Marketing research class lectures_100670820-SAS-Marketing-Research

Jul 29th, 2015
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Using the SAS* System for Market ResearchLaurie Rose, SAS Institute Inc., Cary, NCABSTRACTData ManagementoPrograms or full-screen applications for the noviceuser offer facilities for customized data entry screensand data validation.oThe design and maintenance of surveys with theresults integrated in one system make analysis ofsurvey data simple ..oStandard queries combine data sources, segmentthe data into classes, select a random sample, orproduce summaries.oAdditional tools sort the data with the option ofeliminating duplicate data, transpose the data foreasier interpretation and analysis, merge, subset,concatenate, and update the data.The SAS System of software provides a wide variety oftools for analyzing market research data. Everythingfrom simple summary analysis to advanced statisticaland graphical techniques are available. Users holdingdifferent levels of expertise in both software and marketresearch methodologies benefit from these tools. Thispaper briefly discusses some of the methods available inthe SAS System and examines a case study of a currentSAS software user, Bear Creek Corporation, to see howthey have implemented their market researchapplications.INTRODUCTIONDescriptive StatisticsoPackaged utilities make it simple to produceaverages, totals, and ranges.oCrosstabulations show the distribution of values andprovide me'asures of association across variables.oCorrelation measures show the strength of therelationship a

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