Multivariate statistical techniques for market analysis from a marketing management perspective.
Positioning of products and brands, market segmentation, customer satisfaction measurement. Real data case studies.
DETAILED PROGRAM:
Sources of data for market analysis: istitutional sources, market research providers; consumption analysis and consumption behaviors study using data available by external data sources.
Surveys: preparation and execution, problems related to sampling and questionnaires administration.
Positioning of products, brands, firms on the market. Multi Dimensional Scaling and Principal Component Analysis.
Market Segmentation: cluster analysis with Hierarchical Alogrithms and k-means methods.
Customer Satisfaction analysis and measurement: the American Customer Satisfaction Index (ACSI) and LISREL, Nonlinear Principal Component Analysis.
Real data case studies.