ANALYTICS FOR BUSINESS.
Assessment rationale Students are expected to display mastery of complex and specialised subject knowledge and practical skills, employing advanced skills to conduct relevant research, or in-depth analysis of the taught topics. The assessment of this module has been designed in the full expectation that formative assessment is completed as directed by the module leader on an ongoing basis through constant class interaction. The overall rationale for this assessment is as it follows: To demonstrate the ability to use appropriate tools and techniques to collect and analyse data aimed to the acquisition of information usable in a business context for the purpose of supporting effective decision making. The criteria for the assessment are based on the assessment of the quality of the technical report, the quality of the non-technical report, the appropriateness of the data collection method (including the data collection instrument), the appropriateness of the techniques of analysis used as well as the quality of the recommendations/implications of the findings. Coursework assignment Design a study investigating the appeal for your product/service and identify your target market, identifying your customer segments. Please note that your work has to be evidenced by an appropriate analysis of data collected with an appropriate data collection instrument. Write a technical and non-technical report of 3,000 words (quantitative study) to 4,000 words (qualitative study or mixed methods), ±10%. READING LIST Books [1] Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics, SAGE. [2] Hair, J., Black, W., Babin, B. (2013). Multivariate Data Analysis, PEARSON. Refereed Publications [3] Cacciolatti, L. & Fearne, A. (2013). Marketing intelligence in SMEs: implications for the industry and policy makers, Marketing Intelligence & Planning, 31(1), 4-26. MARKING CRITERIA