Module Description:
This module builds on the learning outcomes of the marketing research and statistics modules in semesters 1, 2 and 3, and presents students with a thorough grounding in the application of statistical techniques for the purposes of marketing research.
Module aim
The aim of this subject is that students will gain a thorough understanding of variety of statistical tests available to the market researcher. This module places more emphasis on choice of an appropriate statistical technique and commenting on its relevance to the research problem rather than computation.
Review of basic statistics
Probability distributions
Introduction to statistical inference
Estimation
Hypothesis testing
Non-parametric distributions
Analysis of variance (ANOVA)
The use of SPSS to compute statistical tests (as outlined above)
The Application of statistical tests to marketing research problems
Reports and their presentation
While much of the subject matter will be presented using lectures, the essential thrust of this course is to focus on the student's own research needs and to demonstrate how professional researchers have approached these issues. Bimonthly tutorials will also be provided.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |