OUR ACADEMIC DEPARTEMENTS |
Lesson details
APPLIED MARKETING STATISTICS | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1-MKT-MA-FE42UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S1 | EnEnglish |
Academic responsibility | N.HEUVINCK |
---|---|
Lecturer(s) | Nico Heuvinck (Lille) Yi Li (Paris) |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
Prerequisites
This course requires students to understand the basics of marketing research (going through all the steps of a Marketing Research Project unto data collection) and statistics.
Learning outcomes
This course enables students to analyze marketing data in general:
- Prepare data before starting with statistical analyses (including Descriptives, Factor Analysis & Cronbach's
Alpha)
- Choose the appropriate statistical test to provide an answer on a research question or testing hypotheses
(including correlation, linear & logistic regressions, T-tests, Chi-Square, ANOVA's, Moderation &
Mediation)
- Execute these statistical test(s)
- Interpret the findings, correctly reporting the results and drawing conclusions
Course description
This course will be divided into 6 sessions (extensive format).
The first session will provide a general introduction to the IBM SPSS 22 environment (the statistical software package that will be used throughout this course) as well as preparing data (including dealing with missing values, computing new variables, summating scales, and selecting subsets). The second session contains the descriptive analysis of data, Factor Analysis, and Cronach's Alpha. The first part of a real-life marketing analysis project will take place in session 3 where students will have to apply the knowledge gathered in sessions 1 & 2. The fourth session includes Correlational anlysis as well as both linear and logistic regressions. Session 5 deals with hypothesis testing by means of T-tests, Chi-Square, ANOVA's, moderation, and mediation. In the final session, the second part of the real-life marketing analysis project has to be analyzed by using the knowledge gathered in session 4 & 5.
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent study | |||
Estimated personal workload | 16,00 | ||
Individual Project | 18,00 | ||
Face to face | |||
Interactive class | 16,00 | ||
Total student workload | 50,00 |
Teaching methods
- Case study
- Interactive class
- Project work
- Research
Assessment
Evaluation as follows:
50% Marketing Research Project
50% Continuous evaluation through in-class and out-class assignments and participation
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Mid-term exam | 0,00 | 2 | 50,00 |
Others | |||
Individual Project | 0,00 | 4 | 50,00 |
TOTAL | 100,00 |
Recommended reading
- MANDATORY HANDBOOK: Charry, K., Coussement, K., Demoulin, N. & Heuvinck, N., “Marketing Research with IBM® SPSS Statistics” (First Edition). Routledge, London (United Kingdom) (2016). -
Internet resources
* This information is non-binding and can be subject to change