The Fundamentals of Data Analysis: Preparing, Weighting, Analyzing (DA01)
Seminar by
Burke Institute
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Details
In this 2-day introductory data analysis seminar, designed to help you translate marketing research data into decision making information, you will learn:
- How to construct, prepare, analyze and summarize research data.
- How to synthesize data from multiple sources and then utilize proper analysis methods.
- What "Big Data" is all about and insights on how to integrate with your research data.
- How apply proper weighting procedures and avoid common analytical pitfalls when analyzing research data.
- What various summary statistics such as median, standard deviation, and standard error mean and how to use them.
- How to use crosstabs and other analytical procedures to turn research data into actionable information.
- How to develop an analysis plan to link research data to specific marketing questions.
- How to explain results from marketing research studies to decision makers.
Outline
----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
08:45 AM - 10:15 AM Session 1
-
DATA ANALYSIS IN MARKETING RESEARCH:
- Types of analysis commonly performed in marketing research including cross-tabs, summary statistics, significance tests, and correlations
- Improper manipulations and their consequences
- Developing a tab/analysis plan
10:30 AM - 12:00 PM Session 2
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QUALITY DATA REQUIRES PLANNING AND PREPARATION:
- Preparation of research data
- Guidelines for precoding open and closed ended questionnaires
- Computer output and a questionnaire illustrating pre- and post-coding
- Editing data and procedures for dealing with missing information
01:15 PM - 03:15 PM Session 3
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FUNDAMENTAL ANALYSIS OF RESEARCH DATA:
- Marginal, cumulative and cross tabulation of data
- How to interpret computer printout
- Terminology used in tabulations
- Typical cross-tab formats used in marketing research
- Specialized cross-tabs such as the turnover table
- Cleaning up the cross-tab
03:30 PM - 04:30 PM Session 4
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COMMON PROBLEMS / DECISIONS IN DATA ANALYSIS:
- Key issues: Direction of percentaging, multiway tabulations, the base for percentaging, and the interpretation of the total column
- Weighting and sample balancing, why use it and how to do it
- Commercially available cross-tab software and illustrative output
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BIG DATA:
- What is big data, where did it come from and why you should care
- Assembling, storing and analyzing big data
- Organizational implications of big data
- Illustrative output
----- Second Day -----
08:30 AM - 10:15 AM Session 6
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MEASURES FOR SUMMARIZING RESEARCH DATA:
- Proper use of mean, median, and mode
- When to use which and why
- Measurement scales and the appropriateness of various summary statistics
- Interpreting computer printout
10:30 AM - 12:00 PM Session 7
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SPECIALIZED MEASURES FOR SUMMARIZING RESEARCH DATA:
- Cautions and guidelines for computing averages for grouped data
- Interpreting computer output
- Weighted means, why and how
- Computing average rates of growth
- Other averages for nominal, ordinal and metric data
01:15 PM - 02:45 PM Session 8
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MEASURES FOR ASSESSING THE DISPERSION IN RESEARCH DATA:
- Standard deviation, variance, range and other measures of dispersion
- Standard error, what is it, and how to use it
- Standardized scores and their application in marketing research
- Interpreting computer printout
03:00 PM - 04:30 PM Session 9
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STATISTICAL INFERENCE:
- Basic concepts underlying statistical description and inference
- Confidence interval estimates and the range of error
- Selecting and using appropriate significance tests
- Interpreting computer output
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Experience our unequalled commitment to excellence by attending one of 20+ highly acclaimed marketing research seminar offerings or combine a group of courses into a unique customized program for your organization.
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
SEVEN REASONS FOR SELECTING OUR SEMINARS
When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
SEVEN REASONS FOR SELECTING OUR SEMINARS
When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Breadth
You can choose from a wide range of seminar topics to meet your continuing educational needs. Participants can select a sequence of seminars which offer coordinated state-of-the-art training with increasing levels of sophistication and depth in the chosen area. This eliminates the duplication and conflicting content which often results from attending disjointed seminars from different sources.
Commitment
We are fully committed to making each seminar a memorable learning experience - before, during and after the seminar. Our staff provides highly personalized assistance in selecting the best programs (ours or others) for your needs. And our seminar leaders are available to you to answer technical questions long after the seminar has ended. ...
