Quantitative Models in Marketing

Aims of the course

- To provide an overview of some common methods of modern and quantitative research.
- Demonstrate the practical examples of how these methods are mostly used in marketing practice.
- Demonstrating the importance and process of creating quantitative models in marketing.
- Development of the skills of analysis and design models for the needs of marketing decision.
- To upgrade the knowledge of statistics and complete knowledge of the methods covered by the multivariate analysis to address specific research problems.

Course syllabus

1. Introduction to quantitative modeling in marketing
2. Data preparation for quantitative modelling in marketing (missing data, outliers)
3. Cluster analysis for segmentation purposes
4. Multidimensional scaling for positioning purposes
5. Correspondence analysis
6. Analysis of variance for analysis of experiments
7. Dummy-variable multiple regression
8. Con-joint analysis in marketing problem solving
9. Logit Model Analysis for Multivariate Categorical Data
10. Linear structural models (LISREL)
11. Aplications of Quantitative Models in Marketing

Course director(s)