Course Catalog and Schedule
Special Topics in Marketing: Problems and Solutions in Applied Data Analyses (MKTG-530-1)
The purpose of this course is to provide a conceptual understanding of psychometric and statistical issues in the social sciences and to strengthen data-analytic skills. Specifically, the course will cover practical questions about construct measurement and validation procedures using factor-analytic and item-response-theoretic methods. We will examine established item formats and measurement scales, investigate the impact of confounds in measurement and discuss best practices for measuring attitudes, emotions, motivations, as well as personal and sensitive behaviors. Students will be introduced to an eclectic set of statistical techniques that are tailored to the analysis of continuous and categorical measurements.
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Special Topics in Marketing: Problems and Solutions in Applied Data Analyses
Mon 2:00 PM - 5:00 PM
Kellogg School of Management
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