Undergraduate

modules

Modules

ACE2013 : Statistics for Marketing and Management

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

Aims

The module aims to develop an appreciation and understanding of the theoretical and practical issues in the application of statistical methods in marketing and business decision making. The module builds on descriptive statistical techniques, extending these to inferential methods and models which help us to test hypotheses and answer specific questions about the population from which sample data were collected. In addition, this course will provide a foundation for advanced quantitative techniques and contribute to students’ development of critical analytical skills necessary for their final year research projects. By the end of this module, students should be able to apply appropriate statistical techniques to process data, interpret the results and appreciate the implications of the results to a marketing or business context. The module will incorporate use of lectures to deliver key aspects of theory and statistical concepts. Computer based practical sessions will provide students the opportunity to apply the statistical tools introduced in the lectures to real world data or problems. The module is assessed both through coursework and written examination.

Outline Of Syllabus

1. Review of data types, descriptive and inferential statistics
2. Data collection methods: Surveys and Experiments
3. Hypothese testing
4. Analysis of Variance (ANOVA)
5. Decision Analysis
6. Multiple regression
7. Logistic regression
8. Analysis of time series data and forecasting
9. Statistical process control

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion15:005:00Preparation for practical assessment Semester 2
Guided Independent StudyAssessment preparation and completion15:005:00Preparation for practical assessment Semester 1
Guided Independent StudyAssessment preparation and completion15:005:00Preparation for computer based assessment Semester 2
Guided Independent StudyAssessment preparation and completion15:005:00Preparation for computer based assessment Semester 1
Guided Independent StudyAssessment preparation and completion12:002:00Semester 2 examination
Guided Independent StudyAssessment preparation and completion480:3024:00Revision for Semester 2 examination
Scheduled Learning And Teaching ActivitiesLecture242:0048:00N/A
Scheduled Learning And Teaching ActivitiesPractical101:0010:00N/A
Guided Independent StudySkills practice148:0048:00Data analysis skills practice
Guided Independent StudyIndependent study148:0048:00Revision and general reading
Total200:00
Teaching Rationale And Relationship

Lectures are used to deliver the theory and fundamental concepts in statistics, supplemented by case studies that provide relevant practical illustrations. Where appropriate, lectures will incorporate problem based tutorials in which students work through typical exam questions and with the tutor on hand to help clarify any misunderstandings about the methods. Computer practical sessions enable students to practice applying statistical methods taught in the lectures to real world situations, help students identify practical situations in which specific methods of analysis are applied and provide them an opportunity to develop the skills of data analysis and interpretation. Calculations are carried out on computers using SPSS and Minitab statistical software packages and they are intended to enable students to develop their computing and analytical skills.

Assessment Methods

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

Exams
Description Length Semester When Set Percentage Comment
Written Examination1202A60N/A
Other Assessment
Description Semester When Set Percentage Comment
Practical/lab report1M10Short write-up of data analysis results after computer practical
Prob solv exercises1M10Computer based assessment
Practical/lab report2M10Short write-up of data analysis results after computer practical
Prob solv exercises2M10Computer based assessment
Assessment Rationale And Relationship

Coursework evaluate student understanding of the material covered in class and their ability to problem-solve, and aims to encourage them to revise course material as they go along and work steadily throughout the entire course. The unseen written examination provides students the opportunity to demonstrate their understanding of statistical tools and their application to specific problems.

Reading Lists

Timetable