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Thursday, May 23, 2019
On-Site Training On-Site Training Course List Statistical Methods for Marketing

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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


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


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