Nils Wernerfelt joined the marketing department at the Kellogg School of Management in 2023. Professor Wernerfelt’s research interests include online marketing, digital platforms, and analytics. Recent work has considered the impacts of privacy regulation on advertising effectiveness, the returns to consumers and advertisers from digital platforms, and the effectiveness of digital advertising for social good causes.
Professor Wernerfelt holds a PhD in Economics from MIT and a BA in Mathematics from Harvard. Prior to joining Kellogg, he was a Director on the Economics and Policy Research team at Meta.
The objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on research design, sampling, data collection, and data analysis to extract the most valuable information. Throughout the course, we examine the proper use of statistical analyses with an emphasis on the interpretation and use of results. Students work individually and in assigned teams to learn appropriate utilization of marketing research techniques to solve business problems. As experiential learning, teams will work on a capstone market research project for a client.