MAS 6V05-501 Advanced Marketing Research with SAS

Call number 13386

Spring 2008
Meeting Time: M 7:00 pm - 9:45 pm Prof. Ernan Haruvy
Classroom: SOM 2.901
Lab: 1.302 (Thuan Nguyen x4482) Email: eharuvy@utdallas.edu
Office Hours: M 6:00 pm – 7:00 pm
Teaching Assistant:

Required Text:
1. Applied Statistics and the SAS Programming Language, by Cody and Smith (5th Edition)
(Paperback), Prentice Hall, ISBN-10: 0131465325
2. Instructor’s packet available at on-campus and off-campus bookstores

Course Description
This course will provide students with an overview of marketing research with an
emphasis on statistical analysis of marketing data sets using the SAS statistical package.
This course will provide fundamental grounding in the SAS data step and SAS
procedures. The data step is the environment for accessing, structuring, formatting and
manipulating data. Students will learn how to summarize, analyze, and display data using
the power of SAS procedures. In particular, students will be given many examples of the
interface between data steps and procedures to get information out of data.
Special attention will be given to marketing data collection and analysis with an
emphasis on demand forecasting and customer segmentation. Students in this course will
develop an understanding of marketing research and applications and learn to recognize
their significance and scope of data analysis in marketing. The lectures will be
interspersed with class discussions. Students are expected to actively participate in
constructive class discussions.
This course will involve a great deal of programming. While Students can
purchase their own student license from SAS, the school’s labs have SAS installed and
students are encouraged to do their assignments there.

Pre-requisites and Overlap with Other Courses: This class does not have a pre-
requisite other than Marketing Management 6301. However, you may find that you are
familiar with some topics from Database Marketing and Marketing Research. This
overlap is intentional. To best utilize what you learn in this class, you may wish to take
these other two courses, but the order in which you take these courses is not critical.

Course Policy
Attendance is important. Participation is even more important. Participation is not
attendance. It is based on your level of involvement in discussion, leadership in the group,
level of preparedness, and demonstrated knowledge. Please ensure that project submissions
are made on time. In fairness to the other groups, late submissions will be penalized.
Peer Evaluation: Your share in the group’s grade will be determined by your peer evaluation score.
Please abide strictly by the Academic Honor Code.
Course Evaluation and Grading
Participation 10% Based on involvement in the class discussions.
Individual Assignments 20%
Project Write-up 20% Each group will submit a final written project report.
Project Presentation 10% Each group will present its project to the class.
Midterm 20% Closed book
Final Exam 20% Closed book
100%

Individual Assignments
These are simple problems from the book. Solutions will be submitted online. Copying will
be punished severely.

Group Project Write-up. I have several sample datasets which I will divide among the groups,
with groups getting some limited choice in the datasets they work on. Additionally, each group
will collect survey data or other data related to their dataset and will present both sets of results in
one project. For data collection, a minimum of 150 individual observations is expected. Both of
these data sets will be analyzed in accordance with the material we cover in class.

COURSE PLAN

Date Topic
Jan 7 Introduction to the Course. Overview of the Research
Project.

The Marketing Research Process

Marketing Data Collection. How to collect data.

o Survey methodology
o Primary Data
o Secondary Data

Jan 14 Marketing Research Topics

Ch. 1. Introduction to SAS

Creating a SAS data set from raw data (Ch. 1)

Jan 21 MLK Day
Jan 28 Manipulating Data (Ch. 1):
 Simple arithmetic operations, Conditionals, sorting data,
combining data sets, relating information from multiple
sources, data translation tools, manipulating and formatting
date values
Feb 4 Presenting Data (ch. 2),

Writing simple reports, Descriptive statistics and

summaries, Boxplot, histogram, probability plots, Breaking
into subgroups, bar charts

Graphics: Charting and plotting data

Feb 11 Analyzing Data

Bivariate Statistics

Contingency Tables: PROC FREQ

Comparing Distributions: PROC TTEST

Correlations: PROC CORR

Feb 18 Factor Analysis
Feb 25 First Midterm

Lab session
March 3 Clustering, Discriminant Analysis
March 19 Spring Break
March 17 Linear Regression: PROC REG, GLM

Analysis of Variance: PROC ANOVA

March 24 Discrete Choice Regressions: PROC LOGISTIC
March 31 Simultaneous regressions
April 7 Duration models
April 14 SAS Macros
April 21 Exam
April 28 Presentations