Principles basic to successful organization and operation of small retail establishments, case studies and class conferences on typical situations. Problems of the advertising manager, planning, preparation, and evaluation of advertising campaigns. A comprehensive survey course studying managerial approaches to the making of marketing decisions. A critical examination of the theory and assumptions underlying the major multivariate statistical techniques of multiple regression, discriminant analysis, canonical correlation, factor analysis, categorical data analysis, and multivariate analysis of variance. Also examined is what the literature says regarding the consequences of violating the assumptions and showing how the major statistical software packages can be used to test crucial assumptions.
Course assumes a basic understanding of matrix algebra.
The steps in the research process, including problem statement, hypothesis formulation and testing, design and analytical options of special relevance to field. The objectives of this course are to introduce the student to the philosophy of science literature so that they will have the analytical tools needed to critically evaluate theoretical models. The course also will explore the development of theory in science, business, and most particularly, in marketing. The objectives of this course are to introduce the student to the foundations of scientific investigation, the procedures used in scale development, including assessment of validity and reliability, and in turn how this set of procedures is used to develop a scale for the measurement of a construct applicable to the student's area of research interest. The art of constructing, estimating, and stimulating sets of relations representing processes, behaviors, or casual phenomena of intellectual interest in marketing.