Marketing Research & Analytics

MKT 378

This course provides hands-on training in research design, data collection, and analysis using R. You’ll learn to translate quantitative findings into actionable marketing insights—and build skills that transfer to any data-driven role.

Interactive Tools

These Shiny applications help you explore statistical concepts visually. Play with them to build intuition before diving into the math.

  1. Week 2: Bagel Run Predictor — Our first attempts at some basic model comparisons…but make it about bagels…

More Coming Soon · Links to Shiny apps will be added as they’re migrated to the new site.

Coding Assignments

These assignments build your R skills progressively. Each is designed to be accessible—you don’t need prior programming experience.

Getting Started

  1. Week 1: File Management Practice — Install R/RStudio, set up your folders, learn relative paths

  2. Week 2: Stout Exercise — Practice loading data, intro to model comparison

  3. Week 3: Coffee Errors Exercise — In this exercise you will calculate A LOT (sorry but it’s important for building understanding long term) of different types of error

  4. Week 3: Stout Festival Exercise — New data from our week 2 client! Now we’ll play with different measures of central tendency and error

More coming · Additional assignments will be added throughout the semester.

Resources

Setup

Before the first assignment, you’ll need:

  1. R — Download from CRAN
  2. RStudio — Download from Posit

I’ll walk through installation in class, but these links have everything you need.

References

Getting Help

Stuck on an assignment? In order:

  1. Re-read the error message carefully
  2. Google the error message (seriously—this is what professionals do)
  3. Check the course discussion board
  4. Come to office hours