Quantitative
Marketing Research
(MTM - Module "Strategic Planning") - Winterterm
2013/14
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Basic Material / Links: "Analysis of Economics Data"by Gary Koop, and "Look inside" possibilities of a bookseller. "Business Research Methods" by D. R. Cooper and P. S. Schindler. Here you find the searchable Glossary of the 7th edition and also the ppt's used in class. There is also the students' material including (MC-) tests on the student website of the textbook ... additional books: Alternatively you might check (free) ebooks, for example at: http://bookboon.com/en
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AULIS, the E-Learning-Platform of the Hochschule Bremen - Please register to the AULIS system and subscribe to the group Repository » IGC - International Graduate Center » Master in International Tourism Management (MTM MBA) » Quantitative Marketing Research (MTM)]. We are going to use this group for our internal communication and to exchange handouts, solutions of the exercises, presentations, data, ...
Assessment: Tentative Time Schedule: |
sess. |
date / time | Research Methods (Theory: Cooper et. al.) | Quantitative Methods (n) = chapter in Koop | Material / case (practical work on cases - see also table below) |
1-2 | Wed, 22 Jan 9.00 - 10.30 |
General
Introduction (Welcome.ppt)
-> ResMeth2014_Why-and-What.jpg |
Case study: Museum |
- Course
material (reader) - Case Study: surveys in the Kunsthalle Bremen (Paula
in Paris and others): |
3 | Wed, 22 Jan 10.45 - 11.30 |
Basic data management in Excel: |
Presentations of the team work tasks (in class) |
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4-5 | Thur, 23 Jan 10.30 - 12.00 |
Part I: Introduction to Business Research
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Preparing Data: |
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6-7 | Thur, 23 Jan 13.00 - 14.30 |
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Presentations of the team work tasks (homework case study I) | |
8-9 | Thur, 23 Jan 14.45 - 16.15 |
11. Measurement + |
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10-11 | Fr, 24 Jan 9.00 - 10.30 |
13 Questionnaires and Instruments (selected aspects) |
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12-13 | Fr, 24 Jan 10.45 - 12.15 |
14 Sampling |
Data Management in Excel: correlation and regression analysis. Excel file; XL_Exercises_Econometrics.xls Please download the XL-files by Koop (zip), we are going to use (some of) them in class. Today we will use especially: Forest.xls and HPrice.xls |
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14-15 | Fr, 24 Jan 13.15 - 14.45 |
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Example test, see also student website of Cooper and Schindler (there are MC test for every chapter). |
16-17 | Wed, 29 Jan 9.00 - 10.30 |
WEEK TWO: Your questions ... |
(6) First discussion of Multiple Regressions (scanned versions of chap 5 and 6 in Aulis); Causality, Specification | The test will contain the topics we discussed
in class: Planned topics: - The concepts discussed about chapter 1 and 2 of Cooper (pages/slides to be discussed) - Preparing Data: Measurement & Measurement Scales - chapters (3) and (4) of Koop about the concepts - you don't have to learn any formula (as you have the Statistics-QuickStudy at hand) - general questions about the concepts "describe", "explain". - computation and interpretation of regression results (simple reg.) |
18 | Wed, 29 Jan 10.45 - 11.30 |
Koop: "Analysis of Economic Data" Overview/Review chapters (1) to (3) (correlation) |
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19-20 | Thur, 30 Jan 9.00 - 10.30 |
(4)
An introduction to simple regression
(6) Multiple Regression (scanned versions of chap 5 and 6 in Aulis); Causality, Specification |
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21-22 | Thur, 30 Jan 10.45 - 12.15 |
Inference: Population and sample |
Teams present their PROPOSAL for the final presentations! The final presentation time should be around 10 minutes per student.You are requested to deliver a handout for all students |
Basically the teams should find an own topic reflecting their own interest. But given that you obviously have a time problem due to (an) other presentation(s), here some examples: - Hedonic approaches (secondary data) - Potential Data Sources (just some suggestions):
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23-24 | Thur, 30 Jan 13.15 - 14.45 |
chap 15a: Determining Sample Size (Random
- samples) chap 18. Hypothesis Testing |
(6) Multiple Regression (5) Statistical Aspects of Regression |
Central Limit Theorem (empty sheet used in class) Explaining House
Prices: XL-file: HPRICE_class.xls,
SPSS Label-File
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25-26 | Fr, 31 Jan 9.00 - 10.30 |
tentative:
7. Secondary Data |
(7) Regression with dummy variables |
College Town: students'
results for simple linear analysis (see tasks in the below) -
hedonic regression for used cars Sample application:
Firm Foundations in Bremen: |
27-28 | Fr, 31 Jan 10.45 - 12.15 |
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Presentations of the case
studies |
The presentation time should be around 10 minutes per student. You are requested to deliver a handout for all students To be found in a library database (for example Selected Resources - Faculty 1: International Business at TB Economics and Nautical Sciences at SUUB Bremen) or simply at Google Scholar. |
29-30 | Fr, 31 Jan 13.15 - 14.45 |
Review and conclusion / your questions Using SPSS additional information: |
Statistical
software: |
Statistical software:
Statistical software:
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Teamwork: The Groups are asked
to prepare their tasks and present them in class.
Date \ Group: | All |
1 |
2 |
3 |
Homework to prepare for: | Names --> |
Jiaxi
(Sissi) Kamran Ahmed |
Fatali Shreekesh Kumar Vera |
Said
Saif Rahul Sarah |
1st session |
Discussion and brief presentation in class about project -> Memo | |||
for 2nd session 15 min. per team |
Data analysis: + socio-demographic characteristics of the respondents + describe the metric variables and analyse correlations that may make sense (including Inhabit_sqKm and distance) All Groups: define management dilemas and => Management / Research Questions for your topic ! |
... origin of the visitors and their socio-demographic characteristics for the different groups (question 26 ff in last colum) |
... Inducement to visit the exhibition (question 1) and their socio-demographic characteristics for the different groups |
... Reason to visit the exhibition (question 3) and their socio-demographic characteristics for the different groups (these are only the out-of-town visitors) |
NO Mandatory presentation but just an exercise for you. We'll discuss 1) in class briefly. So if someone volunteers to present it ... ;-) |
please read the papers and deliver a very brief
summary of the research question and results
in class: - do NOT spend more than 30-45 minutes to read the paper !!! (=the task is to understand the basic topic (research question and results), not the specific econometric model) - presentation should be 5-10 minutes |
2) A hedonic analysis of American collectable comic-book prices |
3) Cinema Demand in Germany | |
for 30 January | "College Town": All groups should perform
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(a) price / quantity | (b) advertising expenditures / quantity | (c) distance / quantity |
for 30 January | -Material/resmeth/CollegeTownQuestion.doc, College_Town.xls (ii) the multiple regression, answering ... |
(h) what happens if FCI increases the rent by 50 and advertising
by 10 + general recommendations |
(g) what happens if an appartment building is located
5 miles further away than the average distance + general recommendations |
(f) what happens if FCI increases the advertising by 10
+ general recommendations |
Additional Material:
- Case study I (students' survey)
- Case study I: questionnaire,
homework: presentation
- Formula by P.
Schmidt (German - English)
- Central
Limit Theorem (empty
sheet)
- Suggestions for Presentation-Topics.doc
- Exam 2006
- Resit Exam 2006/07
- Examples for questions
Research Methods
- Questions about
estimations and tests
Remember that there are also (MC-) tests on the website
of the textbook ...
Case Study: Survey in the Kunsthalle Bremen
(Monet and Camille):
- Presentation van Gogh
- Questionnaire
- Data as Excel-file (7.5 Mb)
or zipped (1.9 Mb)
Links:
Statistics:
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