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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:


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 subject to change without notice.