| CODE | MRK3010 | ||||||
| TITLE | SPSS for Marketing Analysis | ||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 6 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | The study-unit provides guidance on how students can get the most out of statistical tools like SPSS to meet their marketing goals. The study-unit links marketing theory with practical business data analysis through live data sets, which reflect the day-to-day responsibilities of data analysis in a marketing department. Study-unit Aims: The study-unit aims to provide students with an overview of the practical tools of data analysis that marketing practitioners continue to face. The study-unit also demonstrates the fundamental data analysis principles and describes the tools available for analysis. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to recognize analytical techniques using SPSS and interpret reports from marketing data. 2. Skills: By the end of the study-unit the student will be able to: - Apply best practice frameworks for data analysis, using SPSS; - Import data from MS Excel and alternative sources; - Compute and record data; - Obtain frequencies and descriptive statistics; - Compare means and proportions; - Perform an analysis of variance; - Run regressions; - Create graphs; - Report results. Main Text/s and any supplementary readings: Main Texts: Field, A. (2013). Discovering statistics using IBM SPSS Statistics. 4th Edn. Sage Publications Ltd, London. Supplementary Readings: Zikmund, W. G., & Babin, B. J. (2007). Exploring marketing research. Cengage Learning. |
||||||
| STUDY-UNIT TYPE | Lecture and Workshop | ||||||
| METHOD OF ASSESSMENT |
|
||||||
| LECTURER/S | Jonathan Ferrito |
||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
|||||||