Universität Wien

040213 UK Repetitorium: Data Analysis for Marketing Decisions in practice (2024S)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work
Moodle

Registration/Deregistration

Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).

Details

max. 30 participants
Language: English

Lecturers

Classes (iCal) - next class is marked with N

  • Friday 19.04. 09:45 - 13:00 PC-Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Untergeschoß
  • Tuesday 30.04. 09:45 - 13:00 PC-Seminarraum 3 Oskar-Morgenstern-Platz 1 1.Untergeschoß
  • Friday 03.05. 09:45 - 13:00 PC-Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Untergeschoß
  • Friday 10.05. 09:45 - 13:00 PC-Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Untergeschoß
  • Thursday 16.05. 09:45 - 13:00 PC-Seminarraum 1 Oskar-Morgenstern-Platz 1 1.Untergeschoß
  • Friday 31.05. 09:45 - 13:00 PC-Seminarraum 5 Oskar-Morgenstern-Platz 1 1.Untergeschoß

Information

Aims, contents and method of the course

Quantitative methods, data analytics, and statistical analysis is a key component of decisionmaking for business practitioners and policy makers. This course aims to equip students with the hands-on knowledge and skills necessary to implement, interpret, and communicate quantitative data analysis using computer software and other tools.
The course assumes that students already have a theoretical understanding of statistical inference and basic knowledge of key concepts in research methods. Hence, the emphasis is not placed on analytical theory, but on training students in analyzing data to predict behavioral tendencies (e.g., relative product preferences, purchase choices, and willingness to pay), make forecasts about future outcomes (e.g., likelihood of customer switching, probability of being hired/fired, and expected product sales), make comparisons (e.g., across gender, nationality, or market segments), and assess the efficacy of alternative interventions.
The course primarily relies on the IBM SPSS and the JAMOVI statistical packages, but also utilizes additional and tools such as PROCESS and G*Power. Overall, the course provides students with a toolbox of practical skills that are essential in carrying out empirical projects.

It is recommended that Erasmus students have successfully completed a basic/introductory marketing course at their home university.

- The course and any material related to it (lectures, readings, exams, etc) is in English.
- Students who wish to take this course must register via u:find (with points) during the registra-tion period.
- It is mandatory to attend the first session on 19.04, 2024 (Introduction) – failure to do so auto-matically results in exclusion from the course.
- Registered students who wish to de-register, they must do so electronically by April 25th, 2024, otherwise they automatically “fail” the course.
- The course consists of on-site lab lectures that may be combined with online sessions, if neces-sary.
- The course has “prüfungsimmanenten Charakter”, therefore attendance is mandatory. More than three absences automatically results in failing the course. This also implies that in case of online sessions, students must be present with their cameras on.

The sessions involve a brief introduction to the underlying logic behind the different analytical methods and then focus on hands-on demonstrations and exercises. Sessions are highly interactive with students working individually and/or in groups to solve practical problems in class using specific tools and software under the guidance of the professor who will also provide feedback on how to effectively perform, report, and interpret the various analytical techniques.

More information here: https://marketing.univie.ac.at/en/teaching/bachelor/courses/

Assessment and permitted materials

Students’ performance in the course is assessed on the following dimensions:
- Class participation
- Class exercises
- Home assignment

Minimum requirements and assessment criteria

This course is particularly targeted at students of the Master's in Business Administration/International Business Administration, who wish to advance their quantitative/analytical skills and write their Master thesis in "Marketing".
The course is strongly recommended for students who have already taken “Foundations of Marketing: Data Analysis for Marketing Decisions (VO)”.

Examination topics

Students work individually or in groups to address business research questions that require performing quantitative data analysis and presenting the results. The exercises focus on individual statistical techniques and take place during the sessions with the instructor guiding the students throughout the process. The home assignment consists of a more comprehensive case study, where students address several different questions by identifying, performing, and reporting the appropriate quantitative techniques.

* Class participation and interaction is a key component of effective learning and ensures the successful completion of the course.

The Repetitorium DAMDiP does not result in a numerical grade. Students receive either a “+” (pass) or a “─“ (fail), depending on how they engaged in the assessment dimensions mentioned above.

Reading list

Required textbook: Field, A. (2018), Discovering Statistics Using IBM SPSS Statistics (5th edition), Sage
Publications: London [ISBN: 9781526445780].

Recommended additional textbook: Diamantopoulos, D., Schlegelmilch, B., & Halkias, G. (2023), Taking
the Fear out of Data Analysis: Completely Revised, Significantly Extended and Still Fun, Edward Elgar:
London [ISBN: 978 1 80392 985 9].

Complementary material: Marshall, E. (2016), The Statistics Tutor’s Quick Guide to Commonly Used
Statistical Tests, University of Shefield - Statstutor Community Project, [Retrieved from www.statstutor.
ac.uk]. → this and other open-access material will be available on Moodle

Association in the course directory

Last modified: We 31.07.2024 11:25