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Analysis of Consumer Test Data

Analysis of Consumer Test Data

Understanding consumers and their preferences is crucial for competitive businesses. Learn about commonly used methods to analyse consumer test data, the way to interpret results and to communicate them with insightful graphical summaries.

Course Details

Learning Objectives

Learning Objectives:

Upon completion of this module, participants will be able :

  • To understand and choose between the different statistical tests adapted for a given questionnaire
  • Choose the most appropriate statistical method for data analysis
  • Perform the analysis using their own software
  • Extract the pertinent or relevant information from the output provided by the software
  • To read and interpret numeric and graphical software output
  • To report and communicate the results of the analyses

Target Audience

Target Audience:

This session is intended for anyone who analyses consumer test data and/or who wishes to better understand the results provided by marketing firms.



Knowledge of basic principles of descriptive analysis is recommended.

Course Outline

Course Outline:
  • Statistical Methods for Consumer Tests
    • Exploratory Statistics
    • Statistical Hypothesis Testing
    • Analysis of Variance (ANOVA)
    • Rank-Based Methods
  • Applications to Case Studies
    • Preference between Two Products
    • Multiple Comparison Tests
    • Ranking based upon Preference
    • Linking Demographics to Preference Data
    • Additional Questions for Further Study of Preferences
  • Summary
  • Practical Info

    Practical Info:

    Recommended Course Duration: 1 day

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