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Research Methods

Research Methods (IMC 620) focuses on data analysis in marketing research. Emphasizes core statistical techniques, the application of statistical software and the interpretation of statistical outputs. Ethical issues in marketing research are also discussed. SPSS software is required.

Course Learning Outcomes

Upon successful completion of IMC 620, students will be able to:

  • Recognize when and how to use basic descriptive and inferential statistical methods (e.g. correlation, bivariate regression, t-tests, Chi square, ANOVA) for appropriate purposes within the research process.
  • Explain the logic and process of null hypothesis significance testing, while attending to matters such as error, power, effect size and confidence intervals.
  • Use SPSS statistical software to enter data and interpret basic statistical analyses (e.g. correlation, bivariate regression, t-tests, Chi square, ANOVA), including screening data and testing assumptions.
  • Communicate effectively about basic statistical analyses and the research process (e.g. problems, methods, results and conclusions).
  • Cite many of the ethical issues involved in marketing research.
  • Analyze data, report findings and interpret results in an ethical manner.
  • Determine whether marketing research is a potential career for you.


  • Measurement Analysis: The Basics
  • Introduction to SPSS
  • Descriptive Statistics
  • Statistical Inference/Hypothesis Testing
  • T-tests ANOVA
  • Associative Analysis: Chi-square
  • Associative Analysis: Correlation
  • Multivariate Analysis
  • Research Reporting Ethics