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This course will extend into the areas of advanced multivariate analysis and marketing models and thus assumes a sound knowledge of basic statistical analysis and techniques.
Topics will cover a range of advanced quantitative techniques and modeling that are used for research in marketing today, including multivariate analysis of variance, conjoint and choice analysis, factor and correspondence analysis, structural equation modeling, latent class analysis, analysis for panel data, models commonly used in quantitative marketing, including logit and probit models, and how they are used to test marketing theories.
Special attention is paid to the underlying theory and assumptions of the methods and models used. Hands-on practical sessions will enable participants to implement these tools, techniques and models in the context of specific marketing applications.