24203 Quantitative Marketing Analysis

Subject level: Undergraduate

Handbook description

This subject introduces students to quantitative methods used in marketing, concentrating on the analysis of survey data and use of multivariate statistical techniques. It combines a theoretical but non-mathematical understanding of the statistical techniques with their practical application in a marketing context. A computer statistical package, SPSS, is used to illustrate the lectures and allow students to develop practical data-analysis skills. The subject emphasises the 'when' and 'how' of multivariate analysis and the interpretation and implications of results.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Understand the role that modern computer-based analytical techniques can play in enhancing marketing decision-making
2. Possess new skills in using statistical software tools to solve real world marketing problems
3. Demonstrate an appreciation of a range of multivariate statistical techniques in terms of their purpose, limitations, and practical implications
4. Develop quantitative data analysis skills that are required for the Honours program.

Contribution to graduate profile

This subject is designed to introduce students to a variety of quantitative data analysis techniques used in marketing research. It helps students to develop analytical skills to solve real world marketing problems such as market segmentation, targeting and positioning, new product design and development, and sales forecasting. The subject is recommended for potential Honours students and will be particularly valuable to students planning careers that require strong data analysis skills.

Teaching and learning strategies

The subject will be taught using a combination of lectures and tutorials in a computer lab. Therefore an experiential approach is adopted based on the philosophy of learning by doing. Lectures will normally be of one-hour duration. The structure will vary slightly depending upon the material to be covered. However, they will usually comprise of presentation of theoretical underpinnings of various analysis methods and interpretation of data analysis results. Tutorial sessions will normally consist of individual exercises designed to teach students how computer based statistical packages, such as SPSS for Windows, and spreadsheet software, such as Microsoft Excel, may be used to illustrate the lecture topics and allow students to develop practical data analysis skills to tackle various marketing problems. Relevant data files and other course material are posted on UTS Online website: http://online.uts.edu.au

Content

• Introduction to the subject including its aims, structure, and rationale
• Overview of statistical theories, including univariate, bivariate, and multivariate statistics
• Hypothesis testing procedure and two types of errors
• Introduction to the concepts of causality and experimental designs
• Analysis of variance, covariance, and hierarchical regression models
• Market demand and sales forecasting techniques
• New product design using conjoint analysis and binary choice modelling method
• Market segmentation and targeting using cluster analysis
• Market positioning using perceptual mapping techniques.

Assessment

Assessment item 1: In-class tests (Individual)

Assessment item 2: Project report (Group)

Assessment item 3: Take-home tests (Individual)