Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to review a range of statistical methods used in marketing; appraise the strengths and limitations of various statistical analyses; select and apply appropriate analyses in a variety of circumstances; and gain sufficient competence in the use of computers to undertake statistical and other quantitative analyses for marketing purposes.
Synopsis Role of statistics in marketing, marketing data (nature, sources, type), review of descriptive statistics, covariance, review of probability and probability distributions, sampling techniques and estimation, hypotheses testing, goodness of fit and independence, nonparametric statistics, bivariate and multivariate regression.
Assessment Assignment: 40% + Examination (3 hours): 60%