Postgraduate - UnitMKF5500 - Survey data analysis

This unit entry is for students who completed this unit in 2015 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.

print version

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Not offered in 2015
Coordinator(s)	Professor Felix Mavondo

Synopsis

This unit adopts a very practical approach to introducing multivariate statistical techniques that are currently popular in the analysis of business and marketing survey data. The main topics covered are: a review of statistical tools, factor analysis, structural equation modelling, cluster analysis, discriminant analysis, correspondence analysis and multivariate analysis of variance. SPSS software will be used for problem solving. The emphasis will be on understanding, interpreting and reporting results of the analysis and on the proper use of techniques. Case studies and exercises will be drawn from diverse areas of the business world.

Outcomes

The learning goals associated with this unit are to:

introduce exploratory factor analysis and structural equation modelling
show how multiple regression and multivariate analysis of covariance can be used to analyse survey data
provide exposure to logistic regression in discrete-choice modelling studies
demonstrate the role of cluster analysis and multidimensional scaling and correspondence analysis in understanding multivariate data
provide an opportunity to become competent in the use of a statistical package (SPSS).

Assessment

Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Chief examiner(s)

Professor Felix Mavondo

Prerequisites

ETX2121, ETX2111 or MBA9007

Prohibitions

ETC3500, ETF3500, MKC3500, MKF3500