GA21 Statistics

Module Name
Module Code
Ton Willems
Phase 1 related modules (RM) or equivalent
Building upon the marketing research module MA32 the aim is to consolidate the knowledge about research objectives and questions, and to analyse results at a glance and with the help of software (SPSS and Excel). A basic understanding of statistical theory will be provided. From this understanding you will be introduced to software called SPSS, Statistical Products and Service Solutions (formerly known as Statistical Package for Social Sciences). Through learning by doing we will understand how SPSS works and will help to analyze data. The course book, SPSS syllabus and practical exercises will guide you through the realm of possibilities SPSS offers for data editing and organization, statistical analysis and reporting of test results including visuals (charts, graphics, tables and so on) for reporting in MS Word or Power Point. Emphasis will be laid on the practical application of the tools when preparing a research report.
  • 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
Instruction / Study Load

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

IBA Final Qualification Mapping
Mapped with numbers 9, 16 and 17 See the EEG for further reference.
Teaching Language
Teaching Methods
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status
Testing and assessment
Written Examination (1) See the EEG for further reference.
European Credits
Required literature
  • “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: