Quantitative Methods in Marketing


Olga N. Alkanova, Assistant Professor, alkanova@gsom.pu.ru




45 hours of classes


Major, concentration: 

Management: Marketing



Marketing, Consumer Behavior, International Marketing, Marketing Research


Aim of the Course:

The course aim is to introduce students to both theoretical foundations of quantitative methods application in marketing and business research, and practical skills development by using SPSS software during the computer sessions. The main quantitative methods will be studied during the course, include methods of descriptive analysis, one sample and two sample tests, ANOVA, linear regression and factor analysis.


Course Content:

Topic 1. Quantitative Methods of Marketing Research: an Introduction. Recognizing the need for research. Determining research objectives. Gathering primary data. Methodological issues

Topic 2. Data Analysis. Introduction into Measurement Theory: levels of measurement, key variables and types of analysis.

Topic 3. Introduction into SPSS. Editing & Manipulating the data. Missing data

Topic 4. Describing & Exploring your data

Topic 5. Statistical Inference: Formulating and Testing Hypothesis. Univariate methods of analysis. Covariance and Correlation. Cross-Tabulations

Topic 6. Analysis of variance.

Topic 7. Linear regression analysis.

Topic 8. Introduction to advanced techniques. Multi-item measurement. Summate scales. Exploratory factor analysis. Cluster analysis (optional).


Teaching Methods:

Lectures, discussion sessions, practical SPSS sessions, assignments, projects, presentations, group work, case studies.


Course reading:

Marketing Research with SPSS / Wim Janssens, Katrien Wijnen, Patrick De Pelsmacker, Patrick Van Kenhove, Prentice Hall, 2008


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