Table Of Content

Quantitative Business Research Methods Sami Kajalo & Maria Del Rio Olivares Spring 2016 Lectures 1-3 11 Why this course is important for you? •  Reading journal articles requires methodological knowledge. •  Quantitative research is more important as there is more data available and analyzing that data can be a competitive advantage. •  Companies do mostly quantitative market research. •  Quantitative research methods account for 76% of global research spend, with qualitative accounting for 18%. Other methods (e.g. desk research) account for 6%. 2 Global Market Research: Spend by research Method ESOMAR (European Society for Opinion and Marketing 3 Research): Global Market Research Report 2011 How to complete this course? •  The learning exercises –  Each exercise is graded on a pass/fail scale –  Does not affect the course grade –  However, you need to pass 10 exercises to get a grade •  The exam. Your grade will depend on the exam which is graded on a scale from 0 to 100: •  90-100=5 •  80-89 = 4 •  70-79 = 3 •  60-69 = 2 •  50-59 = 1 (lowest passing grade) •  0-49 = 0 4 Practicalities •  Basic format of lectures –  The lecturer explains and demonstrates the methods and shows with the example data how to conduct analyses with SPSS. –  Next, students get hands-on experience with the method using example data. –  There is no compulsory attendance. •  Other practicalities –  If you wish to do the learning exercises with your own computer go to download.aalto.fi for the SPSS software (for PC and Mac). –  Get the course book (Malhotra, Birks & Wills). –  All course information is at MyCourses (mycourses.aalto.fi) 5 SPSS software Transfer of quantitative data to SPSS, basic computations and output generation 6 SPSS software •  A widely used statistical analysis software package –  http://www-01.ibm.com/software/analytics/spss/products/ statistics/index.html –  Quite easy to use and includes all the methods you will need during this course. –  Is available for students at download.aalto.fi –  Has been previously called PASW. •  An alternative program is SAS –  http://www.sas.com/ –  Not so intuitive user-interface but better project management tools. 7 SPSS guides and tutorials •  In English: –  IBM SPSS Statistics 22 Brief Guide –  ftp://public.dhe.ibm.com/software/analytics/spss/documentation/ statistics/22.0/en/client/Manuals/ IBM_SPSS_Statistics_Brief_Guide.pdf •  In Finnish: –  Heikki Karjaluoto: SPSS opas markkinatutkijoille http://www.jyu.fi/econ/tutkimus/julkaisut/workingpaper/wp344 8 Transfer of quantitative data to SPSS •  Input data manually •  Import from file (e.g. MS Excel) –  Choose Type in data and click –  Choose Open an existing data OK source –  Select the file from the list or choose More Files… –  You can also simply copy- paste data to SPSS 9 Data view vs. Variable view •  The data view shows the data •  Variable view lets you determine various properties of the variables; properties affect and guide the analysis 10

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