

Market Research Fundamentals
Objectives       This module has been designed to present an initial approach to the diverse statistical techniques that are useful in analyzing data derived from market research studies. 




Classes Class 1: Factor Analysis Lesson 1: Factor analysis history Lesson 2: Applications of factor analysis in market research Lesson 3: Overall Explanation of the Method Lesson 4: Preliminary Analyses Lesson 5: Factor Extraction Lesson 6: Factor Rotation Lesson 7: Summary Lesson 8: Instructions to run a Factor Analysis using SPSS Lesson 9: Appendix Class 2: Correspondence Analysis Lesson 1: Introduction Lesson 2: What type of variables do you use? Lesson 3: Statistical procedure Lesson 4: Interpretation of the SPSS program outputs Lesson 5: Indentifying and interpreting findings Lesson 6: Advantages and disadvantages of Correspondence Analysis Lesson 7: Addendum  Program in SPSS Class 3: Discriminant Analysis Lesson 1: Introduction Lesson 2: Types of variables Lesson 3: Statistical procedure Lesson 4: Interpretation of program output Lesson 5: Identification and interpretation of findings Lesson 6: Advantages and Disadvantages of Discriminant Analysis Class 4: Cluster Analysis Lesson 1: Introduction and Importance in Market Research Lesson 2: Types of Cluster Analyses Lesson 3: Interpreting Results Lesson 4: Limitations and Disadvantages 




Director and professor:
Alicia de la Macorra  Mexico





