Quantitative methods in marketing

Course title
Quantitative methods in marketing
Course tag
11405
Semester
2
Course status
Mandatory
ECTS
6
Lectures
30
Practice
30
Independent work
120
Total
180
Teachers and associates
Msc Igor Kaluđer, Lecturer
Siniša Urošev, Instructor
The course aims
The aim of the course is to teach students for independent application of quantitative analysis and modeling in marketing research. Students will acquire theoretical and practical knowledge of quantitative methods, will be able to recognize certain types of problem and choose appropriate method of analysis and modeling. It is especially important to develop skills of modeling real business issues in the domain of marketing through examples and exercises.
Content
introduction to quantitative methods, descriptive statistics, correlation and regression analysis, probability distributions, parameter estimation, confidence intervals, parametric tests, contingency table analysis
Literature:
Supplementary literature

Minimum learning outcomes

  1. Choose, interpret and calculate measures of central tendency and variability in terms of applicability, interpretability and usefulness in marketing problems.
  2. Choose and interpret main aspects of correlation and regression analysis.
  3. Choose and interpret main aspects of contingency table analysis.
  4. Choose and interpret basic concepts related to mathematical staticstics.

Preferred learning outcomes

  1. Choose, calculate and criticaly interpret descriptive statistics and graphical procedures.
  2. Estimate parameters of a regression model and argue predictive power of a model for prediction and forecasting.
  3. Choose and interpret aspects of contingency table analysis using graphical procedures and statistical tests.
  4. Choose, critically interpret and determine confidence intervals, and choose, interpret and conduct parametric statistical tests.