Marketing Research
Code
2384
Academic unit
null
Department
null
Credits
7
Teacher in charge
Carlos Daniel Santos
Teaching language
English
Objectives
This course will equip students with the tools to conduct quantitative marketing research. It helps managers to take a data driven approach to solve marketing problems. We will cover some of the most common marketing techniques including models for new product development, product evaluation, STP (Segmentation, targeting and positioning), and exploratory analysis.
Prerequisites
N/A
Subject matter
1. Surveys: How to run them ?;
2. Preliminary evidence: First impressions from the data;
3. Experiments: How to know what works best ?;
4. The basics: ANOVA;
5. Market segmentation: The clusters;
6. Summarizing and interpreting lots of data: Customer questionnaires;
7. Targeting your customers;
8. Evaluating products: Conjoint;
9. How to position against the competition: MDS.
Bibliography
Hair, Black, Babin, Anderson, Tatham, Multivariate Data Analysis, Prentice Hall.
Malhotra, N., Marketing Research, Pearson [Chapter 7]
Singleton, R. and B. Straits, Approaches to Social Research, OUP, [Ch9 for 5th ed, Ch8 for 4th ed]
Teaching method
Applied lectures with empirical case studies and student field work.
Evaluation method
The final exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.
Final exam: (50%)
Cases: (20%)
Field work/data collection: (30%)