CBDS 550 Sampling and Segmentation

To generate actionable insights and implement them effectively we need to know how consumers are distributed across the population, what segments will want a product or service, and how we can sample from relevant segments so that our data is representative of relevant populations. This is an advanced course designed to provide an overview of these topics from an applied analytic perspective. The first half of the course focuses on sampling methods for data collection such as: Stratification, cluster sampling, systematics selection, multistage sampling, and probability proportional to size sampling. The second half of the course focuses on analytic methods for the four main types of market segmentation: Demographic, behavioral, psychographic, and geographic. Material is presented via lectures, discussions, immersive labs, and an applied team project.