Code:

BERM.ASC.011

Study year:

2008/2009

Long name:

Marketing Models

ECTS:

5

Language:

English

Lecturer(s):

Richard Paap, Dennis Fok, Philip Hans Franses

Faculty:

Erasmus School of Economics

Number of lectures:

At the end of this course, students will have a good understanding of most common models applied in the marketing literature. They will be able to onterpret statistical results in relevant marketing terms.

Hours per lecture:

Goal:

Course contents:

In the first two lectures we review some of the most important statistical techniques for marketing research. We reconsider the linear regression model, parameter estimation and parameter interpretation. These topics will be discussed in the context of sales response models. After this introduction, we discuss some more advanced models. In turn, we consider binomial and multinomial choice models, count and duration data, censored data, and finally modeling diffusion processes. In general, we spend two lectures on each of these topics. In the first lecture the basic theory will be discussed. In the second lecture we consider marketing applications of the models. These applications are usually based on published papers in the major marketing journals (Journal of Marketing Research, Marketing Science). Students will have to actively participate in these lectures by presenting and discussing the papers.

Examination:

Literature:

Lecture notes, slides and journal articles

Background literature:

Franses and Paap (2001), Quantitative Models in Marketing Research, Cambridge: Cambridge University Press

Additional information: