In this module, the student will learn to use quantititative methods for a variety of marketing and advertising research applications.
Introduction: Quantitative Research Applications in Marketing
Overview of quantitative research applications in marketing and advertising
Concepts of Measurement and Measurement Scales
Levels of Measurement, Comparative Scales, Non-comparative scales.Attitude scaling and concepts of reliability and validity
Segmentation and Positioning Studies
Using cluster analysis to profile market segments. Using multi-dimensional scaling to develop perceptual maps.
Product and brand research
Using conjoint analysis in new product testing. Types of product test (monadic, paired comparison, triangular, round robin). Tests of mean differences and proportions. Using regression in new product research.
Advertising research
Evaluating, testing and measuring advertising effectiveness. Longitudinal studies.
Estimation
Sampling and inference. Point and interval estimates. Confidence intervals for means and proportions. Determination of sample size.
Hypotheses Testing
The reasoning behind a hypothesis test. Hypothesis testing procedure. Tests of population means and proportions.
Tests of Association
Contingency tables. Study design. Table construction and sample size. Analysis and interpretation.
Regression and Correlation
Scatterplots. Correlation coefficient. Coefficient of determination. Regression equation. Prediction: interpolation and extrapolation.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |