Marketing Data Collection & Analysis PDF
Document Details
KEDGE Business School
Renaud Lunardo
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Summary
This document is a presentation from KEDGE business school providing a general overview of data collection and analysis in various domains. It outlines different methods such as questionnaires, experiments, and data mining. The presentation covers the process from data collection to data analysis, software used, and helpful references.
Full Transcript
MARKETING DATA COLLECTION & ANALYSIS Renaud Lunardo, PhD, HDR Office: 1421 Mail: [email protected] KNOWING YOU BETTER 2 A BIT OF BACKGROUND 3 HOW I / WE USE DATA...
MARKETING DATA COLLECTION & ANALYSIS Renaud Lunardo, PhD, HDR Office: 1421 Mail: [email protected] KNOWING YOU BETTER 2 A BIT OF BACKGROUND 3 HOW I / WE USE DATA 4 OUR MOST BASIC EQUATION + < 5 WHY THIS CLASS IS IMPORTANT 6 A CONCRETE EXAMPLE 7 DATA COLLECTION IS NEEDED IN EVERY DOMAIN 8 Stephen Curry #30 of the Golden State Warriors handles the ball against the Los Angeles Lakers during a pre-season game on October 18, 2019 at Chase Center in San Francisco, California. DATA COLLECTION IS NEEDED IN EVERY DOMAIN 9 11 12 OVERVIEW OF THE PROCESS Data collection Data analysis Decision - Questionnaires - Univariate analyses - Experiments - Bivariate analyses What to do from the data - Data mining (Loyalty - Multivariate analyses cards, Facebook, …) 13 OUTLINE Data collection 1 Univariate analyses Description + Generalization 2 Bivariate analyses 3 Explanation + Generalization Multivariate analyses 4 14 THE SOFTWARE WE WILL USE 15 USEFUL / INSPIRING REFERENCES http://2.bp.blogspot.com/-1hsivdMsgWQ/UxBk5-HW2gI/AAAAAAAAClU/TlfFh_8LhXk/s1600/khan-academy.png USEFUL / INSPIRING REFERENCES USEFUL / INSPIRING REFERENCES FIELD Andy, Discovering MALHOTRA N., Marketing JANSSENS W. et al., statistics Research: An applied Marketing Research With Using SPSS, Sage. orientation, Pearson. SPSS, Prentice Hall. + 18 HOW YOUR WORK WILL BE ASSESSED Final exam 60% Group exam (Session 10) 25% Mid Term Exam (Session 9) 15% (Session 5) 19 THE GROUP EXAM 20
