To provide marketing managers and other users of marketing research from various industries the tools to understand commonly used research techniques, and help them to gain a better understanding of appropriate techniques useful to their work area and application.

To expose participants to a selected set of statistical tools that would aid marketing decisions. The focus would primarily be on multivariate statistical tools. Marketing decisions would include market segmentation, product positioning, offer design, and test marketing

To provide participants an opportunity to gain experience in using the latest PC-based statistical software in concrete situations

For:

Executives in Marketing / Sales / Brand divisions of various companies engaged in marketing of consumer or industrial products

Entrepreneurs who are buyers of marketing research

Researchers in marketing and related field

Teaching professionals involved in Marketing Research and related areas

Contents:

Fundamentals of research design

Review of Elementary Statistical Analysis

Understanding Customer's Underlying Purchase criteria by Factor Analysis

Binary logistic Regression model and Discriminant analysis for classification and prediction

Cluster Analysis for market segmentation

Multi-Dimensional Scaling (MDS) for positioning analysis and building perceptual map

Regression analysis, Time series analysis, and Artificial Neural Network for Demand Forecasting

Strategic Market Analysis and decision-making using Decision Trees and Analytical Hierarchy Process (AHP)

New Product Decisions using Conjoint Analysis

Introduction to Data Mining and Its Applications in Marketing

For further details, please contact: -
Program Manager,
Indian Institute of Management, Lucknow,
Prabandh Nagar, Off Sitapur Road,
Lucknow - 226013.
Phones: (0522) 2734101 - 23 (23 lines)
Direct: (0522) 2736282 / 2736284 / 2736285
Fax: (0522) 2734025 / 26
E-mail: mdp@iiml.ac.in / mdpoffice@iiml.ac.in / iimlmdp@gmail.com
Website: www.iiml.ac.in
Refer: CoolAvenues' MDP Alert

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