Student research works from MKTG 3650 course, Fall 2015

“Giddy up Cowboy! But Pay the Toll First: An Examination of Price Sensitivity of Various Services in the Equine Industry” – a study on Hinckley Equestrian Center.

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“Causation Marketing: The difference between ‘Dancing with the kids’ and ‘Dancing for the kids’ “- Miracle Network Dance Marathon

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 “Business Strategy: How to Increase Ticket Sales and Fan Attendance” – Columbus Blue JacketsIMG_3348

Marketing Research projects, from Otterbein students Fall 2015.

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“What Affects Attendance at Otterbein Home Football Games”

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“Understanding the Factors Affecting Consumer Exposure and Direct Mail Enticement Power” – Town Money Saver (a Westerville-based direct mailer founded in 1992)

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“Marketing Strategies of Family-owned Pizza Shop: How do Customers Arbitrate their Purchasing Habits?” – a study on Bosco’s Pizza Kitchen

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“Otterbein Bookstore: The Ultimate Convenience”

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“Jimmy V’s Grill & Pub: Increasing Student Traffic”

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“Day of the week, Incentives, and Advertisements – What will it take to get students involved?” – Otterbein Campus Service, Fall Plunge
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What is the ideal sample size for your research?

Now, it is time to use a scientific way to calculate the ideal sample size for your research project. Complete the task and bring the solution of problem 1 to class, by next Wednesday (Nov. 4) – this is your quiz problem for this week.

At the same time, develop your codebook in a word document for SPSS data input, following the codebook example I’ve shared.

4th Otterbein Analytics Career Panel. Welcome!

On Nov. 9, Monday, Otterbein University’s Center for Career $ Professional Development (CCPD), Otterbein AMA chapter will host an analytics career night featuring a three-person panel. The event will start promptly at 5:30 p.m. in Roush 114.

Panelists include:

Tim Wilson – Senior Partner at Analytics Demystified, a full-service digital analytics consultancy that created both Web Analytics Wednesday and Analysis Exchange to grow and strengthen the digital analytics community. Tim runs the monthly Web Analytics Wednesdays meet ups in Columbus, and he is the co-host of the Digital Analytics Power Hour, a bi-weekly podcast. Tim has been digital marketing and analytics professional for 13 years. Previously, he served as the Director of Measurement and Analytics at Resource Interactive, where he has worked for 3 years with a range of consumer brands, including HP, P&G, Limited Brands, and Nestle Purina. He also worked at Nationwide Insurance, Bulldog Solutions (a B-2-B marketing agency), and National Instruments. He graduated with a degree in Art and Design (Architecture) from MIT and completed his MBA at the University of Texas.

Allison Mendenhall, Manager of Advanced Analytics, Bath & Body Works Direct. Her team conducts web and customer analytics, email segmentation, testing program, and marketing attribution. Larger testing initiatives include email contact frequency and mobile optimization involving extended testing periods, cross-functional partnership, and complex analysis. Previously, she has been working for Victoria’s Secret Direct in Customer Analytics and space planning. Allison graduated from Ohio University with the degree in Finance and Marketing.

DeMichael Brown, Digital Analyst, Highlights for Children. DeMichael is responsible for analyzing and identifying opportunities from digital and online data sources including website behavior, current marketing programs, campaign planning, A/B testing, lift analysis, and translating data into meaningful summaries and recommendations for leadership. Previously, DeMichael worked for Highlights for Children as an Associate Campaign Analyst and has been in digital marketing area for years. Hailing from Tennessee, DeMichael graduated from the University of Tennessee with a Bachelors in Logistics. While working for Manta Media he was introduced to the world of analytics by a former colleague. With his new found passion for analytics in hand, he began working for Highlights for Children on Marketing Campaign and Web Analytics.

The schedule of events follows:

5:30-6:15 p.m. : Panelists discussion of what managers look for in an intern or entry-level hiring decisions, how to get a job in the business/web analytics industry, and how to get your first promotion.

6:15 – 6:30 p.m.: Question and answer from the audience (i.e., students)

Welcome!

Otterbein Analytics Career Panelist 2015

Bonus Point opportunity for MKTG 3850 Marketing Analytics students

Up to this point, in addition to basic descriptive statistics, we have covered the four main types of methods applied to Marketing Analytics – Inferential Analysis, Mean Comparison Analysis, Association Analysis, and Prediction Analysis with increasing complexity of analysis. Before we move on to more advanced analytics toolkits such as cluster analysis, factor analysis and conjoint analysis, let’s review the topics by completing this task.

Please find the table summary of these methods, in terms of purposes, variables involved, test statistics, hypotheses, SPSS operations as well as the interpretations/applications in marketing context, with sample answers to the first two methods. Complete the table summary by Oct. 29 for bonus points. Some discussions with more data examples will be introduced in class.

Expect your summary!