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The Fundamentals of Data Analysis: Preparing, Weighting, Analyzing  

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Seminar Summary:

This introductory data analysis seminar focuses specifically on cross tabs and data analysis issues with an emphasis on how to turn the findings into actionable research results. (see full course description)

 

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Training Course Syllabus:


The Fundamentals of Data Analysis: Preparing, Weighting, Analyzing - Marketing Research Training Seminar

What you will learn:

In this 2-day introductory data analysis seminar, designed to help you translate marketing research data into decision making information, you will learn:

How to prepare, tabulate and summarize marketing research data.

How to read tables, decide on the direction of percentaging, apply proper weighting procedures and avoid the common pitfalls in interpreting tables.

What various summary statistics such as median, standard deviation, and standard error mean and how to use them.

What other analytical procedures are available to the researcher to translate data into actionable information.

How to develop an analysis plan to link research data to specific marketing questions.

How to explain results from marketing research studies to decision makers.

Data Analysis For Marketing Research: The Fundamentals
Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction of Participants

08:45 AM - 10:15 AM Session I

DATA ANALYSIS IN MARKETING RESEARCH: Types of analysis commonly performed in marketing research including cross-tabs, summary statistics, significance tests, correlations . . .; improper manipulations and their consequences. Developing a tab/analysis plan; how to translate data into information for making decisions.

10:15 AM - 10:30 AM Coffee Break

10:30 AM - 12:00 PM Session II

PREPARING DATA FOR TABULATION: Dealing with paper and pencil vs. computerized questionnaires; guidelines for pre-coding questionnaires; developing a master code list for open-ended responses; computer output and a questionnaire illustrating pre- and post-coding; editing data and procedures for dealing with missing information; how to interpret data and translate it into information.

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:15 PM Session III

TABULATION OF RESEARCH DATA: Marginal, cumulative and cross tabulation of data; how to interpret computer printout; the terminology used in tabulations; typical cross-tab formats used in marketing research; how tables add up; specialized cross-tabs such as the turnover table; cleaning up the cross-tab.

03:15 PM - 03:30 PM Coffee Break

03:30 PM - 05:00 PM Session IV

PROBLEMS AND DECISIONS IN DATA TABULATION: Key issues such as the direction of percentaging, two-way vs. multiway tabulation, the base for percentaging and the interpretation of the total column. Weighting and sample balancing, why use it and how to do it. Commercially available cross-tab software, illustrative output.

----- Second Day -----

08:30 AM - 10:15 AM Session V

MEASURES FOR SUMMARIZING RESEARCH DATA: Proper use of mean, median, and mode; when to use which and why; measurement scales and the appropriateness of various summary statistics; interpreting computer printout

10:15 AM - 10:30 AM Coffee Break

10:30 AM - 12:00 PM Session VI

SPECIALIZED MEASURES FOR SUMMARIZING RESEARCH DATA: Cautions and guidelines for computing averages for grouped data; interpreting computer output. Weighted means, why and how; computing average rates of growth; other averages for nominal, ordinal and metric data.

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 02:45 PM Session VII

MEASURES FOR ASSESSING THE DISPERSION IN RESEARCH DATA: Standard deviation, variance, range and other measures of dispersion; standard error, what is it, and how to use it. Standardized scores and their application in marketing research; interpreting computer printout.

02:45 PM - 03:00 PM Coffee Break

03:00 PM - 04:30 PM Session VIII

STATISTICAL INFERENCE: Basic concepts underlying statistical description and inference; confidence interval estimates and the range of error. Selecting and using appropriate significance tests; interpreting computer output.

04:30 PM - 04:45 PM Concluding Remarks

WE HIGHLY RECOMMEND COMBINING "DATA ANALYSIS FOR MARKETING RESEARCH: THE FUNDAMENTALS" WITH "WRITING AND PRESENTING ACTIONABLE MARKETING RESEARCH REPORTS" FOR A COMPREHENSIVE PROGRAM.

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Data Analysis For Marketing Research: The Fundamentals" seminar. Names of evaluators have been left out as a matter of professional courtesy.

Fantastic - I finally understand the stuff that good college professors could not explain if their lives depended on it. Great manual. Speaker is really great - I have learned more from him in 2 days than I did in 2 years in grad school! Market Administrator GTE Directories

Fantastic - the best seminar on any subject I've been to. Right on target - will be a help immediately. Speaker superb. A born teacher. Marketing Research Analyst Ford Motor Company

A great learning experience! This is info that I can use in my job. Wonderful speaker. I liked the use of examples to describe the statistical terms - not just the formulas! Assistant Research Analyst The Principal Financial Group

Great seminar for this newcomer to marketing research. Very applicable to my needs. Workbook very practical and useful. Manager, Consumer Research Kellogg Company

Excellent seminar at uncovering common serious mistakes made in marketing research. Speaker, as always, simply outstanding. Research Analyst Dow Company

Excellent. Learned many applicable concepts. Very applicable to my job. I'll be back for more. Speaker phenomenal! Great instructor. Staff Manager New England Telephone

Great class - the information covered was all useful stuff and helpful in the everyday marketing research world. Speaker excellent - articulate and very excited about the discussion.

Analyst Bristol-Myers Squibb

Highly informative. Helped me to better gear up my research to deliver better interpretations of data. Market Research Manager Cable & Wireless

Very helpful overview of basic statistics. Well organized. Covered all the key points that I needed. Customer Loyalty Supervisor Toyota Motor Sales

The content of the seminar was excellent. It was exactly what I anticipated. Sr. Process Consultant MasterCard

Seminar Summary:

This introductory data analysis seminar focuses specifically on cross tabs and data analysis issues with an emphasis on how to turn the findings into actionable research results. (see full course description)

print this agenda print agenda for the The Fundamentals of Data Analysis: Preparing, Weighting, Analyzing training seminar

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