QN182

brightonBusinessSchool

Moulsecoomb Modular Scheme

Title: / Statistics for Marketing
Level: / 1
Credit Rating: / 20 / Subject Area: / Quantitative Methods
Module Type: / Double / Semester Offered: / 1 through 2
Course(s) for which module is acceptable and status in course:
BA (Hons) Business Studies with Marketing - Compulsory
BA (Hons) Business Management with Marketing - Compulsory
Pre-Requisites:
None
AIMS:
  • To enable the student to gain confidence in elementary data handling
  • To demonstrate the relevance and scope of statistics in the business world
  • To introduce the use of a spreadsheet package to analyse data

Learning Outcomes:
On completion of this module the students should be able to:
Subject specific:
  • apply a range of methods used in the collection, summary and presentation of data.
  • carry out a descriptive statistical analysis of business data.
  • appreciate when a linear relationship may exist between two variables and estimate that relationship.
  • understand simple time series models and use them to produce forecasts.
  • recognise the need for index numbers and be able to interpret information involving them.
  • apply the elementary laws of probability in business problems involving uncertainty.
  • use decision trees as an aid to decision making.
  • appreciate the importance of common probability distributions and their application to business problems.
  • understand the principles of questionnaire design and sampling methods.
  • understand the concepts underlying statistical inference.
Cognitive:
  • demonstrate numeracy and quantitative skills
  • make effective use of software for the graphical presentation and the statistical analysis of data.
  • apply quantitative techniques to business problem-solving

Content:
Sources of statistical data relevant to business
Collection of statistical information
-questionnaire design
-sampling methods
Presentation of data:
-diagrams and charts
-frequency distributions
-measures of location and dispersion
Index numbers.
Correlation and linear regression.
Elementary time series and forecasting:
-moving averages
-simple exponential smoothing
Basic laws of probability and expectation
Decision analysis
Normal probability distribution
Statistical Inference:
-confidence intervals for mean and proportions
-calculation of sample size
-tests of association for contingency tables
Teaching & Learning Strategies:
There will be two lectures per week plus one hour workshop:
Lectures:40Open Learning: 0
Seminars:0Self Study: 100
Workshops:20Assessment: 40
Total:200
Learning SUPPORT:
Indicative reading:
The latest editions of:
Bancroft, G. & Fletcher, M., Improve your Maths!, Addison-Wesley
Barrow, M., Statistics for Economics, Accounting and Business Studies, Prentice Hall
Fleming, J. & Nellis, M., The Essence of Statistics for Business,Prentice Hall
Francis, A., Business Mathematics and Statistics, DPP
Silver, M., Business Statistics, McGraw-Hill
Smailes, J. & McGrane, A, Essential Business Statistics, Pearson
Taylor, S., Business Statistics, Palgrave

Software

Microsoft Excel, SPSS or equivalent
ASSESSMENT:
Coursework (30%): a multi-choice test in a computing laboratory using statistical software as a tool.
Examination (70%): a two hour closed-book unseen exam to test learning outcomes in relation to the manipulation of quantitative data and the analysis and interpretation of the results.
Brief Description of the MODULE:
This module introduces the student to the effective use of statistics in the business world. There will be an emphasis on solving problems using business data. The students will become more efficient in the use of spreadsheets.
Area Examination Board: / N/A / External Examiner: / N/A
Faculty: / BrightonBusinessSchool; MIS. / Site where delivered: / Moulsecoomb
Module Writer(s): / D Copley & J Southern
Date of First Approval: / May 2007 / Date of Last Revision: / May 2007
Version Number / 2