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. However, access to the tools does not automatically convey the knowledge about how to choose and deploy an appropriate technique. This course provides an overview of the tools and techniques and a non-technical introduction to many of them.

Who will find it useful

The course is designed for people looking for an overview of advanced statistical techniques, such as Factor Analysis, Cluster Analysis, Correspondence Analysis, Regression Analysis, and Conjoint Analysis. Typical participants include those commissioning research, researchers wishing to broaden their role, and those considering specialising in advanced quantitative techniques.

Objectives

The course aims to fulfil the same role that a map performs for an explorer – it describes the terrain, highlights hazards and gives guidance on the best routes. The course outlines a range of advanced techniques, discusses which business questions they address, shows what sorts of data are required, and highlights their strengths and weaknesses.

Learning Outcomes

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

Content

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

Textbook

Participants will receive a copy of “Analytics For Customer Insights: A Non-Technical Introduction”, author Chuck Chakrapani, published 2018.

Trainer

Ray Poynter

Venue

MRS
The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

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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