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IMC 620



Course Description

Focuses on data analysis in marketing research. Emphasizes core statistical techniques, the application of statistical software and the interpretation of statistical outputs. Ethical issues in marketing research are also discussed. SPSS software is required.

Course Learning Outcomes

Upon successful completion of IMC 620, you will:

  • Recognize when and how to use basic descriptive and inferential statistical methods (e.g. correlation, bivariate regression, t-tests, Chi square, ANOVA) for appropriate purposes within the research process.
  • Explain the logic and process of null hypothesis significance testing, while attending to matters such as error, power, effect size and confidence intervals.
  • Use SPSS statistical software to enter data and interpret basic statistical analyses (e.g. correlation, bivariate regression, t-tests, Chi square, ANOVA), including screening data and testing assumptions.
  • Communicate effectively about basic statistical analyses and the research process (e.g. problems, methods, results, and conclusions).
  • Cite many of the ethical issues involved in marketing research, and how to analyze data, report findings, and interpret findings in an ethical manner.
  • Determine whether marketing research is a potential career for you.


Topics in this course include:
Measurement & Analysis: The Basics
Introduction to SPSS
Descriptive Statistics
Statistical Inference/Hypothesis Testing
T-tests & ANOVA
Associative Analysis: Chi-square
Associative Analysis: Correlation
Multivariate Analysis
Research Reporting & Ethics

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.