What you’ll learn in this course

Where should you start with quantitative data analysis for market research projects? How can you get the most from frequencies and crosstabs? How can you work effectively with data analysts or statisticians who may be supporting your market research projects? What are some of the important predictive options you can consider? 

In this market research training program, Instructor Jim Newswanger will teach the basics of quantitative analysis in a fun, practical way. Includes examples, exercises, and plenty of time for student Q&A. This market research class is ideal for those new to quantitative data analysis. No previous background in statistics is required.  

Note: This class does not include generating data analysis; it focuses on planning for and interpreting data analysis. For conducting data analysis, we offer Intro to SPSSSPSS 201, and Statistics with R. We also recommend using the many excellent tutorials offered by the statistics software companies.

Upon course completion, you will be able to 

  • Describe survey results by using basic statistics (mean, median, mode, and variability measures)
  • Understand how to optimize survey research success by planning ahead for the data analysis phase of a project
  • Read and interpret crosstabs (banner tables)
  • Recommend when to use, or not use, weighting
  • Choose among several data analysis options for getting the most out of survey data
  • Understand data reliability measures (and what a 95% confidence interval really means)

Are you able to confidently use basic statistics to summarize customer attitudes and behaviors collected via surveys? If not, this is the class you need.

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


Take a look inside the course

  • 1


    • Getting Ready to Rock!

    • Access Your Live Events & Amp Up Your eLearning

  • 2

    Module 1: Fundamentals

    • Lesson Plan

    • Fundamentals 1A [Video Lesson]

    • Fundamentals 1A [Slide Viewer]

    • Fundamentals 1A [Slide File Download]

    • Planning Makes for Great Research [Downloadable Job Aid]

    • Fundamentals 1B [Video Lesson]

    • Fundamentals 1B [Slide Viewer]

    • Fundamentals 1B [Slide File Download]

    • Five Factors That Impact Data Quality [Downloadable Job Aid]

    • Sampling Like a Pro [Downloadable Job Aid]

    • Cleaning Data Checklist [Downloadable Job Aid]

  • 3

    Module 2: Exploring Data

    • Lesson Plan

    • Exploring Data 2A [Video Lesson]

    • Exploring Data 2A [Slide Viewer]

    • Exploring Data 2A [Slide File Download]

    • Statistical Terminology [Downloadable Job Aid]

    • Exploring Data 2B [Video Lesson]

    • Exploring Data 2B [Slide Viewer]

    • Exploring Data 2B [Slide File Download]

    • Checkpoint A: Basic Concepts Review [Action Required]

  • 4

    Module 3: Data Interpretation

    • Lesson Plan

    • Data Interpretation 3A [Video Lesson]

    • Data Interpretation 3A [Slide Viewer]

    • Data Interpretation 3A [Slide File Download]

    • Data Interpretation 3B [Video Lesson]

    • Data Interpretation 3B [Slide Viewer]

    • Data Interpretation 3B [Slide File Download]

    • Checkpoint B: Crosstabs Practice [Action Required]

  • 5

    Module 4: Explaining Results

    • Lesson Plan

    • Explaining Results 4A [Video Lesson]

    • Explaining Results 4A [Slide Viewer]

    • Explaining Results 4A [Slide File Download]

    • Explaining Results 4B [Video Lesson]

    • Explaining Results 4B [Slide Viewer]

    • Explaining Results 4B [Slide File Download]

    • Independent vs Dependent Variables [Downloadable Job Aid]

    • Checkpoint C: Basic Concepts Review [Action Required]

    • Checkpoint D: Key Findings [Action Required]

  • 6

    Bonus Resources

    • Recommended Reading & Viewing

    • Data Analysis Plan for a Message Testing Study

  • 7


    • Your Rockstar Status Awaits: Final Assessment

  • 8

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Jim Newswanger

Quantitative Market Researcher

Jim Newswanger has over twenty years of experience with primary quantitative and qualitative research initiatives. He has end-to-end skills including questionnaire design, sampling, analysis, and presentation. He has been the Senior Market Intelligence Leader for Corporate Functions at IBM and led the primary market research skill set specialty. At IBM, he directed the "Jam" program, which involves time-limited online conference-like discussions--and the analysis of a large corpus of text to identify themes, sentiments, and influencers. (The Jam research model won an AMA/Nielsen EXPLOR Award and has been described in Harvard Business Review). Jim was a Senior Management Consultant in pharma at ZS Associates in Princeton, NJ, where he was also co-founder of an e-health startup called Cozint. Before ZS, Jim was a Vice President at SRBI New York, handling all aspects of blue-chip client projects across most industries. He has an earned Ph.D. in Applied Statistics (PREM Program) from Penn and an Executive MBA from Quantic. He is a proud member of AAPOR, the American Psychological Association, and the Digital Analytics Association. He is based in New York City.

Frequently Asked Questions

We are committed to advancing the work, and careers, of Market Research & Insights Professionals

  • What is 'hybrid eLearning'?

    Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.

  • Why memberships?

    Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!

  • Can I get a Free Sample?

    Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.

  • Can I get a group discount?

    Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.

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