MARK4212 Quantitative Methods and Models in Marketing

6 Units of Credit

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This course will extend the knowledge of elementary statistics into the area of multivariate statistics, with special attention to the underlying theory and assumptions of the methods used. Discussion of multiple regression and multiple correlation, multivariate analysis of variance, discriminant and logit analysis, conjoint analysis, factor and correspondence analysis and structural equation modelling. Hands-on practical sessions will enable participants to implement these tools, techniques and methods in the context of specific marketing applications.