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Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Market Research Statistics
Module Code	IS107
School	DCUBS
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

To give the student the neccessary skills- to analyse efficiently a market research data set- to interpret the output of a statisticsl analysis

Learning Outcomes

1. Differentiate between different types of measurement
2. Use descriptive statistical techniques to describe a market reseach dataset
3. Utilise statistical techniques to calculate probabilities
4. Explain the nature of sample error and calculate this error for a number of sample parameters
5. Choose the appropriate statistical techniques for testing market research hypotheses
6. Use SPSS and MS EXCEL for analysing data and generating statistical reports
7. Interpret statistical output and effectively present the results of this output

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	No Description
Laboratory	3	SPSS Class in Computer Lab
Directed learning	18	Tutorial Question Sheets
Independent learning	25	Studying Notes and other Course Materials
Independent learning	10	Independent Research on relevant topics
Independent learning	10	Using SPSS - Getting to know package, using notes,examples and other
Independent learning	5	Using Statistical Functions in MS EXCEL
Laboratory	1	MS EXCEL Tutorial
Assignment	20	Group Statistics Assignment using SPSS and MS EXCEL
Examination	10	Preparing for Exam (Past Papers etc.) and sitting exam
Total Workload: 126

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Data and Measurement.
Data Sources, Measurement Types and data Types.

Descriptive Statistics.
Basic statistical techniques for describing data sets. Frequency Distibutions and Crosstabs, Measures of Central Tendency, Dispersion and Association..

Probability.
Rules of Probability, A priori and Empirical Probabilities, Probability Distributions; Normal, Poisson and Binomial.

Statistical Estimation.
Sample Estimates and Sample Error, Central Limit Theorem, Confidence Intervals for Sample Parameters.

Statistical Tests.
What is a Statistical Test?, Why we need Statistical Tests, Steps involved in a Statistical Test, Understanding Statistical Significance, Summary of some widely used Tests..

SPSS.
Introdution to SPSS, Using SPSS to generate Descriptive Statistics, Using SPSS to run Statistical Tests.

Assessment Breakdown
Continuous Assessment	30%	Examination Weight	70%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group assignment	Group assignment to analyse and present the results of a statistical analysis of a Market Research dataset	30%	Week 30

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

Curwin J. and Slater R.: 2008, Quantitative Methods for Business Decisions, 6th Ed., Thomson Learning,
Berenson M.: 2002, Basic business statistics : concepts and applications, 8th Ed, Prentice Hall,
McClave J., Benson P.: 1998, Statistics for business and economics, 7th Ed., Prentice Hall,
Bradley T.: 2007, Essential statistics for economics, business and management, Wiley,
Stuart M: 2003, An introduction to statistical analysis for business and industry : a problem solving approach, Oxford University Press,
Kinnear P. Gray C.: 2008, SPSS 15 made simple, Psychology Press,
Pallant J.: 2007, SPSS survival manual : a step by step guide to data analysis using SPSS for Windows, Oxford University Press,

Other Resources

None

Array

Programme or List of Programmes

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)

ECSA

Study Abroad (Engineering & Computing)

ECSAO

Study Abroad (Engineering & Computing)