151-0429/04 – Statistical Methods in Marketing (SMMd)

Gurantor departmentDepartment of Mathematical Methods in EconomicsCredits4
Subject guarantordoc. Ing. Václav Friedrich, Ph.D.Subject version guarantordoc. Ing. Václav Friedrich, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageCzech
Year of introduction2010/2011Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
FRI02 doc. Ing. Václav Friedrich, Ph.D.
RAM35 prof. RNDr. Jaroslav Ramík, CSc.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Part-time Credit 4+8
Distance Credit and Examination 0+6

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
Project work


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

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.


The eLearning course of this subject can be found at the CMS Moodle: http://moodle.vsb.cz/vyuka.

Other requirements


Subject has no prerequisities.


Subject has no co-requisities.

Subject syllabus:

The subject "Statistical Methods in Marketing (151 429)" is designed for distance students with an e-learning support. Organized education is concentrated in 3 tutorials for 4 hours each in computer classroom with IBM SPSS Statistics software installed. Teaching is organized into 3 thematic blocks. Each block corresponds to one tutorial. The list and summary of blocks: B1. Data preparation and exploratory data analysis Investigation in marketing research. The questionnaire design and the ABC method. Exploration of categorical data. Exploration of numerical data. B2. Analyses of dependencies Contingency tables and cross-classification. Analysis of dependencies in the tables. Correlation and regression analysis. Logistic regression. B3. Hypotheses testing Comparative tests. Analysis of variance ANOVA. Nonparametric tests. Presentation of research results.

Conditions for subject completion

Part-time form (validity from: 2010/2011 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation Credit 85  45
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2011/2012 (B6208) Economics and Management (6208R037) Management (02) Management K Czech Ostrava 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner