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Marketing Communications
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Research Methods

IMC 520

This course is offered in:

M.S. Integrated Marketing Communications

Top Three Course Takeaways

  1. How and when to use basic descriptive and inferential statistical methods.
  2. How to effectively communicate the key components (problems, methods, results, conclusions) of the research process.
  3. Examine ethical issues in marketing research and how to report results in an ethical manner.

Course Topics

  • 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 and Research Reporting & Ethics

WORKLOAD:   (8-10 hours per week)

This course examines data analysis in marketing research. Students learn core statistical techniques, the application of statistical software, and the interpretation of statistical outputs.

Course Learning Outcomes:

  • Recognize when and how to use basic descriptive and inferential statistical methods 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 statistical software to enter data and interpret basic statistical analyses, including screening data and testing assumptions.
  • Communicate effectively about basic statistical analyses and the research process (e.g. problems, methods, results, and conclusions).
  • Recognize ethical issues involved in marketing research, and how to analyze data, report and interpret findings in an ethical manner.

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