Statistics and Marketing Research (STAT801_EMBS)

Upon completion of the part-module students will

• have become convinced of the usefulness of marketing research tools on the basis of scientific and statistic methods and developed a data-based empirical research approach towards dealing with marketing problems (programme ILO S1)
• have learnt or have become familiar again with major statistical methods (programme ILO K2)
• know some useful software and learnt to apply it for designing and conducting marketing research studies (programme ILO K2)
• have learnt to design a marketing research project according to goals and resources in a company environment (programme ILOs K1 and K2)
• know approaches of marketing research in different cultures and countries (programme ILOs K2 and IP1)
• be able to transfer market research results into marketing recommendations (programme ILO BW1)

• International marketing research methodology: questionnaire design, sampling techniques, different modes of data collection,
• Descriptive, bivariate and multivariate statistics. Textual data analysis.
• Reporting techniques
• Workshops on survey software Sphinx
• Company real project

Upon completion of the part-module students will

• have become convinced of the usefulness of marketing research tools on the basis of scientific and statistic methods and developed a data-based empirical research approach towards dealing with marketing problems (programme ILO S1)
• have learnt or have become familiar again with major statistical methods (programme ILO K2)
• know some useful software and learnt to apply it for designing and conducting marketing research studies (programme ILO K2)
• have learnt to design a marketing research project according to goals and resources in a company environment (programme ILOs K1 and K2)
• know approaches of marketing research in different cultures and countries (programme ILOs K2 and IP1)
• be able to transfer market research results into marketing recommendations (programme ILO BW1)

• Malhotra N., Marketing Research - An Applied Orientation, Prentice Hall, 2007.
• Groves R., Fowler F., Couper M., Lepkowski J., Singer E., & Tourangeau R.: Survey Methodology, Wiley, 2004.
• Saunders M., Lewis P. & Thornhill A.: Research Methods for Business Students, Prentice Hall, 2007.
• Hair J., Black W., Babin B. & Anderson R: Multivariate Data Analysis, Prentice Hall; 2009.