Marketing Analytics

Course Objectives
and its flow…
 After the Course…

• Understanding nature of research variables

• Formulation of appropriate methodology and methodological

considerations

• How to choose appropriate statistical technique

• Understanding of SPSS environment

• How to run relevant statistical procedures

• How to interpret and write statistical results

 Course Score…

• Quiz (SPSS), Computer Based, Marks 20

• Final (paper based). Marks 40

• Research Paper Submission Marks 30

• Final Presentation Marks 10

 Research Paper Submission

• Abstract
• Introduction
• Model & Hypotheses
Marks 10
• Methodology
Marks 5
• Results
Marks 5
• Conclusion – Discussion – References
Marks 10
 Research Paper Submission
• Abstract One Page
• Introduction Two Pages
• Model & hypotheses Two Pages
• Methodology One Page
• Results Three Pages
• Conclusion & Discussion Two Pages
• References Two Pages

Please follow research paper format

(Journal of Consumer Research).
 Finalization of the
Questionnaire
Before starting the data collection process,
you need a green signal from me.

In order to get the green signal you need to

have following, on session 2.

• Printed questionnaire
• Graphical Model
 Laptop SPSS Installed
On Session 4, Please bring your laptops (spss
installed).

You will prepare the data set of your research

project

(keep the printed questionnaire for this task.

 Session wise flow…
1. Introduction: Full Research Prototype (FRP) and Happiness Study

2. Research Group briefs and finalization of the questionnaire and clarity of

the model.

3. Hypotheses testing and choice of appropriate statistical test.

4. Project Questionnaire input in SPSS and graphical analysis

5. Initial Analysis (Factor Analysis and Reliability test).

 Session wise flow…
6. Research Design (Paired t-test and One-way ANOVA repeated measures)

7. Sample size determination and its relation to reliability and accuracy

8. Running correlation, Regression, Independent t-test and one-way

ANOVA, Chi square and Friedman test using spss

9.Presentation and interpretation of correlation, Regression, Independent t-

test and one-way ANOVA, Chi square and Friedman test.

10. SPSS Quiz (20 Marks Quiz)

 Session wise flow…
11. Data Analysis, Project data (Student)

12. Data Analysis, Project data (Student)

13. Final Presentation

14. Final Presentation

 Research Project

To have optimal learning from the course you should

have full understanding of your research project,
individually.

• Nature of Research Problem

• what type of model is used and why
• Nature of Research Variable
 Others Research Projects

You need to note down others research

project, when they introduce and keep
track of what and how they have
tackled the research problem and what
solutions are offered in the class.
 Data set submission
• You have to submit your data set the day we will conduct
session No 8(That is hard deadline, late submission will cost 1
Mark each day).

• First complete data set submission will be rewarded

(I will conduct all relevant data analyses and two marks bonus)

• The submitted data set will be in both Excel and SPSS formats.
Complete SPSS data set should be in numeric, labelled
properly and Values are defined.
 Final Research Paper
Submission

You must submit your final research paper within

defined date and time on LMS.
 Final Research Paper
Submission
The submission also Includes:
• The research Paper with references (Doc file)
• Final Data sets original and computed (Excel and spss formats)
• The spss output file
• A summary Document: Includes, Title, Executive summary (one
page), Graphical Model and the questionnaire (Doc file).

You have to upload above in your name folder on the LMS.