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This is a course in multivariate statistical analysis, for students interested in quantitative methods of
marketing research and more generally, for students interested in the analysis of surveys. The aim of the
course is to explore multivariate techniques used in modern marketing practice and in wider social
research. Emphasis will be placed on case studies of marketing practice and on the practical application
of the methods discussed. Topics to be drawn from: analysis of variance; regression analysis; principal
components analysis; discriminate analysis; canonical correlation analysis; factor analysis; cluster
analysis; multi-dimensional scaling; conjoint analysis.
COURSE GOALS
Provide an introduction to many of the techniques currently used in modern marketing practice and
including topics such as the formulation of research problems; data collection; and basic techniques of
data analysis, research methodology and practical market analysis.
COURSE CONTENT
1. David A. Aaker; V. Kumar; George Day, Marketing Research, Latest Edition, John Wiley & Sons.