Brief Course Description
1. Course Title:
Surveys & Multivariate Analysis
2. Language of Instruction:
Tiếng Anh
3. Course Code:
RES301
4. Credits:
4
5. Course Objectives:
- Identify various data analysis techniques commonly applied in Marketing Research including univariate techniques and multivariate ones
- Identify the procedures of data analysis
- Interpret the results and drawing managerial implications, rather than on statistical elegance
6. Brief Description of Course Content:
This unit initially reviews survey technique that is one of the most popular methods used in Marketing Research. In this part, the unit emphasizes the importance of survey methods and discusses the process of preparing data to make them suitable for analysis. Then, the unit focuses on describing various data analysis techniques applied in Marketing Research. Specifically, not only the basic techniques of frequency distribution, cross-tabulation and hypothesis testing, but also the commonly used multivariate techniques of analysis of variance and regression are intensively introduced. Further, this unit describes more advanced techniques, such as discriminant, logit, factor, cluster analysis, multidimensional scaling and conjoint analysis. In the discussion of each statistical technique, the emphasis is on explaining the procedure, interpreting the results and drawing managerial implications, rather than on statistical elegance. In addition, this unit also provides guidelines for writing reports and preparing tables and graphs and also discusses oral presentation of the report.