Aims

Research is an essential part of strategic and tactical marketing. It provides a platform for marketing decision makers to understand the behaviour, attitudes and characteristics of existing and potential customers, stakeholders and publics within the marketing business environment. The purpose of this module is to provide an appreciation of the theoretical and practical issues in the application of advanced quantitative research techniques to marketing decision making. It extends the scope of material on quantitative analysis in MKT2004 Research Methods for Business and Marketing at Stage 2. It provides essential appreciation of the research techniques used in marketing research that will be useful in other Stage 3 modules that involve reading articles about applications of marketing. In addition, it aims to equip students with essential advanced quantitative skills for the research component of the Stage 3 MKT3097 Marketing Consultancy Project and MKT3096 Contemporary Marketing Dissertation.

Outline Of Syllabus

Introduction to multivariate analysis in marketing
Scaling, scale development, reliability and validity
Exploratory factor analysis
Cluster Analysis
Factorial and Mixed Design ANOVA
Multivariate Analysis of Variance (MANOVA)
Analysis of Covariance (ANCOVA)
Multilever Linear Models
Logistic Regression

Teaching Rationale And Relationship

Lectures provide advanced understanding of theory, practical issues, professional conventions in presentation of results, interpretation of results, applications to marketing and critical aspects of theory and methodology. They also provide the appreciation of a range of marketing applications. The online practical tests and the closed exam are designed to consolidate understanding on theoretical and technical aspects of the topic, but also test students' skills of evaluation and interpretation of results. The practical sessions provide the opportunity to develop skills in numeracy and computer literacy in the use of SPSS software and to analyse data using specific multivariate techniques. Private study provides students with the opportunity to consolidate their understanding of material presented in lectures and practical sessions, to prepare for class tests and to prepare the assignments.

Assessment Rationale And Relationship

Online class tests and the closed book exam, provide the opportunity to confirm students' understanding of theoretical and technical concepts from lectures, as well as offering an opportunity to demonstrate knowledge application and the ability to interpret the results.