This course focuses on advanced analytical techniques to uncover patterns in customer and market survey data. Students learn cluster analysis, MANOVA, multidimensional scaling, correspondence analysis, confirmatory factor analysis, and structural equation modeling to support business decisions in targeting, positioning, product development, and customer satisfaction. Through hands-on software training, case studies, and expert visits, students apply these methods to mapping brand perceptions, validating customer constructs, and modeling satisfaction, loyalty, and brand relationships while learning to communicate data-driven recommendations for business impact. Prerequisite: MARK 5327, BSTAT 5325, or consent of the MSMR Program Director.