This course is directed at students interested in quantitative methods of marketing research. The aim of this course is to explore multivariate techniques used in modern marketing practice.

Emphasis will be placed on case studies of marketing practice and on the practical application of the methods discussed. Topics to be drawn from: analysis of variance; regression analysis; principal components analysis; discriminant analysis; canonical correlation analysis; factor analysis; cluster analysis; multi-dimensional scaling; conjoint analysis.

Project work: 40%

Examination: 60%

An average of 10 hours study per week, including attendance at two one-hour lectures and one one-hour tutorial or computing workshop each week

Successful completion of STAT2003 (Statistical Marketing Research Methods) is an essential prerequisite for undergraduate students enrolling in STAT3005. STAT2003 is a course that provides an introduction to many of the techniques currently used in modern marketing practice and includes topics such as formulation of marketing research problems; data collection; and techniques of data analysis, which are assumed knowledge for students enrolling in this course. For graduate students enrolling in STAT7007, this course assumes knowledge equivalent to STAT2003 (the graduate equivalent of STAT2003 is STAT6006) and also additional knowledge at least equivalent to the completion of introductory units in both quantitative research methods (statistics) and in marketing.

Graduate students who do not have the necessary background in statistics will be expected to undertake additional reading and to attend additional lectures which will revise the material covered in STAT2003.

STAT2003 Statistical Marketing Research Methods.

The text for this course will be part III of the same text that was prescribed in STAT2003, a copy of which is available on short loan in the Chifley Library:

• NK Malhotra Marketing research: an applied orientation, 5th Edn, Pearson Prentice Hall, Upper Saddle River, New Jersey, 2007

For STAT8020 students ONLY, a good text on multivariate statistical analysis is also recommended. One such text, which is available on short loan in the Hancock Library, is:

• JM Lattin, JD Carroll & PE Green Analyzing Multivariate Data, Thomson-Brooks/Cole, Pacific Grove, California, 2003.

See course website:  http://ecocomm.anu.edu.au/courses/course.asp?code=STAT3005

A copy of this and any other handouts for the course will be made available via the WebCT site for STAT3005. Separate Web CT sites will NOT be maintained for STAT7007 and STAT8020 however all students should have access to the STAT3005 WebCT site.

For further information please refer to http://ecocomm.anu.edu.au/courses/course.asp?code=STAT3005