COURSE NUMBER: MBA261.1

 

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

 

UNITS OF CREDIT: 3.0

 

INSTRUCTOR: Leif Nelson

 

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

 

CLASS WEB PAGE LOCATION:  http://bspace.berkeley.edu  

 

MEETING DAY(S)/TIME: Tuesday and Thursday 11:00AM – 12:30PM

 

PREREQUISITE(S): MBA206

 

CLASS FORMAT:  A mixture of lectures and cases.

 

REQUIRED READINGS: A textbook and a course reader.

 

BASIS FOR FINAL GRADE:

 

Approximately 35% exams, 25% Class Participation, 40% Group Project

 

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:

 

Marketing research is an organized way of developing and providing information for managerial decision-making. As the complexity of problems facing managers increase, so does their need for information. It is a near certainty that whatever functional area you enter, and whatever industry, you will come in close contact with market research.  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 point of view of helping you be a marketing research producer.

 

BIOGRAPHICAL SKETCH:

 

Leif Nelson is an Assistant Professor of Marketing at Berkeley-Haas. He earned his doctorate in experimental psychology from Princeton, and has previously served on the faculty at New York University and the University of California, San Diego. His research has investigated topics including biases in sports gambling, the positive influence of television advertising, variation in preferences for romantic partners, the influence of names on performance, and the effectiveness of pay-what-you-like pricing schemes. His work has appeared in a number of leading psychology and marketing journals and has been covered extensively in the media.