Welcome to MKTR.
The first session got done today. We covered some subject preliminaries and the crucial task of problem formulation.
Reading for session 2:
"What is Marketing Research" (HBS note 9-592-013, Aug 1991) in the coursepack.
About pedagogy going forward:
The parts of the pedagogy that make MKTR distinctive : pre-reads quick-checks using index cards, in-class reads, this blog and R.
About this blog:
This is an informal blog that oncerns itself soley with MKTR affairs. It's informal in the sense that its not part of the LMS system and the language used here is more on the casual side. Otherwise, its a relevant place to visit if you're taking MKTR. Pls expect MKTR course related announcements, R code, Q&A, feedback etc. on here.
Last year, students said that using both LMS and the blog (not to mention email alerts etc) was inefficient and confusing. I'm hence making this blog the single-point contact for all relevant MKTR course related info henceforth. LMS will only be used for file transfers and email notifications to the class only in emergencies. Each session's blog-post will be updated with later news coming at the top of the post. Kindly bookmark this blog and visit regularly for updates.
About Session 2:
Session 2 deals with psychographic scaling techniques and delves into the intricacies of defining and measuring "constructs" - complex mental patterns that manifest as patterns of behavior. This session also sets the stage for questionnaire design to make an entry in Session 3.
There will be a series of 2 homework assignments for session 2. These concern merely filling up surveys that I will send you (this data we will use later in the course for perceptual mapping and segmentation). Nothing too troublesome, as you can see.
Any Qs etc, pls feel free to email me or use the comments section below.
Sudhir Voleti
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