Statistical Analysis of Consumer Test Data

SENS3

Duration : 1.0 day(s)

:: Course Summary

This course covers the statistical methods available in most statistical software to perform the most frequently used tests in consumer studies. It will allow participants to understand the different statistical tests possible, choose the most appropriate tests for the questionnaire used and select the most appropriate graphical representations to extract and visualize the salient features of the collected data.

:: Learning Objectives

Upon completion of this course, participants will be able to:

Understand and choose between the different statistical tests adapted for a given questionnaire

Analyze results from the most frequent consumer tests

Interpret the results

Summarize and present the results graphically

:: Target Audience

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

:: Prerequisite

This course covers the fundamentals concepts in statistics and data analysis. Participants do not need to know or use statistical concepts and methods on a regular basis.

:: Notes and Other Information

Please note that this course does not cover analysis of variance and nonparametric methods in depth.

:: Topics Covered

Statistical Concepts for Consumer Tests
- Descriptive Statistics
- Statistical Testing
- Analysis of Variance (ANOVA)
- Nonparametric Methods
Preference between Two Products
Multiple Comparison Tests
Ranking based upon Preference
Conventions for Acceptability Scales
Linking Demographic Information to Preference Data
Additional Questions for Further Study of Preferences
Case Studies

:: Course Content

Knowing and understanding consumer preferences are of principal importance to the industry. As consumers have different tastes and do not react the same way to publicity or the packaging of a product, testing the opinion of consumers when developing a product or before introducing a product on the market is essential.
Several measures are frequently collected when performing consumer tests: acceptability and preference scores, diagnostic and socio-demographic measures.
In order to ensure consumer studies meet the desired objectives, the data collection step must be followed by appropriate statistical analyses of the results.
This training session reviews the statistical methods available in most statistical software to perform the most commonly used tests in consumer studies, for any given product.

Upcoming Public Sessions

No public sessions for this training has been planned yet. If you are interested in attending one, please let us know with your prefered training location: Contact us