Market Research
Qualitative Research Modules
Module 1
This module covers:
Management Decision Problems
Market Research Problems
Decision Trees
Module 2
This module covers:
Specific Research Questions
Interview Questions
Interview Guide
Module 3
This module covers:
Interview Transcription
Coding
Memos
Clusters and Connections
SPSS YouTube Tutorial Guide
Quantitative Research Modules
Module 4
This module covers:
Open/Save SPSS Data Sets
Commands and Menus in SPSS
Code/Recode Variables
Obtain Frequency Tables
Descriptive Statistics
Average for Multi-Item Scales
Module 5
This module covers:
Identify categorical vs. continuous variables
Test hypotheses related to differences
Learn about and use t-tests to analyse the data in SPSS
Interpret SPSS output for a t-test
Identify dichotomous categorical vs. polytomous categorical variables
Perform analysis of variance (ANOVA) in SPSS
Interpret ANOVA output
Module 6
This module covers:
Cross-tabs and chi-square Test
Interpret chi-square output in SPSS
Perform multiple regression analysis in SPSS
Interpret regression output