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).