Course Outline Class Schedule Research Project Grading Policies and Procedures Course Software Downloads Back to the Marketing Page

Prof. Scott M. Smith   634 TNRB, Brigham Young University,   Provo, UT 84602      801.422.5569       smsmith@byu.edu

Introduction
 Measurement and Analysis is an elective course directed at providing a fast paced introduction to inquiry, measurement and quantitative analysis of marketing problems. We focus on the study of customer and business to business problems. Specific areas of study include measurement of factual data, subjective data realted to behavior, knowledge, attitudes, demographics and other covariates of market behavior.   

The course is structured to include a set of learning activities that focus on developing and implementing measurement and analysis methods for marketing strategy. A series of 4 group projects are required that develop measurements and analysis in the selected topic areas covered during the course.

The Primary Coursework Areas of Study

       Measurement Studies:

  1. Market Segmentation including Cultural Values
  2. Satisfaction Measurement and service quality evaluation, Brand Loyalty, Personality, Trust, Equity, Image, Attribute Evaluation
  3. Concept Testing
  4. Price Perceptions and Setting
About the Instructor

Scott M. Smith is the James Passey Professor of Marketing in the Marriott School of Management, Brigham Young University. Professionally, Dr. Smith's research and expertise fall in three distinct areas: Internet research and methodology, computer modeling, and the development of online survey technologies for marketing research. His efforts focus on the development of advanced computer applications that employ real-time data collection techniques to provide direction for corporate strategies.

He is the author of the PC-MDS, a conjoint analysis and multidimensional scaling statistical software that has been used by more than 2500 companies and universities world-wide, and has authored 12 books and monographs and more than 60 articles and papers. Including the 2004 textbook Research for Marketing Decision co-authored with Paul Green (Emeritus, Wharton) and Gerald Albaum (Emeritus, University of Oregon).

He is a founder of SurveyPro.com, Surveyz.com and Qualtrics.com, which develop online survey software. The software is used by more than 300 universities world-wide and by organizations like Travelocity, Sabre, Micron, Intel, Chevron, ConAgra, The Conference Board, Hewlet-Packard, Microsoft, Sun, Veterans Administration and Yahoo!.

He has taught executive courses for such organizations as IBM Corporation (research models) and the American Marketing Association Professional Division (conjoint analysis), and has been an active research consultant with companies such as IBM, Microsoft, Yahoo!, Iomega, Bell South.com, Caterpillar, Johnson and Johnson, Miles Laboratories, Nissan, Novell, Pioneer-Hi-bred Seed Company, Quaker Oats, Sarah Lee and Staples.com.

Ph.D., from Pennsylvania State University.