Latest News from VK
2006 ISMS Practice Prize
Posted on December 02, 2006
Dr. V. Kumar was recently named as one of the finalist for the 2006 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, "The Power of CLV: Managing Customer Lifetime Value at IBM" along with his colleagues - Rajkumar Venkatesan, University of Virginia; Tim Bohling and Denise Beckmann, IBM Corporation. This study described a carefully planned and implemented program within IBM to optimize the number of times the organization contacts its customers, incorporating innovations with respect to alignment with corporate objectives, forecasting cost to serve, imputing unobserved contribution margins, and allowing for inter-dependence of purchase incidence and quantity. As a result, IBM gained over 20 million dollars in value growth over a one year period due to the implementation of the recommendations from the modeling approach suggested here. 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 Intelligence
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: Information from Respondents: Survey Methods
Chapter 11: Attitude Measurement
Chapter 12: Designing the Questionnaire
Section C : Causal Research
Chapter 13: Experimentation
Section D : Sampling
Chapter 14: Sampling Fundamentals
Chapter 15: Sample Size and Statistical Theory - Part 3: Data Analysis
Chapter 16: Fundamentals of Data Analysis
Chapter 17: Hypothesis Testing: Basic Concepts and Tests of Associations
Chapter 18: Hypothesis Testing: Means and Proportions - Part 4: Special Topics in Data Analysis
Chapter 19: Correlation Analysis and Regression Analysis
Chapter 20: Discriminant and Canonical Analysis
Chapter 21: Factor and Cluster Analysis
Chapter 22: Multidimensional Scaling and Conjoint Analysis
Chapter 23: Presenting the Results - Part 5:Applications of Marketing Intelligence Applications
Chapter 24: Traditional Applications: Product, Price, Distribution and Promotion
Chapter 25: Contemporary Applications of Marketing Research: Brand Equity, Customer Satisfaction and Total Quality Management.
Chapter 26: Emerging Applications of Marketing Research: Database Marketing, E-Commerce Commerce and Relationship Marketing. - Appendix: Tables
A-1. Standard Normal Probabilities, Cumulative Probability in Right-Hand Tail for Positive Values of z, Areas are formed by symmetry
A-2. X2 Critical Points
A-3. F Critical Points
A-4. t Critical Points
A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS
A-6. Output of Select Tables in SPSS
- 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 (Chapter 18, page 516)
- Data For The New Food Case (Chapter 23, page 660)
- Data For The Vancouver Symphony Orchestra Case (Chapter 18, page 511)
- Data For The Pepsi Cola Case (Chapter 22, page 641)
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