On behalf of Michael Greenacre, I forward the following course
announcement to the list.
5th APPLIED STATISTICS WEEK
STATISTICS IN MARKETING RESEARCH
Barcelona, 30 June to 6 July 1999
The fifth APPLIED STATISTICS WEEK is being organized by Pompeu Fabra
University (UPF) from 30th June to 6th July 1999, in Barcelona.
The APPLIED STATISTICS WEEK aims to provide a set of intensive
courses on a particular statistical theme of an applied nature. The
courses are presented by acknowledged leading researchers of
international stature, who are also known to have excellent teaching
and communication skills.
Past themes of the APPLIED STATISTICS WEEK have been
"Statistics in the Health Sciences" (1995)
"Statistics in Classification and Pattern Recognition" (1996)
"Design and Analysis of Survey Data" (1997)
"Statistics in the Environmental Sciences" (1998).
The theme in 1999 has been chosen as "Statistics in Marketing Research"
and again three courses will be offered covering key aspects of this
The selected courses cover three modern areas of methodology which are
often absent from graduate programs and treated rather superficially
in marketing textbooks. These areas are correspondence analysis,
conjoint analysis and structural equation modelling, all of which are
extremely relevant and important to marketing research problems. The
first course on correspondence analysis deals with cross-tabular data
where the objective is, for example, to relate demographic
characteristics of the target market to product choice or to study
product positioning of existing and ideal products. The second course
on conjoint analysis deals with consumer preferences in their
assessment of potentially new products, especially the trade-off
between price and other product attributes. The third course introduces
structural equation modelling, a versatile framework for handling many
inter-related variables. This methodology, which integrates factor
analysis and regression techniques, provides a powerful systems approach
to research problems in marketing and management.
In all three courses there is a significant practical component where
participants are involved in the analysis and interpretation of real
marketing data. We feel that UPF has a unique role to play in fostering
such intensive courses of high quality in Spain and, indeed, in Europe
as a whole. The university and the city of Barcelona enjoy an optimal
location for gathering scholars from different parts of Spain and
Europe. The courses are concentrated into one week to facilitate the
enrolment of professionals and researchers. We also promote a lively
interaction between participants and instructors that helps to achieve
the overall goal of improving the application of statistical methods
to research problems in our society.
Michael J. Greenacre
Pompeu Fabra University, Barcelona
These graduate-level courses are aimed at professionals who are
actively engaged in marketing and survey research, as well as company
managers who wish to familiarize themselves with the latest
methodologies currently available to assist in decision-making.
Those who will especially benefit from these courses are marketing
managers and researchers, product developers, managers with a
background in quantitative management, survey researchers, social
scientists, and statisticians and academics involved in data
collection and analysis in a marketing and management context.
The classes will be held at IDEC (Continuing Education Institute,
Pompeu Fabra University) - Balmes, 132. 08008 Barcelona
All the courses will be taught in English
CORRESPONDENCE ANALYSIS IN MARKETING RESEARCH
Correspondence analysis is a method for visualizing and
interpreting cross-tabular data, resulting in a perceptual map
where the rows and columns of the table are depicted as points.
The method has become very popular in fields as diverse as
marketing research, sociology, archeology and environmental
research. This course, which is oriented towards marketing
applications, provides a comprehensive introduction to the
concepts underlying correspondence analysis as well as its
rules of interpretation and several examples of its application.
Simple and multiple forms of correspondence analysis are
explained, as well as the connection between these and other
methods such as principal component analysis and cluster
The course is based on the book Correspondence Analysis in
Practice, published in 1993, and contains several updated
sections, especially on the joint analysis of several tables.
Topics particular to marketing research will also be discussed,
such as the analysis of multi-respnse and preference data, ideal
point analysis, and the analysis of individual-level versus
Participants will receive a complimentary copy of the software
program SimCA, which will be used during the course in a
"hands-on" computer session.
Michael Greenacre is Professor of Statistics in the Department
of Economics at the Universitat Pompeu Fabra. His main research
interest is in the analysis and interpretation of multivariate
data, especially the analysis of large data sets. He has written
and edited four books on correspondence analysis, and has given
short courses in the USA, UK, Germany, Norway, Finland, Hungary,
Italy, Switzerland and South Africa.
Date: 30 June, from 9.30 to 13.30 and from 15.00 to 18.00,
and 1 July, from 9.30 to 13.30 hours.
THE PRACTICE OF CONJOINT ANALYSIS
Dick R. Wittink
In the 1960's conjoint measurement was introduced as a way to
determine the applicability of specified utility functions to
preference data, based on an axiomatic framework. Applied
researchers quickly recognized its potential for a large variety
of problems, and the name conjoint analysis describes the use of
a prespecified function estimated from preference judgements.
Applications involve the construction of products (or services)
based on multiple attributes in such a way that one can
efficiently infer the contribution of an improvement in one
attribute, relative to the contribution in any other attribute,
on preference for a product.
In this course, specific conjoint applications will be discussed,
and it will be shown how flexible main-effect preference functions
can be estimated from preferences for hypothetical products which
are created from experimental design principles. Multiple
approaches for the conduct of conjoint analysis will be introduced,
with a discussion of the pros and cons. No matter what approach is
used, the preference judgements are typically analyzed separately
for each respondent, and it will be shown why and how this is done.
Conjoint results are used extensively in marketing and strategy to
simulate future market conditions. For example, a useful application
consists of predicting the impact of a product change by some
competitor, and the identification of effective competitive reactions,
if necessary. Since the data represent preference judgements for
hypothetical products, a critical question concerns the validity of
conjoint results. Specific validation results will be discussed
and introduced principles that favour forecast accuracy
differentially at the level of an individual consumer versus market
level. The features of commercial applications in the US and in Europe
will also be described. Participants will receive copies of papers on
conjoint analysis as well as a demonstration copy of the most popular
Dick R. Wittink is the General George Rogers Clark Professor of
Management and Marketing at the Yale School of Management. He is also
(unsalaried) Professor of Marketing in the Department of Economics at
the University of Groningen in the Netherlands. He has written more
than 30 papers on conjoint analysis. He is area editor of Marketing
Science, associate editor of the International Journal of Forecasting,
and editorial board member of the Journal of Marketing, the Journal of
Marketing Research, and the International Journal of Research in
Marketing. He has taught conjoint analysis to MBA students at Columbia
University, Cornell University, Northwestern University, Stanford
University and Yale University. He has given executive seminars to
managers at such firms as AT&T, Eastman Kodak, Union Carbide, and Xerox.
Date: 2 July, from 9.30 to 13.30, and from 15.00 to 18.00 hours
and 3 July from 9.30 to 13.30 hours.
STRUCTURAL EQUATION MODELLING IN MARKETING AND MANAGERIAL RESEARCH
Richard P. Bagozzi
This is a beginning course for people desiring to learn about
structural equation modelling and how it applies to various topics in
business and organization research. The course will examine
contemporary statistical methods used in measurement and hypothesis
testing and applied in marketing and managerial research. The methods
are applicable to such topics as market segmentation, questionnaire
design and validation, measuring consumer attitudes, determining
customer and employee satisfaction, and representing motivation,
goals, values, decision making, and emotions in both the workplace
and marketplace. Special emphasis will be placed upon correcting for
random and systematic error in practical research. Some of the
technical topics covered include confirmatory factor analysis,
reliability, construct validity, simultaneous equation models with
latent variables, and the interpretation of results. The only
background required is an intuitive understanding of multiple
regression and factor analysis.
Demonstrations, many examples, and personal work on the computer will
be featured to provide hands-on experience.
Richard P. Bagozzi is the Dwight F. Benton Professor of Behavioral
Science in Management at the University of Michigan Business School.
Prior to this he was on the faculties of the University of California,
Berkeley, the Massachusetts Institute of Technology, and Stanford
University. Professor Bagozzi has won teaching awards at the
undergraduate and MBA levels and most recently was presented with the
outstanding professor award by Ph.D. students for his course on
structural equation modelling. His research covers basic and applied
topics in both methodological and substantive contexts. Among other
areas, Professor Bagozzi has done studies into the determinants of
salesforce performance, strategic orientation of multinational
corporations, organization identification and commitment, the adoption
of computer technologies as well as several research projects in the
Date: 5-6 July, from 9.30 to 13.30, and from 15.00 to 18.00 hours.
The course fees include course notes, a Diploma of Institut d'Educacio
Continua, meals and refreshments during the courses.
Course 1: 365 euros (60.731 ptas) (245 euros; 40.765 ptas. if paid
before the 20th of May 1999).
Course 2: 365 euros (60.731 ptas) (245 euros; 40.765 ptas. if paid
before the 20th of May 1999).
Course 3: 450 euros (74.874 ptas) (300 euros; 49.916 ptas. if paid
before the 20th of May 1999).
For those who register for 2 courses the fee is reduced by 10%.
For those who register for 3 courses the fee is reduced by 20%.
SPECIAL FEES for doctoral students and participants in a previous
APPLIED STATISTICS WEEK:
Course 1: 185 euros (30.781 ptas)
Course 2: 185 euros (30.781 ptas)
Course 3: 225 euros (37.437 ptas)
The registration form must be sent by the 20th of May. Payment can
be made by bank transfer (including a copy of the bank transfer), by
credit card (VISA) or by bank cheque to the Institut d'Educacio
Continua. In the case of foreign payments, the cheque should be in
convertible pesetas or euros.
The Continuing Education Institute has arranged a special price of
11.235 ptas.(VAT included) with some hotels in Barcelona for the
accommodation of participants:
Astoria ***, address: Paris, 203 (300m from IDEC)
Balmes ***, address: Mallorca, 216 (200m from IDEC)
In all cases, prices are for a double room for either one or two
persons. You can ask for reservation of rooms in the Registration
Information and enrolment
IDEC (Continuing Education Institute)
08008 Barcelona - Spain
Telephone: (34-93) 542 18 06/15/00
Fax: (34-93) 542 18 08
E-Mail: [log in to unmask]
APPLIED STATISTICS WEEK '99
R E G I S T R A T I O N F O R M
Send to: Registration - IDEC
Balmes, 132. 08008 Barcelona - Spain
Fax Number: (34-93) 542 18 08
REGISTRATION (Mark your choice with an X)
[ ] CORRESPONDENCE ANALYSIS IN MARKETING RESEARCH
[ ] THE PRACTICE OF CONJOINT ANALYSIS
[ ] STRUCTURAL EQUATION MODELLING IN MARKETING AND
[ ] Hotel Balmes *** [ ] Hotel Astoria ***
Number of nights ..... From ............ to ..............
CHARGES (Please calculate the total amount)
Course Fees ..................
(According to the date
of registration or the
doctoral special fees)
Reduction - ..................
(10% or 20% if you apply
for 2 or 3 courses. This
reduction is not available
with special fees)
Total course fees: ..................
PAYMENT (Mark your choice with an X)
[ ] Bank Cheque to Institut d'Educació Contínua
[ ] Bank Tranfer to 0015-4444-11-0100032922 Banca Catalana
(a copy of the bank transfer should be sent)
[ ] Credit Card Payment
Visa card number: ...............................
Cardholder's printed name: ......................