Statistical Measurements, Analysis & Research

This course provides the marketer with quantitative and qualitative techniques for developing consumer insights, determining market potential, maximizing market share and building customer relationships in an integrated-marketing environment. The course covers an overview of statistical analysis used in marketing, including sampling techniques and marketing-test design and analysis, e.g., sample-size estimation and test assessment via hypothesis testing, choice modeling/conjoint analysis, rank correlations, etc. In addition, students learn research methods to support prospect, customer and competitive analyses including how to execute a survey and use syndicated research. Using measures of central tendency and dispersion, students learn how to develop and assess these statistical measures to better understand potential data issues prior to analysis. They also learn to build graphical representations of marketing data and the important distributional properties of marketing data.