1. SylabUZ
2. Wydział Matematyki, Informatyki i Ekonometrii
3. semestr zimowy 2022/2023
4. Computer science and econometrics - drugiego stopnia z tyt. magistra
5. Statystical Analysis in Market Research

Wygeneruj PDF dla tej strony

Statystical Analysis in Market Research - opis przedmiotu

Cel przedmiotu

To familiarize students with fundamental methods used in statistical analysis of market data.

Wymagania wstępne

Zapisz zmiany

Passed lectures on: probability theory, descriptive and mathematical statistics.

Zakres tematyczny

Lecture
1. Marketing research. Measurement scales. Data availability. (2 hours.)
2. Methods of linear ordering of objects. (3 hours)
              - Development pattern method
              - Standardized sums method
3. Introduction to classification methods. (4 hours)
              - Center of gravity method
              - Wrocław taxonomy
              - Decision (classification) trees
4. Conjoint analysis. (3 hours)
5. Multidimensional scaling. (3 hours)

Lab
1. Introductory and refresher classes on the software used (R-project package) (2 hours).
2. Division, distinction and introduction to the analysis of marketing data according to the measurement scale (2 hours).
3. Reminder of marketing data analysis methods according to the measurement scale:
            a) methods used in descriptive statistics (3 hours),
            b) statistical tests (3 hours),
            c) methods of dependency analysis (3 hours)
4. Test (2 hours).
5. Statistical methods with distinguished dependent variables (5 hours);
6. Co-occurrence analysis methods:
            a) methods of classifying a set of objects (4 hours);
            b) methods of linear ordering of a set of objects (2 hours),
            c) multidimensional scaling (2 hours);
7. Test (2 hours)
 

Metody kształcenia

Lecture - traditional. Laboratory – students analyze market data using properly chosen  procedures from statistical package.  

Efekty uczenia się i metody weryfikacji osiągania efektów uczenia się

Opis efektu	Symbole efektów	Metody weryfikacji	Forma zajęć

Warunki zaliczenia

1. Laboratory – tests with tasks on different level of difficulty.
2. On the last lecture students refer statistical methods used in market research. Each student is graded. In the case of negative grade there is a possibility to get another date.

   To complete the course one has to obtain positive grades form laboratory and lecture. The course grade consists of a grade from lecture (30%) and a grade from laboratory (70%).

Literatura podstawowa

1. D. A. Aaker, V. Kumar, G. S.Day,. Marketing Research, John Wiley & Sons, Inc., New York, 1995.

2. T, C. Kinnear, J. R. Tylor, Marketing Research, An Applied Approach, MsGgraw-Hill, New York 1987. 

3. H. I. Pope, Practical Marketing Research,, AMACOM, NewYork 1993.

4. D. S. Tull, D. I. Hawkins, Marketing Research,, Measurments and Method, Macmillan Publishing Company, Nrw York 1987.

 

Literatura uzupełniająca

1. H. K. Doge, S. D. Fullerton, D. R. Rink, Marketing Research,, Merill, Columbus (Ohio) 1982. 

Uwagi

Zmodyfikowane przez dr Ewa Synówka (ostatnia modyfikacja: 07-02-2024 18:32)