Overview
This lecture introduces the new version of the marketing research class, emphasizing a model comparison approach and the expected challenges and value for students.
Course Structure and Philosophy
- The class uses a model comparison approach from a specific, highly recommended textbook.
- This approach aims to improve understanding of analyses and corresponding research questions.
- The current version of the class adapts graduate-level material for undergraduates.
- Changes reflect updates in the marketing curriculum, with new tools and teaching methods.
Learning Experience and Expectations
- Learning coding and analytical methods may feel challenging or frustrating at times.
- Mastery provides valuable skills beyond simply running code or models.
- Students are encouraged to focus on understanding research questions and analysis outcomes.
- The instructor acknowledges potential first-time teaching challenges and requests student feedback.
- The syllabus will not be rewritten mid-course, but adjustments may be made based on feedback.
Instructor’s Commitment and Student Feedback
- The instructor values honest, constructive feedback to improve the course.
- Additional grading flexibility may be given, acknowledging the course is new for both instructor and students.
- Open communication is encouraged if students struggle or find the material unclear.
Key Terms & Definitions
- Model Comparison Approach — A method that evaluates different statistical models to better understand which best fits the research question.
- Syllabus — The official course guide outlining expectations, assignments, and policies.
Action Items / Next Steps
- Read the assigned textbook to familiarize yourself with the model comparison approach.
- Reach out to the instructor if you encounter challenges or have feedback about the course pace or clarity.
- Prepare mentally for a challenging but rewarding learning process.