Latest News from VK
2007 ISMS Practice Prize
Posted on December 06, 2007
Dr. V. Kumar was recently named as one of the finalist for the 2007 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, "Marketing-Mix Recommendation to Maximize value Growth at P&G Asia-Pacific" along with his colleagues - Jia Fan, University of Connecticut; Rohit Gulati and P. Venkat, P&G Asia Pacific. This study measured the price and distribution elasticities for all of P&G's detergent products for a South Asian market by building a random coefficient model with system of equations. A sales volume and value simulator were developed based on the model results. By using this simulator, P&G increased their prices to the optimal price level and reallocated their marketing resources to the SKUs with the highest potential to increase the sales volume. As a result, P&G gained over 39 million dollars in value growth over a one year period due to the implementation of the recommendations from our modeling approach. 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
Appendix A: Errors in Research Design
Appendix B: Experimental Research
Cases for Part I - Part 2: Data Collection
Chapter 5: Secondary Sources of Marketing Data
Chapter 6: Marketing Research on the Internet
Chapter 7: Information Collection: Qualitative and Observational Methods
Chapter 8: Information from Respondents: Issues in Data Collection
Chapter 9: Attitude Measurement
Chapter 10: Designing the Questionnaire
Chapter 11: Sampling Fundamentals
Cases for Part II - Part 3: Data Analysis
Chapter 12: Fundamentals of Data Analysis
Chapter 13: Hypothesis Testing
Chapter 14: Correlation Analysis and Regression Analysis
Cases for Part III - Part 4: Applications
Chapter 15: Presenting the Results
Chapter 16: Applications of Marketing Research - Appendix: Tables, Procedure
- 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.
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.
Tasty IceCream Data
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