MBA 594: Managerial Decision Making with Data

Spring 1997

Office: 2220 UH

Phone: 312-996-7326

Office Hours: Mondays 3:30-5:00pm

Textbook: "Marketing Research: Methodological Foundations", Sixth Ed. by Gilbert A. Churchill

• ASCII DATA for the project (AVERY.DAT)
• SPSS DATASET for the project (You should rename it from "AVERY.BIN" to "AVERY.SAV")
• PC Exercise 1
• PC Exercise 4
• PC Exercise 5
• PC Exercise 6
• Final Project
• Project Hint

Optional PC Software: SPSS for Business, runs on Windows

Other Reference: "Marketing Research and Analysis" Donald R. Lehmann

SYLLABUS

[1] Marketing Research Concept (3/10)

• Marketing Management Review
• Research Process
• Problem Formulation
• Research Design
• Data Collection Method
• Attitude Measurement

[2] Data Analysis [ch. 10, 15 - 17] (3/24)

• Simple Random Sampling
• Basic Questions
• Examination of Differences
• Investigation of Association
• Discriminant, Factor, and Cluster Analysis

GRADING

• Quiz 20%
• Final 40%
• Project 30%
• Homework 10%