Quantitative methods in management research, part 2

Faculty: dr Aleksandra Szpulak, Department of Economic Analysis and Forecasting

Objectives

Main purpose is to show the way of testing business hypothesis using basic quantitative methods available in MS Excel and STATISTICA.

After this course Student should be able to:

Course organization and administration

Course is organized in one 10 hours session. Students work with the computers. Each lesson will be organized in the following order:

  1. description of the test/quantitative method: overall idea and principal assumptions
  2. indicating typical hypothesis,
  3. solving some examples using MS Excel and/or STATISTICA (all examples are based on real business research previously done by university researchers)

Required texts/readings

(50% of the readings should be devoted to contemporary research in the field described in the doctoral course title)

  1. Aaker D. A., Carman J. M., Jacobson R., Modeling Advertising – Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands, “Journal of Marketing Research”, Vol. XIX, February 1982, pp. 116 – 125
  2. Aharony J., Jones C. P., Swary I., An Analysis of Risk and Return Characteristics of Corporate Bankruptcy Using Capital Market Data, “The Journal of Finance”, Vol. XXXV, No. 4, September 1980, pp. 101 – 116
  3. Ball R., Brown P., An Empirical Evaluation of Accounting Income Numbers, “Journal of Accounting Research”, Autumn 1968, pp. 159 – 178
  4. Baumann C., Burton S., Ellott G., Determinants of Customer Loyalty and Share of Wallet in Retail Banking, “Journal of Financial Service Marketing”, Vol. 9, No. 3, 2005, pp. 231 – 248
  5. Botosan C. A., Disclosure Level and the Cost of Equity Capital, “The Accounting Review” Vol. 72, No. 3, July 1997, pp. 323 – 349
  6. Burdick R. K., Statement of Hypotheses in the Analysis of Variance, “Journal of Marketing Research”, Vol. XX, August 1983, pp. 320 – 324
  7. Gensch D., Shaman P., Models of Competitive Television Ratings, “Journal of Marketing Research”, Vol. XVII, August 1980, pp. 307 – 315
  8. Gupta S., Chintagunta P., Kaul A., Wittink D., Do Household Scanner Data Provide Representative Inferences From Brand Choices: A Comparison with Store Data, “Journal of Marketing Research”, Vol. 33, No. 4, Nov. 1996, pp. 383-398
  9. Hann J., Weber R., Information Systems Planning: A Model and empirical Tests, “Management Science”, Vol. 7, July 1996.
  10. Kalekar P. S. Time series forecasting using Holt-Winters Exponential Smoothing
  11. Karcher J. N., Auditors’ Ability to Discern the Presence of Ethical Problems, “Journal of Business Ethics”, Vol. 15, No. 10, October 1996
  12. Lawrence S. R., The Application of Analysis of Variance to Interfirm Comparison Ratios, “Journal of Business & Accounting”. Vol. 9, No. 4, 1982, pp. 523 – 530
  13. Mansfield E., Rapoport J., The Costs of Industrial Product Innovations, “Management Science”, Vol. 21, No. 12, August 1975, pp. 1380 – 1386
  14. Melnick E. L., Shoaf F. R., Multiple Regression Equals Analysis of Variance, “Journal of Advertising Research”, Vol. 17, No. 3, June 1977, pp. 27 – 31
  15. Pont M., McQuilken L., An Empirical Investigation of Customer Satisfaction and Loyalty Across Two Divergent Bank Segments, “Journal of Financial Services Marketing”, Vol. 9, No. 4, Jun 2005, pp.344 – 359
  16. Wheeler J. O., The corporate role of large metropolitan areas in the United States, “Growth and Change”, Spring 1998

Course Requirements and evaluation:

  1. attendance at the sessions and participation in the discussion
  2. project preparation and presentation

Course schedule (10 hours)

Lecture 1

Duration: 2 hours

Literature/readings:

Theory:
  1. Averaging and exponential smoothing: http://www.duke.edu/~rnau/411avg.htm
  2. Kalekar P. S. Time series forecasting using Holt-Winters Exponential Smoothing
  3. Holt’s linear model: https://www.cs.tcd.ie/Rozenn.Dahyot/ST370/07ExponentialSmoothing.pdf
Applications:
  1. Aaker D. A., Carman J. M., Jacobson R., Modeling Advertising – Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands, “Journal of Marketing Research”, Vol. XIX, February 1982, pp. 116 – 125
  2. Aharony J., Jones C. P., Swary I., An Analysis of Risk and Return Characteristics of Corporate Bankruptcy Using Capital Market Data, “The Journal of Finance”, Vol. XXXV, No. 4, September 1980, pp. 101 – 116
  3. Gensch D., Shaman P., Models of Competitive Television Ratings, “Journal of Marketing Research”, Vol. XVII, August 1980, pp. 307 – 315

Lecture 2

Duration: 2 hours

Literature/readings:

Theory:

  1. Burdick R. K., Statement of Hypotheses in the Analysis of Variance, “Journal of Marketing Research”, Vol. XX, August 1983, pp. 320 – 324
Applications:
  1. Pont M., McQuilken L., An Empirical Investigation of Customer Satisfaction and Loyalty Across Two Divergent Bank Segments, “Journal of Financial Services Marketing”, Vol. 9, No. 4, Jun 2005, pp.344 – 359
  2. Lawrence S. R., The Application of Analysis of Variance to Interfirm Comparison Ratios, “Journal of Business & Accounting”, Vol. 9, No. 4, 1982, pp. 523 – 530

Lecture 3

Duration: 2 hours

Literature/readings:

  1. Melnick E. L., Shoaf F. R., Multiple Regression Equals Analysis of Variance, “Journal of Advertising Research”, Vol. 17, No. 3, June 1977, pp. 27 – 31
  2. Ball R., Brown P., An Empirical Evaluation of Accounting Income Numbers”, “Journal of Accounting Research”, Autumn 1968, pp. 159 – 178
  3. Baumann C., Burton S., Ellott G., Determinants of Customer Loyalty and Share of Wallet in Retail Banking, “Journal of Financial Service Marketing”, Vol. 9, No. 3, 2005, pp. 231 – 248
  4. Botosan C. A., Disclosure Level and the Cost of Equity Capital, “The Accounting Review”, Vol. 72, No. 3, July 1997, pp. 323 – 349
  5. Mansfield E., Rapoport J., The Costs of Industrial Product Innovations, “Management Science”, Vol. 21, No. 12, August 1975, pp. 1380 – 1386

Lecture 4

Duration: 2 hours

Literature/readings:

Theory:

  1. http://www.jerrydallal.com/LHSP/npar.htm

Applications:

  1. Hann J., Weber R., Information Systems Planning: A Model and empirical Tests, “Management Science”, Vol. 7, July 1996.
  2. Wheeler J. O., The corporate role of large metropolitan areas in the United States, “Growth and Change”, Spring 1998

Lecture 5

Duration: 2 hours

Literature/readings:

Theory

  1. http://www.wright.edu/~dan.voss/stt667/ch.categorical.data.analysis.notes.pdf

Applications:

  1. Gupta S., Chintagunta P., Kaul A., Wittink D., Do Household Scanner Data Provide Representative Inferences From Brand Choices: A Comparison with Store Data, “Journal of Marketing Research”, Vol. 33, No. 4, Nov. 1996, pp. 383-398
  2. Karcher J. N., Auditors’ Ability to Discern the Presence of Ethical Problems, “Journal of Business Ethics”, Vol. 15, No. 10, October 1996

Total: 10 hours

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