This course builds essential statistical analysis capabilities for market research professionals. Learners will develop a strong understanding of statistical package functionality and master techniques for comparing group differences through hypothesis testing. You'll move beyond raw data to defensible insights by learning not just how to run a statistical test, but why it matters and what it means for the business.

Through practical, hands-on application in real-world scenarios—such as A/B testing and customer satisfaction analysis—you will build the analytical skills needed to draw statistically valid conclusions from research data. You will master the two-sample t-test in Microsoft Excel, learning to interpret key metrics like the p-value and translate them into clear, actionable business recommendations. This course provides the foundational skills to use statistical evidence to answer critical business questions, validate assumptions, and contribute to a culture of data-driven decision-making in your organization.