Delivered at:: Department of Business Informatics

Course type:: Elective course

When:: 4 year, 2, 3 module

Instructor

Gladkova, Margarita

Full Syllabus

Abstract

For those undertaking market research in practice, an ability to handle data is an essential skill. This course concentrates on transforming students into competent and confident users of statistical software to enable them to conduct independent data analysis by taking a more applied approach to conventional statistics. The first half of the course focuses on aspects of market research, and in the second half the emphasis is on the practical application of a variety of multivariate statistical techniques

Learning Objectives

To be able to design a market research project
To gain experience in using statistical software packages
To know how to interpret output from statistical software and to draw appropriate conclusions.

Expected Learning Outcomes

To define a market research problem and create an appropriate research design
To perform independent data analysis in a market research setting
To determine which statistical method is appropriate in a given situation and be able to discuss the merits and limitations of a particular method
To use statistical software to analyse datasets and be able to interpret output
To draw appropriate conclusions following empirical analysis and use to form the basis of managerial decision-making

Course Contents

Introduction to market research and defining problem
Market research designs
Secondary data - sources and applications
Qualitive research: focus groups and projective techniuques
Survey methods and quantitive observation
Causal research using experiments
Scaling techniques
Questionnaire design
Sampling methods. Final and initial sample design determination
Cross-tabulation and hypothesis testing
Analysis of variance and covariance
Correlation ad regression
Discriminant analysis
Logistic regression
Factor analysis
Cluster analysis
Conjoint analysis
Multidimesional scaling

Assessment Elements

Exam
Lab tasks
Project

Interim Assessment

2024/2025 3rd module
0.3 * Exam + 0.4 * Lab tasks + 0.3 * Project

Bibliography

Recommended Core Bibliography

An introduction to data analysis : qantitative, qualitative and mixed methods, Bergin, T., 2018

Recommended Additional Bibliography

Discovering statistics using IBM SPSS statistics, Field, A., 2018

Authors

GLADKOVA MARGARITA ANATOLEVNA
EREMEEV IVAN ANDREEVICH

Bachelor’s Programme 'Digital Product Management'

Contact us

Statistical Methods for Market Research