[Feel free to suggest readings that you think will be useful and relevant to this class; post them under the category Content Suggestions.]
NOTE: These readings are hosted on Blackboard and require Blackboard login.
Introduction to Marketing Research
- Moen’s Revolution [How Moen designed its best selling showerhead.]
- Miller Taste Tests [Taste tests are easily manipulated.]
- Market Research for New Ventures [You don’t need a big budget to do good market research, just imagination.]
- When Not to Research [Market research isn’t always necessary or appropriate.]
Ethics in Marketing Research
Sources of Information
- Data Mining [The growing use of data mining]
- Blogs in Marketing Research [There’s a lot to be learned from blogs.]
- Scientific Methods in Marketing Research [Using science to understand consumers.]
- Verifying Web Sources [Assessing the quality of web information.]
Qualitative Research
- Every Move You Make [Using ethnography to learn what people actually do with products.]
- Ethnographic Research: A Key to Strategy [How Intel used ethnographic research.]
Big Data
- How Not to Drown in Numbers [Big data will save the world. Or not.]
- Universities Offer Courses in a Hot New Field – Data Science [Jobs, jobs, jobs.]
- New Ways Marketers Are Manipulating Data to Influence You [The web yields big data.]
- In Modern Marketing, a Big Dose of Data in the Creative Juices [Pinpoint precision makes marketing more effective.]
- For Big-Data Scientists, ‘Janitor Work’ Is Key Hurdle to Insights [Mundane “data wrangling” is a huge part of the job.]
Data analysis
- The Odds, Continually Updated [How Bayesian statistics is changing science.]
- Many Psychology Findings Not as Strong as Claimed, Study Says [A “replication crisis” is at hand.]
