151-0429/02 – Statistical Methods in Marketing (SMMd)

Gurantor department	Department of Mathematical Methods in Economics	Credits	3
Subject guarantor	doc. Ing. Václav Friedrich, Ph.D.	Subject version guarantor	doc. Ing. Václav Friedrich, Ph.D.
Study level	undergraduate or graduate	Requirement	Choice-compulsory
Year	1	Semester	winter
		Study language	Czech
Year of introduction	2006/2007	Year of cancellation	2009/2010
Intended for the faculties	EKF	Intended for study types	Follow-up Master, Bachelor

Instruction secured by
Login	Name	Tuitor	Teacher giving lectures
FRI02	doc. Ing. Václav Friedrich, Ph.D.
RAM35	prof. RNDr. Jaroslav Ramík, CSc.

Extent of instruction for forms of study
Form of study	Way of compl.	Extent
Part-time	Credit and Examination	0+6
Distance	Credit and Examination	0+6
Lifelong	Credit and Examination	0+3

Subject aims expressed by acquired skills and competences

• You will learn about the possibility of using statistical methods of marketing research in solving specific problems of production and business organizations and companies. • You will learn to implement and evaluate the questionnaire survey for the specific problem of marketing research. • You will get skills in the processing of data from marketing research on a computer with professional statistical program SPSS Statistics by IBM. • You will be able to use statistical methods in selected areas of marketing and interpret the results obtained for respective decision making.

Teaching methods

Individual consultations
Tutorials
Project work

Summary

The course ”Statistical Methods in Marketing“ will become acquainted the students with selected both simple and complex statistical methods that can help them in analyzing the data collected in marketing research and decision-making at various levels of marketing management. In this course the students will repeat and deepen their knowledge from the undergraduate statistics course for economists and learn to use the selected quantitative statistical methods used in marketing, especially in market research. In this course the students will work with real statistical data obtained by self-questionnaire survey. To analyze the data the statistical program IBM SPSS Statistics will be used. This version of the subject ”Statistical Methods in Marketing“ was prepared with support from the Higher Education Development Fund (Ministry of Education of Czech Republic).

Compulsory literature:

FRIEDRICH, Václav. Statistical Methods in Marketing. Study materials on LMS Moodle. [online]. Ostrava: VŠB-TU Ostrava, 2009. NEEDED SOFTWARE IBM SPSS Statistics – a one-year students' license is available for EkF VSB-TUO students

Recommended literature:

WAGNER, William E. Using IBM SPSS Statistics for Social Statistics and Research Methods. 3rd Edition. Pine Forge Press, as Imprint of SAGE Publications, Inc., 2011. ISBN 978-1-4129-9142-1.

Way of continuous check of knowledge in the course of semester

Výuka je vedena distanční formou s eLearningovou podporou. Elearningový kurz předmětu je umístěn na CMS Moodle: http://moodle.vsb.cz/vyuka nebo http://moodle.vsb.cz/kpm Student během semestru zpracovává tři korespondenční úkoly, které odevzdává ve stanovených termínech prostřednictvím CMS Moodle, kde jsou vyhodnoceny. Termíny odevzdání hlídá interní aplikace Kalendář. Zkouška z předmětu je písemná prezenční formou.

E-learning

Other requirements

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

Témata k samostudiu: S1. Metody marketingového výzkumu S2. Měření v marketingu S3. Výběrové šetření S4. Stanovení rozsahu výběru S5. Redukce dat S6. Parametrické testy S7. Neparametrické testy S8. Analýza rozptylu S9. Míry asociace S10. Analýza závislostí S11. Vícenásobné závislosti S12. Faktorová analýza Tutoriály: T1. Příprava dat a explorační analýza v prostředí SPSS. T2. Testování statistických hypotéz. T3. Analýza rozptylu, regresní a faktorová analýza

Conditions for subject completion

Distance form (validity from: 1960/1961 Summer semester)

Task name	Type of task	Max. number of points (act. for subtasks)	Min. number of points	Max. počet pokusů
Exercises evaluation and Examination	Credit and Examination	100 (100)	51	3
Exercises evaluation	Credit	45	0	3
Examination	Examination	55 (55)	0	3
Written examination	Written examination	55	0	3

Mandatory attendence participation:

Show history

Conditions for subject completion and attendance at the exercises within ISP:

Show history

Occurrence in study plans

Academic year	Programme	Branch/spec.	Form	Study language	Tut. centre	Year	Type of duty
2009/2010	(N6207) Quantitative Methods in Management	(6207T018) Quantitative management support	D	Czech	Ostrava	1	Choice-compulsory	study plan
2009/2010	(N6207) Quantitative Methods in Management	(6207T018) Quantitative management support	D	Czech	Ostrava	2	Choice-compulsory	study plan
2008/2009	(N6207) Quantitative Methods in Management	(6207T018) Quantitative management support	D	Czech	Ostrava	1	Choice-compulsory	study plan
2008/2009	(N6207) Quantitative Methods in Management	(6207T018) Quantitative management support	D	Czech	Ostrava	2	Choice-compulsory	study plan

Occurrence in special blocks

Block name	Academic year	Form of study	Study language	Year	W	S	Type of block	Block owner

Assessment of instruction

Předmět neobsahuje žádné hodnocení.