1. The role of modern statistics in the process of marketing research.
- The basic terms.
- Stages of statistical research.
- The basis of work with data.
2. Selective statistical research.
- Types of selective research.
- Construction of selective error.
- The quality of data.
- Types of ranges.
3. Statistical and graphical description.
- Measuring of grade and heterogenity of data.
- Sorting first and second grade.
- Contingency tables.
- Point and interval estimate.
4. Testing hypothesis.
- Indefiniteness of data.
- Analysis of contingency tables.
- Parametric and nonparametric tests.
- X2 test.
- Next characteristics.
5. Analysis of dependency.
- Compare means.
- T-tests.
- Analysis of statistical scatter (ANOVA). ROC curves.
6. Correlation and regression analysis.
- Correlation analysis.
- Simple and multipleregression.
7. Segmentation and creating typologies.
- Classification and creating profiles of customers.
- Various types of measurement of distance.
8. Factor analysis.
- Searching of hidden causes.
- Measuring values of latent variables influencing answers in a questionnaire.
- Identification of correlational dimensions and correlational clusters.
9. Presentation of results.
- Interpretation of results.
- Final report of research project.
- Recommendation to the management.
- Organization and course of the presentation.
10. Qualitative research.
- Specifications of qualitative research.
- Use of qualitative research for the needs of marketing communication.
- Focus group.
11. Indirect and expert methods in research.
- Psychological exploration.
- Associative procedures.
- Projective tests.
- Physiognomical procedures.
- Selective experts methods.
12. Decision-making processes in marketing.
- Conditions for decision-making.
- Market research in different conditions.
- Procedure and presentation of results on a concrete market.
- Examples from practice.
13. Choice of agency for cooperation in marketing research.
- Decision-making abut participation of agency.
- Overwiew of research agencies.
14. Modern statistical work.
- Statistical calculation environment.
- Specialized statistical software.
- Database information sources for marketing research.
- The basic terms.
- Stages of statistical research.
- The basis of work with data.
2. Selective statistical research.
- Types of selective research.
- Construction of selective error.
- The quality of data.
- Types of ranges.
3. Statistical and graphical description.
- Measuring of grade and heterogenity of data.
- Sorting first and second grade.
- Contingency tables.
- Point and interval estimate.
4. Testing hypothesis.
- Indefiniteness of data.
- Analysis of contingency tables.
- Parametric and nonparametric tests.
- X2 test.
- Next characteristics.
5. Analysis of dependency.
- Compare means.
- T-tests.
- Analysis of statistical scatter (ANOVA). ROC curves.
6. Correlation and regression analysis.
- Correlation analysis.
- Simple and multipleregression.
7. Segmentation and creating typologies.
- Classification and creating profiles of customers.
- Various types of measurement of distance.
8. Factor analysis.
- Searching of hidden causes.
- Measuring values of latent variables influencing answers in a questionnaire.
- Identification of correlational dimensions and correlational clusters.
9. Presentation of results.
- Interpretation of results.
- Final report of research project.
- Recommendation to the management.
- Organization and course of the presentation.
10. Qualitative research.
- Specifications of qualitative research.
- Use of qualitative research for the needs of marketing communication.
- Focus group.
11. Indirect and expert methods in research.
- Psychological exploration.
- Associative procedures.
- Projective tests.
- Physiognomical procedures.
- Selective experts methods.
12. Decision-making processes in marketing.
- Conditions for decision-making.
- Market research in different conditions.
- Procedure and presentation of results on a concrete market.
- Examples from practice.
13. Choice of agency for cooperation in marketing research.
- Decision-making abut participation of agency.
- Overwiew of research agencies.
14. Modern statistical work.
- Statistical calculation environment.
- Specialized statistical software.
- Database information sources for marketing research.