STATS 747 Statistical Methods in Marketing

Below description edited in year: 2011

Points: 15

Prereqs: STATS 210 or equivalent. Some data analysis experience (as in STATS 301) and knowledge of SAS or R/Splus is expected.

For Advice: Andrew Balemi (Email: a.balemi@auckland.ac.nz | extn: 85713)

Taught: Second Semester City

Website: STATS 747 website

STATS 747 discusses statistical issues that arise and statistical techniques that are frequently used in market research. The emphasis will be on making the commonly used techniques useful to people undertaking market research or who have marketing problems – therefore effective communication between the statistical ‘world’ and the marketing ‘world’ will be a key aspect of this course. Real, recent, examples will be used throughout this course.

Topics studied include: brand choice models, conjoint analysis, experimental design, sampling, weighting, imputation and variance estimation, advertising media models and marketing response models, and applications of generalised linear models, data mining and multivariate analysis in market research, e.g. segmentation.

Disclaimer:
Although every reasonable effort is made to ensure accuracy, this information for the course year (2012), is provided as a general guide only for students and is subject to alteration. All students enrolling at the University of Auckland must consult its official document, the University of Auckland Calendar, to ensure that they are aware of and comply with all regulations, requirements and policies.