The course gives an overview to the most commonly used and recognised statistical techniques in Market Research, such as those underpinning Key Drivers (Regression) and Segmentation (Factor and Cluster Analysis and CHAID), so that delegates can understand how and when they can add value to projects. Here, we show delegates how to work with “IBM SPSS Statistics”, a popular and powerful tool for running and visualizing Research Data. Delegates will use SPSS in this course, where a step by step guide for some simple example analyses will be given.

Who would benefit
This course will be useful for numerate quantitative researchers who wish to be hands-on to get additional insight out of their data, and to help statisticians who are starting off their career in MR to learn more about these key techniques used.


  • To familiarise and remind researchers of the main techniques used in MR Analytics, which go beyond basic summaries and cross-tabulations;
  • To introduce delegates to a specific statistics package commonly used in MR to cover these types of analyses;
  • To enable delegates to get started in running these types of analyses themselves, without being restricted to spreadsheets and / or being fully reliant on statistical colleagues.

Learning outcomes

  • Delegates are familiar with the main multivariate techniques used in MR Analytics (eg Cluster, Factor, regression, CHAID) and understand their principles and how they can add value to their projects;
  • Delegates are able to start to use SPSS for their analyses and have a springboard from which to learn further;
  • Delegates are confident in knowing that they can use an alternative package, such as SPSS when more advanced analyses are needed without being restricted to the front-end capabilities of spreadsheets.

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

Andrew Zelin is Employee Listening Insights Lead at Philip Morris, with 25 years’ experience as a professional statistician, running analytical projects in Market Research, Central Government, Health and the Telecomms Sectors. This includes 14 years of leading Analytics teams at senior level at Ipsos. He has given training in a range of statistical and survey-related practices since 2001 within his organisations and more recently, the MRS and the Rod Laird Training Company. He is a Chartered Statistician who has presented at RSS and AAPOR conferences and published two award-winning methodology papers and is a Mentor for the MRS.

Additional Information

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