LWS: Marketing Data Analysis (ENG)

This lecture provides a comprehensive overview of the systematic procedures used to transform raw marketing research data into actionable insights. The material outlines a five-step process: validation and editing, coding, data entry, logical cleaning, and final tabulation and statistical analysis. Students are introduced to various levels of analysis, ranging from descriptive statistics, such as measures of central tendency (mean, median, mode) and dispersion (variance, standard deviation); to inferential and associative statistics, including hypothesis testing with Chi-square, Z-tests, and t-tests. Furthermore, the lecture touches upon complex multivariate techniques like regression and cluster analysis and provides practical instructions on activating the Data Analysis ToolPak in Excel to perform these calculations.