Course Schedule and
Assignments
| Date |
Topic |
Assignment |
| Jan. 9 |
Course Introduction
Projecting from Measurement to Analysis |
| Jan. 11 |
Assignment: Build a demographic questionnaire Capable of segmenting a market (Due Wednesday)
|
| Jan. 18 |
General Concepts of Measurement |
Chapter 9
|
| Jan. 23, 25 |
Validation and Testing
of Measurements |
Chapter 9
|
Jan. 30
Feb. 1
|
Concepts, Scales, Rules for Asking
Good Questions
|
Chapter 10
|
|
Feb. 6
Feb 8
|
Market Segmentation
Demographics,
Intent to use
Amount of use
Frequency of use
Past Purchases
Future Purchases, Share
AIO, Life Style, Psychographics,
Readership, Opionions
Involvement,
Entrepreneurship
Cultural Values:
Individualism-Collectivism
Ethnocentrism
... etc.
|
Chapter 11
Assignment:
Professional Measures #1
|
Feb. 13,15
|
Market Segmentation
|
Build Questionnaire,
Send Out |
Feb. 14,16
|
Market Segmentation |
Analysis |
|
Feb. 21, 22,
Feb. 27
|
Concept Test Analysis
Attributes and
Features
Benefits, Values, Quality |
Chapter 12
Assignment:
Professional Measures #2 |
Mar. 1
|
Concept Test Analysis |
Build Questionnaire,
Send Out |
Mar. 6, 8
Mar.
13
|
Concept Test Analysis
|
Analysis |
|
Mar. 15, 20, 22 |
Satisfaction - Loyalty Analysis
Service Attributes, Features
Benefits, Values, Quality
People, Interaction, Process, Resolution, Value,
Brand Loyalty, trust, equity, Brand personality |
Chapter 12
Assignment:
Professional Measures #3 |
Mar. 27
|
Satisfaction-Loyalty |
Build Questionnaire,
Send Out |
Mar. 29
April 3
|
Satisfaction-Loyalty
|
Analysis |
April 5, 10
|
Price Setting
Perceptions, Component Value, Conjoint Analysis
| Concepts, Scales, Questions |
|
April 12
|
Price Setting |
Build Questionnaire |
| April 17 |
Price Setting |
Analysis |
|
