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.
SYLLABUS FROM SPRING 14 COURSE
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.