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.