Course Calendar

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Course Syllabus (READ THIS CAREFULLY)

Project

Team assignments
Instructions
Midterm submission (If multiple files, create a zip file)
- Title your file “Group_Number_Midterm”
Final submission (Due BEFORE Noon 11/27) & Presentation Slides (create a zip file)
- Title your file “Group_Number_Final”
PEER EVALUATIONS (12/4/2018 1:30pm – 12/10/2018 12pm)

Lecture Materials (tentative until day of lecture)

Running lecture notes
Introduction to Marketing Research
Modes of Marketing Research
- Qualitative research
  - Word cloud creator
  - Focus Group with Mad Men
  - ZMET (Zaltman Metaphorical Elicitation Technique)
- Secondary data methods
  - Geographic Clustering
  - Basket analysis of books
  - Google Trends
    - UTEP vs NMSU, superbowl advertisers
  - Texas Revenue Data
    - Mixed beverage (alcohol tax) + hotel taxes by business/month
    - El Paso Beverage Taxes
  - Brand new dataset search by Google
  - More on machine learning if you’re interested
    - Fast.ai MOOC on deep learning
- Observational research
  - Using video to listen
  - Example of contrived observation
- Survey research
  - NIH race classification
  - For this class, do not use Survey Monkey (free version) as it does not allow you to download the raw data. Use Qualtrics (free through UTEP) which has the most extensive options for survey design or Google Forms, a completely free alternative.
    - Get your Qualtrics account
    - Google Forms
  - For this class, any assignment or project submissions should not have screenshots of graphs from survey tools. Analyze the data separately in Excel or using another analysis tool.
  - Class Survey
- Experimental research
  - Shiv & Fedorikhin study (fruit vs cake)
Measurement & Scale Development
- Get your Qualtrics account
  - If you have questions, email the help desk
- Fill out this survey
  - Spreadsheet
- Measurement notes
  - Basic stats for measurement
  - Basic stats Excel example
- How to Design Better Forms
Statistics and Sampling
- Sampling
  - Fill out this survey
  - Related interactive map about income
  - Data from survey (updated 10/23/18 – includes ANOVA examples)
- Statistics Notes (updated 10/23/18)
  - Data & Code
- Excel Cheatsheet
- Excel Central Limit Theorem Examples
Analysis
- Supplement (materials from ch15)
  - Crosstabs (Pivot table)
- Regressions
  - Regression Examples
Supplement
- Programming in Python
  - Why Python?
  - Get a Google account if you don’t have one already.
  - Run Python in Jupyter Notebooks on Google Colab
    - You can save/read files from GDrive
    - Need internet access to use
    - You need a google account, if you don’t have a gmail, sign up for one.
    - To open files saved on G-drive on Colab, you need to connect the Colab app to G-drive
  - You can also install the environment locally
    - https://www.anaconda.com/download/
      - Download Python 2 version for this class (makes a small difference vs. Python 3)
      - IMPORTANT: When you install, check the box that asks you to add/append/prepend Anaconda to path/environment variable.
      - Restart after install. You should be able to find Anaconda Navigator, from which you can launch Jupyter Notebook.
      - Alternatively, you should be able to:
        
        Windows: open command prompt
        
        Mac: open terminal
        
        In command prompt/terminal type: jupyter notebook
        
        press enter
      - Jupyter Notebook should launch a little terminal/command prompt screen and pop open a browser at URL: localhost:8888
  - Programming 1 – programming basics (updated 11/12/18)
  - Programming 2 – working with datasets
    - Small Sample of Zillow Dataset

Quizzes + Final Exam

Quizzes will cover materials from book + lecture. Be sure to read the text in addition to attending lecture/reviewing lecture notes. All quizzes will be made available on Blackboard. Test questions vary from person to person / attempt to attempt. You have 2 attempts for each 40 question quiz, the higher of the 2 attempts will be recorded. There is a 3 hour time limit for each attempt – if you read the book, you will only need 30 minutes. Read the chapters and use common sense.

Quiz 1 (Ch 1-4)
Quiz 2 (Ch 5-9)
Quiz 3 (Ch 10&11)
Quiz 4 (Ch 12&13)
Quiz 5 (Ch 14-15)
Exam (Cumulative)

Assignments

Assignment 1 (Survey and Experimental Design) Due 10/18 Noon
- Instructions
- Submission
  - Put all your files in one folder
  - Label the folder with your first and last name, ex. Yang Wang
  - Zip the folder and submit everything as 1 zipped file.
  - Randomizer for Qualtrics Survey (for experimental manipulation)
  - Google Forms Experimental Design – this is also a good example of experimental design within a survey study
    - Design 2 surveys, randomly assign respondents to receive one or the other.
Assignment 2 (Basic stats, regression, and Excel)
- Instructions
  - Data
- Submission
Assignment 3 (Basic Programming and Data Analysis in Python)
- Instructions (pdf format)
- Submit the .ipynb file.
  - If working on Colab, you can download a copy to upload through the submission link. (file->download .ipynb)
  - If working on your local install, just submit the .ipynb file directly.
- Data
  - Revenue
  - Yelp
- Submission