Statistical Methods in Market Research

Course enables students to perform data analysis using the SPSS statistical software, with emphasis on interpretation of the results. The key topics are: research plan; questionnaire design; measuring of attitudes; samples; overview of multivariate analyses; research report; introduction to SPSS and procedures: data set formatization; data manipulation; data recoding; data transformation; work with several statistical data sets; statistical data analysis procedures: overview of most commonly used SPSS statistical procedures; main characteristics of SPSS; definition of appearance of tables and charts; descriptive statistical procedures; case report; application of inferential statistics (t-test of independent samples, t-test of connected samples, chi-square test, ANOVA); regression analysis; factor analysis; cluster analysis.

Students have the obligation to create an independent applicative project using the SPSS software support.