Ulf Bockenholt
Ulf Bockenholt

MARKETING
John D. Gray Professor of Marketing

Print Overview

Ulf Böckenholt is the John D. Gray Professor of Marketing at the Kellogg School of Management. He has published widely in marketing, psychology, economics, and statistics journals. His main research interest is in the development and application of statistical and psychometric methods for understanding consumer behavior and improving marketing decision-making. Areas of recent research include the modeling of response biases in self-reports, consumer choice processes for medical and financial decisions, affective and motivational influences in judgment and choice, agent-based modeling, (mist)trust-induced information-processing mechanisms and the effects of imagery on persuasion processes.

Currently, Ulf Böckenholt serves as Associate Editor of Psychometrika, Behaviormetrika, and the Journal of Behavioral and Educational Statistics as well as on the Editorial Review Board of the Journal of Marketing Research and the Journal of Mathematical Psychology.  He is a Past Editor of Psychometrika, a Past President of the Psychometric Society, and a Fellow of the Association of Psychological Science. He received his PhD from the University of Chicago.



Areas of Expertise
Consumer Behavior
Consumer Decision-Making
Data Analysis
Marketing Research
Measurement Techniques
Trust and Deception
  • Recent Media Coverage

    Economist Intelligence Unit: Executive Briefing: Understanding the emotion of loss

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Print Vita
Education
Dr. phil. habil., 1995, Psychology, University of Oldenburg
PhD, 1985, Research Methodology and Quantitative Psychology, University of Chicago
Diplom, 1982, Psychology and Computer Science, University of Oldenberg, Germany

Other Professional Experience
Chair, Dissertation Price Committee, 2006-2007
Board of Trustees, 2003-2007

Editorial Positions
Editorial Board, Journal of Educational and Behavioral Statistics, 2010-present
Editorial Board, Frontiers in Quantitative Psychology and Measurement, 2012-present
Editorial Board, Journal of Mathematical Psychology, 2010-present
Editor, (Review Editor) Frontiers in Quantitative Psychology and Measurement, 2010-present
Consulting Editor, Journal of Mathematical Psychology, 2010-present
Editorial Board, Marketing Science, 2007-present
Associate Editor, Journal of Mathematical Psychology, 2004-2009
Associate Editor, Methods of Psychological Research - online, 1998-2004
Editor, Psychometrika, 1999-2003
Editorial Board, Psychometrika, 1995-1999, 2003-present
Editor, IEEE Transactions on Systems, Men, and Cybernets,, 1990

 
Print Research
Articles
Bockenholt, Ulf and Blake McShane. 2014. Comments on: Latent Markov Models: A Review of the General Framework for the Analysis of Longitudinal Data with Covariates. TEST. 23(3): 469-472.
Bockenholt, Ulf. 2013. Modeling Motivated Misreports to Sensitive Survey Questions. Psychometrika. 78(1): 188-201.
Bockenholt, Ulf. 2012. Modeling Muiltiple Response Processes in Judgment and Choice. Psychological Methods. 17: 665-678.
Bockenholt, Ulf. 2012. The Cognitive-Miser Response Model: Testing for Intuitive and Deliberate Reasoning. Psychometrika. 77: 388-399.
Tsai, Rung-Ching and Ulf Bockenholt. 2011. Understanding Choice Behavior Beyond Option Scaling Using Structural Equation Models. Journal of Data Science. 9(3): 427-444.
Willemsen, Martijn C, Ulf Bockenholt and Eric J. Johnson. 2011. Choice By Value Encoding and Value Construction: Processes of Loss Aversion. Journal of Experimental Psychology: General. 140: 303-324.
Chernev, AlexanderUlf Bockenholt and Joseph Goodman. 2010. Choice Overload: Is There Anything to It. Journal of Consumer Research. 37: 426-28.
Moore, Spencer, Mark Daniel, Ulf Bockenholt, Lise Gauvin, Lucie Richard, Steven Stewart and Laurette Dube. 2010. Associations among socioeconomic status, perceived neighborhood control, perceived individual control, and self-reported health. Journal of Community Psychology. 38(6): 729-741.
Hout, Ardo van den, Ulf Bockenholt and P.G.M. van der Heijden. 2010. Estimating prevalence and cheating in a double-sampling scheme with direct questioning and randomized response. Journal of the Royal Statistical Society, Series C. 59: 729-741.
Moore, Spencer, Lise Gauvin, Mark Daniel, Yan Kestens, Ulf Bockenholt, Laurette Dube and Lucie Richard. 2010. Associations among Park Use Age, Social Participation, and Neighborhood Age Composition in Montreal. Leisure Sciences. 32(4): 318-336.
Ebbes, Peter, Michel Wedel and Ulf Bockenholt. 2009. Frugal IV alternatives to identify the parameter for an endogenous regressor. Journal of Applied Econometrics. 24: 446-468.
Bockenholt, Ulf, Sema Barlas and P.G.M. van der Heijden. 2009. Do randomized-response designs eliminate response biases? An empirical study of non-compliance behavior. Journal of Applied Econometrics. 24: 377-392.
Tsai, Rung-Ching and Ulf Bockenholt. 2008. On the importance of distinguishing between within-and between-subject effects in intransitive choice data. Journal of Mathematical Psychology. 52: 10-20.
Cruyff, Maarten, Ulf Bockenholt, Ardo van den Hout and P.G.M. van der Heijden. 2008. Accounting for self-protective responses in randomized response data from a social security survey using the zero-inflated Poisson model. Annals of Applied Statistics. 2: 216-231.
Maydeu-Olivares, Albert and Ulf Bockenholt. 2008. Modeling subjective health outcomes: Top 10 reasons to use Thurstone's method. Medical Care. 46: 346-348.
Dube, Laurette, Antoine Bechara, Ulf Bockenholt, Asim Ansari, Alan Dagher, Wayne DeSarbo, Ross Hammond, Terry Huang, Scott Huettel and Peter Kooreman. 2008. A Brains-to-Society systems model of individual choice. Marketing Letters. 19: 323-336.
Mourali, Mehdi, Ulf Bockenholt and Michel Laroche. 2007. Compromise and attraction effects under prevention and promotion motivations. Journal of Consumer Research. 34: 234-247.
Bockenholt, Ulf, Maarten Cruyff, P.G.M. van der Heijden and Ardo van den Hout. 2007. Log-linear randomized-response models taking self-protective response behaviior into account. Sociological Methods & Research. 36: 266-282.
Bockenholt, Ulf and P.G.M. van der Heijden. 2007. Item randomized-response models for measuring noncomplicance: Risk-return perceptions, social influences, and self-protective responses. Psychometrika. 72: 245-262.
Lenk, Peter, Michel Wedel and Ulf Bockenholt. 2006. Bayesian Estimation of circumplex models subject to prior theory constraints and scale-usage bias. Psychometrika. 71: 33-55.
Bockenholt, Ulf. 2006. Thurstonian-based analyses: Past present and future utilities. Presidential Address.. Psychometrika. 71: 615-629.
Tsai, Rung-Ching and Ulf Bockenholt. 2006. Modeling intransitive preferences A random-effects approach. Journal of Mathematical Psychology. 50: 1-14.
Bockenholt, Ulf. 2006. Visualizing individual differences in pairwise preference data. Food Quality and Preference. 17: 179-187.
Maydeu-Olivares, Albert and Ulf Bockenholt. 2005. Structural equation modeling of paired comparision and ranking data. Psychological Methods. 20: 285-304.
Bockenholt, Ulf. 2005. A latent Markov model for the analysis of longitudinal data collected in continuous time: States, durations, and transitions. Psychological Methods. 10: 65-83.
Ebbes, Peter, Michel Wedel, Ulf Bockenholt and Ton Steerneman. 2005. Solving and testing for regressor-error (in)dependence when no instrumental variables are available: with new evidence for the effect of education on income. Quantitative Marketing and Economics. 3: 365-392.
Ebbes, Peter, Ulf Bockenholt and Michel Wedel. 2004. Regressor and random-effect dependencies in multilevel models. Statistica Neerlandica. 58: 161-178.
Bockenholt, Ulf. 2004. Comparative judgements as an alternative to ratings: Identifying the scale origin. Psychological Methods. 9: 453-465.
Wedel, Michel, Ulf Bockenholt and Wagner Kamakura. 2003. Factor models for multivariate count data. Journal of Multivariate Analysis. 87: 356-369.
Bockenholt, Ulf. 2003. Analyzing state dependencies in emotional experiences by dynamic count data models. Journal of the Royal statistical Society, Series C. 52: 161-178.
Bockenholt, Ulf, Wagner Kamakura and Michel Wedel. 2003. The structure of self-reported affect: A mixed-effects Poisson factor model. British Journal of Mathematical and Statistical Psychology. 56: 215-230.
Tsai, Rung-Ching and Ulf Bockenholt. 2002. Two-level linear paired comparison models: Estimation and indentifiability Issues. Mathematical Social Sciences. 43: 429-449.
Schimmack, Ulrich, Ulf Bockenholt and Rainer Reisenzein. 2002. Response styles in affect ratings: Making a mountain out of a molehill. Journal of Personality Assessment. 78: 461-483.
Bockenholt, Ulf. 2002. Markov models with random effects for binary panel data. Methods of Psychological Research-online. 7: 19-32.
Bockenholt, Ulf. 2002. A Thurstonian analysis of preference change. Journal of Mathematical Psychology. 46: 300-314.
Bockenholt, Ulf. 2001. Individual differences in paired comparisons data. British Journal of Mathematical and Statistical Psychology. 54: 265-277.
Bockenholt, Ulf. 2001. Thresholds and intransitivities in pairwise judgements: A multilevel analysis. Journal of Educational and Behavioral Statistics. 26: 269-282.
Bockenholt, Ulf. 2001. Mixed-effects analyses of rank-ordered data. Psychometrika. 66: 45-62.
Bockenholt, Ulf. 2001. Should I measure my variables as continuous or categorical?. Journal of Consumer Psychology. 10: 37-37.
Tsai, Rung-Ching and Ulf Bockenholt. 2001. Maximum likelihood estimation of factor and ideal point models for paired comparisons. Journal of Mathematical Psychology. 45: 795-811.
Bockenholt, Ulf. 2001. Hierarchical models of paired comparison data. Psychological Methods. 6: 49-66.
Wedel, Michel, Wagner Kamakura and Ulf Bockenholt. 2000. Marketing data, models, and decisions. International Journal of Research in Marketing. 17: 203-208.
Bockenholt, Ulf and William Dillon. 2000. Inferring latent brand dependencies. Journal of Marketing Research. 37: 72-87.
Bockenholt, Ulf and Carolyn Anderson. 2000. Graphical regression models for polytomous variables. Psychometrika. 65: 497-510.
Kim, Jee-Seon and Ulf Bockenholt. 2000. Modeling stage-sequential change in ordered categorical responses. Psychological Methods. 5: 380-400.
Weber, Elke, Ulf Bockenholt, Denis Hilton and Brian Wallace. 2000. Confidence judgements as expressions of experienced decision conflict. Risk, Decision & Policy. 5: 69-100.
Vermunt, Jeroen, Rolf Langeheine and Ulf Bockenholt. 1999. Discrete-time discrete-state latent markov models with time-constant and time-varying covariates. Journal of Educational and Behavioral Statistics. 24: 179-207.
Bockenholt, Ulf. 1999. INAR(1) Poisson regression models: Analyzing heterogeneity and serial dependencies in repeated count data. Journal of Econometrics. 89: 317-338.
Yao, Grace and Ulf Bockenholt. 1999. Bayesian estimation of Thurstonian ranking models based on the Gibbs sampler. British Journal of Mathematical and Statistical Psychology. 52: 79-92.
Bockenholt, Ulf. 1999. Measuring change: Mixed Markov models for ordinal panel data. British Journal of Mathematical and Statistical Psychology. 52: 125-136.
Bockenholt, Ulf. 1999. Analyzing multible emotions over time by autoregressive negative multinomial regression models. Journal of the American Statistical Association. 94: 757-765.
Bockenholt, Ulf. 1999. An INAR(1) negative multinomial regresion model for logitudinal count data. Psychometrika. 64: 53-67.
Bockenholt, Ulf and William Dillon. 1997. Modeling within-subject dependencies in ordinal paired comparision data. Psychometrika. 62: 414-434.
Bockenholt, Ulf and William Dillon. 1997. Modeling preference changes and competitive market structures in the pre-test market data. Journal of Marketing Research. 34: 130-142.
Ben-Akiva, Moshe, Daniel McFadden, Makoto Abe, Ulf Bockenholt, Denis Bolduc, Dinesh Gopinath, Takayuki Morikawa, Venkatram Ramaswamy, Vithala R. Rao, David Revelt and Dan Steinberg. 1997. Modeling methods for discrete choice analysis. Marketing Letters. 8: 273-286.
Bockenholt, Ulf. 1996. Analyzing multi-attribute ranking data: Joint and conditional approaches. British Journal of Mathematical and Statistical Psychology. 49: 57-78.
Heijden, P.G.M. van der, J. Dessens and Ulf Bockenholt. 1996. Estimating the concomitant variable latent class model with the EM algorithm. Journal of Educational and Behavioral Statistics. 21: 215-229.
Bockenholt, Ulf and Rolf Langeheine. 1996. Latent change in recurrent choice data. Psychometrika. 61: 285-302.
Dzhafarov, Ehtibar and Ulf Bockenholt. 1995. Decomposition of recurrent choices into stochastically independent counts. Journal of Mathematical Psychology. 39: 40-56.
Duijn, Marijte van and Ulf Bockenholt. 1995. Mixture models for the analysis of repeated count data. Applied Statistics. 44: 473-485.
Bockenholt, Ulf, Melinda Smith de Borrero, Ham Bozdogan, Wayne DeSarbo, William Dillon, Sunil Gupta, Wagner Kamakura, Ajith Kumar, Venkatram Ramaswamy and Michael Zenor. 1994. Issues in the estimation and application of latent structure models of choice. Marketing Letters. 5: 323-334.
Bockenholt, Ulf and Linda Hynan. 1994. Caveats on a process-tracing measure and a remedy. Journal of Behavioral Decision Making. 7: 103-118.
Wedell, Douglas and Ulf Bockenholt. 1994. Contemplating single versus multiple encounters of a risky prospect. American Journal of Psychology. 107: 499-518.
Bockenholt, Ulf and Linda Hynan. 1994. Differences and similarities between SI and SM: A reply to Payne and Bettman. Journal of Behavioral Decision Making. 7: 123-128.
Weber, Elke, Ulf Bockenholt, Denis Hilton and Brian Wallace. 1993. Determinants of diagnostic hypothesis generation Effects of information base rates and experience. Journal of Experimental Psychology: Learning, Memory, and Cognition. 19: 1151-1164.
Bockenholt, Ulf and Elke Weber. 1993. Toward a theory of hypothesis generation in diagnostic decision-making. Investigative Radiology. 28: 76-80.
Bockenholt, Ulf. 1993. The analysis of 'pick any/n' data with no prior knowledge. Kwantitatieve Methoden. 42: 109-127.
Bockenholt, Ulf. 1993. Estimating latent distributions in recurrent choices. Psychometrika. 58: 489-509.
Bockenholt, Ulf. 1993. A latent class regression approach for the analysis of recurrent choice data. British Journal of Mathematical and Statistical Psychology. 46: 95-118.
Bockenholt, Ulf. 1992. Use of formal models in medical decision making: A survey and analysis. Medical Decision Making. 12: 298-306.
Bockenholt, Ulf. 1992. Loglinear representation for multivariate choice data. Mathematical Social Sciences. 23: 235-250.
Bockenholt, Ulf. 1992. Thurstonian models for partial ranking data. British Journal of Mathematical and Statistical Psychology. 45: 31-49.
Bockenholt, Ulf and Ingo Böckenholt. 1991. Constrained latent class analysis Simultaneous classification and scaling of discrete choice data. Psychometrika. 56: 699-716.
Bockenholt, Ulf, Dietrich Albert, Michael Aschenbrenner and Franz Schmalhofer. 1991. The effect of attractiveness, dominance, and attriute differences on information acquisition in the multi-attribute binary choice. Organizational Behavior and Human Decision Processes. 49: 258-281.
Wedell, Douglas and Ulf Bockenholt. 1991. Effects of multiple plays on evaluations of gambles. Bulletin of the Psychonomic Society. 29: 530-530.
Bockenholt, Ulf and Ingo Böckenholt. 1990. Modeling individual differences in unfolding preference data: A restricted latent class approach. Applied Psychological Measurement. 14: 257-269.
Bockenholt, Ulf, Larry Rendell and Chelsea White III. 1990. Representation and use of knowledge for decision making in human, mechanized, and ideal agents. IEEE Transactions on Systems, Man, and Cybernetics. 20: 293-295.
Bockenholt, Ulf. 1990. Multivariate Thurstonian models. Psychometrika. 55: 391-404.
Bockenholt, Ulf and Ingo Böckenholt. 1990. Canonical analysis of contingency tables with linear constraints. Psychometrika. 55: 633-639.
Bockenholt, Ulf and Douglas Wedell. 1990. Moderation of preference reversals as a function of long-run vs. short-run perspective. Journal of Experimental Psychology: Human Performance and Perception. 16: 429-438.
Wasserman, Stanley and Ulf Bockenholt. 1989. Bootstrapping: Applications to Psychophysiology. Psychophysiology. 26: 208-221.
Bockenholt, Ulf. 1989. Analyzing optima in the exploration of multiple response surfaces. Biometrics. 45: 1001-1008.
Bockenholt, Ulf. 1988. A logistic representation of multivariate paired comparison models. Journal of Mathematical Psychology. 32: 44-63.
Working Papers
Aladjem, Maria, David Gal and Ulf Bockenholt. 2013. How Do I Love Thee? The Effect of Thought Generation on Product Ratings.
Ostinelli, Max and Ulf Bockenholt. 2013. Overcoming Lower Imagery Ability: The Palliative Effect of Procedural Priming.
Neumann, N., Ulf Bockenholt and A. Sinha. 2013. When Methodology Matters: How Research Design and Analysis Methods Generate or Reverse Extremeness Aversion.
Cruyff, Maarten, Ulf Bockenholt and P.G.M. van der Heijden. 2011. Testing and Correcting for Motivated Misreports in Randomized-Response Surveys: The Funnel-Question Design.
Ostinelli, Max and Ulf Bockenholt. 2011. Be Careful of What You Imagine, It Might Stick With You. Can Product Evaluations Induced by Mental Imagery Be Discounted?.
Ebbes, Peter, Ulf Bockenholt, Michel Wedel and Hyoryung Nam. 2011. Accounting for Regressor - Error Dependencies in Educational Data: A Bayesian Mixture Approach.
Book Chapters
Bockenholt, Ulf. 2013. "Preference Models with Latent Variables." In International Encyclopedia of the Social and Behavioral Sciences, edited by James D. Wright, Oxford: Elsevier Science Ltd., 2.
Heijden, P.G.M. van der, Ardo van den Hout, Maarten Cruyff and Ulf Bockenholt. Forthcoming. "Advances in logistic regression models for randomized response data." In Advances in latent class analysis: A Festschrift in honor of C. Mitchell Dayton, edited by G.R. Hancock and G.B. Macready, Charlotte, NC: Information Age Publishing, Inc..
Bockenholt, Ulf, Maarten Cruyff, Ardo van den Hout and P.G.M. van der Heijden. Forthcoming. "On the measurement of non-compliance using randomized response models." In Advances in latent class analysis: A Festschrift in honor of C. Mitchell Dayton, edited by G.R. Hancock and G. B. Macready, Charlotte, NC: Information Age Publishing, Inc..
Heijden, P.G.M. Van der, Maarten Cruyff and Ulf Bockenholt. 2014. "Randomized Response Methods." In Encyclopedia of Criminology and Criminal Justice, edited by Gerben Bruinsma and David Weisburd, New York: Springer.
Jong, Martijn G. De and Ulf Bockenholt. 2013. "IRT Models in Marketing Research." In Handbook of Item Response Theory: Models, statistical Tools and Applications, edited by Wim J. van der Linden and Ronald Hambleton, New York: Springer-Verlag.
Maydeu-Olivares, Albert and Ulf Bockenholt. 2009. "Preference Models." In Handbook of Quantitative Methods in Psychology, edited by R.E. Millsap & A. Maydeu-Olivares, Thousand Oaks: Sage.
Heijden, P.G.M. van der and Ulf Bockenholt. 2008. "Applications of randomized response methodology in e-commerce." In Statistical Methods in eCommerce Research, edited by W. Jank & G. Shmueli, 401-416. New York, NY: Wiley & Sons.
Bockenholt, Ulf and Rung-Ching Tsai. 2007. "Random-effects models for preference data." In Handbook of Statistics, edited by C.R. Rao & S. Sinharay, vol. 26, 447-468. Amsterdam, The Netherlands: Elsevier Science.
Bockenholt, Ulf. 2004. "Scaling of Preferential Choice." In Encyclopedia of Statistics in Behavioral Science, edited by B.S Everitt & D.C. Howell, vol. 4, 1790-1794. John Wiley & Sons, Ltd.
Bock, Darrell and Ulf Bockenholt. 2004. "Nominal response models." In Encyclopedia of Social Measurement, edited by K. Kempf-Leonard, 851-858. Elsevier Science Ltd..
Bockenholt, Ulf. 2004. "Models for paired comparisions." In Encyclopedia of Social Measurement, edited by K. Kempf-Leonard, 735-740. Elsevier Science Ltd.
Bockenholt, Ulf. 2001. "Comparison and choice: Analyzing discrete preference data by latent class scaling models." In Advances in latent class modeling, edited by McCutcheon, A. & Hagenaars, J., 163-182. Cabridge University Press.
Bockenholt, Ulf. 2001. "Psychometrics: Preference models with latent variables." In International Encyclopedia of the Social and Behavioral Sciences, edited by Smesler, N.J. & Baltes, P.B., vol. 17, 11965-11969. Elsevier Science Ltd..
Bockenholt, Ulf. 1998. "Modeling time-dependent preferences: Drifts in ideal points." In Visualization of Categorical Data, edited by Greenacre, M. & Blasius, J., 461-476. Lawrence Erlbaum Press.
Bockenholt, Ulf. 1998. "Latent-class scaling models for the analysis of longitudinal choice data." In Data Science, Classification and Related Methods, edited by Hayashi, C., Ohsumi, N., Yajima, K., Tanaka, Y., Bock, H.H., & Baba, Y., 518-524. New York, NY: Springer Verlag.
Bockenholt, Ulf. 1996. "Concomitant variables in latent change models." In Applications of Latent Trait and Latent Class Models in the Social Sciences, edited by Rost, J. & Langeheine, R., 361-369. Waxman Publications.
Bockenholt, Ulf and Yoshio Takane. 1994. "Linear constraints in correspondence analysis." In Correspondence Analysis in the Social Sciences: Recent Developments and Applications, edited by M. Greenacre & J. Blasius, 112-127. London, England: Academic Press.
Bockenholt, Ulf. 1993. "Applications of Thurstonian models to ranking data." In Probability Models of Perception and Cognition, edited by Fliegner, M. & Verducci, J., New York, NY: Springer, 157-172.
Bockenholt, Ulf and Keith Kroeger. 1993. "Time pressure effects in multi-attribute binary choices." In The Effects of Time Pressure and Stress in Human Judgment and Decision Making, edited by J. Maule & O. Svenson, 195-214. New York, NY: Plenum Press.
Bockenholt, Ulf. 1992. "Multivariate models of preference and choice." In Probablistic Multidimensional Models of Perception and Cognition, edited by G. Ashby, 89-113. Hillsdale, NJ: Lawrence Erlbaum.
Bockenholt, Ulf and Ingo Böckenholt. 1988. "A multivariate extension of probabilistic choice models." In The Many Faces of Multivariate Analysis, edited by M.G.H. Jansen & W.H. van Schuur, 240-253. Groningen: RION.
Bockenholt, Ulf. 1988. "Multivariate analysis of choice behavior." In Classification and Related Methods of Data Analysis, edited by H.H. Bock, 413-420. Amsterdam: North-Holland.
Aschenbrenner, Michael, Ulf Bockenholt, Dietrich Albert and Franz Schmalhofer. 1986. "The selection of dimensions when choosing between multi-attribute alternatives." In Issues in the West German Decision-Making, edited by R.W. Scholz, 63-78. New York, NY: Lang.
Bockenholt, Ulf, Martin Brocking, Gerhard Ernst, Udo Marten and Friedhelm Nachreiner. 1981. "Subjective satiation and monotony: Indices of job satisfaction." In Zur Psychologie der Arbeitsstrukturierung, edited by U.Kleinbeck & G. Ernst, 180-192. Frankfurt, Germany: Campus.

 
Print Teaching
Full-Time / Part-Time MBA
Marketing Research (MKTG-450-0)

This course counts toward the following majors: Managerial Analytics, Marketing, Marketing Management

The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Digital Marketing Analytics (MKTG-955-0)

This course counts toward the following majors: Marketing

In this course, we will practice using quantitative tools to facilitate informed marketing decisions. We will examine such questions as how to transform a Web site to build trust and sales, how to segment and target consumers using online recommendation systems, and how to combine database models and managerial intuition to make better business decisions. The objective is to develop a strong conceptual and practical understanding of the empirical tools we use to make business decisions. Although prior exposure to statistics is helpful, this class should be accessible to students with little background in statistics.

Doctoral
Special Topics in Marketing: Problems and Solutions in Applied Data Analysis (MKTG-530-1)
coming soon