learned a lot, finally got the answers. Excellent practical approach to research analysis. Clearly presented. Wanted it all."
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Strategic Research Coordinator, TRI-MET
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"Fantastic! Even though I have an M.S. in stats I have never had such a clear picture of how to apply stat techniques before. Wonderful examples to explain the theories, ideas, philosophies – superb (speaker)! Helped motivate me to expand my use of different techniques and explore more possibilities."
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Marketing Research Analyst, Consumers Energy
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"Overwhelming amount of information. Very thorough!"
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Marketing Research Analyst, CITGO Petroleum Corp.
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"Great seminar! Lots of detail packed into 4 days."
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Market Research Analyst, Zurich North America
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"This was the first Burke seminar I have attended and I was very pleased with the content covered. The seminar provided me with a better understanding of relating statistics to market research objectives/issues - more than I learned in my graduate level Data Analysis course. He was an excellent speaker and did a great job of conveying the applicability of the techniques as well as the foundation behind each - he did a great job of simplifying a complex topic."
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Market Research Manager, Bacardi
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"Very thorough session on the tools needed in data analysis. Each day of class covered new topics but was able to build upon topics from the day prior allowing us to apply what we had learned. Very well done!"
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Manager, Research, Disney Consumer Products
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"Content was very complete and suited my needs perfectly."
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Project Manager, Hoffmann-La Roche
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"It was both interesting and educational! Definitely well worth the time away from work. Thank you!"
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Market Research Manager, Rosetta Stone
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"So far, I have attended 7 Burke seminars and I have enjoyed each one. This one, however, was my favorite. Sid did an amazing job presenting complex material in an easy to understand fashion. I look forward to my next seminar."
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Marketing Research Manager, Central Life Sciences
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