This course aims to teach students a systematic approach in addressing an business concern through effective questionnaire design, appropriate analysis and correct business interpretation. Particularly, in the design stage, students will learn to transform practical business concerns (e.g., poor customer loyalty) into analytical problems (e.g. what are the factors that affects customer loyalty?), decide on the possible variables to be included for study (through literature review, interviews with managers and customers, etc.), and then choose what types of questions to be included in the questionnaire (i.e., which questions had to be answered through analyzing a set of variables?). Students will also learn to select an appropriate analytical method for each problem, conduct the analysis in SPSS, and then interpret the SPSS output results to form useful recommendations for the industry.

Students should be able to decide if a questionnaire survey is suitable to solve a given research questions. If yes, how to design an effective questionnaire for it; Students should be able to decide on the sampling method and data collection method for the survey; Students should be able to find an appropriate method to conduct the data analysis using an software like SPSS and students should be able to interpret the output of SPSS and give recommendation/solution to the research problem.