- Demonstrate the ability to apply fundamental concepts in exploratory data analysis.
- Design studies for obtaining data whilst avoiding common design flaws that incur bias, inefficiency and confounding.
- Demonstrate an understanding of the basic concepts of probability and random variables.
- Understand the concept of the sampling distribution of a statistic, and in particular describe the behaviour of the sample mean.
- Understand the foundations for classical inference involving confidence intervals and hypothesis testing.
- Apply inferential methods relating to the means of Normal distributions.
- Apply and interpret basic summary and modeling techniques for bivariate data and use inferential methods in the context of simple linear models with normally distributed errors.
- Interpret and analyse data that may be displayed in a two—way table.
- Basic data analysis: descriptive statistics
- Generalizing a sample's findings to its population and testing hypotheses about percent and means
- Testing for differences between two groups or among more than two groups
- Determining and interpreting associations among variables
- Regression analysis in marketing research
- Analysing quantitative data
- Analysing qualitative data
24 Lesson Hours
8 Preparatory Lesson Hours
8 Assignment / Homework hours
20 Exam and exam preparation hours
52 Literature (Depending on the length and difficulty of the book) hours
The course uses 310 pages from book(s) and journal articles where:
- 175 pages easy reading and understanding material – 25 hours
- 135 pages average reading and understanding material - 18 hours
- Difficult reading and understanding material – 3 pages per hour
- Average reading and understanding material – 5 pages per hour
- Easy reading and understanding material – 7 hours per page
Total: 112 hours
- Classroom lecturing
- Case study discussions
- Feedback and presentation sessions
- Video and film
- Discussion sessions
- Research Papers
- “Marketing Research with SPSS 13.0”, Burns, A. Bush, R.F., 5th ed. 2006, Prentic Hall, Pearson Ed. ISBN 0-13-147732-3. Chapters 15,16,17,18,19.(p. 420-595)
- “Research Methods for business students”, M.Saunders et al. 5th ed. 2009, Pearson , ISBN 978-0-273-71686-0. Chapters 11 and 12 (p. 360-479)
- SPSS Student Assistant: and SPSS Datasets:
- Brief SPSS tutorial: http://www.ssric.org/trd/spss13