COURSE NUMBER: EWMBA261.1
COURSE TITLE: Marketing Research: Tools and Techniques
for Data Collection and Analysis
UNITS OF CREDIT: 3.0
INSTRUCTOR: Ming Hsu
E-MAIL ADDRESS: mhsu@haas.berkeley.edu
CLASS WEB PAGE LOCATION: http://bspace.berkeley.edu
MEETING DAY(S)/TIME: Tuesdays, 6:00
- 9:30 PM
PREREQUISITE(S): EWMBA206
CLASS FORMAT: A mixture of lectures and cases.
REQUIRED READINGS: A textbook and a course reader.
BASIS FOR FINAL GRADE:
Approximately 20% assignments, 30% exams, 20% class participation,
30% group Project
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
Marketing research is about collecting quality information
for managerial decision-making. It is a near certainty that whatever functional
area you enter, and whatever industry, you will come in close contact with
market research. Because information collection is costly, it is important to
understand when it is and when it is not worthwhile conducting marketing
research. More information does not always imply higher profit! The basic
objective of this course is to help you conduct, purchase, and use research to
make more effective business decisions. The course will be taught from the perspectives
of both producers and consumers of marketing research.
BIOGRAPHICAL SKETCH:
Ming
Hsu is an Assistant Professor of Marketing at Berkeley-Haas. He earned his doctorate in economics
from Caltech, and has previous served on the economics faculty at the University
of Illinois. His research focuses on the biology of economic and consumer
decision-making, at the levels of both the brain and genes. Perhaps unique
among Haas faculty, he runs a research lab funded by the National Institutes of
Health. His work has appeared in leading
scientific journals, including Science and Proceedings of the National Academy of Sciences, and has been
covered extensively in the media.