| Course ID: | MARK 7751. 1.5-3 hours. |
| Course Title: | Marketing Research II |
Course
Description: | This course focuses on advanced research techniques. Topics such
as Cluster Analysis, Perceptual Maps, Multi-dimensional Scaling,
Conjoint Analysis, etc., are covered from a user perspective
rather than statistical. Practical problems in which such
techniques are useful include taste-tests, copy-tests,
name-tests, pricing and product research, shelf-placements,
segmentation and positioning. |
| Oasis Title: | MKT RSCH II |
| Duplicate Credit: | Not open to students with credit in MARK 8460 or MARK 7750 |
| Prerequisite: | MARK 7510 |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | This course introduces the students to research techniques that
can be used for solving business/marketing problems. Students
will learn how to gather primary data using, focus groups, in-
depth interviews, surveys, experiments, etc. to answer questions
about pricing, product design, advertising message, among
others. Preliminary data analysis techniques are also covered
in this course. Various secondary sources of data and their
contents are also discussed.
The statistical methods discussed in this course can be used by
students to gain knowledge of market research techniques for
taste-tests, copy-tests, name-tests, pricing, product, shelf-
placement, segmentation, and positioning research. |
| Topical Outline: | Cluster Analysis
Perceptual Maps
Multi-dimensional scaling
Conjoint Analysis
Taste-tests
Copy-tests
Name-tests
Pricing and Product Research
Shelf-placements
Segmentation
Positioning |