Post Graduate Research Centre for
Marketing Excellence
www.gturesearchcentres.edu.in
A Workshop on Advanced Statistical
Techniques for Marketing Research Using
SPSS
16th to 17th November, 2013
Techniques, Marketing Research, Charts, Hypothesis Testing, Cluster Analysis, Factor Analysis,
SPSS, etc.
Statistical data analysis is one of the essential parts of the study in any field, specifically in business
and economics. Data analytics is one of the growing fields and there are many opportunities in
corporate sector as research analyst for the one who is equipped with data analysis using software
skills. The objective of this workshop was to make Ph.D. scholars aware of statistical research
methods using SPSS and their application in marketing research. The workshop was helpful to Ph.D.
Scholars in their research work.
“Slow and steady wins the Race in Research”
- Dr. K. Muralidharan
“For Data Analysis with SPSS everything has to be in Numbers”
- Dr. Ritesh K. Patel
Page
GTU Post Graduate Research Centre for Marketing Excellence organized the workshop
on “A Workshop on Advanced Statistical Techniques for Marketing Research Using
Statistical Software” in line with the vision of our honourable Vice Chancellor, Dr. Akshai
Aggarwal. This workshop aimed to involve Ph.D. scholar with their respective project where
they get real experience of essential dimensions of Marketing Research using Statistical
1 <<< GTU – Centre for Marketing Excellence >>>
“No one can get anything unless he earns it. This is eternal Law”
- Swami Vivekananda
DAY-1: Saturday, 16th November 2013
The program began with felicitation of Speakers. The dignitaries on the dais were Dr. K.
Muralidharan, Professor of Statistics, Department of Statistics, Faculty of Science, The M. S.
University of Baroda, Vadodara and Dr. Ritesh K. Patel, Assistant Professor, PG Research
Centre for Governance Systems, Gujarat Technological University, Ahmedabad.
More than 50 Ph.D. Scholars in the field of Management, Engineering, and Pharmacy
pursuing their Ph.D. at GTU have participated in the workshop.
Dr. G. P. Vadodaria, I/C Registrar and COE, Gujarat Technological University, welcomed
the speaker Dr. K. Muralidharan, and Ph.D. Scholars of GTU to the event. He also expressed
that SPSS is a very useful research tool for Ph.D. Scholars; he himself used SPSS software in
his Ph.D. data analysis at IIT, Delhi.
Ms. Almas Juneja, OSD & Head Ph.D. Section, Gujarat Technological University welcomed
the guest speaker Dr. K. Muralidharan with a Bouquet.
In the evening session Dr. Ritesh K. Patel introduced Classification and Segmentation
Techniques with the help of Cluster Analysis. During the practical live training session, Ph.D.
Scholars also learned few of these techniques on their laptops and found it very easy to use
SPSS to carry out such type of data analysis. He also discussed that Uni-variate ANOVAs
can also be used to find the right clusters but the researchers differ on the viability of
ANOVAs during Cluster Analyses.
“Too Much analysis is Paralyses”
-
Dr. Raju M. Rathod
Page
In the noon session Dr. K. Muralidharan guided Ph.D. Scholars on how to carry on
multivariate data analysis with SPSS. He covered some important topics such as, Creating &
Editing Graph-board Visualizations including SPSS Maps, Multivariate Techniques, Factor
Analysis and Principal Component Analysis.
2 <<< GTU – Centre for Marketing Excellence >>>
Dr. K. Muralidharan started with a simple question how many of you feel that you can
complete your Ph.D. without SPSS or Statistics? He expressed his views on the importance of
learning the SPSS for Ph.D. Scholar / Researcher. In the morning session Dr. K.
Muralidharan discussed the key topics like Basics of Statistics, Measures of Central
Tendency, Dispersion & Skewness, Basics of Probability and Normal Distribution, Testing of
Means & Variances, Basic Commands of SPSS and Data Handling, Data Preparation,
Missing Value Analysis, etc.
DAY-2: Sunday, 17th November 2013
On the second day of the workshop, Ms. Krishnaba Parmar, felicitated the key speaker Dr.
Raju M. Rathod, Associate Professor, Department of Management, G. H. Patel Post Graduate
Institute of Business Management, Sardar Patel University, Vallabh Vidyanagar, Anand.
Dr. Raju M. Rathod, started the workshop by verifying the stage of Ph.D. scholars. Almost 30
percent of the Ph.D. Scholars have already collected their data for their respective research.
He expressed the need to learn the SPSS to analyze the research data.
Dr. Raju M. Rathod also discussed that our goal should be on focusing our Ph.D.
research/problem and not the Statistical Techniques. We should use the appropriate
techniques based on our problem at hand and suited to our research instead of focusing on all
the techniques.
In the morning session Dr. Raju M. Rathod discussed topics such as Estimation & Hypothesis
Testing: Z, t and chi square test.
During the closing ceremony of the workshop, Ph.D. Scholars expressed gratitude towards
GTU for organizing such type of useful workshop for Ph.D. scholars and also gave the
feedback to organize workshops on SPSS for Pharmaceutical Research, Bio-Statistics
Research and Engineering Research.
Page
In the evening session Dr. Ritesh K. Patel showed the techniques of Multi-Dimensional
Scaling (MDS) and Attribute based Perceptual Mapping with SPSS. He also discussed the
use of Discriminant Analyses to categorize the credit card customers in to Low-Risk and
High-Risk categories. He also expressed that the techniques as MDS and Perceptual Mapping
requires thorough knowledge of market and competitors positioning and advised to use these
techniques in their thesis to represent the analysis in the form of Graphs/Maps rather than
numbers and statistics, which is more easy to understand by Lehman.
3 <<< GTU – Centre for Marketing Excellence >>>
In the noon session Dr. Raju M. Rathod taught techniques such as Correlation & Regression
Analysis, one-way ANOVA, and Two-way ANOVA with the help of SPSS. He also
discussed in brief the techniques like three-way and four-way ANOVA. He also expressed
that for three-way ANOVA, the research needs to have sound knowledge of statistics. He also
warned to Ph.D. scholars that the ANOVAs beyond three-way are out of human capabilities
to understand and interpret them effectively.
Gujarat Technological University
Post Graduate Research Centre
for Marketing Excellence
Contact Persons:
 Ms. Krishnaba Parmar,
Assistant Professor, PG Research Centre for Marketing Excellence,
Gujarat Technological University (GTU),
E-mail: [email protected],
Direct: (079) 23267514, Personal: 9687822802.
Post Graduate Research Centre for
Marketing Excellence
www.gturesearchcentres.edu.in
GUJARAT TECHNOLOGICAL UNIVERSITY
(Established Under Gujarat Act. No. 20 of 2007)
CHANDKHEDA CAMPUS
Nr.Vishwakarma Government Engineering College,
Visat - Gandhinagar Highway, Chandkheda, Ahmedabad – 382424 – Gujarat.
Phone: 079-23267500, Fax: 079-2630 1500.
Page
Gujarat Technological University
www.gtu.ac.in
4 <<< GTU – Centre for Marketing Excellence >>>
 Dr. Ritesh K. Patel,
Assistant Professor, PG Research Centre for Governance Systems,
Gujarat Technological University (GTU),
E-mail: [email protected],
Direct: (079) 23267585, Personal: 9687100199.
Dr. Ritesh K. Patel during his presentation on Clustering
Particpiants
Dr. Raju M. Rathod sharing light movements with Ph.D.
Scholars
GTU’s International Ph.D. Students From Taiwan, Vietnam
& Yemen interacting with Speakers
Ph.D. Scholars interacting with speakers
Ms. Almas Juneja and Ms. Krishnaba Parmar during
inauguration speech
5 <<< GTU – Centre for Marketing Excellence >>>
Dr. G. P. Vadodaria & Dr. K. Muralidharan Discussing the
Importance of SPSS in Ph.D. research work
Page
Dr. K. Muralidharan interacting with Ph.D. Scholars
Ph.D. Scholars
Ph.D. Scholars using their laptops during practical training
session
Dr. K. Murlidhan during practical training session
Ph.D. Scholars with Dr. G. P. Vadodaria
Ph.D. Scholars following the instruction on their laptops
during practical training session
Dr. L. D. Patel, GTU-Ph.D. Guide, during practical training
session
6 <<< GTU – Centre for Marketing Excellence >>>
Dr. Raju M. Rathod Listening to Participant’s Queries
Page
Ph.D. Scholars paying attention to speaker
Dr. Mamta Singh welcomes Dr. K. Murlidharan
Ph.D. Scholars
Ph.D. Scholars
Ph.D. Scholars following the instruction on their laptops
during practical training session
Page
http://www.gtu.ac.in/circulars/13Oct/GTU_SPSS_.pdf.
7 <<< GTU – Centre for Marketing Excellence >>>
For a brief profile of the Resource Persons of the Workshop, please see the ‘Invitation for
the Workshop’ at: