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15.822 | Fall 2002 | Graduate

# Strategic Marketing Measurement

Readings marked “textbook” are taken from:

Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.

LEC # | Topics | Readings
--- | --- | ---

1 | Introduction | Textbook, Ch. 8

2 | Conjoint Basics | Green and Wind

3 | Creating a Survey | Case: SPI

4 | Cluster Analysis | Textbook, 860-887

5 | Segmentation and Market Structure | Conjoint Analysis Note

6 | Guest Lecture: Dewey Library Staff, Secondary Research | Revise Draft (con’t)

7 | John Wax Case and Factor Analysis | John Wax Case Textbook, 839-860

8 | Perceptual Maps | Case: SIM Perceptual Mapping (HBS)

9 | Review Case: MSA | Case: MSA

10 | Information Pump | Prelec, Drazen, and Vanja Buvac. “The Information Pump.” Center for Innovation in Product Development, MIT Marketing Group. Dahan, Ely, and John, R. Hauser. “The Virtual Customer: Communication, Conceptualization, and Computation.” Product Innovation Management Review (4 Nov. 2000). In-Class Demo

11 | Presentations |

12 | Presentations |

## Course Info

##### Instructor

- Prof. Drazen Prelec

##### Departments

- Sloan School of Management

##### As Taught In

Fall 2002

##### Level

Graduate

##### Topics

- Business
  - Marketing

##### Learning Resource Types

notes Lecture Notes
assignment Written Assignments

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