| The role of empirical research in marketing – Fundamentals of measurement and scaling – Sources of marketing data – Using SPSS for Data Analysis - Preparing and Inputting Data - Data Screening - Descriptive Statistics - Introduction to Inferential Statistics - Parametric Tests for Differences - Non-Parametric Tests for Differences - Chi Square Test - Bivariate Correlation Analysis - Partial Correlation - Regression Analysis - Logistic Regression - Exploratory Factor Analysis - Reliability Analysis – Cluster Analysis – Introduction to Big Data and Machine Learning – Use of Experiments in Marketing - - Introduction to Qualitative Data Analysis - Conceptualisation, Coding and Categorising - Examining Relationships and Displaying Data - Authenticating Conclusions - Reflexivity - Alternatives in Qualitative Data Analysis (Case Study, Ethnography, Grounded Theory, Phenomenology, Narrative Analysis). |
Administrative assistant: TASLIMA BOODHUN-JHUMKA
Telephone: 4037400
Email: t.boodhun@uom.ac.mu |
