Module Overview

Quantitative Methods for Marketing and Advertising

In this module, the student will learn to use quantititative methods for a variety of marketing and advertising research applications.

Module Code

STAT H3007

ECTS Credits


*Curricular information is subject to change

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.


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 Examination50
Other Assessment(s)50