everything.study
15.822

Strategic Market Measurement

3-0-3 units · Graduate

Project subject teaches students how to create, carry out, interpret, and analyze a market research questionnaire. Emphasis on discovering market structure and segmentation, but students can pursue other project applications. Includes a user-oriented treatment of multivariate analysis (factor analysis, multidimensional scaling, conjoint and cluster analysis).

Fall 2002 · Strategic Marketing Measurement

Topics

  • Introduction
  • Conjoint Basics
  • Creating a Survey
  • Cluster Analysis
  • Segmentation and Market Structure
  • Guest Lecture: Dewey Library Staff, Secondary Research
  • John Wax Case and Factor Analysis
  • Perceptual Maps
  • Review Case: MSA
  • Information Pump
  • Presentations

Readings

  • Readings marked “textbook” are taken from:
    Listed reading
  • Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.
    Listed reading
  • LEC #: 1 · Topics: Introduction · Readings: Textbook, Ch. 8
    Reading assignment
  • LEC #: 2 · Topics: Conjoint Basics · Readings: Green and Wind
    Reading assignment
  • LEC #: 3 · Topics: Creating a Survey · Readings: Case: SPI
    Reading assignment
  • LEC #: 4 · Topics: Cluster Analysis · Readings: Textbook, 860-887
    Reading assignment
  • LEC #: 5 · Topics: Segmentation and Market Structure · Readings: Conjoint Analysis Note
    Reading assignment
  • LEC #: 6 · Topics: Guest Lecture: Dewey Library Staff, Secondary Research · Readings: Revise Draft (con’t)
    Reading assignment
  • LEC #: 7 · Topics: John Wax Case and Factor Analysis · Readings: John Wax Case Textbook, 839-860
    Reading assignment
  • LEC #: 8 · Topics: Perceptual Maps · Readings: Case: SIM Perceptual Mapping (HBS)
    Reading assignment
  • LEC #: 9 · Topics: Review Case: MSA · Readings: Case: MSA
    Reading assignment
  • LEC #: 10 · Topics: Information Pump · Readings: Prelec, Drazen, and Vanja Buvac. “The Information Pump.” Center for Innovation in Product Development, MIT Marketing Group.
    Reading assignment
  • Dahan, Ely, and John, R. Hauser. “ The Virtual Customer: Communication, Conceptualization, and Computation .” Product Innovation Management Review (4 Nov. 2000).
    Listed reading
  • We will cover only a fraction of this 1K page book. Think of it as a comprehensive reference source, not as a textbook.
    Listed reading

Prerequisites & course information

Prereq: None G (Spring; second half of term) Not offered regularly; consult department 3-0-3 units

Sources