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
- One Sample Analyses for Nominal Data
- 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
- Independent Sample Tests
- Introduction to Conjoint Analysis