Latest News from VK
2009-10 ISMS Practice Prize
Posted on December 02, 2009
Dr. V. Kumar was recently named as one of the finalist for the 2009-10 ISMS Practice Prize Award. Each year the INFORMS Society for Marketing Science holds a Practice Prize Competition which is awarded for an outstanding implementation of marketing science concepts and methods. The methodology used must be sound and appropriate to the problem and organization, and the work should have had significant, verifiable, and quantitative impact on the performance of the client firm.
Dr. Kumar was declared as a finalist for this award in recognition of the research study titled, "Uncovering Implicit Consumer Needs for Determining Explicit Product Positioning: Growing Prudential Annuities' Variable Annuity Sales" he undertook along with his colleague - Dr. Denish Shah, Georgia State University. The study involved the development and implementation of the "Emotion Quotient" (EQ) Tool for Prudential, in an effort to help solve their challenge of achieving meaningful product differentiation and to increase the sales of their variable annuities. The EQ Tool enabled Prudential to redefine its marketing and sales approach along a proactive (as opposed to responsive) market orientation paradigm. This implementation enabled Prudential to gain over $450 million lift in variable annuity sales and contributed to consumer welfare by promoting awareness of behavioral risk to investors who are within five years of their retirement. Read more about this study here.
About Dr. V. Kumar
Dr. V Kumar, or VK as he is more popularly known in the academic and professional circles, is the Richard and Susan Lenny Distinguished Chair Professor in Marketing, the Executive Director of the Center for Excellence in Brand and Customer Management...
The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of the...
Table of Contents
- Part 1: The Nature and Scope of Marketing Research
Chapter 1: A Decision-Making Perspective On Marketing Research
Chapter 2: Marketing Research in Practice
Chapter 3: The Marketing Research Process
Chapter 4: Research Design and Implementation - Part 2: Data Collection
Section A : Secondary and Exploratory Research
Chapter 5: Secondary Sources of Marketing Data
Chapter 6: Standardized Sources of Marketing Data
Chapter 7: Marketing Research on the Internet
Chapter 8: Information Collection: Qualitative and Observational Methods
Section B : Descriptive Research
Chapter 9: Information from Respondents: Issues in Data Collection
Chapter 10: Attitude Measurement
Chapter 11: Designing the Questionnaire
Section C : Causal Research
Chapter 12: Experimentation
Section D : Sampling
Chapter 13: Sampling Fundamentals - Part 3: Data Analysis
Chapter 14: Fundamentals of Data Analysis
Chapter 15: Hypothesis Testing: Basic Concepts and Tests of Associations
Chapter 16: Hypothesis Testing: Means and Proportions
Chapter 17: Correlation Analysis and Regression Analysis - Part 4: Application
Chapter 18: Presenting the Results
Chapter 19: Applications of Marketing Research - Appendix: Tables
A-1. Standard Normal Probabilities
A-2. X2 Critical Points
A-3. F Critical Points
A-4. t Critical Points - Glossary
- Index
Data Sets
Case Data
The README.TXT file is located in the \CASEDAT subdirectory and contains information on the format of the data for the cases to accompany MARKETING RESEARCH. There are 8 data files in this subdirectory in addition to the README.TXT file. All the files in the subdirectory are ASCII text files which pertain to four cases from the text: PG&E(B), New Food, Vancouver Symphony Orchestra and Pepsi Cola. Various formats have been used for the data in each case to facilitate their use with different languages (Fortran) or different software packages (Minitab, SPSS,Minitab). You may choose the format best suited to you.
- Data For The PG&E(B) Case
- Data For The New Food Case
- Data For The Vancouver Symphony Orchestra Case
- Data For The Pepsi Cola Case
Export Data
The file contains the following variables:
ID = RESPID
Will = y1
Govt = y2
Train = x5
Size = x1
Exp = x6
Rev = x2 (Thousand of Dollars)
Years = x3
Prod = x4
Note1: export.sav (SPSS version of export data) can be opened with SPSS Student or Professional version of the software.
Note2: This data set contains the full 120 observations. The data set in the text book is an abbreviated version containing 60 observations.
Note3: If you are using Internet Explorer, you may click on the link above directly. Netscape Navigator users may have to right click on the link and save the target file into their hard disk and then open.
Internet Exercises
Authors
Marketing Research Site
- Quirks Marketing Research Review
Interesting discussion forum - Ilinois State University
Library resources detailing steps in researching a company and the sources of information available to do so. A bit basic, but a great starting point for undergraduates