A Minimal Book Example
Preface
Course schedule
1
Introduction
1.1
Welcome to Market Research!
1.1.1
What did my previous students say about their experience
1.2
Course Objectives
1.3
Software
1.4
To do list
1.4.1
Form groups (2-3 students per group)
1.4.2
Install Excel, R & Rstudio on your own laptop/PC
1.4.3
Syllabus Quiz (non-graded/Individual work)
1.4.4
Post your introduction on Canvas (non-graded/Individual work)
1.4.5
Use Hypothesis.is for social annotations and discussions - Basic Marketing Research -Chapter 2 (Individual work)
1.4.6
Getting started with R Studio Cloud
1.4.7
Install R & RStudio if you can (For users who would like to use R for more than 15 hours per month)
2
Research Design
2.1
Check list for Week 2 (due by the first day of the third week)
2.2
Introduction
2.3
Research Objectives & Limitations
2.4
A cafe owner’s marketing research problem
2.4.1
In-class discussion questions
2.5
Bivariate Data Analysis
2.5.1
Objective
2.5.2
Dataset - We will be using two online datasets available in R for this tutorial
2.5.3
Question 1:is there a relationship between x and y? If so, how does the relationship look like?
2.5.4
Your answer here
2.5.5
Question 2:Is there a relationship between TV advertising and Sales? If so, how does the relationship look like?
2.5.6
Your answer here
2.5.7
Question 3 (optional):Can you plot the relationship between radio advertising and Sales? If so, how does the relationship look like?
2.5.8
References
3
Secondary Research
3.1
Overview - Data is the New Oil and Analytics is the Engine
3.2
Collecting Social Media Data
3.3
Sources of Secondary Data
3.4
Perform Secondary Data Research
3.4.1
Case Study - Avocado Market Analysis and Trends
3.4.2
Other Examples
3.5
Discussion Questions
4
t-test & ANOVA
4.1
Warm-up activity for fun - can you replace my name with yours using the following functions?
4.1.1
If you are a first-time R user, please follow the following tip to set up your working directory:
4.1.2
Research design - Review our Research Design tutorial
4.2
Introduction
4.2.1
Research design issues
4.2.2
Variable Description
4.2.3
Step 1:
4.2.4
Step 2:
4.2.5
Step 3: Perform a t-test using Excel or R
4.2.6
Step 3.1 Perform a t-test using Excel
4.2.7
Step 3.2 (Preparation & debugging)
4.2.8
Step 4: Wrap-up - interpret the results
4.2.9
Descriptive Analysis 1:
4.2.10
Descriptive Analysis 2:
4.2.11
Descriptive analysis 3 - Compare the mean of sales with the two different ad types
4.3
Assumption check 1
4.3.1
Let’s build a more elegant boxplot with ggplot (the most elegant and aesthetically pleasing graphics framework available)
4.3.2
First we convert the variable ad_type from a numeric to a factor variable
4.4
Assumption check 2
4.5
t-test
4.5.1
Google & StackOverflow are definitely the top go-to choices for developers and programmers at any level
4.5.2
Reference
5
Basic regression analysis
5.1
What is a regression analysis?
5.2
Example Regression equation:
5.3
Real world examples
5.4
Introduction
5.4.1
Pre-Processing
5.5
Read the data - alternative solution
5.6
Data cleanup and exploratory analysis
5.7
Exploratory analysis (explained)
5.8
Evaluate Attendance by Weather
5.9
Strip Plot of Attendance by opponent or visiting team
5.10
Reference
6
Sampling/Experimental Design
7
Survey Development
8
KMeans Cluster analysis
8.1
R Markdown
8.2
Segmentation
8.3
Market segmentation
8.4
Examples of Objectives
8.5
Dataset
8.6
Questions
8.7
References
9
Principal Component Analysis
9.1
References
10
Hierarchical Cluster Analysis
10.1
Learning objectives
10.2
Segmentation
10.3
Market segmentation
10.4
Create a product which evokes the needs & wants in target market
10.5
Examples of Objectives
10.6
Hierarchical clustering (single link) visuals/activity with creatures
10.7
Dataset
10.8
Importing data - No need to download R or R studio
10.9
Importing data
10.10
Building distance function and ploting the trees (dendrograms)
10.11
Identifying clustering memberships for each cluster
10.11.1
We can look at the medians (or means) for the variables in each cluster - Questions for you - why?
10.11.2
How to get it done? You can get it done using Excel. However, it is too tedious
10.12
Advanced questions (optional)
10.13
Downloading your results mannually
10.14
References
11
Advanced methods -Avocado Pricing at Retail
12
Advanced methods - Geomarketing - Visualizing and Understanding Dunkin’ Donuts’ Location strategy
References
Published with bookdown
Marketing Research - MKTG4000
Chapter 11
Advanced methods -Avocado Pricing at Retail
https://rpubs.com/utjimmyx/retailpricing