DIGITAL MARKET RESEARCH (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: LO1 – Explain the basic of statistics to support digital market research; LO2 – Calculate technique to support digital market research conclusions; LO3 – Construct digital market research practice in information systems; LO4 – Build a project in digital market research by using appropriate methods and approaches.

Topics:

1. Panel regression and same-store sales;
2. Review and Evaluation for Final Exam;
3. Consumer behaviour and marketing strategy;
4. Polynomial distributed lags;
5. Principal components and factor analysis;
6. Using Poisson regression;
7. Segmentation overview;
8. The customer loyalty journey;
9. Review and Evaluation for Midterm;
10. Overview of statistics;
11. Logistic regression and market basket analysis;
12. Modelling demand and elasticity;
13. Simultaneous equations.