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 Strategic Marketing Measurement  posted by  duggu   on 12/9/2007  Add Courseware to favorites Add To Favorites  
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Prelec, Drazen, 15.822 Strategic Marketing Measurement, Fall 2002. (Massachusetts Institute of Technology: MIT OpenCourseWare), (Accessed 11 Jul, 2010). License: Creative Commons BY-NC-SA

Diagram of building a market share predictor.

Diagram of building a market share predictor. (Courtesy of Prof. Drazen Prelec.)

Course Highlights

A number of lecture notes and all assignments may be downloaded for this course.

Course Description


Marketing research may be divided into methods that emphasize understanding “the customer” and methods that emphasize understanding “the market.” This
course (15.822) deals with the market. The companion course (15.821) deals with the customer.

The course will teach you how to write, conduct and analyze a marketing research survey. The emphasis will be on discovering market structure and segmentation, but you can pursue other project applications.

A major objective of the course is to give you some “hands-on” exposure to analysis techniques that are widely used in consulting and marketing research factor analysis, perceptual mapping, conjoint, and cluster analysis). These techniques used to be considered advanced but now involve just a few keystrokes on most stat software packages.

The course assumes familiarity with basic probability, statistics, and multiple linear regression.



Churchill, Gilbert A. Jr., and Dawn lacobucci. Marketing Research: Methodological Foundations. 8th ed. Chicago: The Dryden Press, 2002.
We will cover only a fraction of this 1K page book. Think of it as a comprehensive reference source, not as a textbook.

The data analysis will be done with the JMP program. With respect to the software, there are three options:
  1. Buy the complete JMP 5 package. The website for ordering and other info is:

    You can download a free demo version of JMP 5, which is disabled in some ways (you can't save files for example).
  2. Compromise 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 "cluster analysis" which is a key tool for discovering segments in survey data; the second is "design of experiments" module, which will be important to those projects that do a 'conjoint analysis' exercise.

    More information on JMP-IN is available at:
  3. If 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).

    NOTE: 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.
Group 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.


Group Project: 50%
Class Participation: 30%
Conjoint Problem Set: 20%
Project reports are due in Lecture 12.



  LEC #       TOPICS       KEY DATES
  1       Introduction       Form Team
  2       Conjoint Basics       Form Team (con't)
  3       Creating a Survey       Pick Topic & Write Questionnaire
  4       Cluster Analysis       Pick Topic & Write Questionnaire (con't)
  5       Segmentation and Market Structure       Revise Draft
  6       Guest Lecture: Dewey Library Staff, Secondary Research       Revise Draft (con't)
  7       John Wax Case and Factor Analysis       Conduct Survey
  8       Perceptual Maps       Conduct Survey (con't)
  9       Review Case: MSA       Complete Survey & Enter Data
  10       Information Pump       Analyze & Complete Report
  11       Presentations       Analyze & Complete Report (con't)
  12       Presentations        
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