Learn how to use advanced statistical techniques and understand which business questions they address

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

The growth in integrated solutions and DIY platforms means that advanced statistical techniques (such as cluster analysis and conjoint analysis) are available to an ever-increasing number of market researchers and insight professionals. Having access to the tools, however, doesn’t automatically convey knowledge about how to choose and deploy the appropriate technique.

This course provides a map that describes the terrain, highlights the hazards and gives guidance on the best routes to take when using advanced statistical techniques. It outlines a range of advanced tools and techniques, discusses which business questions they address, shows what sorts of data are required, and highlights their strengths and weaknesses.

The techniques covered include: Factor Analysis, Cluster Analysis, Correspondence Analysis, Regression Analysis, Conjoint Analysis and MaxDiff. Other techniques mentioned and placed in the wider context include: TURF Analysis, Price Sensitivity Meter, Structural Equation Modelling, Logistic Regression and Machine Learning.

You will also receive a copy of the textbook ‘Analytics For Customer Insights: A Non-Technical Introduction’ – by author Chuck Chakrapani (2018).

Learning outcomes
  • Understand the difference between dependence techniques (e.g. regression) and interdependence techniques (e.g. factor analysis)
  • How to map techniques to specific business/research needs/questions
  • Appreciate the strengths, weaknesses and requirements of the key advanced statistical techniques
Who would benefit

People looking for an overview of advanced statistical techniques. Typical participants include those commissioning research, researchers wishing to broaden their role, and those considering specialising in advanced quantitative techniques.

Testimonials
"Informative and suitable for both those that love/are scared of Statistics."

Keith Allen, Hotspex
01 October 2019

"An indepth look for people with awareness of techniques already."

Anna Murphy, A+E Networks
01 October 2019

Ray is the author of The Handbook of Mobile Market Research, The Handbook of Online
and Social Media Research and the #IPASOCIALWORKS Guide to Measuring Not
Counting, the founder of NewMR.org, editor of the ESOMAR book Answers to
Contemporary Market Research Questions, a content author for the University of
Georgia’s Principles of Market Research course and is the Managing Director of
The Future Place, a UK-based consultancy, specialising in training.Ray
has spent the last 35 years at the intersection of innovation, technology, and
market research, during which time Ray has held director level positions with
Vision Critical, Virtual Surveys, The Research Business, Millward Brown,
Sandpiper and IntelliQuest.

Ray sees his mission as “Have fun, help people, pursue knowledge, and try to make some money along the way”

Additional Information

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