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Python Code for MKT - Consumer and Brand Research Course for Simon Business School

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babli18/MKT---Consumer-And-Brand-Research

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Notebook Contents

  1. K-Means Clustering (stp_kmeans.ipynb):

    • Demonstrates the implementation of the K-Means clustering algorithm for customer segmentation.
    • Visualizes how data points are grouped based on shared characteristics, providing actionable insights for marketing strategies.
  2. Linear Discriminant Analysis (stp_lda.ipynb):

    • Explores Linear Discriminant Analysis (LDA) for classifying data points.
    • Focuses on GPA and GMAT scores to predict college admission status (Admit/Reject).
    • Explains the step-by-step process of using LDA for binary classification problems.
  3. Multidimensional Scaling (MDS) (stp_nmds.ipynb):

    • Showcases Multidimensional Scaling (MDS) for visualizing data in reduced dimensions.
    • Highlights how MDS can be used to reveal underlying patterns in complex datasets.
  4. Regression Analysis (stp_regression.ipynb):

    • Provides an overview of regression techniques using the scikit-learn and statsmodels libraries.
    • Discusses the differences between the libraries and their use cases for prediction versus statistical inference.
    • Includes examples of linear and multiple regression to model relationships between variables.
  5. Logistic Regression (logit.ipynb):

    • Implements logistic regression using the Statsmodels library to analyze college admissions data.
    • Explains how logistic regression can predict binary outcomes and interpret feature weights.
    • Emphasizes statistical inference with p-values, confidence intervals, and detailed output for better decision-making.

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