Readings marked "textbook" are taken from:
Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.
| LEC # | Topics | Readings |
|---|---|---|
| 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 |
| 6 | Guest Lecture: Dewey Library Staff, Secondary Research | Revise Draft (con't) |
| 7 | John Wax Case and Factor Analysis | John Wax Case Textbook, 839-860 |
| 8 | Perceptual Maps | Case: SIM Perceptual Mapping (HBS) |
| 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 |