Information Analysis

Unit Code:HBM526

Credit Points	Duration	Contact Hours	Campus	Prerequisite	Corequisite
12.5 Credit Points	One teaching period	36 hours	Hawthorn	Completion of all units in the Graduate Certificate of Marketing or equivalent.	Nil

Credit Points

Duration

Contact Hours

Campus

Prerequisite

Corequisite

12.5 Credit Points

One teaching period

36 hours

Hawthorn

Completion of all units in the Graduate Certificate of Marketing or equivalent.

Nil

Related Course/s:

A unit of study in the Master of Marketing and Master of Marketing Global Leadership Program.

Aims & Objectives:

The Information Analysis unit teaches students about statistical data analysis. Understand the theoretical and practical aspects of analysing survey research information using demographic techniques in addition to SPSS to transform data into information and thereby assist the organisation in gaining and maintaining competitive advantage. Understand the fundamentals of data analysis, relating these fundamentals to the research objectives. Understand what types and data have been collected and how. Develop an intuitive feel for handling survey data.

Upon completion of this unit students will be able to:

Understand theoretical and practical aspects of analysing survey research information using demographic techniques in addition to SPSS to transform data into information, and thereby assist the firm in gaining and maintaining competitive advantage.
Understand the fundamentals of data analysis, relating these fundamentals to the research objectives, and understanding what kinds of data have been collected and how. This understanding will enable the student to develop an intuitive feel for handling government and survey data.
Understand the strategies for coping with all the kinds of practical problems that may arise in survey research and business in general.
Work effectively in a team environment.

Teaching Methods:

Classes in either weekly or block mode

Assessment:

Individual assignment (45%-55%)
Group assignment (45%-55%)
Class contribution (10%-20%)

Generic Skills Outcomes:

Teamwork skills
Analysis skills
Analysis and modelling skills
Research skills
Problem solving skills
Business model development skills
Project management skills
Communications skills
Presentation skills
Strategic thinking skills
Ability to tackle unfamiliar problems
Ability to work independently
Ability to engage in critical enquiry and discussion
Ability to tackle ethical business matters

Content:

Specifically the unit will cover the following topics:

International marketing and marketing research data sources
Understanding demographic analysis techniques
The nature of survey data
The measurement of variables and error in measurement
The data matrix
Strategies for analyzing a data matrix
Statistical procedures for analysing the data matrix
Tables and charts for categorical and metric variables
Data reduction for categorical and metric variables
Statistical inference for categorical and metric variables
Testing hypotheses and explaining relationships

Reading Materials:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.