The ongoing economic reforms and the globalisation of the Indian economy have led to dynamic and continuous change in Indian markets. Markets are becoming more competitive and diverse. Faced with greater choice, consumers are becoming more demanding. Consequently, taking key marketing decisions has become more complex, especially those related to market segmentation, product positioning, offer design, pricing and test marketing. At the same time, the availability of information on Indian markets, product offerings, and consumer preferences and choices is also increasing. Multivariate statistical tools for data analysis like regression analysis, factor analysis, discriminant analysis, conjoint analysis, multidimensional scaling and structural equation modeling can effectively be used to make these decisions. Data and text mining approaches are also becoming increasingly relevant for understanding customers, segmenting them and devising strategies to attract and retain them. This programme has been designed to help participants acquire skills in using multivariate statistical tools while taking key marketing decisions. It also exposes participants to data mining and other approaches to statistical analysis of data that is becoming available, particularly in retail, telecom and finance and in many other sectors.
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