151-0329/04 – Statistical Methods in Marketing (SMM)

On successful completion of the course "Statistical Methods in Marketing" (151329, versions 05 and 06), the students acquire the following knowledge, skills and abilities: • They become familiar with the applications of statistical methods in solving specific problems of marketing or social research. • They learn how to design, implement and evaluate questionnaires for specific practical problems, especially for a survey of consumer behaviour and satisfaction. • They acquire skills in processing questionnaire data files using statistical program SPSS. • They are able to use selected statistical methods to analyse the surveys and interpret results for specific management decisions.

The subject "Statistical Methods in Marketing" introduces the future economist - marketing specialist with selected both simple and advanced statistical methods for economic data collection, analysis and interpretation for the purposes of market research and decision-making at various levels of marketing management. In this course the students will revise and deepen their knowledge of basic statistics course for economists (subject "Statistics A" or similar) and they will learn to use the selected quantitative statistical methods especially in market research, consumer and sociological surveys, analysis of satisfaction, etc. The students will work with real statistical data obtained from their own primary investigation in this course. They will learn how to use the online service for CAWI questionnaire research (VYPLNTO.CZ) and how to utilize he professional statistical software (SPSS) to analyse the collected data. The subject "Statistical Methods in Marketing" is primarily designed as the mandatory course for students of Bachelor's degree in Marketing and Business at the Faculty of Economics, VSB - Technical University of Ostrava. However, it can be also used as the selective course for students in other study disciplines. The course is taught in the range of 1 + 2 hours weekly. It is completed by graded credit and it is rated by 4 credits.

The course is taught in Czech only. That is why no selective literature is presented here.

Credits are awarded by instructor teacher. Problems with granting credits can be dealt with guarantor of the subject, or with the head of the department. COMPLIANCE CRITERIA: All continuous compensatory tasks are timed. Students tasks are handed over by Moodle CMS, where they are also evaluated. Deadlines for submission can be monitored using Calendar tool in Moodle. a) Preliminary-test The test checks students theoretical readiness for the subject. The test is randomly generated (10 questions) covering issues of Statistics A and is limited by time of 20 minutes. A maximum of 20 points can be obtained from the test, required minimum is 10 points. The test can be repeated and the highest number of points (best attempt) is counted for the final evaluation of the course. b) Final (comprehensive) self-test This test checks students theoretical knowledge of the subject. The test is randomly generated (10 questions) covering the whole issue of the subject and is limited by time of 20 minutes. A maximum of 20 points can be obtained from the test, required minimum is 10 points. The test can be repeated and the highest number of points (best attempt) is counted for the final evaluation of the course. c) Team project This task is to create a group of 3 - 4 students and to prepare and implement a marketing statistical surveys using server VYPLNTO.CZ and SPSS software within this group. The group draws up a research report that is saved to the CMS Moodle. The task is rated up to 45 points, the condition is to obtain at least 25 points. Project evaluation is the same for the whole group. To obtain the credit the student must get at least 45 points from all compensatory tasks. All other conditions shall be governed by the Study and Examination Regulations at VŠB-TU Ostrava.