COURSE NUMBER: EWMBA 261-1, This course is cross-listed

COURSE TITLE: Marketing Research: Tools and Techniques for Data Collection and Statistical Analysis

UNITS OF CREDIT: 3 Units

INSTRUCTOR: Hai Che

E-MAIL ADDRESS: cheh@haas.berkeley.edu

CLASS WEB PAGE LOCATION (HTTP URL): Catalyst will be used to post course materials

MEETING DAY(S)/TIME: Thursday, 6:00 p.m. to 9:30 p.m.

PREREQUISITE(S): The second half of this course will use a number of statistical techniques and data analysis methods, so a good understanding of basic statistics course is a must. Students are also encouraged to take EWMBA206 to get some basic marketing knowledge.

CLASS FORMAT: Mixture of lectures and cases, computer lab data analysis exercises, in class workshops, and guest lectures, with a large chunk of time also given to the group project.

REQUIRED READINGS: Textbook plus a course reader.

BASIS FOR FINAL GRADE: Mid term and Final Exams, Quizzes, Group Project, class participation, homeworks.

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
The course will provide a basic understanding of research methodology and implementation in marketing. The course is taught from the perspective of a provider of data, such as a market research analyst (rather than a user of data, such as a product manager). The major learning objectives of this course are: (i) to develop an ability to evaluate alternative research designs (including focus groups, surveys, and experiments); (ii) to provide skills needed to design a research study (from deciding sample size, and sampling method to questionnaire design); and (iii) to analyze data using statistical techniques (binomial tests of proportion, chisquare tests, t- and z-tests of mean differences, analysis of variance procedures (ANOVA), correlations, regressions, factor analysis, reliability analysis, multi-dimensional scaling, and cluster analysis. At the end of the course students should be able to decide whether to conduct market research, what market research to conduct, how to conduct it, how to analyze the data collected, and draw conclusions from the analyses to aid marketing management.

BIOGRAPHICAL SKETCH:
Professor Che joined the faculty at the Haas School of Business from Washington University in St. Louis where he received his Ph.D. in 2003. His research focuses on studying consumersdynamic choice process and its implication on firmsstrategic pricing and promotion behavior. Prior to receiving his Ph.D., Professor Che worked as a credit officer in the Fuji Bank Ltd, Shanghai.