Statistical Methods for Marketing

Purpose

This seminar provides sales and marketing personnel with the ability to use statistical methods in the collection and analysis of data related to field studies, strategic product development (SPD/QFD) studies, market surveys, and customer surveys. The primary emphasis in this seminar is placed upon those statistical tools associated with the analysis of discrete data; specifically, nominal and ordinal data scales.

Time Requirement

4 days

Number of Participants

No limit

Prerequisites

Statistical Methods for Managers

Primary Resource Materials

Statistical Methods for Marketing manual

Content Outline

• A Review of Hypothesis Testing (Discussed if all participants have not completed the necessary prerequisite or require a review)
  • Basic Assumptions and Concepts
  • Testing Hypotheses
  • The Significance Level and Risk
  • One- and Two-Tailed Tests
• Hypothesis Tests for Single Sample Analyses
  • One Sample Analyses for Nominal Data
    • The One-Sample Binomial Test
    • The Chi-Square Goodness-of-Fit Test
  • One Sample Analyses for Ordinal Data
    • The Wilcoxon-Signed Rank Test for Location
    • The Sign Test for Location
    • The Kolmogorov-Smirnov One-Sample Test
• Hypothesis Tests for the Analysis of Two and k Sample Cases
  • Independent Sample Tests
    • Two-Sample Tests for Nominal Data
    • Two-Sample Tests for Ordinal Data
    • Chi-Square: A k Sample Test for Nominal Data
    • A k Sample Test for Ordinal Data: the Kruskal-Wallis ANOVA
  • Dependent Sample Tests
    • A Two-Sample Test for Nominal Data: McNemar's Test of Change
    • Two-Sample Tests for Ordinal Data
    • Chi Square: A k Sample Test for Nominal Data
    • A k sample Test for Ordinal Data: The Kruskal-Wallis ANOVA
• Introduction to Conjoint Analysis