Strategic Marketing Measurement

Calendar

LEC #	Topics	Key Dates
1	Introduction	Form Team
2	Conjoint Basics	Form Team (con’t)
3	Creating a Survey	Pick Topic & Write Questionnaire
4	Cluster Analysis	Pick Topic & Write Questionnaire (con’t)
5	Segmentation and Market Structure	Revise Draft
6	Guest Lecture: Dewey Library Staff, Secondary Research	Revise Draft (con’t)
7	John Wax Case and Factor Analysis	Conduct Survey
8	Perceptual Maps	Conduct Survey (con’t)
9	Review Case: MSA	Complete Survey & Enter Data
10	Information Pump	Analyze & Complete Report
11	Presentations	Analyze & Complete Report (con’t)
12	Presentations