Advanced quantitative methods including multivariate and other statistical methods that have important applications in market research will form the first part of this unit. Consumer choice modelling (conjoint analysis) will also be discussed. Methods for modelling and forecasting trends based on time series data, including techniques for seasonal adjustment will be covered. The course will make extensive use of the statistical computing package SPSS.

Topics

• Principal component analysis
• Factor analysis
• Conjoint analysis
• Time series decomposition
• Autoregressive and moving average models
• Smoothing techniques