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Tools and Techniques of Data Analysis  

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Seminar Summary:

This intensive seminar uses a step by step procedure composed of several decision flow charts to help you select and implement the correct statistical techniques for your problems.  (see full course description)


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Training Course Syllabus:

Tools and Techniques of Data Analysis

This intensive 3-day seminar uses a step by step procedure composed of several decision flow charts to help you select and implement the correct statistical techniques for your problems. Specifically, you will learn:

  • How to develop an analysis plan for a study by linking management decisions and information needs to the available data.
  • How to choose the best univariate, bivariate or multivariate statistical techniques to analyze data from virtually any marketing research study.
  • How to summarize marketing research data and translate it into decision making information.
  • What statistical significance tests do, how to choose the right one, how to interpret typical computer output and how to relate the results to the marketing questions.
  • How to compute sample size.
  • How to select the best procedure for determining associations among marketing variables and how to interpret and use correlation coefficients.
  • What multivariate techniques do and when to use such techniques as Regression, Discriminant, Factor & Cluster analysis, M.D.S. and Conjoint analysis

Tools & Techniques of Data Analysis Course Outline and Schedule

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

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

08:45 AM - 10:30 AM Session 1

Case study examples of improper/deceptive manipulations of data and their consequences
How to interpret the data from the case studies
Common errors made in data tabulations, summary measures and other analytical procedures and how to avoid them

10:30 AM - 10:45 AM Break

10:45 AM - 12:30 PM Session 2

Purpose and goal of data analysis
Data analysis impact on research design
Characteristics of data and other considerations required for selecting the best analytical procedure for each situation

12:30 PM - 01:45 PM Lunch Break

01:45 PM - 03:30 PM Session 3

Integrated flowcharts for choosing the best analytical tool
Workshop using the flowcharts to apply the tools to a wide variety of situations commonly encountered in marketing research, such as:
Summarizing research data and stat testing
Deciding when to use t, chi square, f and other tests
Choosing correlational procedures and deciding when to use factor, cluster, conjoint, regression, discriminant, MDS and other multivariate techniques

03:30 PM - 03:45 PM Break

03:45 PM - 05:00 PM Session 4

Developing a detailed analysis plan
Analyzing a real-life marketing research questionnaire to relate the research data to the marketing objectives of the study

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

08:30 AM - 10:15 AM Session 5

Review all the key analytical procedures used in the case study ranging from Chi-Square to multivariate techniques
Learn how to transform the data into actionable information for your client
See firsthand which analytical procedures will answer specific management questions

10:15 AM - 10:30 AM Break

10:30 AM - 12:30 PM Session 6

Review of crosstabs -- one of the most common data analysis tools
How to avoid common mistakes with tabular data
Weighting data in marketing research
Practical guidelines for getting the most out of crosstabs

12:30 PM - 01:45 PM Lunch Break

01:45 PM - 03:00 PM Session 7

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?
Procedures for computing sample size under a variety of conditions encountered in marketing research

03:00 PM - 03:15 PM Break

03:15 PM - 05:00 PM Session 8

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
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

----- Third Day -----

08:30 AM - 10:00 AM Session 9

Bivariate correlation procedures for various types of research data
When to use and how to interpret each coefficient
Key terms and definitions for correlation analysis
Multivariate associations
Association case studies and computer output examples

10:00 AM - 10:15 AM Break

10:15 AM - 12:15 PM Session 10

Factor and Cluster Analysis
Illustrative output, terminology, key decisions, and plausible misinterpretations
Typical marketing research applications

12:15 PM - 01:30 PM Lunch Break

01:30 PM - 03:00 PM Session 11

Perceptual Mapping, Correspondence analysis
Conjoint Analysis and Discrete Choice Modeling
Examples, analytical algorithms, input/output and key issues
Typical marketing research applications

03:00 PM - 03:15 PM Break

03:15 PM - 04:30 PM Session 12

Multiple Regression and Discriminant Analysis
Appropriateness, interpretation, analytical algorithms and key issues
Guidelines for using and communicating multivariate analysis to nontechnical decision makers

04:30 PM - 04:45 PM Concluding Remarks

WE HIGHLY RECOMMEND COMBINING Tools and Techniques of Data Analysis WITH Practical Multivariate Analysis FOR A COMPREHENSIVE PROGRAM.

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.

"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."
Business Research Analyst, Dow Chemical

"Wonderful and perfect. Learned a lot, finally got the answers. Excellent practical approach to research analysis. Clearly presented. Wanted it all."
Strategic Research Coordinator, TRI-MET

"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."
Marketing Research Analyst, Consumers Energy

"I truly enjoyed last week's course -- just wanted to thank you for your enthusiasm and expertise. I didn’t expect a four-day course on business statistics to be so dynamic and engaging! I particularly appreciated how you moved briskly through the material, but without losing the depth and context required for true understanding."
Research Manager, NPR

"Overwhelming amount of information. Very thorough!"
Marketing Research Analyst, CITGO Petroleum Corp.

"Great seminar! Lots of detail packed into 4 days."
Market Research Analyst, Zurich North America

"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."
Market Research Manager, Bacardi

"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!"
Manager, Research, Disney Consumer Products

"Content was very complete and suited my needs perfectly."
Project Manager, Hoffmann-La Roche

"It was both interesting and educational! Definitely well worth the time away from work. Thank you!"
Market Research Manager, Rosetta Stone

"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."
Marketing Research Manager, Central Life Sciences


Seminar Summary:

This intensive seminar uses a step by step procedure composed of several decision flow charts to help you select and implement the correct statistical techniques for your problems.  (see full course description)

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