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MAS2403 : Statistical Methods for Marketing & Management

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Daniel Henderson
  • Lecturer: Dr David Walshaw
  • Owning School: Mathematics, Statistics and Physics
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


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

Outline Of Syllabus

Review of data types; graphical and numerical summaries; data collection and manipulation;
sampling; estimation; condence 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
Guided Independent StudyAssessment preparation and completion211:0022:00Revision for unseen exams
Guided Independent StudyAssessment preparation and completion45:0020:00Computer Based Assessments (practice and assessment)
Guided Independent StudyAssessment preparation and completion215:0030:00Practical reports
Guided Independent StudyAssessment preparation and completion21:303:00Exams
Scheduled Learning And Teaching ActivitiesLecture22:004:00Revision lectures
Scheduled Learning And Teaching ActivitiesLecture222:0044:00Formal lectures
Scheduled Learning And Teaching ActivitiesPractical201:0020:00Computer practical sessions
Scheduled Learning And Teaching ActivitiesDrop-in/surgery120:102:00Office hours
Guided Independent StudyIndependent study155:0055:00N/A
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. In addition office hours (two per week) 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.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A45Closed-book
Written Examination902A45Closed-book
Other Assessment
Description Semester When Set Percentage Comment
Report1M3Practical report
Computer assessment1M2Computer Based Assessments
Report2M3Practical report
Computer assessment2M2Computer Based Assessments
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.

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