24911 Multivariate Data Analysis

Description

This subject provides students with a systemic and critical understanding of multivariate data analysis and marketing models, with special attention to the underlying theory and assumptions of the models used. Data analysis techniques such as multiple regression models, endogeneity and instrumental variable estimation, multivariate analysis of variance, linear mixed models, factor analysis, structural equation modelling, meta-analysis, multi-level modelling, and choice modelling are discussed. Through hands-on practical sessions, participants develop specialised research skills that enable them to carry out their own academic research in the field of marketing.