BUSA 4355 Data Analytics for Marketing Applications
This course will prepare managers and owners to work with professional researchers or design research of their own to obtain customer input for new products, advertising, pricing and distribution systems. Specific topics covered will be the use of secondary information sources, preparation and evaluation of surveys, basics of data evaluation and the marketing research process. This course focuses on the quantitative side of market research and will include demand estimation and forecasting, concept testing, consumer satisfaction analysis and product development. Students conduct actual research projects. Time permitting, additional topics will include segmentation, pricing techniques, conjoint analysis, and discrete choice modeling. The special challenge that big data presents to the market researcher is fully integrated into this course. This course employs IBM's SPSS software.