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.
Athena Title
APPL MKTG TECH II
Equivalent Courses
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
Syllabus