ABSTRACT
Understand the process of data management, entry, editing, coding and cleaning‹‹ Understand concepts of tabulation and statistical analysis‹‹ Understand the main techniques of statistical analysis including descriptive sta-‹‹ tistics, statistical significance and hypotheses testing, the measurement of relationships and multivariate analysis
Understand the use of computer packages that can help with the process‹‹ Cover syllabus elements 4.6, 5.1.‹‹
Table 11.1: Learning outcomes and knowledge and skills requirements
Learning outcomes Knowledge and skills requirements
Design a questionnaire and topic guide 4.6 Design a questionnaire and discussion guide to meet a project’s research objectives
Interpret quantitative and qualitative data, and present coherent and appropriate recommendations that lead to effective marketing and business decisions
5.1 Demonstrate an ability to use techniques for analysing qualitative and quantitative data
Study guide The unit should take around three hours to complete, plus another three hours to ensure that you complete and understand the exercises. You will need to refer to other course texts throughout this unit and should have access to Alan Wilson’s text.
