Global Opportunities

MAS2403 : Statistical Methods for Marketing & Management

Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

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. cluster analysis).
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 effects; autoregressive models for
residuals; forecasting.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture221:0022:00Synchronous On-Line Material
Scheduled Learning And Teaching ActivitiesLecture221:0022:00Formal Lectures (Pip)
Guided Independent StudyAssessment preparation and completion301:0030:00Coursework
Scheduled Learning And Teaching ActivitiesLecture22:004:00Revision lectures (Pip)
Scheduled Learning And Teaching ActivitiesPractical201:0020:00Computer practical sessions (Pip)
Scheduled Learning And Teaching ActivitiesDrop-in/surgery41:004:00Office Hour or Discussion Board Activity
Guided Independent StudyIndependent study681:0068:00Preparation time for lectures, background reading, coursework review
Guided Independent StudyIndependent study130:0030:00Revision
Total200:00
Teaching Rationale And Relationship

Non-synchronous online materials are used for the delivery of theory and explanation of methods, illustrated with examples, and for giving general feedback on assessed work.
Synchronous online and PIP activity sessions are used to help develop the students’ computer literacy in the use of SPSS, to practise applying the theory to solving problems and to identify and resolve specific queries raised by students, and to allow students to receive individual feedback on marked work.
In addition, office hours/discussion board activity will provide an opportunity for more direct contact between individual students and the lecturer: a typical student might spend a total of one or two hours over the course of the module, either individually or as part of a group.

Alternatives will be offered to students unable to be present-in-person due to the prevailing C-19 circumstances. Student’s should consult their individual timetable for up-to-date delivery information.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination1502A90N/A
Other Assessment
Description Semester When Set Percentage Comment
Report1M3Practical report
Computer assessment1M2Computer Based Assessments
Report2M3Practical report
Computer assessment2M2Computer Based Assessments
Assessment Rationale And Relationship

A substantial formal examination is appropriate for the assessment of the material in this module. 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.

Reading Lists

Timetable