Undergraduate - UnitMKF3500 - Survey data analysis

This unit entry is for students who completed this unit in 2014 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	Caulfield Second semester 2014 (Day)
Coordinator(s)	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 unit and students will apply the techniques to a variety of practical problems.

Outcomes

The learning goals associated with this unit are to:

demonstrate an understanding of the role that multivariate statistical techniques such as factor analysis, structural equation modelling, logistic regression, categorical data analysis, cluster analysis, multidimensional scaling and correspondence analysis, play in uncovering relationships and patterns in survey data
appraise the strengths and limitations of these techniques
apply tools in SPSS to generate solutions for the appropriate statistical techniques
demonstrate skills in using the appropriate statistical techniques from a user and provider perspective
demonstrate skills in communicating the results of the analysis so that decision making can be implemented.