MBA Marketing Research — List of Topics
This post lists the topics we cover in MBA 650 (Marketing Research). The class is designed to teach students to effectively USE marketing research for managerial decision making. Rather than focusing on the conceptual underpinnings or technical details of only a few types of analyses (as would be done in a class that concerns itself with DOING marketing research), we examine many different types of analyses. Our focus is (1) the kinds of managerial problems each method can solve, (2) the strengths and weaknesses of each method, (3) how to interpret the method’s results, and (4) how to apply the results to the managerial situation at hand. We will examine a variety of widely used marketing research techniques (e.g., factor analyses, emergent qualitative coding, and perceptual mapping) and how they apply to a variety of managerial settings (e.g., market segmentation, competitive analysis, and brand image analysis).
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PharmaSim Take-aways
Recently, I did a Marketing Management class, and I used PharmaSim. On the final day of class, I wrapped up the long exercise with a debrief discussion. With students, I walked through this list of the take-aways I wanted them to get from their PharmaSim experience: Continue reading “PharmaSim Take-aways”
Adding a process tracing (i.e., information board or decision board) method to Qualtrics
This project integrates a process tracing methodology (variously called an “information board,” “decision board,” and other terms) with Qualtrics. I couldn’t find an acceptable way to create one within Qualtrics itself, so I created this project. Continue reading “Adding a process tracing (i.e., information board or decision board) method to Qualtrics”
Restoring Qualtrics’ “edit multiple” method
This post describes a way to restore Qualtrics’ “edit multiple” option.
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About me
My name is Eric DeRosia, and I am an Associate Professor of Marketing at the Marriott School of Management, Brigham Young University. My CV can be found here.
In 2003, I received my Ph.D. from the University of Michigan Business School, which has more recently been renamed the Ross School of Business. From 1993 to 1997, I was a practicing market researcher for Opinion Research Corporation and Fairfax Research. Most of my professional experience has been ad hoc research in the automobile industry, with an emphasis on consumer responses to new product designs.
My teaching interests are marketing research, consumer behavior, marketing strategy, and marketing management. I have taught MBA and undergraduate students.
My research interests are (1) the consumer psychology aspects of trademark law, (2) the decisions that managers and entrepreneurs make regarding new product development, and (3) the responses of consumers to advertising.
The best part of my life is my family. My wife and I have four children. Three of them are married, and we have four (soon to be five!) grandchildren. Being a grandfather is a great gig. I highly recommend it. People often tell me — certainly in an attempt to be charitable — that I’m too young to be a grandfather. I always tell them that’s because my wife and I got married when we were four years old. That’s my story, and I’m sticking to it.
My hobbies are playing the bass guitar and creating computer imagery with 3D modeling.
Some Advanced Westlaw search formats
Westlaw is a powerful tool for searching case law, the scholarly legal literature (“secondary sources”), and more. The basic search tools provided by Westlaw are reasonably good. But, as described below, the tools can be combined together to yield more advanced searches.
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Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures
Eric D. DeRosia (2007), “Rediscovering Theory: Integrating Ancient Hypotheses and Modern Empirical Evidence of the Audience-Response Effects of Rhetorical Figures,” in Go Figure: New Directions in Advertising Rhetoric, Edward F. McQuarrie, and Barbara J. Phillips (Eds.), Armonk, NY: M.E. Sharpe, 21-34.
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JavaScript for Customized Qualtrics Questions
Years ago, I wrote my online questionnaires from scratch with client-side JavaScript and Perl. Nowadays, I’ve moved almost entirely to Qualtrics. Creating and managing online questionnaires with Qualtrics is so easy that I’ve been spoiled by it.
However, I had a task I couldn’t accomplish with the typical question types, so I wrote a JavaScript solution for customizing Qualtrics questions. I’m posting the solution here in case it’s useful to other people. This mock-up questionnaire is an example of the sort of customized questions that could be created. The basic approach I describe below is straightforward, so you could adapt my JavaScript code to your favorite web programming language. Continue reading “JavaScript for Customized Qualtrics Questions”
Trademarks, Consumer Psychology, and the Sophisticated Consumer
Thomas R. Lee, Glenn L. Christensen, and Eric D. DeRosia (2008), “Trademarks, Consumer Psychology, and the Sophisticated Consumer,” Emory Law Journal, 57 (3), 575-650.
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