A Talk at the Royal Statistical Society in London on 22 October 2002, at 5pm (Tea 4.30pm).
12 Errol Street, London EC1Y 8LX (Nearest Tube = Moorgate)
RORY MORGAN (Research International), ANDREW ZELIN, ROGER MORTIMORE (MORI).
How Statistics can add value to Market Research
Market and Social / Political Research surveys lend themselves to a wealth of different types of statistical techniques, allowing one to look beneath the basic output / results tables presented to find "hidden" trends and patterns in the data. This relatively practical / presentational session gives an overview of the general techniques used, focusing on Perceptual Mapping (via Correspondence Analysis) and Conjoint (or Trade Off) Analysis, a technique to assess people's preferences relating to a feature of a new product.
For further details, please contact Andrew Zelin on 020 7347 3193.
Thank you
Andrew Zelin
Head of Sampling and Statistics
MORI
Direct: 020 7347 3193
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