Measuring Customer Satisfaction: Advanced Analytical Techniques

Course Category:

• Professional Development course

Instructor:

• Chuck Chakrapani, MA, MSc, PhD, CIM, FSS, CMRP

This course is directed at marketing researchers who have a good understanding of the tools and techniques used to measure customer satisfaction. Building upon "Measuring Customer Satisfaction, Loyalty and Retention", this course provides an in-depth analysis of the analytical techniques used to measure customer satisfaction. It is recommended that researchers complete "Measuring Customer Satisfaction, Loyalty and Retention" and "Marketing Research Statistics & Data Analysis" before taking this course. (If you have not taken these courses, you are at least expected to be familiar with customer satisfaction methods and basic statistical terminology. While the course is mostly self-contained, it will not spend too much on background knowledge needed.)

Overlap: Because this course is designed to be self-contained, there is about 10% overlap between this course and “Measuring Customer Satisfaction, Loyalty & Retention”. Another 15% of the material is covered in both courses, but somewhat differently.

• 204-Marketing Research Statistics & Data Analysis
• Measuring Customer Satisfaction, Loyalty & Retention

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

Major topics covered in this course include

• Basic measurement methodologies
• Creating an analytical framework
• Derived importance scores: how are they created
  • Correlation analysis and coefficient of determination
  • Multiple regression analysis
  • Influential observations and multicollinearity
• Principal components analysis and factor analysis
• Path analysis
• Structural equation models
• Other techniques

"After taking this course I now feel comfortable talking to clients about how customer satisfaction is part of value leading to increased profitability."

"Well organized. This course gave good examples and practical implications."

"Great value, especially for the price."

• Course Length: 1 Day
• Check-in: 8:30 am
• Classes: 9 am - 5 pm
• Lunch will be provided
• For terms and conditions, click here

The address of the course location will be sent to you with your course confirmation.

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