The first half of the course focuses on aspects of market research, and in the second half the emphasis is on the practical application of a variety of multivariate statistical techniques to supplied datasets.
If taken as part of a BSc degree, the following course must be passed before this course may be attempted:
- Introduction to market research and defining the problem.
- Market research designs.
- Secondary data - sources and applications.
- Qualitative research: focus groups and projective techniques.
- Survey methods and quantitative observation.
- Causal research using experiments.
- Scaling techniques.
- Questionnaire design.
- Sampling methods.
- Final and initial sample size determination.
- Getting started with SPSS.
- Cross-tabulation and hypothesis testing.
- Analysis of variance and covariance.
- Correlation and regression.
- Discriminant analysis.
- Logistic regression.
- Factor analysis.
- Cluster analysis.
- Conjoint analysis.
- Multidimensional scaling.
At the end of the course students should be able to:
- define a market research problem and create an appropriate research design
- perform independent data analysis in a market research setting
- determine which statistical method is appropriate in a given situation and be able to discuss the merits and limitations of a particular method
- use statistical software to analyse datasets and be able to interpret output
- draw appropriate conclusions following empirical analysis and use to form the basis of managerial decision-making
- demonstrate greater commercial awareness.
An individual case study piece of coursework (30%) and a 2 hr unseen written examination (70%).
Field, A. Discovering Statistics using IBM SPSS Statistics, Sage, fourth edition (2013) [ISBN 9781446249185].
Malhotra, N.K. D.F. Birks and P.A. Wills Marketing Research, Pearson, fourth edition (2012) [ISBN 9780273725855].