MARK 7751: Marketing Research II

This course focuses on advanced research techniques. Topics such as Cluster Analysis, Perceptual Maps, Multi-dimensional Scaling, Conjoint Analysis, etc., are covered from a user perspective rather than statistical. Practical problems in which such techniques are useful include taste-tests, copy-tests, name-tests, pricing and product research, shelf-placements, segmentation and positioning. Offered every year.

Not open to students with credit in MARK 8460 or MARK 7750. Prerequisite: MARK 7510.

1.5 to 3.0 hours