| Course ID: | MARK 7320. 1.5-3 hours. |
| Course Title: | Applications of Marketing Research Techniques II |
Course
Description: | A continuation of Applications of Marketing Research Techniques I. Focuses on evaluating the market potential of new product systems; e.g., product plus price, package, and positioning. Pre-test market evaluation systems, test marketing, tracking studies, research for claim support, and the impact of UPC and scanner technology. |
| Oasis Title: | APPL MKTG TECH II |
| Duplicate Credit: | Not open to students with credit in MARK 8320 |
| Prerequisite: | MARK 7220 or permission of department |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, students should be able to:
1) Describe and explain various marketing research techniques,
their relative strengths and weaknesses, and discuss what
approaches are appropriate in particular situations. The
techniques include name, package and pricing research methods,
market segmentation methods, correspondence analysis, market
positioning reserach, simulated test markets and test markets.
2) Use SAS to organize and analyze large transactional databases.
3) Apply SAS Enterprise Miner software to analyze large
databases to develop models to explain behavior patterns. Model
building methods include logistic regression and tree diagrams. |
| Topical Outline: | SAS as Data Management Tool
Name, Package and Pricing Research Methods
Logistic Regression
Introduction to Enterprise Miner
Segmentation and Positioning
Correspondence Analysis
Tree Diagrams
Simulated Test Marketing
Test Marketing |