MARK 5343. ADVANCED RESEARCH ANALYSIS I. 3 Hours.
Focuses on problems of data analysis in marketing research. Introduces the concept of multivariate data and emphasizes application of core statistical techniques including factor analysis, multiple regression, discriminant analysis and logistic regression. Also covered are cluster analysis and ratings based conjoint analysis. Application of statistical software is stressed including interpretation of statistical output. Prerequisite: MARK 5327 or permission of the MSMR Program Director.