What you’ll learn in this course

You’ve heard the terms “factor analysis” and “cluster analysis”; now it’s time to put these statistical workhorses to use. While they are different, both factor and cluster have the same primary purpose: to reduce the amount of data while remaining true to the original results. Thus, they are often referred to as “data reduction” techniques. In survey research, factor analysis and cluster analysis are often used in tandem.

In this class, Instructor Julie Worwa will guide market researchers who plan to use these techniques on when to use them, how to work with a data analyst (who may be assisting you with the actual statistical analysis), and how to report the results. 

We also cover common applications, including market segmentation and customer satisfaction research. Instructor Worwa also leads the students through an interactive exercise that aids retention of key lessons.

Upon course completion, you will be able to:

  • Discuss factor analysis and cluster analysis
  • Use each method together and separately
  • Plan ahead to incorporate best practices
  • Set expectations with clients
  • Get the most out of the results

As a student, you get lots of helpful videos, readings and reference material.

 

Take a look inside the course

  • 1

    Welcome

    • Getting Ready to Rock!

    • Rockstar Workbook

    • Access Your Live Sessions Here

  • 2

    Basics of Factor & Cluster Analysis

    • Lesson Plan

    • Basics of Factor & Cluster Analysis [Lecture]

    • Basics of Factor & Cluster Analysis [Slide Viewer]

    • Basics of Factor & Cluster Analysis [Slide File Download]

    • Rockstar Practice

  • 3

    Team Management, Planning for Factor Analysis, Reporting Factors

    • Lesson Plan

    • Team Management, Planning for Factor Analysis, and Reporting Factors [Lecture]

    • Team Management, Planning for Factor Analysis and Reporting Factors [Slide Viewer]

    • Team Management, Planning for Factor Analysis, and Reporting Factors [Slide File Download]

    • Rockstar Practice [Action Required]

  • 4

    Planning for Cluster Analysis, Segmentation Models, and Considerations

    • Lesson Plan

    • Planning for Cluster Analysis, Segmentation Models and Considerations [Lecture]

    • Planning for Cluster Analysis, Segmentation Models, and Consideration [Slide Viewer]

    • Planning for Cluster Analysis, Segmentation Models, and Considerations [Slide File Download]

    • Rockstar Practice [ Action Required]

  • 5

    Interpreting Results and Reporting Clusters

    • Lesson Plan

    • Interpreting Results and Reporting Clusters [Lecture]

    • Interpreting Results and Reporting Clusters [Slide Viewer]

    • Interpreting Results and Reporting Clusters [Slide File Download]

  • 6

    Bonus Resources

    • Recommended Reading & Viewing

  • 7

    Assessment

    • Your Rockstar Status Awaits: Final Assessment

Meet Your Instructor

Julie Worwa

Lead Instructor, Principal, JMW Research

Julie Worwa is the sole proprietor at JMW Research, an independent market research consultancy. Julie successfully designs and executes goal-oriented market research programs designed to meet clients’ business objectives. She builds strong relationships with clients, communicating depth of expertise and results in clear, concise, and actionable reports and demonstrations. Julie has personally completed 500+ primary research projects, with deep expertise in consumer behavior, customer satisfaction, market segmentation, needs discovery, and product concept testing.

Frequently Asked Questions

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