MARKETING CONTROLLING - BMEGT20ML69

The main objective of the course is to present the main statistical analysis methods used in marketing research and to provide an introduction to the use of the SPSS program. The topic starts with the analysis and the basic information about the SPSS program (data preparation, database development). Then, the possibilities of applying hypothesis tests and cross-tabulation analyzes, as well as analysis of variance, correlation and regression calculations in marketing research are presented.

1. Are familiar with the conditions of application of certain statistical analysis methods in marketing research,
2. Are familiar with the use of statistical analysis methods to draw conclusions,
3. Are familiar with the methods of using statistical analysis methods for marketing purposes

1. Are able to create a database that can be analyzed with statistical software,
2. Are able to determine the applicable statistical-analytical methods,
3. Are able to to produce indicators and statistics for analysis,
4. Are able to interpret the marketing aspects of the results of statistical analysis methods,
5. Are able to draw conclusions based on the analyzes performed,
6. Are able to put the results into context, interpret them with a practical approach,
7. Are able to prepare independent analyzes and marketing research reports using statistical analysis methods.

1. Collaborate with the instructor and fellow students in expanding the knowledge,
2. Work independently while constantly expanding his / her knowledge,
3. Are open to the use of information technology tools,
4. Expand their knowledge by constantly acquiring knowledge,
5. Analyzes, conclusions and proposals formulated on the basis of these, he / she acts in accordance with the legal and ethical norms, keeping in mind the wider social, sectoral, regional, national and European social and ecological, sustainability values.

1. Independently applies statistical analysis methods in marketing research,
2. Analyze and evaluate the available information, puts it in context,
3. Draw practical conclusions from the results of the analyzes,
4. Represents the professional opinion of established marketing independently, takes responsibility for their environmental and social impacts.

Lectures, written and oral communication, using of SPSS program, optional self-created tasks

• Danó Györgyi: Marketingkontrolling (2018)
• BME-GTK-MVT: Marketing: Fókuszban a termék, Typotex Kiadó, Budapest (2017)
• Sajtos László - Mitev Ariel: SPSS Kutatási és adatelemzési kézikönyv (2007)
• Naresh K. Malhotra, Simon Judit közreműködésével: Marketingkutatás (2017) [Digitális kiadás]

A 2.2. pontban megfogalmazott tanulási eredmények értékelése egy vizsgaidőszakban végzett írásbeli teljesítménymérés alapján történik.

Vizsgaidőszakban végzett teljesítményértékelés Írásbeli teljesítményértékelés: mely a statisztikai elemzési módszerek gyakorlati használatára fókuszál, a rendelkezésre álló munkaidő 90 perc.

• vizsgaidőszakban végzett teljesítményértékelés: 100%
• összesen: 100%

Az aláírás megszerzésének nincs feltétele. A megszerzett aláírás 4 félévéig érvényes.

1) A teljesítményértékelésekhez nem tartozik évközi követelmény. 2) A vizsgaidőszakban végzett teljesítményértékelés javítása és pótlása a TVSZ szerint történik.