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BUSI3511: Quantitative Analysis for Marketing Decision Making

Please ensure you check the module availability box for each module outline, as not all modules will run in each academic year. Each module description relates to the year indicated in the module availability box, and this may change from year to year, due to, for example: changing staff expertise, disciplinary developments, the requirements of external bodies and partners, and student feedback.

Type Tied
Level 3
Credits 20
Availability Available in 2025/2026
Module Cap None.
Location Durham
Department Management and Marketing

Prerequisites

  • Marketing Research Methods (BUSI2351)

Corequisites

  • None

Excluded Combinations of Modules

  • None

Aims

  • To provide students with an understanding of quantitative analysis techniques and their application in marketing decision-making.
  • To enhance student ability to interpret quantitative data effectively.
  • To develop skills in using quantitative data to inform and support marketing strategies.

Content

  • Revision of statistics - descriptive. Measures of central tendency, measures of dispersion, cross-tabulations.
  • Revision of statistics inferential. Regression, correlation, contrast codes, multiple regression.
  • Psychometrics Even vs. odd numbered scales, attention checks, reverse scales, questionnaire design.
  • Costs fixed, variable, opportunity, sunk, relevant. Break-even analysis and budgeting.
  • Time net present value, future value, expected value, customer lifetime value.
  • Probability independent, conditional, repeated events.
  • Optimisation with solver Linear programming, Binary programming, Programming for break-even and profit.
  • Operations research tools critical path method, queuing theory, sales assignment.
  • Distance measures Cluster analysis, multi-dimensional scaling, conjoint analysis.

Learning Outcomes

Subject-specific Knowledge:

  • Knowledge of key quantitative analysis techniques.
  • Understanding on how various quantitative analysis techniques can be applied to support marketing decision making.

Subject-specific Skills:

  • Ability to apply quantitative methods to analyse marketing data.
  • Ability to interpret and present quantitative data in a clear and meaningful way.
  • Ability to make informed marketing decision based on data analysis.

Key Skills:

  • Communication, both written and verbally.
  • Problem-solving.
  • Critical thinking.
  • Numeracy.
  • Computer literacy: SPSS and other statistics software.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • Teaching is via lectures and lab sessions. Learning takes place through attendance at lectures, preparation for and participation in lab sessions, and private study.
  • Formative assessment is by means of a range of in-class activities.
  • Summative assessment is one individual report on proposing solutions based on data analysis for a specific business scenario.

Teaching Methods and Learning Hours

ActivityNumberFrequencyDurationTotalMonitored
Lectures10Weekly220 
Computer Classes4Fortnightly1 hour4Yes
Preparation and Reading1176 
Total200 

Summative Assessment

Component: ReportComponent Weighting: 100%
ElementLength / DurationElement WeightingResit Opportunity
Report3,000 words100

Formative Assessment

Quizzes delivered via Learn Ultra at the end of each seminar session

More information

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