MKGT 696

Marketing Decision Models

Fall 1998

Course Communications

• ERes for downloading files
• Web Board for bulletins and discussions (enter as a GUEST)

Software Help

• Marketing Engineering FAQ

Links Related to Class Topics

• ADBUDG
  • University of Texas School of Advertising
  • Additional good advertising links

   

• Segmentation, Cluster Analysis, and Targeting
  • A simple example of cluster analysis
  • Using SAS for Cluster Analysis
  • Demographics
  • Targeting customers
  • The VALS lifestyle survey
  • CACI's ACORN Lifestyles System
    • Characteristics of Your ZIP Code

   

• Choice Modeling
  • A paper that summarizes Discrete Choice Models and the theory behind them
  • A Self-Instructing Course in Dissagregate Mode Choice Modeling

   

• Perceptual Mapping
  • An introduction to perceptual mapping
  • A free download perceptual mapping program
  • Sawtooth conference papers on conjoint and perceptual mapping

   

• Conjoint
• A summary of conjoint analysis
• An example of a conjoint study
• Papers on conjoint, perceptual mapping, and clustering (technical abstracts and downloadable papers)
• MACRO Consulting  - white papers on Trade-Off Techniques and more.

• Analytic Heirarchy Process (AHP)

 

 



Other Useful Links

• Marketing modeling courses
  • Marketing Models by John Little at MIT

   

• Providers of commercial modeling software
  • Sawtooth Software - conjoint, cluster, and interviewing software
  • Timberlake Consultants - software for many technical purposes, including conjoint analysis
  • Market Research Software Archive - a collection of downloadable marketing-related software demos

   

• Research firms offering modeling-based services
  • CS COMSYS
  • SKIM
  • SurveySite, providing on-line marketing research (with a conjoint demo)

   



Fun Links

• Thousands of good advertising quotes