This seminar will focus on empirical modeling in Marketing. The course focuses on the basic set of tools and skills needed for quantitative modeling for marketing decisions. Specifically, the course has two objectives:
- Acquaint students current modeling techniques and key substantive findings, and
- Enable students to build their own quantitative models for marketing problems.
The course will cover a range of topics. We will study and discuss a few important articles that are relevant to each topic. The aim is that such discussions will stimulate critical thinking and foster an appreciation of the different facets involved in empirical modeling.
The course will take a “hands-on” approach to research. Classes will be a combination of lectures, discussions of assigned articles, and hands-on empirical analysis. What you get out of this course depends on what you — and your fellow seminar participants — put into it. You are expected to contribute to class discussions. You should actively listen and think critically about the concepts and issues. Reading the required papers for each class is the best way to prepare for class participation. You should be willing and able to present your analysis and viewpoint to the class when the opportunity presents itself.
Professor of Business
Professor Netzer's expertise centers on one of the major business challenges of the data-rich environment: developing quantitative methods that leverage data to gain a deeper understanding of customer behavior and guide firms' decisions. He focuses primarily on building statistical and econometric models to measure consumer preferences and understand how customer choices change over time, and across contexts. Most notably, he has developed a...