Graphical Techniques for Marketing Research

Business Knowledge Series course (Live Web)

Duration: 1 half-day session
Please note the System Requirements below.
Course fee: $300
EPTO units: 0.6
CEUs: 0.3

Presented by Mike Patetta, statistical services specialist in the Education Division of SAS Institute

Graphical displays are very useful in marketing reserach because they enable marketing resarchers to answers questions such as who are my customers, who are my competitors' customers, what new products should I create, and who is my target audience?

Learn how to

produce graphical displays for multidimensional preference analysis
produce graphical displays for correspondence analysis
produce graphical displays for multidimensional scaling analysis.

Who should attend

Market researchers who have questions about their customers and products

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Prerequisites

Before attending this lecture, you should be familiar with DATA step programming such as DO loops and ARRAY statements, basic SAS procedures such as PROC PRINT and PROC FORMAT, and basic statistical concepts such as p-values, simple and multiple regression, and correlation.

Course Contents

Multidimensional Preference Analysis

introduction to graphical techniques
introduction to multidimensional preference analysis
performing multidimensional preference analysis
producing multidimensional preference plots and preference maps

Correspondence Analysis

introduction to correspondence analysis
performing a simple correspondence analysis
multiple correspondence analysis

Multidimensional Scaling

introduction to multidimensional scaling
performing a multidimensional scaling

Course Materials

Students attend Live Web classes using a Web browser and a telephone and interact with their instructor and fellow classmates in real time. Each student receives an e-mail with instructions on how to join the class three business days before the class begins. The instructions e-mail includes a link to download the course materials. Students need to download and print the course materials prior to class.

System Requirements

For Live Web, you must

review and meet the general system requirements.

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