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604* - Advanced Analytical Workshop: A Hands-on Approach to Multivariate Analysis
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Brief Description:
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This 3-day hands-on PC based workshop is designed for marketing researchers, who want to practice various statistical analyses (discussed in seminars 602 - Tools and Techniques of Data Analysis and 603 - Practical Multivariate Analysis), on real-life data, using commercially available statistical software packages. Specifically, you will learn:
- The strengths and weaknesses of various statistical analysis software packages, such as SPSS, SAS, ACA, KnowledgeStudio and many others, and when to use each.
- How to summarize marketing research data using tables and graphs; how to interpret results and translate them into decision making information.
- Which statistical test to choose when assessing the differences found in the data and how to perform the analysis using a PC.
- How to perform factor, cluster, discriminant, regression, correlation, MDS, correspondence, conjoint, CHAID, CART and other multivariate analysis.
- How to analyze customer satisfaction data; how to perform market segmentation and market positioning analysis using SPSS, WinCross, AnswerTree, and APM.
- How to design and analyze conjoint studies using ACA, CBC, SPSS, Conjoint, and Bretton-Clark software packages.
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Note: * "Advanced Analytical Workshop: A Hands-on Approach to Multivariate Analysis" seminar is only available for customized company programs.
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Advanced Analytical Workshop: A Hands-on Approach to Multivariate 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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A DECISION FRAMEWORK FOR SELECTING TECHNIQUES FOR ANALYZING MARKETING RESEARCH DATA: A comprehensive set of flowcharts with practitioner’s guide to choose the best analytical procedures for summarizing research data, testing statistical significance of differences and determining bivariate and multivariate associations; deciding when to use t, c 2, F and other significance tests, various correlational procedures and such multivariate techniques as factor, cluster, regression, conjoint, discriminant, logit, MDS, CHAID and others; illustrative examples.
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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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STATISTICAL SOFTWARE PACKAGES FOR DATA ANALYSIS: Overview of various Windows- and DOS-based statistical packages designed to perform the univariate, bivariate and multivariate analyses discussed in Session I; review of SAS/JMP, SPSS/SYSTAT/BMDP/ QUANTUM, WINCROSS, MINITAB, STATPAC GOLD, CART and several other packages; their strengths and weaknesses, which statistical procedures are offered by each and how to select the best package; illustrative demonstrations using typical Windows-based packages; how to use the packages to perform data analysis; how to create and/or improve data files, transform variables, select options, override default parameters and store the output for further analysis.
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12:30 PM - 01:45 PM Lunch Break
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01:45 PM - 05:00 PM Session III
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HANDS-ON ANALYSIS WORKSHOP I: Analysis of real-life customer satisfaction survey data using Windows-based software; how to create appropriate crosstabs, obtain summary statistics, select graphics and perform a variety of significance tests to assess differences among various customer segments and companies; more in-depth analysis of the customer satisfaction data to assess key drivers; how to perform correlation, regression and related analysis; linking direct and derived attribute importance; interpretation and communication of results of the analysis to decision makers.
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----- Second Day -----
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08:30 AM - 12:00 PM Session IV
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HANDS-ON ANALYSIS WORKSHOP II: Analyses of real-life market segmentation data using Windows-based software; developing an analysis plan for apriori and post-hoc segmentation; performing factor analysis to identify dimensions underlying needs/benefits/attitude batteries; selecting the best cluster analysis procedures to form customer segments; using discriminant analysis and related procedures to profile segments by linking segment membership to demographics and other descriptors; using CHAID and CART analysis to explore customer databases and to identify homogeneous customer segments; interpretation and communication of the results of all the analysis to nontechnical decision makers.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 05:00 PM Session V
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HANDS-ON ANALYSIS WORKSHOP III: Analysis of real-life market positioning data using commercially available PC based perceptual mapping software; creating a computerized questionnaire for assessing positioning of competitive products using discriminant mapping; CAPI/CASI data collection followed by the creation of a discriminant-based perceptual map; analysis of real-life positioning data using correspondence analysis and multidimensional scaling techniques; when to use which procedure; interpretation and communication of the results from perceptual mapping techniques.
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----- Third Day -----
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08:30 AM - 12:00 PM Session VI
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HANDS-ON ANALYSIS WORKSHOP IV: Analyses of real-life data from conjoint analysis; creating questionnaires for paper-and-pencil and computerized conjoint data collection; how to use commercially available templates/software; analysis of the conjoint data to assess what is important to customers; designing optimal products and performing "what-if" simulations to assess the impact of competitive actions; assessing price elasticity and brand equity using conjoint analysis and related procedures.
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12:00 PM - 01:15 PM Lunch Break
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01:15 PM - 03:00 PM Session VII
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HANDS-ON ANALYSIS WORKSHOP IV (continued): Converting conjoint utilities into derived attribute importance using commercially available software; clustering utilities and derived attribute importance data to form customer segments; profiling the segments using discriminant, CHAID and other procedures; interpretation and communication of results from conjoint analysis to decision makers.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 04:30 PM Session VIII
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DEMONSTRATION OF OTHER ANALYTICAL PROCEDURES: In-class demonstration of several other analytical procedures not covered in the hands-on workshops; logit analysis, logistic regression, discrete choice modeling, latent class segmentation analysis and other techniques using real-life data. Concluding remarks including cautions concerning easy-to-use Windows-based statistical packages.
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04:30 PM - 04:45 PM Concluding Remarks
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Advanced Analytical Workshop: A Hands-on Approach to Multivariate Analysis" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"Great info – will be very helpful. Good value for the money."
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Market Research Manager, Case Corp.
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"Money well spent. I learned a great deal. I like how content is organized into most commonly used items into least commonly used items."
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Vice President, P.K.Data
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"Great use of my time! The hands on approach, combined with the ability to interact with the speaker, is definitely worth the investment."
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Marketing Researcher, Nokia
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"Very good and useful overview to different softwares and methods."
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Assistant Professor, Fordham University
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"A good mix of techniques, hands-on applications, instructional teaching, and the questionnaire construction on the computer was a fun added touch."
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Research Manager, The Coca-Cola Co.
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"Great. More than I expected. Lots of examples were great."
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Market Research Analyst, East Kentucky Power
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"This was great! Fast paced but very applicable to everyday problems."
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Sr. Business Research Analys, Hallmark Cards
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"Excellent explanation of difficult-to-understand terms in easy-to-understand language."
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Marketing Associate, Eli Lilly
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"Very good – presents techniques that can be easily adapted to our specific needs."
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Product Planner, American Honda Motor
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