Quantitative methods in marketing
Siniša Urošev, Instructor
Minimum learning outcomes
- Evaluate the basic concepts of quantitative modeling, data collection, sampling and measuring scale in terms of their applicability and usefulness in marketing analysis
- Choose and interpret the basic measures of central tendency and dispersion in terms of applicability, interpretability and usefulness for problems in the domain of marketing.
- Choose and interpret basic aspects of correlation and regression analysis
- Choose and interpret basic aspects of factor analysis and the difference from the regression analysis
- Choose and interpret basic aspects of clustering analysis in marketing
Preferred learning outcomes
- Choose the type of models and general modeling techniques for the problems in the domain of marketing. Choose the appropriate statistical tools. Choose the measuring scales and sampling techniques.
- Choose, measure and critically interpret relevant measures of descriptive statistics and non-parametric tests.
- Choose, measure and critically interpret the correlation and regression analysis, parameter estimation, standardized coefficients, significance, predictability and analysis of residuals
- Choose, measure and critically interpret the procedure of factor analysis, including the formulation of the problem, the correlation matrix, the choice of methods and the number of factors and rotation and interpretation of factors
- Choose, measure and interpret critical procedure for clustering analysis, including the formulation of the problem, the choice of distance measures, clustering algorithm and the number of clusters