SAS Marketing Research​ Learning Subscription

Want to learn how to understand your customers and market your business more effectively? SAS provides a wide variety of tools for analyzing market research data. Learn about advanced market research techniques that lead to success.
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About this Subscription



Market research involves gathering data from customers that enables a company to make more informed marketing decisions, based on data, not opinion. The insight that you gain can be tapped to meet specific business goals about your brand, campaign effectiveness, competitors, customer segmentation, and more. The benefits of market research are many, including maintaining a customer-centric approach that’s more targeted and segmented to particular buyers, reaching your audience more effectively, identifying growth opportunities, testing concepts to avoid risk or pitfalls, and competing more successfully in your market or industry.

Learn how to:
  • Apply a variety of multivariate statistical methods to marketing and business data and interpret the results.
  • Design efficient marketing experiments with more than one factor, conduct the experiment, and analyze the results.
  • Divide your market research data into segments or clusters that share common characteristics, and compare and contrast with other groups to derive valuable insights.
  • Use the R and Python APIs to take control of SAS Cloud Analytic Services (CAS) and submit actions from Jupyter Notebook to take advantage of distributed analytics on the SAS Viya platform.
  • Use conjoint analysis to analyze consumer preferences for attributes of a product and simulate the choices made by consumers.
  • Study the trade-offs consumers make when making buying decisions.
  • Use Tobit models, truncated models, and sample selection models in the QLIM procedure.
  • Use discrete choice models to determine the influence that a unique variable like price, advertising, discount promotion, or in-store merchandising has on consumer choice.


    • Before taking these courses, it is recommended that you take the SAS Programming 1: Essentials and Statistics 1: Introduction to ANOVA, Regression, and Logistic Regression courses, which are available in instructor-led or free online e-learning formats. The Statistics 2: ANOVA and Regression course or equivalent knowledge is also helpful.

    Courses Included in Subscription

    Marketing Research

    1

    • COURSE

      Multivariate Statistics for Understanding Complex Data
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      This course teaches how to apply and interpret a variety of multivariate statistical methods to research and business data. The course emphasizes understanding the results of the analysis and presenting your conclusions with graphs.

    • COURSE

      Design of Experiments for Direct Marketing
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    • COURSE

      Applied Clustering Techniques
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    • COURSE

      SAS® Programming for R Users
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      This course is for experienced R users who want to apply their existing skills and extend them to the SAS environment. Emphasis is placed on programming and not statistical theory or interpretation. Students in this course should have knowledge of plotting, manipulating data, iterative processing, creating functions, applying functions, linear models, generalized linear models, mixed models, stepwise model selection, matrix algebra, and statistical simulations.

    • COURSE

      Using Python and R with SAS® Viya® for Advanced Analytics
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      In this course, you learn to use R and Python to take control of the SAS Viya Cloud Analytic Services (CAS) distributed computing environment to develop machine learning models. You learn to upload data into the in-memory distributed environment, analyze data using Pandas like functionality, build machine learning models, and assess those models in CAS using familiar open-source functionality via the SWAT (SAS Scripting Wrapper for Analytics Transfer) package.

    • COURSE

      Conjoint Analysis: Evaluating Consumer Preferences Using SAS® Software
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      This course discusses a method in marketing research called conjoint analysis that is used to analyze consumer preferences for products and services.The e-learning version of this course includes data so that you can practice the software demonstration steps in your own SAS environment.

    • COURSE

      Fitting Tobit and Other Limited Dependent Variable Models
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      This course illustrates how to fit Tobit models, truncated models, and sample selection models in the QLIM procedure. Tobit models are censored regression models that are used when the dependent variable has a limited distribution because of censoring. For example, a value of 100 for the dependent variable might mean 100 or less, but we do not know how much less. Tobit models and other limited dependent variable models are used in many fields such as biostatistics, insurance, finance, physical sciences, and econometrics.

      The e-learning version of this course includes data so that you can practice the software demonstration steps in your own SAS environment.

    • COURSE

      Discrete Choice Modeling Using SAS® Software
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      This marketing research course shows how to design a discrete choice experiment and how to analyze discrete choice data in SAS software. Analytical advice regarding number of choice sets, the number of alternatives, and number of subjects is also given.

      This course includes practice data and exercises.

    • COURSE

      Responsible Innovation and Trustworthy AI
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      This course is designed for anyone who wants to gain a deeper understanding about the importance of trust and responsibility in AI, analytics, and innovation. The content is especially geared to those who are making business decisions based on machine learning and AI systems and those who are designing and training AI systems.

      Whether you are a programmer, an executive, an advisory board member, a tester, a manager, or an individual contributor, this course helps you gain foundational knowledge and skills to consider the issues related to responsible innovation and trustworthy AI. Empowered with the knowledge from this course, you can strive to find ways to design, develop, and use machine learning and AI systems more responsibly.

      We expect that each module can be completed in under an hour, and you can work at your own pace to complete the material. As we release new modules, you might lose progress through the material that you have completed, so please make a note of where you are leaving off before exiting the course.

    • COURSE

      Leading with Analytics
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      You know that analytics can help your company succeed. However, it is not always clear where and how analytics can help. Even worse, it can sometimes seem like everyone is speaking a different language. This course helps you lead your organization to greater success by pairing your expertise about the business with an understanding of where and how data science can help. You build on your strengths to collaborate effectively with experienced data scientists and to mentor novice analytics professionals to engage in the business. You also learn about five organizational styles for analytics with proven business outcomes.

    SAS Products Covered

    • SAS/STAT
    • SAS/GRAPH
    • SAS/QC
    • Base SAS
    • SAS/IML
    • SAS Viya
    • SAS Machine Learning


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    Certification Preparation



    This learning subscription is not currently associated with a SAS credential.

    “I think the self-paced training was the BEST I’ve ever taken. The videos were short and segmented correctly to keep my attention and the activities and quizzes were just enough to help my confidence.”

    Tony Mayo, SAS Customer