
{
  "title":"Syllabus",
  "content":" Course Meeting Times Lectures: 2 sessions / week, 1.5 hours / session\nText Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.\nWe will cover only a fraction of this 1K page book. Think of it as a comprehensive reference source, not as a textbook.\nSoftware The data analysis will be done with the JMP program. With respect to the software, there are three options:\nBuy the complete JMP 5 package. The website for ordering and other info is: http://www.jmp.com/software/.\nYou can download a free demo version of JMP 5, which is disabled in some ways (you can\u0026rsquo;t save files for example).\nCompromise alternative - there is a baby JMP (called JMP-IN). It has most (90%) of the data analysis capability that we use in this class, but it lacks two critical modules. The first one is \u0026ldquo;cluster analysis\u0026rdquo; which is a key tool for discovering segments in survey data; the second is \u0026ldquo;design of experiments\u0026rdquo; module, which will be important to those projects that do a \u0026lsquo;conjoint analysis\u0026rsquo; exercise.\nMore information on JMP-IN is available at: http://www.jmp.com/.\nIf you are already familiar with a different package (e.g., SPSS, SYSTAT, SAS), feel free to use it (but make sure it has factor analysis and cluster analysis).\nNOTE: Although we will distribute some notes indicating how to use the advanced features in JMP (for clustering and perceptual mapping), you will have to learn much of the basics of JMP on your own. We will schedule one session on JMP about half-way through the semester, but our advice is that you start exploring the software on your own right away.\nGroup Project (3-4 students per project) This material is tough to learn from a textbook. Therefore, a major element of the course is a survey-based project, which comprises three assignments and a final presentation. The project is described more fully at the end of the syllabus.\nGrading Group Project: 50%\nClass Participation: 30%\nConjoint Problem Set: 20%\nProject reports are due in Lecture 12.\n"}


