Also offered in French
203-MARKETING RESEARCH STATISTICS AND DATA ANALYSIS
- Core course
- This course is required for members wishing to take Path 2 to the CMRP designation (CMRE)
- Chuck Chakrapani, MA, MSc, PhD, CIM, MMRS, FSS, CMRP, FMRIA (Toronto)
- Victor Tremblay, M.Sc., PARM (Montréal)
Statistical methods are important tools for any researcher. Basic statistical knowledge is a core competence that no researcher can afford to ignore. Unlike most statistical courses that are too technical and too theory-based, this course takes a practical and applied approach. Building on the material introduced in the Introduction to Marketing Research course, this two-day course simplifies the basic concepts and provides fundamental statistical skills a researcher needs to analyze data.
A calculator (with the square root function) is required to complete in-class calculations.
MAJOR TOPICS COVERED IN THIS COURSE INCLUDE
- Creating tables that communicate
- Measurement effects: Simpson's paradox, halo effects and ceiling effects
- Organizing and summarizing the data: centres and spreads
- Margins of error
- Significance testing
- Samples, sampling and sampling distribution
- Probability: basic concepts
- Identifying relationships in data: correlations
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
||Little or no exposure
||Less than 2 years experience
||2-8 years experience
||8+ years experience
ONLINE TESTING IS ACTIVE
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.
PAST PARTICIPANT COMMENTS
"(Chuck Chakrapani) is a brilliant teacher. He conveyed stats in an unthreatening and realistic way."
"Very good interactive approach to learning."
"The classroom exercises helped to reinforce the theory."
- 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.
*Plus applicable taxes
MRIA courses and their administration are subsidized by members' fees. Therefore, members enjoy a reduced cost for courses.