Category: Teaching
How to quickly and easily make a customer heatmap with R
This is a good task for a marketing analytics course. It’s very easy to map out where customers are coming from. Why would you do that? So many reasons! So you know where to market to, where to add new locations, etc. This simple code below uses R software. Acknowledgment: I used some code from […]
Thirsty dudes messing up skin care product promotions: a mini-case study
Yesterday I noticed an ad on Facebook for Jessica Alba’s skincare routine. I was surprised to be targeted with the ad to be honest because I’m not into skin care products, and I’m not a female, which would seem to be the target audience. I had recently visited the Honest Company website, which the ad […]
The mystery of the “Red Potato Chip Study” Part 1
Picture is the author attempting to replicate the red chip protocol with his children acting as lab assistants. Prior to Brian Wansink being relieved of his duties due to scientific misconduct and his subsequent resignation, he ran the “Red Potato Chip Study” (Geier, Wansink & Rozin, 2012). The study claimed that people would eat fewer […]
Updating your CB (Consumer Behavior) course to reflect the replication crisis
According to Evanschitzky et al. (2007), teachers should ignore findings until they have been replicated. Unfortunately, only a very small portion of all marketing studies have withstood the scrutiny of direct, preregistered replication. Moreover, a lot of things came to light in 2021 that should give us pause before we blindly endorse the collective works […]
Designing, running and analyzing survey data during one class period
Today in my undergraduate Marketing Research class my students and I designed a survey to collect their opinions of State Farm’s decision to pull Aaron Rodgers ads. We were able to design the survey in Qualtrics, get students’ responses, and analyze the data during a 75-minute class period. This was made possible through the use […]
