Course Outline Quantitative Models in Marketing

Instructors Dheeraj Awasthy & Arindam Choudhury Course Elective (Term V)

Objective of Course
The objective of the course is to expose students to multiple quantitative techniques used in research in marketing. The course is divided into six modules with each module covering theory and applications around a set of techniques. The course will provide students with strong theoretical background of each technique; discuss published research using the technique and provide hands on experience of estimating using software.

Evaluation
In Class Participation (20%) Class sessions will be devoted to probing, extending and applying the material in the readings and the cases. It is the students responsibility to be prepared for each session as detailed in the course outline. Students are expected to contribute to class discussions and quality of their contributions to the class will be evaluated. To do well, they should actively participate in presentations and class discussions, which means making well supported, cogent comments and criticisms about the concepts and analyses discussed in the class. Assignment & Presentation (40%) This component would comprise either case presentation or presentations based on assignments on select topics. Time for such presentations would usually be limited to 15 minutes per group. Term Paper (40%) The objective of the term paper is to provide each student an opportunity to apply what they have learnt to a real life marketing situation of interest. As a first step, each group should identify a research topic and present their proposal in the class (before end of module 3). Groups are required to employ one of the advance techniques of marketing research in their coursework. Each group member at the end of the coursework will evaluate other members of the group on specific parameters provided and submit them. The feedback of other members will reflect on the results. In addition to submitting the written work in the administrative office at the required time, each group will provide a CD or USB stick consisting of their dataset, finalized proposal, and the project report. The groups are also supposed to present the same to the class.

Text book There is no one text book that will be followed. Instructors will provide reading list for each session that would be compiled using research papers and selective text from multiple sources. Reference Books/ Journals Mathematics for Marketing Models, Marketing Models, Lillien, Kotler Moorthy, Prentice Hall of India, 1999 Journal of marketing research International journal of research in marketing Journal of Marketing Journal of marketing management Journal of consumer research Association for consumer research Marketing Science

Topics covered [Indicative, subject to minor changes]

Module 1: Introduction to Modeling 2 sessions Module 2: Introduction to SAS 2 sessions Module 3: Modeling For Continuous Dependent Variable 3 sessions Module 4: Modeling Customer Choice 3 sessions Module 5: Modeling Interpurchase timing 2 sessions Module 6: Measuring Latent Variables 1 session Module 7: Modeling Latent Variables 2 sessions Module 8: Project Work & Presentations 4 sessions SESSION PLAN: Session 1 & 2 Topic Discussion Papers Session 3 &4 Session 5, 6&7 Topic Discussion Papers Topic Discussion Papers : Introduction to Modeling : Chapter 1, Mathematics for Marketing Models, Marketing Models, Lillien, Kotler Moorthy, Prentice Hall of India, 1999 : Introduction to SAS : NA : Modeling For Continuous Dependent Variable : Ch7, Applied Multivariate Statistical Analysis, Johnson & Wichern, Pearson Education Inc, 5th Ed.

Session 8 Session 9, 10 & 11

Topic Topic Discussion Papers

TBD : End Term Project Proposal Discussion : Modeling Customer Choice : Pages 7-21, & Pages 91-128 Applied logistic regression, Hosmer & Lemeshow A choice modelling approach to evaluate effectiveness of brand development initiatives, Arindam Banerjee, Dheeraj Awasthy, Vivek Gupta, International Journal of Management and Decision making, 2005, Vol 6, 180-198 Modelling customer choice, Roberts, D R, Journal of Revenue and Pricing Management, Volume 1, Number 4, 1 January 2003 , pp. 369-378(10) : Modeling Interpurchase timing : Chapter 8, Quantitative models in Marketing Research, Philip Hans Frances and Richard Paap, Cambridge University Press, 2001 Impact of Sales Promotions on When, What, and How Much to Buy, Sunil Gupta Journal of Marketing Research, Vol. 25, No. 4 (Nov., 1988), pp. 342-355 Analyzing Duration Times in Marketing: Evidence for the Effectiveness of Hazard Rate Models, Kristiaan Helsen and David C. Schmittlein, Marketing Science, Vol. 12, No. 4 (Autumn, 1993), pp. 395-414 : Measuring Latent Variables : Index Construction with Formative Indicators: An Alternative to Scale Development Adamantios Diamantopoulos and Heidi M. Winklhofer, Journal of Marketing Research Vol. 38, No. 2 (May, 2001), pp. 269-277 A Review of Scale Development Practices in the Study of Organizations, Timothy R. Hinkin , Journal of Management October 1995 21: 967-988 : Modeling Latent Variables : Hans Baumgartner, Christian Homburg, Applications of structural equation modeling in marketing and consumer

Session 12 & 13

Topic Discussion Papers

Session 14

Topic Discussion Papers

Session 15 & 16

Topic Discussion Papers

research: A review, International Journal of Research in Marketing, Volume 13, Issue 2, April 1996, Pages 139161 Role of emotions in marketing, Bagozzi, Gopinath and Nyer, Journal of the Academy of Marketing Science Spring 1999 vol. 27 no. 2 184-206 Understanding role of prior product knowledge to information search behavior: a process theory approach, Dheeraj Awasthy, Arindam Banerjee & Bibek Banerjee, under review Session 17 & 18 Session 19 & 20 Topic : Project Work Project Presentations