Class objective(s) (learning outcomes)

•    To examine how data assists management in decision-making, in SMEs as well as multinationals.
•    To understand the different types of data available to businesses, the ways data is collected, and what makes data usable to create knowledge.
•    To provide an overview of methods of analyzing data to create knowledge.
•    To familiarize students with specific techniques for data analysis, including hands-on application of techniques using the SPSS software.
•    To show how data is used in creating effective presentations.
•    To learn how data can improve decision making in organizations.

Prerequisites according to degree program

Students interested in this course should have completed the Global Marketing Research course offered by IMM or any equivalent statistics courses.

Teaching and learning method(s)

Individual Pre-course Assignment:
    Conduct a search using the key words data mining, data analytics and predictive analytics. Prepare and submit a paper covering the following topics:
•    Introduction and Purpose of Paper
•    Overview of Data Mining & Predictive Analytics, and its value competing globally
•    Examples of how companies are using these methods to compete more effectively.
•    Summarize obstacles to implementing a data analytics approach.
•    Overall conclusions about value of data in improving decision making in organizations. For example, explain how data analytics approaches can improve an organization’s global competitive position?
•    Paper should be 8-10 pages long, double-spaced, 1" margins, 12 pt. Ariel font.
•    Paper to be submitted via email the first day of class.

Group Project:
    Use the case study data set provided in class. Analyze the data using SPSS. Prepare a powerpoint presentation summarizing your findings for the case example. Also prepare a Word file that includes SPSS tables that support the powerpoint presentation slides. The final powerpoint presentation will be submitted via email by Sunday, November 30th. Topics to cover in the powerpoint presentation include:

•    Cover page, Table of Contents, and statement of purpose.
•    Conceptual model suggesting testable relationships/hypotheses.
•    Overview of major findings relative to each hypothesis proposed – issues related to what customers think of the restaurants, the target market to focus on, impact of employees on customer perceptions, how to improve employee performance, etc. This portion includes a minimum amount of numbers. Most numbers will be provided in the appendix.
•    Conclusions regarding hypotheses tested.
•    Appendices – Word document with SPSS explanatory tables and information.

In case of restricted admission; selection criteria

This course aims at students interested in Market Research and statistical methods. The individual Pre-course Assignment is mandatory as described above.

Criteria for successful completion

•    Individual Pre-Course Assignment = Position Paper            25%
•    Group Project = Case Analysis                        50%
•    Individual Post-Course Assignment = Case Recommendations    25%

Individual Post-Course Assignment:
    Based on the findings summarized in the group project make recommendations on strategies and tactics to improve the situation. For example, provide specific suggestions on how to resolve any problems with restaurant employees. Similarly, what changes/improvements could be implemented based on the customer surveys? This assignment is submitted via email by Sunday, December 14th.

Availability of instructor(s) for contact by students

Instructor:    Joe F. Hair, Jr.
Email:    mailto:jhair3@comcast.net

All administrative issues will be handled by IMM faculty, please contact mailto:imm@wu-wien.ac.at in case of any questions.

Miscellaneous

Required Text: None, handouts will be provided. SPSS will be used for data analysis in class.

information will follow!