Short Title:Quantitative Methods for Marketing
Full Title:Quantitative Methods for Marketing and Advertising
Language of Instruction:English
Module Code:STAT H3007
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 8 programme(s)
Reviewed By:GLENN MEHTA
Module Author:JOSEPH MAC DONAGH
Module Description:In this module, the student will learn to use quantititative methods for a variety of marketing and advertising research applications.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Use quantititative methods for a variety of marketing and advertising research applications.
LO2 Design and implement applied quantitative research studies for marketing and advertising problems.
LO3 Use the SPSS and Minitab statistical packages to analyse quantitative data.
LO4 Construct confidence intervals for means and proportions.
LO5 Test hypotheses concerning means and proportions.
LO6 Investigate relationships among categorical and continuous variables.
LO7 Predict responses using regression analysis.
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project An individual, or group project, involving the organisation and presentation of a large data set (e.g a set of survey responses) will be assigned. 1,2,3,4,5,6,7 30.00 n/a
Continuous Assessment In class time constraint 1,2,6 20.00 n/a
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,4,5,6,7 50.00 End-of-Semester

TU Dublin – Tallaght Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture The use of quantitative methods in marketing and advertising 3.00 Every Week 3.00
Lab Using a statistical package- SPSS or Minitab 1.00 Every Week 1.00
Independent Learning Report writing and research 1.00 Every Week 1.00
Total Weekly Learner Workload 5.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Material on quantitative methods in Marketing and Advertising 2.00 Every Week 2.00
Lab Using a statistical package- SPSS or Minitab 1.00 Every Week 1.00
Independent Learning Report writing and Research 1.00 Every Week 1.00
Total Weekly Learner Workload 4.00
Total Weekly Contact Hours 3.00
 

Module Resources

Required Book Resources
  • Blumberg, B. Cooper, D.R. & Schindler, P.S. 2014, Business Research Methods, 4th ed. Ed., McGraw Hill London [ISBN: 978-007715748]
Recommended Book Resources
  • Domegan, C. & Fleming, D. 2007, Marketing Research in Ireland, 3rd ed Ed., Gill and Macmillan Dublin [ISBN: 97807171420002]
  • Hair, J.F. jnr., Black, W.C., Babin, B.J. & Anderson, R.E. 2013, Multivariate Data Analysis, 7th ed. Ed., Pearson New Jersey [ISBN: 978-129202190]
  • Pallant, J. 2016, SPSS Survival Manual, 6th ed. Ed., McGraw-Hill Education Maidenhead [ISBN: 978-033526154]
  • Reilly, J. 2017, Applied Statistics, 2nd Ed., Statistical Solutions http://www.statisticalsolutions.ie/downloads/ [ISBN: E BOOK]
Required Article/Paper Resources
  • Journal of Marketing Research
  • Journal of Advertising research
This module does not have any other resources
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 6 Mandatory
TA_BADMT_B Bachelor of Arts (Honours) in Digital Marketing Technologies 6 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 6 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 6 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 6 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 6 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 6 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 6 Mandatory