MGMT 707: ADVANCED MARKETING RESEARCH
Fall 2024 · Section 001 · CRN 17247
Students focus on conjoint analysis, a state-of-the-art method for discovering consumer preferences. This framework enables a quantitative approach to new product design that encompasses analysis of market share, segmentation, targeting, and positioning. In this project-based course, student teams design a set of new product concepts using conjoint analysis, analyze related survey data, and present a data-driven strategic marketing plan for their chosen concept.
- Credits
- 1.5
- Instructors
- Arun Gopalakrishnan