IBM 6094 Marketing Research Seminar

E3 Class Handout, 2019

Professor Yingchan E. Tang


 



 

Week 1: Course overview: Introduction

1-1. Bass 1972

1-2. Hunt1976

1-3. Marketing Analytics

1-4. Researching Onion

1-5. What should be included in your thesis proposal

 

Week 2: Research Design I: Design1

2-1. LogicalEmpirism_JM1983

2-2. MSI_RP18-20

2-3.崇越論文大賞_評審感言

2-4. Consumer Reading

2-5. Marketing Readings

 

Week 3: Research Design II: Design2

3-1. Chen_AMC-theory_SMJ2015

3-2. Competitive-Advantage_Syllogism

3-3. Fighting with Porter

3-4. Kotler_GenericConcept

3-5. Realism_Hunt_JM1990

 

Week 4: Causal Research Design: Causal

4-1. Bass_Empirical-Generalization

4-2. Bass_Wind1995

4-3. Field-dependence_SBP2016

4-4. POPPER_ObjectiveKnowledge2012

 

Week 5: Measurement & Scaling: Measurement

5-1. Poiesis-Geist

5-2. Coombs1950

5-3. Theory-of-Data_Coombs1964

5-4. Measurement2

 

Week 6: Questionnaire/Constructs Design: Questionnaire

6-1. Typology

6-2. MP3 Data Variables

6-3. Multivariate Statistics Analysis

6-4. Solar Energy

 

Week 7: Sampling Design, Hypothesis testing: Sampling

7-1. CMR488C14_edited

7-2. Getting Started with Statistics Concepts

7-3. Hunt_Discovery-Justification

 

Week 8: ANOVA & Regression: ANOVA_Regression

8-1. B2B-to-B2C

8-2. Cross-selling_BFJ2012

8-3.行銷科學學報2011_Compromise

 

Week 9: Discriminant & Logit Analysis: Discriminant_Logit

9-1. Health Science

9-2. CANDISC

9-3. SMJ2010_TangLiou

 

Week 10: Factor Analysis, matrix algebra: FA-SEM_Algebra

10-1. IBRC_Award_paper

10-2. Procurment2011

10-3. SAS_FactorAnalysis

10-4. matrix

 

Week 11: Cluster Analysis & Structural Equation: Cluster

11-1. Cluster_SAS

11-2. Distance_SAS

11-3 Aircon2007

11-4. Ad-SalesCausality_JM1990

11-5. Marketing Analytics

11-6. Theoretical constructs for COMPUSTAT

 

Week 12:MDS and Conjoint Analysis: Conjoint_MDS

12-1. MDS_SAS

12-2. Multinomial-Logit SAS

 

Week 13: Bayesian Epistemology: Bayesian Epistemology

13-1. CD-NOW2014

13-2. Fooled-by-Randomness_SMJ2011

13-3. Intra-Org-learning-SMJ2017

13-4. Market_imperfection

13-5. 機運與能力2016

13-6. Bayesian_統計前傳2

 

http://cpanel-199-19.nctu.edu.tw/~etang/Marketing_Research/Index.files/image002.jpg

http://cpanel-199-19.nctu.edu.tw/~etang/Marketing_Research/Index.files/image006.jpg

http://cpanel-199-19.nctu.edu.tw/~etang/Marketing_Research/Index.files/image008.jpg

http://cpanel-199-19.nctu.edu.tw/~etang/Marketing_Research/Index.files/image010.jpg

Description: Description: MSI

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\Grover_Handbook.jpg

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\mainlogo.jpg

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\AMA.gif

Description: Description: MSI: Marketing Science Institute

http://cpanel-199-19.nctu.edu.tw/~etang/Marketing_Research/Index.files/image012.jpg

Bayesian Statistics and Marketing (0470863676) cover image

Mathematical Marketing

Marketing Journals

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\SAS.gif

SPSS

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\stathomm.jpg

Matrix Algebra

Marketing Scales

 

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\JMRimages.jpg

 

 

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\AMAimages.jpg

Description: Description: C:\Documents and Settings\user\My Documents\2K_Drive_NCTU\Marketing Research\Index.2.jpg

Description: Description: ESOMAR

 

http://www.jenunderwood.com/wp-content/uploads/2014/01/predictiveplayers.gif