Research Methods
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, students will be able to:
- 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.
- Analyze data, report findings and interpret results in an ethical manner.
- Determine whether marketing research is a potential career for you.
Topics
| Topics in this course include: |
| Measurement & Analysis: The Basics
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Introduction to SPSS
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Descriptive Statistics
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Statistical Inference/Hypothesis Testing
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T-tests & ANOVA
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Associative Analysis: Chi-square
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Associative Analysis: Correlation
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Multivariate Analysis
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| 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
subject to change without notice.