• An introduction to the concept of value
• Value and willingness-to-pay
• The marketing research process
• Estimating willingness-to-pay using auctions
• Elements of quantitative survey design
• Segmentation using cluster analysis
• Ethical issues in marketing research

Week 1: Value and Willingness to pay

• Setting the Framework
• Elements of Value
• Value and Willingness to Pay (WTP)
• An Example: WTP
• From Problem Definition to Decision Making

Week 2: Indirect Measurements of Value

• Exaggeration Bias
• Second Price Auctions
• The Van Westendorp method
• Conjoint Analysis

Week 3: Survey Design, Constructs and Scales

• Defining Survey
• Asking the Right Questions
• Common Pitfalls in Survey Design
• Construct Validation
• Likert Scale
• Cronbach’s Alpha

Week 4: Segmentation, Targeting and Positioning

• Defining STP
• An Example: STP
• k means clustering algorithm
• Application of k means clustering to market segmentation

Week 5: Ethics of Marketing Research

• Ethical Dilemmas
• Price Discrimination
• Privacy and Targeted Advertising
• Influencer Marketing