• Core course
  • This course is required for members wishing to take Path 2 to the CMRP designation (CMRE)


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).


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


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. A printable PDF version is also available for individual chapters as well as for the entire book 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.


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


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.


MRIA has has implemented an online test for each Core course.

The test is mandatory for anyone working towards their CMRP designation, or for those who wish to receive a certificate of completion.

All details pertaining to the applicable test will be provided during class. For more information about online tests 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."

Location(s) Course Date(s) Registration
Toronto April 5 & 6, 2018 Through the MRIA Portal


  • 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.

Member Regular* Non-Member Regular* Student Regular*

*Plus applicable taxes

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