040501 KU Data Analysis for Marketing Decisions (MA) (2021W)

Sound knowledge of statistics and data analysis is an essential requirement for marketing research and managerial decision-making – more than one would expect! The present course discusses (a) key concepts of statistics and statistical inference (e.g., NHST, Type I and II error, confidence intervals) and (b) different methods of data analysis (e.g., t-test, χ2 test, ANOVA, regression analysis) in a series of lectures that combine theory, illustrative examples, and hands-on exercises. Although IBM SPSS software is used in the context of DAMD, the course is not a tutorial on the SPSS software package. Rather it focuses on the logic, the implementation, and the interpretation of statistical data analysis in general. Students who successfully complete DAMD will be equipped with the ability to effectively carry out data analysis projects in their later academic and professional career.

The major topics covered in the course are:
Theoretical introduction to basic research terms: data, variables, models, research process, sample, population, measurement scales, etc.
Introduction and familiarization with the statistical software SPSS
Clearing and preparing data for further analysis
Descriptive statistics: central tendency, variability, skewness, kurtosis
Testing statistical assumptions: normality, homogeneity of variance, homoscedasticity
Inferential statistics and hypothesis testing: parameter estimates, sampling error, confidence intervals, Type I and Type II errors, p-values, t-values
Performing comparisons: chi-square test, independent samples t-test, paired-sample t-tests, analysis of variance
Investigating relationships: bivariate correlation, partial correlation
Regression models: simple linear regression, multiple linear regression, logistic regression
Finding structures using Factor Analysis
Presenting, reporting and interpreting results
Identifying practical and theoretical implications drawn from statistical analyses

The sessions involve theory discussions accompanied by practical examples and hands-on exercises. Lectures primarily provide background knowledge in understanding the theory and logic behind the statistical techniques and finally to illustrate how to perform and interpret the data analysis using the SPSS environment as an example. Note that successful completion of DAMD depends greatly on whether students systematically review the class material.