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Course Criteria
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3.00 Credits
Detailed exposure to qualitative and survey research methods in business. Qualitative methods include participant observation, depth interviews, focus-group interviews and ethnography. Survey methods include measurement theory, survey design and sampling, survey implementation, data analysis, and substantive interpretation.
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3.00 Credits
Detailed exposure to experimental research methods for business applications. Emphasizes the choice of design options, data collection methods, statistical analysis, and substantive interpretation of experimental results.
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2.00 Credits
Study of marketing literature in channels of distribution. Includes topics of channel structure, channel power, channel conflict and leadership, physical distribution systems, and regulation.
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2.00 Credits
Study of marketing literature dealing with advertising, selling, sales promotion, and sales management. Includes topics of advertising decision models, advertising effects, sales-force performance models, and promotion management.
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3.00 Credits
Study of marketing literature dealing with services. Includes such topics as service management, theoretical issues in the study of services, and strategies in travel, tourism, recreation, and financial services industries.
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3.00 Credits
Provides marketing doctoral students with an orientation to the marketing field and introduces contemporary research perspectives and priorities. Students discuss papers that illustrate academic researchers' use of various disciplinary perspectives to address marketing problems and the range of theoretical and empirical methods used.
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3.00 Credits
Examines marketing management and consumer behavior issues from the vantage of economics and organizational theory. One segment of the course focuses on theoretical and empirical analysis of the means by which utility-maximizing consumers learn about consumption environment and respond to firms' marketing decisions. Another segment examines research on firms' competitive strategy and marketing mix decisions and explores how organizational sociological factors influence these decisions.
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3.00 Credits
Examines the basic psychological processes that underlie common marketing phenomena. Topics include memory and judgment, persuasion, attitude-behavior consistency, information processing, automatic and controlled processes, learning, motivation and cognition, social judgment, and the role of affect and mood on judgment. Discusses topics in consumer behavior and marketing management contexts, in conjunction with related methodological issues.
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3.00 Credits
Examines judgment and decision making research pertinent to understanding how consumers and marketing managers make decisions. Uses economic models as a normative backdrop for examining research on decision heuristics, judgment and choice anomalies, and contingent decision behavior. Examines processes of causal judgment and inference and the influence of a variety of contextual factors (including time) on judgment and decision.
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3.00 Credits
Inquires into substantive and methodological issues concerning postmodern consumer research. Attains depth in a few areas while also providing a framework in which to situate other substreams of research. Uses ethnography, semiotics, literary analysis, and other interpretive methods to examine topics such as brand and store loyalty, atmospheric and shopping dynamics, creation of brand meanings, and other marketplace behaviors.
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