Research for Marketing Decisions II

Introduction

Please note that this is a preliminary course description. The final version will be published in June 2026.

Course content

Module 1: Data Analysis and Interpretation

Purpose: Teach students to choose and apply the right analysis techniques for their research design.

Topics:

• Refresher: Inferential statistics and assumptions
• Analysis of Variance (ANOVA)
• Multiple Regression
• Logistic Regression
• Multivariate techniques: PCA, Cluster, Conjoint
• Content analysis + Intro to text analytics/text mining
• Interpretation of results: drawing managerial implications

Module 2: Synthesis and Communication

Purpose: Focus on bringing everything together into a compelling, ethical, and business-relevant narrative.

Topics

• Structuring and writing research reports
• Visualizing and presenting findings to decision-makers
• Critical evaluation of sources and claims
• Meta-analysis and systematic review basics
• Transparency and limitations in research

Connections: Reinforces that research is not done until it is communicated clearly and ethically. Encourage synthesis across qualitative and quantitative insights.