STAT 176 - Statistical Methods in Market Research
Course Description
Market research process; design of market research; data collection
techniques; data analysis using descriptive and inferential statistics in market
research.
Course Learning Outcomes
By the end of this course, the student must be able to:
- Recognize the basic concepts of Market Research;
- Demonstrate proficiency in computational methods using statistical
software (Excel, SPSS, and R).
- Apply data analysis methods using market data.
- Formulate research topics to address market problems; and
- Effectively construct written market research reports.
Course Outline
UNIT 1. Introduction
- What is Market Research?
- The Market Research Process
- Applications of Market Research
UNIT 2. Research Design
- Types of Research
- Research Design
- Data Sources
UNIT 3. Observation, Focus Group, and Other Qualitative Methods
- Quantitative vs Qualitative Research
- Observation Technique
- Focus Group
- Other Qualitative Methods
UNIT 4. Basic Concepts of Measurement and Scaling
- Measurement Process
- Scales of Measurement
- Validity and Reliability of Measurement
- Attitude Measurement
UNIT 5. Questionnaire Design
- Functions of Questionnaire
- Questionnaire Components
- Questionnaire Design
UNIT 6. Sampling Plan
- Sampling Techniques / Procedures
- Sample Size Determination
UNIT 7. Field Procedures
- Field Procedures for Data
Collection Methods
- Errors in Field Operations
UNIT 8. Descriptive Data Analysis
- Measures of Central Tendency
- Measures of Dispersion
- Other Measures of Location
- Measure of Associations
UNIT 9. Inferential Data Analysis
- Tests of Hypotheses
- Regression Analysis
- Principal Component Analysis
- Factor Analysis
- Cluster Analysis
- Discriminant Analysis
- Conjoint Analysis
- Canonical Correlations Analysis
- Multivariate Analysis of
Variance