Project Management Webinar Series – Data Analysis
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Project Management Webinar Series

Data Analysis

Monday, December 2, 2 - 3 p.m. ET

Seeing the Big Picture: Taking Data Analysis from Cross Tabs to Multivariate Analysis

Relying on crosstabs as your only means to analyze data is like building a road without guardrails or driving a car without seatbelts or airbags. You can do it, but at great risk – in this case missing true insights or coming away with the wrong recommendations.

Understanding your data is the starting point for analysis. Crosstabs are a great place to begin the process, but you need to go further. You need to understand how the data can be analyzed to draw comparisons, uncover key drivers and determine if different segments or groups exist in the data. To do this, you must utilize more advanced analytical tools.

During this webinar the presenters will discuss:

  • Limitations for using crosstabs as your only analytical tool
  • How to use summary measures such as top box scores, variance and standard deviation to understand your data as you begin your analysis
  • Using correlations - what analysis can and can’t tell you about your research data
  • An overview of key multivariate techniques (and when and how to use them) including:
– Factor analysis
– Cluster analysis
– Regression analysis
– Discriminant analysis

This webinar is ideal for: Entry and mid-level researchers, project managers, account executives and new analysts who want to better understand some of the most commonly used analytical tools.


Jim Berling, Managing Director, Burke Institute

Jim is the Managing Director of Burke Institute and a member of the senior management team at Burke, Inc. He has been conducting research and consulting with clients on qualitative and quantitative research projects for more than 16 years. His primary area of expertise is in moderating, effective communication, turning insights into action through storytelling, and online qualitative research for companies in the financial services, healthcare, industrial equipment and consumer packaged goods industries. Jim also has a passion for teaching as he has traveled to more than 20 different countries around the world speaking at conferences, trade shows and leading on-site customized client programs. Prior to joining the Burke Institute, Jim directed the marketing and insights group for a start-up computer software company that introduced a variety of new products for the business-to-business and consumer marketplace. He also worked for the brokerage division of a major financial services company. Jim’s academic background includes an MBA in Marketing and Finance from the University of Cincinnati and a BA in Economics from Washington University in St. Louis, Missouri. He currently serves on the MMR Advisory Board for Southern Illinois University Edwardsville. He has also written and published articles for Quirk’s Marketing Research Review and other industry related publications.

Tony Zahorik, Vice President, Burke Institute

Tony is responsible for conducting seminars on various aspects of research methodology as well as specific applications of quantitative methods in marketing research, such as customer satisfaction measurement, advertising testing, and market segmentation. In addition to his role as a seminar leader, he works as a marketing consultant to a variety of industries including telecommunications, banking, hospitality, book publishing, advertising, construction equipment, food processing, airlines, oil drilling, pharmaceuticals, and for the U.S. Government. Before joining the Burke Institute, he served for twelve years as a member of the marketing faculty of Vanderbilt University's Owen Graduate School of Management, where he presented executive seminars on marketing management, marketing planning, measuring advertising effectiveness, and measuring customer satisfaction. In addition to teaching at Vanderbilt, Tony served as the assistant dean of the Owen School and has been a mathematics professor at Ithaca College and a member of the faculty of Cornell University's graduate school of management. Tony has done extensive consulting, research, and publication in the area of customer service, customer satisfaction and the impact of service quality programs on corporate profits. He is the coauthor of two books on these topics, Return on Quality: Measuring the Financial Impact of Your Company's Quest for Quality and Service Marketing. His academic qualifications include the M.B.A. and Ph.D. degrees in Business Administration with specialization in Marketing, Quantitative Methods and Operations from Cornell University as well as an M.A. in mathematics from the University of Illinois at Urbana. He is on the Editorial Board of the Journal of Service Research and the Editorial Review Board of the Journal of Marketing and reviews articles for other academic publications.


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