402-Advanced Analysis Techniques
(formerly 401)

Course Category:

• Core course
• This course is required for members wishing to write the Comprehensive Marketing Research Exam (CMRE)

Instructor(s):

• Christian Bourque, MSc, CMRP
• Chuck Chakrapani, MA, MSc, PhD, CIM, FSS, CMRP
• Ian L. Knowles, PhD

To get the most out of research, you need to go beyond conventional crosstabs. Powerful techniques are available to solve complex marketing problems. These methods are highly technical yet they are based on principles that are easy to understand. This introduction to multivariate analysis covers a wide range of techniques but this course is more than a simple introduction to these techniques.

The course explains:

• What type of marketing problem can be solved by each technique
• What these techniques actually do
• What results you can expect when you use these techniques
• What pitfalls await the unwary user

People who take this course should be familiar with the basic concepts covered in Marketing Research Statistics and Data Analysis. The course book for this course is Statistics in Market Research by Chuck Chakrapani, published by Arnold (Oxford University Press).

Recommended Prerequisites

For the table of Core course prerequisites, please click here.

Suggested Audience

	Members seeking CMRP designation				Client-Side Researcher		Research Supplier
	Little or no exposure		Less than 2 years experience		2-8 years experience		8+ years experience

Anyone who needs to use/understand multivariate techniques in their work, usually mid to senior levels.

Major topics covered in this course include

• Factor analysis
• Cluster analysis
• Correspondence analysis / Perceptual maps
• Regression
• Discriminant analysis
• Conjoint analysis
• CHAID, Classification trees

Recommended Textbook

MRIA has adopted one textbook that can be used for this course and for 6 other MRIA Core courses:

Modern Marketing Research Step-by-Step by Chuck Chakrapani and Ken Deal
This book will form the foundation of seven MRIA Core courses as well as the Comprehensive Marketing Research Exam (CMRE). The text can be accessed online completely free of charge at any time – click here. After September 30, 2010 (when 2010 updates will be completed), students will be able to print each chapter for a small fee.

Complementary readings will be suggested by the instructors, when required. For those students who have already purchased Malhotra’s Marketing Research – An Applied Orientation, be advised that it remains an excellent resource for most of the core modules and to prepare for the CMRE.

NEW: Multi Course Bundle Savings

Multi course bundle savings will apply when more than 1 course is purchased by an individual in the same online transaction in the MRIA Portal:

2 courses = 10% off
3 to 5 courses = 15% off
6 or more courses = 20% off

NEW: Online tests to be implemented soon for Core courses
 
MRIA will be implementing a short online test for each Core course.
 
This test will be mandatory for anyone who wishes to receive a certificate of completion.
 
All the details pertaining to the test applicable for each course will be sent to you after you have completed the course. For more information, click here.

"The location was perfect and (Chuck Chakrapani) was inspirational. He offered a lot of good ideas and passion for the subject."

"The course was well organized and the handouts are exceptional."

"Presented very complex material in an interesting and understandable manner."

• Course Length: 2 Days
• Check-in: 8:30 am, daily
• Classes: 9 am - 5 pm, daily
• Lunch will be provided
• For terms and conditions, click here

The venue address will be sent to you as part of your course registration confirmation.

MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.