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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.
Estimated Duration
3 hours and 30 minutes

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


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