Marketing Research and Analysis Course of MBA at Hitotsubashi University
ICS , Graduate School of International Corporate Strategy
[Term 3] Marketing Research & Analysis (S. Oue) (2009/Term 3&4 (Spring&Summer))
The perspective of this course will be that of a practitioner/manager who needs to extract important information for executives making decisions that commit resources to develop new products and/or manage a product portfolio. Emphasis is placed on the multivariate methods, such as factor analysis and structural equation models, which are heavily used in questionnaire survey and positioning analysis.
The goals of the class are as follows:
(1) To cover a variety of multivariate methods extensively used in marketing or management research and consultation.
(2) To provide students with an opportunity to analyze real datasets and give answers to real problems.
Since understanding theoretical development is essential to the proper use of quantitative tools, students are expected to understand the theoretical formulations and derivations as well as the skills of manipulating data.
Because of the nature of the subject, it is assumed that students understand undergraduate calculus and linear algebra, and can manipulate them. Also, familiarity with statistical concepts such as standard error, confidence interval, and hypothesis testing is a must.
Teaching Method
This course is primarily analysis-oriented. The basic course structure consists of lecture/case portions and analysis presentations related to the lecture topics. Class participation is strongly urged.
The software you will be using in this course are Microsoft Excel, and R and Natto (R and Natto are high performance free software). You are certainly free to use other packages for assignments but then you run the risk of not being able to do some problems.