A “NEED TO KNOW” PRIMER ON THE USE OF STATISTICS IN MARKET RESEARCH
- Quantitative market research projects can appear overwhelming from the complexity of statistical components; this module will highlight those "need to know" concepts, allowing analysts to manage even the most complex tasks, including
- Understanding the statistical considerations when collecting primary/secondary data for market research
- Learning how to summarize data
- Exploring best practices in analyzing statistical data
- Market Research
- Marketing
- Sales Operations
- Forecasting
- Outcomes Research
- The data collection portion of the module will help answer the following questions:
- How representative is the sample compared with the study population?
- What is the appropriate sample scheme (eg, simple random, stratified, clustered sampling) given the objective of the study?
- What is the minimum sample size needed per cell to achieve the desired degree of accuracy?
- How should researchers allocate a sample quota across cells, given a defined and limited budget?
- The data summary portion of the module will help answer the following questions:
- What is the right metric to summarize the data (eg, mean, median, interquartile range, mode)?
- How can we tell when an incorrect or inappropriate metric is used?
- What visuals are most appropriate to summarize the data? Are different visuals more appropriate for different metrics or different types of studies?
- The data analysis portion of the module will help answer the following questions:
- How do we determine whether differences between 2 groups are statistically significant?
- When should cross-tabulations be used to summarize the relationships between variables?
- When should data be weighted?
- When should regression be used?
- What is driver analysis and what type of information does it provide?
- Relevant pharmaceutical examples will be used to illustrate the concepts
- Each participant will receive a 2-sided laminated card with key learnings from the course.
Chris Field, PhD, has over 10 years of experience in the healthcare industry, including providing statistical analyses for hospital and retail products in a variety of therapeutic areas. Chris holds a BA in economics from Amherst College and a PhD in Economics from Brown University.
For More Information, Contact: |
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Leslie Goldberg, Executive Vice President
666 Godwin Avenue, Suite 320
Midland Park, NJ 07432
p: 201-670-7722 ext. 205
f: 201-670-8707
lgoldberg@advantageh.com
