Summer 2011 PHD Course

B9610-001: (PhD) Marketing Research Seminar

T - Full Term, 12:00PM to 02:00PM

Location: URI 307

Instructor: Donald Lehmann


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This course, designed primarly for Ph.D. students, examines research and research methods in several areas including meta analysis, response to new products, satisfaction, brand equity, customer value, multiple choices and decision makers, and the financial impact of marketing decisions as well as qualitative research. Participants read and discuss academic articles and prepare proposals for future research.



Donald Lehmann

George E. Warren Professor of Business, Chair of the Marketing Division Professor Lehmann teaches several different marketing courses. His research focuses on individual and group choice and decision making, the adoption of innovation and new product development, and the management and valuation of marketing assets (brands, customers). He is also interested in knowledge accumulation, empirical generalizations and information use. Lehmann has published more than 100 articles and books, serves on the editorial boards of several academic journals...

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