Take a look inside the course

    1. Getting Ready to Rock!

    2. Exclusive Instrutor-led Live Events (Zoom)

    1. Module 1 Lesson Plan

    2. Basics of Factor & Cluster Analysis M1A [Video Lesson]

    3. Basics of Factor & Cluster Analysis M1A [Slide Viewer]

    4. Basics of Factor & Cluster Analysis M1A [Slide File Download]

    5. Basics of Factor & Cluster Analysis M1B [Video Lesson]

    6. Basics of Factor & Cluster Analysis M1B [Slide Viewer]

    7. Basics of Factor & Cluster Analysis M1B [Slide File Download]

    8. Quiz A: Basics of Factor & Cluster Analysis

    1. Module 2 Lesson Plan

    2. Getting Started M2A [Video Lesson]

    3. Getting Started M2B [Video Lesson]

    4. Getting Started [Slide Viewer]

    5. Getting Started [Slide File Download]

    6. Quiz B: Team Management, Planning for Factor Analysis, and Reporting Factors

    7. Checkpoint A: 4 factors, or 5?

    1. Module 3 Lesson Plan

    2. Cluster Analysis in Practice M3A [Video Lesson]

    3. Cluster Analysis in Practice M3A [Slide Viewer]

    4. Cluster Analysis in Practice M3A [Slide File Download]

    5. Cluster Analysis in Practice M3B [Video Lesson]

    6. Cluster Analysis in Practice M3B [Slide Viewer]

    7. Cluster Analysis in Practice M3B [Slide File Download]

    8. Brainstorming Beyond Basics: Identifying Variables for Cluster Analysis

    9. Quiz C: Planning for Cluster Analysis, Segmentation Models, and Considerations

    1. Module 4 Lesson Plan

    2. Interpreting Results and Reporting Clusters [Video Lesson]

    3. Interpreting & Reporting Results [Slide Viewer]

    4. Interpreting & Reporting Results [Slide File Download]

    1. Recommended Reading & Viewing

    2. How to Interpret Factor Analysis Results [Bonus Lesson]

    3. How to Interpret Factors [PPT from Live Event]

About this course

  • 35 lessons
  • 4 hours of video content

Course Overview

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 market research training course, 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.

Watch the preview below.


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.

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