Course DescriptionWhat does good market research look like? As leaders, we need to understand the quality, kind and significance of the data we use to guide business decisions. This course is designed to give students an introduction to basic statistical tests using the statistical package SPSS, the norm for social science research. This is not a course in statistics but in the use and interpretation of statistics. No prior knowledge of statistics is needed.You will learn to evaluate the quality of a dataset based on, for example, whether the questions asked in a survey are leading, ambiguous or confusing, as well as from descriptive statistics of a dataset (such as completeness, frequencies). You will learn the most common statistical analyses to determine whether groups are associated or different and how to identify segments within a test population.The course is designed as a companion to the Market Insight Studio (DSMBA 6020).Each assignment advances the term project from that class. In addition to analyzing relevant archival research, students will write and statistically analyze a survey related to their Market Insight Studio project.

Visit Workday to view this information.