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 # | | | | TOPICS | | | | READINGS |
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| | | | | | 1 | | | | Introduction | | | | Textbook, Ch. 8 | | | | | | | | | | | | 2 | | | | Conjoint Basics | | | | Green and Wind | | | | | | | | | | | | 3 | | | | Creating a Survey | | | | Case: SPI | | | | | | | | | | | | 4 | | | | Cluster Analysis | | | | Textbook, 860-887 | | | | | | | | | | | | 5 | | | | Segmentation and Market Structure | | | | Conjoint Analysis Note
Class Exercise
Assignment 1 Due | | | | | | | | | | | | 6 | | | | Guest Lecture: Dewey Library Staff, Secondary Research | | | | Conjoint Problem Set Due | | | | | | | | | | | | 7 | | | | John Wax Case and Factor Analysis | | | | John Wax Case
Textbook, 839-860 | | | | | | | | | | | | 8 | | | | Perceptual Maps | | | | Case: SIM
Perceptual Mapping (HBS)
Assignment 2 Due | | | | | | | | | | | | 9 | | | | Review case: MSA | | | | Case MSA | | | | | | | | | | | | 10 | | | | Information Pump
| | | | 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 | | | | | | | | | | | | 11 | | | | Presentations | | | | | | | | | | | | | | | | 12 | | | | Presentations | | | | Final Assignment Due | | | | | |
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