This is an early draft for my Marketing Research course (MKTG4000) at CSUB. The free mannual (outline) is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

“I do not care which tool or language you use for assignments, as long as you do your own work.”

You can access the script on the course website. You don’t need to actually know to code in R for this course although you will be able to pick up this skill slowly when we move forward.

“The biggest challenge for the data scientist is to speak the language of the marketing department. We may face a lot of data challenges but the marketing team and the analytics teamwork in silos. One does not understand the other’s language and that’s a big communication gap. If there’s a way these two departments can make a bridge to speak the other language, I think that’s where synergies can come into play.”

“Despite the package name containing the word”book”, bookdown is not only for books. The “book” can be anything that consists of multiple R Markdown documents meant to be read in a linear sequence, such as course handouts, study notes, a software manual, a thesis, or even a diary.”

— Yihui Xie, the author of “bookdown

“You can’t build a reputation on what you’re going to do.”

— Henry Ford

“Data are just summaries of thousands of stories – tell a few of those stories to help make the data meaningful.”

“If you don’t make mistakes, you’re doing it wrong. If you don’t correct those mistakes, you’re doing it really wrong. If you can’t accept that you’re mistaken, you’re not doing it at all..”
— Richard Feynman
“If you thought that science was certain - well, that is just an error on your part.”
— Richard Feynman
“Learning is synthesizing seemingly divergent ideas and data.’ –Terry Heick.”
— Richard Feynman

More about me:


My teaching evals:

My Marketing/Programming Repository:!/

Marketing Analytics Workshop Meetup:

Below is a list of companies hiring for business analytics / data analytics positions (actively updated):

Anheuser-Busch InBev
Daugherty Business Solutions
Stitch Fix
Weight Watchers
US Cellular
Walmart /
The Walt Disney Company

Recommended certificates and courses

Additional readings