Quantitative Business Research Methods

109 Pages·2016·8.52 MB·English

Quantitative Business Research
Methods

Sami Kajalo & Maria Del Rio Olivares
Spring 2016
Lectures 1-3

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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%.
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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

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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)
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SPSS software
Transfer of quantitative data to SPSS, basic
computations and output generation
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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.
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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
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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
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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
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