At the end of the course, the student should be able to :
1. Have a deeper understanding of the different data analysis techniques available;
2. Understand the use of these different data analysis techniques for marketing-oriented research and business problems;
3. Identify the relevant statistical test(s) to perform;
4. Apply the different data analysis techniques and interpret the results of statistical outputs;
5. Know how to use a data analysis software such as SPSS.
6. Be able to communicate about and present statistical results in a clear and proper way.
The course of Advanced Data Analysis focuses on different data analysis techniques, that will be applied in a marketing context. Students will learn when and how to use these different techniques, as well as how to report and present results of statistical analyses in a professional manner.
To get acquainted to this, students will perform several exercices in class using the data analysis software SPSS (in-class assignments), and solve a challenging business case in groups based on real-life data (group project). The course focuses on the application of data analysis techniques for real business purposes, and more specifically, marketing-oriented ones.
The course will cover the following topics: Introduction to the SPSS environment (data preparation, dealing with missing data, exploring data with graphs…), hypothesis testing, descriptive analysis, statistical tests (Chi-square, T-Test, ANOVA…).
