Session 2 Updates

Hi all,

Session Recap:
Session 2 got done today. We ventured into psychometric scaling and attempted to measure complex constructs using the Likert scale, among others. We also embarked on a common-sensical approach to survey design.

Group Formation details:

• Regarding group formation, pls send an email (only one per group) to the AA in the format prescribed.
• To help in group formation, pls find the list of all final registrants for MKTR_145 in this google spreadsheet.
• If you are unable to find group partners and would like to be allotted to a group, let the AA know.
• Choose a well-known brand as your group name and write your group name next to your PGID and name in the spreadsheet.
• Pls complete the group formation exercise well before the start of session 3.

Session 2 Analytical HW format:

• Use a plain white blank PPT.
• On the title slide, write the names of the 2 constructs you have chosen, followed by your name and PGID.
• For each construct chosen, (i) write a few lines explaining the context of the research (e.g., "Volkswagen is considering entering India and wants to set up a plant to manufacture its cars here for the local market. The firm wants to know the best products and target segments to go with.")
• (ii) Next, in a fresh slide, list the major aspects that you believe make up the construct.
• (iii) In a fresh slide, make a table with two columns. In the first column, write Likert statements that draw upon the aspects you listed. In the second column, write which aspect(s) the Likert statement helps to elucidate.
• Save the slide deck as session2HW_yourname.ppt and put in in the dropbox on LMS before the start of session 4.

Session 2 Survey-taking HW:
Pls take these two surveys positively by midnight on Sunday. I don't expect they'll take more than 10-12 minutes each. I will use the responses collected in the sessions to come for segmentation, factor analysis and perceptual-mapping purposes in the classroom on R.
Session 2 HW Survey 1

Session 2 HW Survey 2

Session 3 Preview:
In Session 3 we cover two broad topics. For the first, we continue the "principles of survey design" part and wade into Questionnaire Design Proper. Be sure to read the pre-read on Questionnaire Design as it covers the basics. It'll thus help lighten my load considerably in class. And who knows if there's another pre-reads quiz lurking somewhere in Session 3 as well...

For the second broad topic, we do Data Reduction via Factor Analysis. For this we'll need R. R can be downloaded and installed from the following CRAN link for both the Windows and Mac versions:

DOwnload and Install R

If you have any trouble with R installation, contact IT and let me know. Watch this space for more updates.
That's it for now. See you in class on Tuesday if not in the Atrium for the Dandyia Gala.
Sudhir