Seminar Practical Multivariate Analysis Seminar

Presented by The Burke Institute

Burke Institute Seminars

Bring this seminar on-site to your facility for groups of 10 or more.

In this 4-day seminar, totally devoid of matrix notations or derivations, you will learn how to select and interpret the best multivariate technique for analyzing the complex relationships between many variables typically encountered in marketing research studies.

Course Description


In this 4-day seminar, totally devoid of matrix notations or derivations, you will learn how to select and interpret the best multivariate technique for analyzing the complex relationships between many variables typically encountered in marketing research studies. You will learn:
  • What multivariate techniques are, what they do and when to use them.
  • How to choose between Regression, Discriminant, Factor, Cluster, M.D.S., Correspondence, Conjoint, DCM, CHAID, Logit, Canonical and other techniques to answer specific management questions from your research data.
  • Which statistical packages perform each of the analysis and how to get started.
  • What type of data are required for each technique, what analytical options are available and what assumptions must be made.
  • How to interpret multivariate results and communicate what they reveal to management.

 

Practical Multivariate 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 STUDIES AND APPLICATIONS OF MULTIVARIATE TECHNIQUES
  • What is multivariate analysis?
  • Why do we need multivariate analysis?
  • Range of problems addressed by multivariate techniques
  • Advantages over simpler approaches
  • Marketing case studies illustrating the use of various multivariate techniques
10:30 AM - 10:45 AM Break
10:45 AM - 12:30 PM Session 2
    OVERVIEW OF UNDERLYING CONSIDERATIONS
  • A structured framework of seven charts to help select the best analytical techniques for specific marketing research applications
  • Univariate, bivariate vs. multivariate analysis
  • Understanding levels of measurement: nominal, ordinal, interval, and ratio data
  • Basics of statistical Inference
  • Understanding variance and basic measures of data
  • The types of analysis done by marketing research analysts: summarizing data, detecting difference, and studying associations
  • Correlation and covariance
12:30 PM - 01:45 PM Lunch Break
01:45 PM - 03:15 PM Session 3
    SELECTING THE MOST APPROPRIATE MULTIVARIATE TECHNIQUES FOR SPECIFIC MARKETING RESEARCH APPLICATIONS
  • Flowchart to help select the best techniques
  • Statistical packages for multivariate analysis
  • Team Workshop: Selecting the most appropriate multivariate techniques for several applications
  • A comprehensive case study of using multivariate techniques in a real-life setting
03:15 PM - 03:30 PM Break
03:30 PM - 05:00 PM Session 4
    MULTIPLE REGRESSION ANALYSIS: FUNDAMENTAL CONCEPTS
  • Applications of regression
  • Conceptual understanding of regression
  • Interpretation of computer regression output
  • Understanding and dealing with multicollinearity
  • Part and partial correlations and what they tell us
  • Understanding and using Stepwise Regression
----- Second Day -----
08:30 AM - 10:30 AM Session 5
    IMPROVING REGRESSION MODELS
  • Assumptions of the regression model
  • How to find and deal with violations of those assumptions, including residual analysis
  • Data transformations, modeling interactions, and other improvements to the regression model
10:30 AM - 10:45 AM Break
10:45 AM - 12:15 PM Session 6
    SPECIALIZED REGRESSION TECHNIQUES FOR CATEGORICAL VARIABLES
  • Case study exercise
  • Dummy variable regression (DVR): incorporating nominal predictor variables
  • MCA, an “easier to use” version of DVR
  • Logistic regression: what it is, how to run it, how to evaluate the results
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:15 PM Session 7
    CONJOINT ANALYSIS:
  • What is conjoint analysis and why is it useful
  • Case study illustrating the use of conjoint analysis
  • Disjoint vs. conjoint vs. hybrid approaches
  • Designing conjoint studies
  • An extensive conjoint example: how to interpret the results
  • Analyzing conjoint results
  • Market simulation using conjoint results
03:15 PM - 03:30 PM Break
03:30 PM - 05:00 PM Session 8
    DISCRETE CHOICE MODELING
  • What it is and how it differs from conjoint analysis
  • A comprehensive case study illustrating the design analysis and interpretation of DCM
  • Using DCM simulation results
  • Using interactions in DCM
  • Interpretation of computer outputs from DCM/CBC
----- Third Day -----
08:30 AM - 10:15 AM Session 9
    DISCRIMINANT ANALYSIS
  • Uses of discriminant analysis for discrimination and classification
  • Description and practical examples of two-group and multiple discriminant analysis
  • Stepwise discriminant analysis
  • Use of discriminant analysis in Segmentation Assignment Algorithms
10:15 AM - 10:30 AM Break
10:30 AM - 12:15 PM Session 10
    FACTOR ANALYSIS
  • Factor Analysis: what it is, how it works, and what it’s used for
  • Performing PCA/factor analysis: inputs and outputs
  • How Principal Components Analysis differs from exploratory factor analysis
  • Practical considerations in performing factor analysis
  • Case studies illustrating use of PCA/FA in marketing research
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:00 PM Session 11
    CLUSTER ANALYSIS
  • What cluster analysis is used for
  • Hierarchical cluster analysis: how it works, how to run it.
  • Interpreting computer outputs
  • K-means cluster analysis: how it works, suggestions for running it effectively
  • Application to segmentation example
  • Other forms of cluster analysis including LCA
03:00 PM - 03:15 PM Break
03:15 PM - 05:00 PM Session 12
    MULTIVARIATE PERCEPTUAL MAPPING TECHNIQUES
  • Appropriateness of various perceptual mapping techniques for specific types of data
  • Vector and point-based maps
  • Producing perceptual maps
  • Interpreting maps
  • Illustrative case studies
----- Fourth Day -----
08:30 AM - 10:00 AM Session 13
    PATH ANALYSIS AND STRUCTURAL EQUATION MODELING (CSA AND PLS)
  • Alternative procedures for deriving attribute importance
  • Comparison of correlation, regression, path analysis, SEM and other approaches
  • The basic ideas and notation of structural equation modeling (SEM)
  • CSA and PLS approaches to SEM, their interpretation, pros and cons
  • Basics for applying both methods in marketing research
  • Case studies demonstrating how SEM provides actionable information for better marketing research decision making
10:00 AM - 10:15 AM Break
10:15 AM - 12:15 PM Session 14
    DATA MINING TOOLS
  • Exploratory vs. explanatory multivariate techniques
  • CHAID, CART and other tree-based techniques
  • Case studies of their use in marketing research
  • Neural Networks
  • Illustrative case studies
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:00 PM Session 15
    LATENT CLASS AND HIERARCHICAL BAYESIAN ANALYSIS
  • Latent Class Cluster Analysis
  • Latent Class Regression
  • Latent Class Discrete Choice
  • HB for Conjoint and DCM
  • Illustrative case studies
03:00 PM - 03:15 PM Break
03:15 PM - 04:30 PM Session 16
    LINKING MULTIVARIATE TECHNIQUES TO MARKETING DECISIONS
  • The analysis planning process
  • Translating data into information and finally decisions
  • A comprehensive case study workshop illustrating the analysis planning process
  • Demonstration of how to present results from a complex study employing multivariate analysis to decision makers
04:30 PM - 04:45 PM Concluding Remarks
WE HIGHLY RECOMMEND COMBINING THIS SEMINAR WITH "Tools & Techniques of Data Analysis" FOR A COMPREHENSIVE PROGRAM.

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Practical Multivariate Analysis" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
"An excellent, outstanding seminar. I have learned a tremendous amount about multivariate analysis techniques and feel I can apply this to my job immediately. Superb speaker ... raises examples, continually makes you think and try to apply the techniques you're learning."
Scientist, Kimberly-Clark

 

"Excellent seminar. Thoroughly enjoyed the whole class. Summarizing the techniques on one page was a key part of the success. Content exactly fit the requirements I based the course selection on."
Statistician, Weyerhaeuser Products Co.

 

"Excellent focus on understanding uses rather than derivation! Valuable for all levels of previous understanding. On target. Speaker did an excellent job of maintaining focus on application, even though his background/ experience allowed a much more technical, in-depth treatment."
Consumer Analysis Manager, General Motors

 

"Great, very patient and interesting speaker. The material was laid out well to give the big picture first, then the techniques. I especially thought that the chart that showed the various techniques was the best. It helped me have a framework for when I would employ each technique."
Consumer Research Analyst, Ocean Spray Cranberry, Inc.

 

"The best statistical seminar I've been in. Great speaker."
Marketing Research Manager, General Mills

 

"I found this seminar to be tremendously helpful to me. It was a fantastic overview of all the research techniques available – as well as each technique’s application in answering business objectives."
Manager, GlaxoSmithKline

 

"Wow! A tremendous amount of information condensed into 4 days with just the right level of depth on each technique/procedure. Seems like a semester’s worth of content."
Manager, Frito-Lay

 

"Excellent seminar! Very practical, real-life research oriented – will definitely recommend."
Analyst, Jupiter Media Metrix

 

"The seminar was very useful, particularly for enhancing existing knowledge, introducing new concepts and for giving a high-level view of various analyses."
Research Manager, Principal Financial Group

 

"The seminar was very informative loaded with real work examples and situations we can apply on a day to day basis."
Director of Market Insights, ISC Motorsports

 

"This is certainly one of the finest Practical Education seminars that I have experienced. Compression and dissemination of a bona-fide one-year's Master's program in Predictive Analytics into a four-day foundational course, in such a thoughtful and effective manner, was fascinating to watch/absorb as it unfolded. Both, the course organization and subject itself, and Tony as the MC were exceptional...and seemed to enjoy each other."
Business Systems Analyst, Coastal.com

 

"I have 8 years of market research experience, including experience with nearly all of the methodologies covered in the course material. However, I've never had a better understanding of these topics until now. The course is more than just teaching you how to understand the output, but how to understand the theory behind the content, the process of running the data and also the interpretation of the results. EXCELLENT!"
Associate Research Manager, Clear Seas Research

 

"I would highly recommend this class and teacher to my colleagues. I have learned more in this one week than I have in all of my training over the previous few years! Tony was best instructor that I've ever had the pleasure to learn from. Very engaging and understanding of our individual needs!"
Senior Data Architect, Sykes

 

More Seminar Information

The Burke Institute
Burke Institute Seminars

Summary

In this 4-day seminar, totally devoid of matrix notations or derivations, you will learn how to select and interpret the best multivariate technique for analyzing the complex relationships between many variables typically encountered in marketing research studies.

Delivery Method

Seminar Seminar

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On-Site Training On-Site Training

Who Should Attend

Marketing Research Professionals

 
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Dates and Locations

San Diego, CA
10/16/2018 - 10/19/2018
Tuition: $2945

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10/16/2018-10/19/2018 in San Diego, CA         Find a seminar in San Diego CA