A Minimal Book Example
Preface
Course schedule
0.1
Note: for details about the free online course certificate exams, please see the syllabus.
1
Introduction
1.1
Welcome to Market Research!
1.1.1
What did my previous students say about their learning experience
1.2
Course Objectives
1.3
Texts and Materials
1.4
Software
1.4.1
Getting started with R Studio Cloud
1.4.2
Install R & RStudio if you can (For users who would like to use R for more than 15 hours per month)
1.5
Introduction
1.6
Research Objectives & Limitations
1.7
Figuring out causal relationships
1.8
A cafe owner’s marketing research problem
1.8.1
In-class discussion questions
1.9
Bivariate Data Analysis
1.9.1
Objectives
1.9.2
Dataset - We will be using two online datasets available in R for this tutorial
1.9.3
Question 1:is there a relationship between x and y? If so, how does the relationship look like?
1.9.4
Your answer here
1.9.5
Question 2:Is there a relationship between TV advertising and Sales? If so, how does the relationship look like?
1.9.6
Your answer here
1.9.7
Question 3 (optional):Can you plot the relationship between radio advertising and Sales? If so, how does the relationship look like?
1.9.8
References
2
Secondary Research
2.1
Overview - Data is the New Oil and Analytics is the Engine
2.2
Collecting Social Media Data
2.3
Sources of Secondary Data
2.4
Perform Secondary Data Research
2.4.1
Case Study - Avocado Market Analysis and Trends
2.4.2
Other Examples
2.5
Discussion Questions
3
t-test & ANOVA
3.1
Warm-up activity for fun - can you replace my name with yours using the following functions?
3.1.1
If you are a first-time R user, please follow the following tip to set up your working directory:
3.1.2
Research design - Review our Research Design tutorial
3.2
Introduction
3.2.1
Research design issues
3.2.2
Variable Description
3.2.3
Step 1:
3.2.4
Step 2:
3.2.5
Step 3: Perform a t-test using Excel or R
3.2.6
Step 3.1 Perform a t-test using Excel
3.2.7
Step 3.2 (Preparation & debugging)
3.2.8
Step 4: Wrap-up - interpret the results
3.2.9
Descriptive Analysis 1:
3.2.10
Descriptive Analysis 2:
3.2.11
Descriptive analysis 3 - Compare the mean of sales with the two different ad types
3.3
Assumption check 1
3.3.1
Let’s build a more elegant boxplot with ggplot (the most elegant and aesthetically pleasing graphics framework available)
3.3.2
First we convert the variable ad_type from a numeric to a factor variable
3.4
Assumption check 2
3.5
t-test
3.5.1
Google & StackOverflow are definitely the top go-to choices for developers and programmers at any level
3.5.2
Reference
4
Basic regression analysis
4.1
What is a regression analysis?
4.2
Example Regression equation:
4.3
Real world examples
4.4
Introduction
4.4.1
Pre-Processing
4.5
Read the data - alternative solution
4.6
Data cleanup and exploratory analysis
4.7
Exploratory analysis (explained)
4.8
Evaluate Attendance by Weather
4.9
Strip Plot of Attendance by opponent or visiting team
4.10
Reference
5
Sampling/Experimental Design
6
Survey Development
7
KMeans Cluster analysis
7.1
R Markdown
7.2
Segmentation
7.3
Market segmentation
7.4
Examples of Objectives
7.5
Dataset
7.6
Questions
7.7
References
8
Principal Component Analysis
8.1
References
9
Hierarchical Cluster Analysis
9.1
Learning objectives
9.2
Segmentation
9.3
Market segmentation
9.4
Create a product which evokes the needs & wants in target market
9.5
Examples of Objectives
9.6
Hierarchical clustering (single link) visuals/activity with creatures
9.7
Dataset
9.8
Importing data - No need to download R or R studio
9.9
Importing data
9.10
Building distance function and ploting the trees (dendrograms)
9.11
Identifying clustering memberships for each cluster
9.11.1
We can look at the medians (or means) for the variables in each cluster - Questions for you - why?
9.11.2
How to get it done? You can get it done using Excel. However, it is too tedious
9.12
Advanced questions (optional)
9.13
Downloading your results mannually
9.14
References
10
Advanced methods -Avocado Pricing at Retail
11
Advanced methods - Geomarketing - Visualizing and Understanding Dunkin’ Donuts’ Location strategy
References
Published with bookdown
huxtable-mwe
Chapter 6
Survey Development
See the in-class handout