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 |
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:
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
Předmět neobsahuje žádné hodnocení.