Course aims:

- Ensure a minimum level of knowledge in the analysis of marketing students;
- Formation of economic thinking in terms of marketing management;
-Acquisition systems, methods and techniques specific marketing information analysis using SPSS.

Course Entry Requirements:

- Marketing Research

Course contents:

1. Data analysis and marketing research 2. The role of marketing research 3. The phases of the research process and the role of data analysis 4. The nature of information. Types of information.Population samples and features.Data tables 5. Elementary transformations on data tables and charts 6. Market research.Investigation area.Measure the significance of the differences between different groups of data. TestingHypothesis.Tables of quota 7. Measuring the association relationship between variables. Correlation and regression 8. Methods for forecasting. The nature of forecasts.Forecasting Methods 9. Introduction to SPSS. Preparing structuring and presenting the data in SPSS.Defining and entering data. Data systematization. Data transformation. Graphical representation of a distribution in SPSS.Charts for distributions of a quantitative variable.Distributions of a variable graphics quality.Bivariate distributions graphics 10. Correlation and regression analysis using SPSS. Correlation analysis. Regression analysis

Teaching methods:

Lecture, Discussions, Practical Work using the SPSS software.

Learning outcomes:

To facilitate the complex process of marketing research organization and analysis

Learning outcomes verification and assessment criteria:

Written test examination - 60%, Verification during the semester (project in SPSS) - 40%.

Recommended reading:

Wim Janssens (Prof.),Patrick De Pelsmacker,Patrick Van Kenhove,, Marketing Research with SPSS, Prentice Hall,, New York,, 2008, 130.
Burns, A.C., Bush, R.,, Marketing Research, Prentince Hall,, New York,, 2006, 450.
Housden M.,, Marketing Research and Information, Prentince Hall,, New York,, 2007, 350.