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

• 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.

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).

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.

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.