Webinars > All MARKETING Categories > Marketing Research Webinars

Burke Institute Seminars
The Burke Institute presents

Virtual Classroom (Live) Tools & Techniques of Data Analysis Webinar

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

Course Description/Agenda


WHAT 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.
  • How to clean and weight the data so that you can trust the results and act with the data

WORKSHOP AGENDA

SESSION 1: BUILDING THE CASE FOR HOW TO BEST ANALYZE RESEARCH DATA

  • 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

SESSION 2: FUNDAMENTAL PRINCIPLES FOR ANALYZING DATA

  • 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

SESSION 3: STEP-BY-STEP GUIDELINES FOR SELECTING THE BEST ANALYTICAL TOOL

  • 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, and other multivariate techniques

SESSION 4: UNDERSTANDING CROSSTABS AND DATA WEIGHTING ISSUES

  • Using crosstabs to analyze data
  • How to avoid common mistakes with tabular data
  • Common procedures for weighting data
  • Practical guidelines for getting the most out of crosstabs

SESSION 5: 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?
  • Procedures for computing sample size under a variety of conditions encountered in marketing research

SESSION 6: STATISTICAL SIGNIFICANCE TESTING

  • 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 panels, preference evaluations, purchase likelihood, tracking studies, product testing, advertising awareness and other studies

SESSION 7: ANALYSIS OF ASSOCIATIONS IN RESEARCH DATA

  • 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
  • Association case studies and computer output examples

 

More Webinar Information

The Burke Institute
Burke Institute Seminars

Course 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

Delivery Method

Virtual Classroom (Live) Virtual Classroom (Live)

Who Should Attend

Marketing Research Professionals

 
Search similar training
Email this page
Print this document
 

Webinar Details

This date could not be found.


see all dates

 

Frequently Asked
Questions

Payment Options
Bill Me/Invoice
Credit Card

Register
Online
Fax Form

Availability
Select a date from the list at the bottom of the page for specific information about that class.

Other Information
Virtual Classroom (Live)

All Date/Location Information