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Marketing Methods & Analysis
Welcome!
General Information and Slides
Comment Area - Welcome!
The market research process
Contents, learning objectives and slides
The market research process (12:55)
Recommended readings
End of section quiz
Comment area - The market research process
Exercise: Basics in Statistics
Contents, learning objectives and slides
Let's talk about Statistics (70:13)
It's your turn!
Comment area - Exercise: Basics in Statistics
Data
Contents, learning objectives and slides
Secondary data (9:29)
Primary data: Observations (12:20)
Primary data: Designing questionnaires (40:19)
Primary data: Constructs (27:27)
Primary data: Interviews and focus groups (7:50)
Primary data: Experiments (15:05)
Primary data: Sampling theory (18:57)
End of section quiz
Comment area - Data
Exercise: Introduction to SPSS
Contents, learning objectives and slides
Oddjob Airways data set
Let's talk about SPSS (60:52)
It's your turn! (28:12)
Comment area - Exercise: Introduction to SPSS
Market segmentation
Contents, learning objectives and slides
Introduction to market segmentation (14:07)
Cluster analysis: An introduction (4:35)
Cluster analysis: Clustering variables and procedures (18:10)
Cluster analysis: Agglomerative clustering (14:52)
Cluster analysis: Linkage algorithms (8:37)
Cluster analysis: Number of clusters and validation (9:54)
Cluster analysis: Partitioning methods (20:40)
Cluster analysis: Two-step clustering and MDS (11:14)
Automatic Interaction Detection (AID) (17:48)
Recommended readings
End of section quiz
Comment area - Market segmentation
Exercise: Market segmentation
Contents, learning objectives and slides
Cluster analysis: Let's talk about cluster analysis (57:45)
Cluster analysis: It's your turn
MDS: Let's talk about MDS (42:03)
MDS: It's your turn (0:46)
AID: Let's talk about AID (60:02)
AID: It's your turn
Comment area - Exercise: Market segmentation
Factor analysis
Contents, learning objectives and slides
Factor analyis: An introduction (12:41)
Factor analysis: Requirements (11:00)
Factor analysis: Extract the factors (9:33)
Factor analysis: Determine the number of factors (13:31)
Factor analysis: Interpret the factor solution (10:19)
Factor analysis: Goodness-of-fit and factor scores (6:50)
Factor analysis: PCA, PAF, and SEM (7:02)
End of section quiz
Recommended readings
Comment area - Factor analysis
Exercise: Factor analysis
Contents, learning objectives and slides
Let's talk about factor analysis (43:38)
It's your turn!
Comment area - Exercise: Factor analysis
Analysis of relations between variables
Contents, learning objectives and slides
Overview (21:31)
Cross tabulation (10:22)
One-way ANOVA: Introduction (9:05)
One-way ANOVA: How does it work? (8:50)
Two-way ANOVA (10:25)
Post hoc tests in ANOVA (6:11)
Examples of ANOVA (5:34)
End of section quiz
Recommended readings
Comment area - Analysis of relations between variables
Exercise: Analysis of relations between variables
Contents, learning objectives and slides
Crosstabs: Let's talk about crosstabs (34:27)
Crosstabs: It's your turn!
ANOVA: Let's talk about ANOVA (109:26)
ANOVA: It's your turn!
Comment area - Exercise: Analysis of relations between variables
Practitioner Section
IWD Talk (7:00)
Regression analysis
Contents, learning objectives and slides
Introduction (12:12)
Data requirements (17:48)
Model specification and estimation (9:36)
Model assumptions (16:33)
Model interpretation (19:16)
Validate and use the model (7:54)
Example (13:11)
End of section quiz
Comment area - Regression analysis
Exercise: Regression analysis
Contents, learning objectives and slides
Let's talk about regression analysis (55:11)
It's your turn!
Comment area - Exercise: Regression analysis
Primary data: Interviews and focus groups
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