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