Marketing Research: Marketing Engineering Applications, Second Edition,New

Product Description Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringthe use of interactive computer decision models to help support marketing decisions. Handson, computerbased exercises and cases bring conceptual marketing alive while introducing the software. All of the software is independent of the cases presented and can be used separately on other caseproblems or on real problems. Cases and software include Conglomerate's New PDA, featuring Needsbased Segmentation Using Cluster Analysis, Bookbinder's Book Club featuring Regression and Multinominal Logit Analysis for Targeting, Positioning the Infiniti G20 featuring Product Positioning Using Perceptual Mapping, Forte Hotel Design Case featuring Product Design Using Conjoint Analysis, ICI Americas R&D Project Selection Case featuring Making Decisions Under Uncertainty Using Decision Trees (TreeAge), J&J Family Video featuring Retail Site Location Using Geodemographic Data and Models (ScanUs) and MassMart Inc. featuring Promotional Analysis Using Scanner Panel Data and Multinomial Logit Analysis. For Marketing Research professionals. From the Back Cover Focusing on marketing analytics this popular series moves beyond conceptual marketing toward marketing engineeringthe use of interactive computer decision models to help support marketing decisions. Handson, computerbased exercises and cases bring conceptual marketing alive while introducing the software. All of the software is independent of the cases presented and can be used separately on other caseproblems or on real problems. Cases and software include Conglomerate's New PDA, featuring Needsbased Segmentation Using Cluster Analysis, Bookbinder's Book Club featuring Regression and Multinominal Logit Analysis for Targeting, Positioning the Infiniti G20 featuring Product Positioning Using Perceptual Mapping, Forte Hotel Design Case featuring Product Design Using Conjoint Analysis, ICI Americas R&D Project Selection Case featuring Making Decisions Under Uncertainty Using Decision Trees (TreeAge), J&J Family Video featuring Retail Site Location Using Geodemographic Data and Models (ScanUs) and MassMart Inc. featuring Promotional Analysis Using Scanner Panel Data and Multinomial Logit Analysis. For Marketing Research professionals. Excerpt. Reprinted by permission. All rights reserved. Rapid changes in the marketplace, in data availability, and in the computing environment are transforming the structure and content of the marketing manager's job. As a profession, marketing is evolving so that it is no longer based primarily on conceptual content and, increasingly, senior managers are requiring marketers to provide compelling financial justification for their marketing plans and programs. While many view traditional marketing as an art and some view it as a science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). There will always be a central role for marketing concepts. Indeed, to make use of the powerful information tools now available requires sound conceptual grounding. But marketers need more than concepts to fully exploit the resources available to them. They need to move beyond conceptual marketing toward what we call marketing engineering: the use of interactive computer decision models to help support marketing decisions. We designed this package of materials to supplement a course in Marketing Research. It includes cases and exercises selected from our book, Marketing Engineering (Prentice Hall, 2003) that are appropriate for such courses. These selections are designed to make the corresponding material in the basic courses come alive. Each case or exercise here is designed to accompany a specific marketing engineering software application and, if you purchased this book as a requirement for a course, the bulk of your purchase price covers an