24757 Research Methodology and Data Analysis Tools
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2018 is available in the Archives.
Credit points: 6 cp
Subject level:
Postgraduate
Result type: Grade and marksRequisite(s): 24734 Marketing Management OR 24746 Marketing: Concepts and Applications
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject addresses comprehensive and practical considerations of research methodology, data characteristics and processing, multivariate data analysis approaches (statistical considerations and applications), and communication of marketing research results. It helps students develop advanced research skills that are critical to both knowledge generation in marketing theory and problem solving in marketing practice.
Subject learning objectives (SLOs)
| 1. | select and employ suitably relevant research methodologies |
|---|---|
| 2. | employ suitable data analysis approaches |
| 3. | communicate research findings |
| 4. | present effectively in an informal and formal manner the findings of the group work components. |
Contribution to the development of graduate attributes
This unit is designed to introduce students to modern research design and multivariate data analysis techniques. It helps students to develop advanced data analysis skills that are critical to both knowledge generation in marketing theory and problem solving in marketing practice. The subject will be particularly valuable to students planning careers that require strong data analysis skills.
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Content (topics)
1. Review of basic statistical theories
2. Qualitative data analysis
3. Product positioning using simple correspondence analysis
4. Advanced experimental and quasi-experimental designs
5. General linear models, including two-way ANOVA and ANCOVA
6. Principal components analysis and exploratory factor analysis
7. Reliability analysis for reflective multi-item scales
8. Confirmatory factor analysis
Assessment
Assessment task 1: In-Class Assessment (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
Assessment task 2: Project Report (Group)
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
|---|---|
| Weight: | 30% |
Assessment task 3: Final Exam (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 40% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Hair, Joseph F. Jr, William C. Black, Barry J. Babin, and Rolph E. Anderson (2013), Multivariate Data Analysis: Pearson New International Edition, 7th Edition, Upper Saddle River, NJ: Pearson Education, Inc.
References
Allen, Peter, Kellie Bennett, and Brody Heritage (2014), SPSS Statistics Version 22: A Practical Guide, Melbourne: Cengage Learning Australia.
Field, Andy (2009), Discovering Statistics Using SPSS, 3rd Edition, London: Sage Publications.
Other resources
UTSOnline is a web-based learning tool. In this subject, UTSOnline is used for asking and answering questions (via Discussion Forums), (1) keeping up to date via Announcements; (2) accessing learning resources via Subject Materials; (3) asking and answering questions via Discussion Forums; and (4) checking your grades via Tools.
