Singapore University of Social Sciences

Customer Insights and Analytics

Customer Insights and Analytics (MKT371)


MKT371 Customer Insights and Analytics aims to develop competency in conducting quantitative marketing research. It equips students with practical knowledge and skills to collect survey data, conduct appropriate statistical analysis, as well as extracting insights for decision making.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN


  • Principles of questionnaire design
  • Sampling theories relevant to survey research
  • Data cleaning and data exploration
  • Using cross-tabulations to understand the relationship amongst var
  • One-way and n-way Analysis of Variance (ANOVA)
  • One-way and n-way Analysis of Covariance (ANCOVA)
  • Correlation and regression — underlying assumptions
  • Correlation and regression — conducting the analysis and interpreting the results
  • Factor analysis
  • Multidimensional scaling
  • Hierarchical and non-hierarchical cluster analysis in marketing research
  • Discriminant analysis

Learning Outcome

  • Examine questionnaire design principles and sampling methods
  • Discuss data cleaning and data exploration techniques
  • Show competence in conducting statistical analysis
  • Formulate managerial recommendations based on statistical results
  • Demonstrate proficiency in reporting statistical analysis and results
  • Develop interpersonal skills to work effectively in a team
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