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
PREREQUISITE(S): MBA206
CLASS FORMAT: A mixture of lectures and cases.
REQUIRED READINGS: A course reader. (A textbook is recommended).
Also, we will use SPSS, the most commonly used statistical software in
marketing research.
BASIS FOR FINAL GRADE: Approximately 35% exams, 25% Class
Participation, 40% Group Project
ABSTRACT OF COURSE'S
CONTENT AND OBJECTIVES:
Marketing research is the process of asking and answering
important questions about customers and competitors. 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. To the greatest extent
possible, the class will use real-life examples to demonstrate marketing
research methods, including: focus groups, survey design, observational
research, data mining, experimental design, regression analysis, conjoint
analysis, factor analysis, cluster analysis, and others. The course will be taught from the point of view
of helping you be both a producer and consumer of marketing research.
BIOGRAPHICAL SKETCH:
Leif Nelson is an Associate 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, and the effectiveness of highly idiosyncratic pricing (e.g.,
pay-what-you-want). His work has appeared in a number of leading psychology and
marketing journals and has been covered extensively in the media.