MKX9080 - Quantitative research methods in marketing

Leader(s): Associate Professor Chris Dubelaar

Offered

Not offered in 2009

Synopsis

This unit introduces both multivariate statistical techniques for the analysis of survey data and models to analyse the discrete choice behaviour of individuals. These techniques enable the researcher to effectively analyse survey data and aid in the understanding of markets and of consumer behaviour. In this unit, we place emphasis on understanding the underlying assumptions required to conduct such analyses, appropriate interpretation and reporting of results and the use of these techniques in informing decision makers and academics.

Objectives

The learning goals associated with this unit are to:

• have an understanding of a range of data analysis procedures that may be appropriate when examining marketing issues
• be able to identify, specify and run the various software programs
• be able to interpret the output of these data analysis procedures
• demonstrate an understanding of designing quantitative research and implications for sampling and sampling units
• design research instruments to achieve validity and reliability and generalisability.

Assessment

Within semester assessment: 100%

Contact hours

3 hours each week over a 13 week semester