Aims

To enable students to develop an understanding of the conceptual and practical issues in the
application of statistical techniques to marketing and business decision making. Emphasis is
placed on: identifying appropriate statistical techniques; using appropriate computer software
(e.g. SPSS) for statistical analysis; interpreting results in a business context, using real world
examples.

Outline Of Syllabus

Review of data types; graphical and numerical summaries; data collection and manipulation;
sampling; estimation; condence intervals; hypothesis testing. Analysis of Variance (ANOVA).
Nonparametric methods (e.g. Mann-Whitney, Kruskall-Wallis). Contingency tables. Multivari-
ate methods (e.g. PCA).
Regression: review of correlation and simple linear regression; multiple regression; variable
selection (backward elimination); regression diagnostics; logistic regression (binary, ordinal).
General linear model. Time series: moving averages; seasonal eects; autoregressive models for
residuals; forecasting.

Teaching Rationale And Relationship

Lectures are used for the delivery of theory and explanation of methods, for allowing students
the opportunity to practise solving problems, to identify and resolve specific queries raised by
students and for giving general feedback on marked work. Computer practicals are used to
develop the students' computer literacy in the use of SPSS, to practise applying the theory
to solving practical problems and to identify and resolve specific queries raised by students.
Independent study provides students with the opportunity to consolidate their understanding
of material presented in lectures and practical sessions, as well as reviewing the feedback on
their marked work.

Assessment Rationale And Relationship

The two formal unseen examinations assess a student's understanding of the material at the
end of each semester. In each semester the coursework consists of a practical report counting
for 3% and two Computer Based Assessments counting for 2% in total. The practical reports and CBAs are designed to ensure that the students are following the module and to give timely feedback on their progress.