Name of the unit

This unit first aims to review the survey technique, one of the most popular tools of data collection employed in Marketing Research. Then, the unit focuses on explaining various data analysis techniques commonly applied in Marketing Research including not only univariate techniques such as t-test and analysis of variance but also multivariate ones such as exploratory factor analysis and cluster analysis. In the discussion of each statistical technique, the emphasis is on explaining the procedure, interpreting the results and drawing managerial implications, rather than on statistical elegance. In addition, this unit also provides guidelines for writing reports and preparing tables and graphs and also discusses oral presentation of the report.