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The University of Southampton

MANG6231 Software for Data Analysis and Modelling

Module Overview

SAS (Statistical Analysis System) is the leading data analytics software package. This module will cover the fundamentals of SAS base programming. On successful completion of this module, you will be able to use SAS software to read data, access, manage and manipulate ‘big’ data, solve problems, save programs and datasets, use conditional logic, combine files, produce tables and listings of data, and use data analysis techniques. The module will also help prepare you for the SAS Base programming certification.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • the key features of marketing data, how to collect it, analyse it and interpret the statistical output from SAS.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • acquire data collection skills;
  • acquire data exploration skills;
  • acquire data analysis skills.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • use SAS software to access and manipulate local and remote data, to create simple and advanced queries and reports and graphs;
  • conduct Statistical modelling using marketing data in SAS;
  • learn and practice data collection techniques.


Day 1 - Labs 1, 2 and 3: Intro to SAS; Structure of SAS Programs Day 2 - Labs 4 and 5: Data Handling and Manipulation; Exploratory Data Analysis Day 3- Labs 6 and 7: Regression: Simple; Logistic Binary and Ordinal; SAS Output Delivery System (ODS)

Learning and Teaching

Teaching and learning methods

You will learn through a combination of lectures, practical (computer-lab) sessions, and self-study.

Independent Study63
Total study time75

Resources & Reading list

Carl McDaniel and Roger Gates (2009). Marketing Research with SPSS, International Student Edition. 

SAS9.3. Software

Andy Field and Jeremy Miles (2010). Discovering Statistics Using SAS. 

C.Y. Joanne Peng (2009). Data Analysis Using SAS. 



Lab work


MethodPercentage contribution
Report  (2000 words) 100%


MethodPercentage contribution
Coursework  (2000 words) 100%


MethodPercentage contribution
Coursework  (2000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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