The textbook readings referenced below are from Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.
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LEC # |
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TOPICS |
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READINGS |
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1 |
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Introduction |
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Textbook, Ch. 8 |
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2 |
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Conjoint Basics |
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Green and Wind |
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3 |
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Creating a Survey |
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Case: SPI |
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4 |
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Cluster Analysis |
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Textbook, 860-887 |
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5 |
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Segmentation and Market Structure |
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Conjoint Analysis Note
Class Exercise
Assignment 1 Due |
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6 |
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Guest Lecture: Dewey Library Staff, Secondary Research |
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Conjoint Problem Set Due |
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7 |
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John Wax Case and Factor Analysis |
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John Wax Case
Textbook, 839-860 |
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8 |
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Perceptual Maps |
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Case: SIM
Perceptual Mapping (HBS)
Assignment 2 Due |
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9 |
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Review case: MSA |
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Case MSA |
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10 |
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Information Pump
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Prelec, Drazen, and Vanja Buvac. "The Information Pump." Center for Innovation in Product Development, MIT Marketing Group.
Dahan, Ely, and John, R. Hauser. "The Virtual Customer:Communication, Conceptualization, and Computation." Product Innovation Management Review (4 Nov. 2000).
In-Class Demo |
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11 |
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Presentations |
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12 |
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Presentations |
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Final Assignment Due |
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