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Market Research Fundamentals
 
Statistics III
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