Customer Insights and Analytics

Applications Open: 01 October 2024

Applications Close: 15 November 2024

Next Available Intake: January 2025

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1392 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE)

Funding: To be confirmed

School/Department: School of Business

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Synopsis

MKT371 Customer Insights and Analytics aims to develop competency in conducting quantitative marketing research. It equips students with practical knowledge and skills to collect survey data, conduct appropriate statistical analysis, as well as extracting insights for decision making.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN

Topics

Principles of questionnaire design
Sampling theories relevant to survey research
Data cleaning and data exploration
Using cross-tabulations to understand the relationship amongst var
One-way and n-way Analysis of Variance (ANOVA)
One-way and n-way Analysis of Covariance (ANCOVA)
Correlation and regression — underlying assumptions
Correlation and regression — conducting the analysis and interpreting the results
Factor analysis
Multidimensional scaling
Hierarchical and non-hierarchical cluster analysis in marketing research
Discriminant analysis

Learning Outcome

Examine questionnaire design principles and sampling methods
Discuss data cleaning and data exploration techniques
Show competence in conducting statistical analysis
Formulate managerial recommendations based on statistical results
Demonstrate proficiency in reporting statistical analysis and results
Develop interpersonal skills to work effectively in a team

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Customer Insights and Analytics