Undergraduate - UnitMKC3500 - Survey data analysis

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 2, 0.125 EFTSL

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Clayton Second semester 2013 (Day)
Coordinator(s)	Dr Gary Deng / Professor Felix Mavondo

Synopsis

Introduction to multivariate statistical techniques for the analysis of survey data and models to analyse the discrete choice behaviour of individuals. Topics include multivariate analysis of variance, principal components analysis, factor analysis, correspondence analysis and models of discrete choice behaviour. Statistical software and case studies will be utilised during this subject and students will apply the techniques to a variety of practical problems.

Outcomes

The learning goals associated with this unit are to:

examine exploratory factor analysis and structural equation modelling
explain how multiple regression and multivariate analysis of covariance can be used to analyse survey data
examine the use and importance of logistic regression in discrete-choice modelling studies
critically analyse the role of cluster analysis and multidimensional scaling and correspondence analysis in understanding multivariate data
apply a statistical package (SPSS) to a range of data.