This document provides an outline for marketing research lectures including session breakdown, internal assessments, textbooks, and software. Key terms like marketing research, problem identification vs problem solving research, risk vs uncertainty, and decision tree analysis are introduced. Examples of conditional payoff tables and decision trees are provided.

1. Introduction to Marketing Research Lecture 1 Hamendra Dangi [email_address] ms.edu 9968316938 H Dangi, FMS

15. Conditional Pay off Table H Dangi, FMS I hear, I forget I see, I remember I do I understand State of Nature/ Strategy 13 14 15 13 39 37 35 14 39 42 40 15 39 42 45

17. Pay off table H Dangi, FMS Prob. 20 25 40 60 20 0.10 40 30 0 -40 25 0.30 40 50 20 -20 40 0.50 40 50 80 40 60 0.10 40 50 80 120

19. EOL H Dangi, FMS I hear, I forget I see, I remember I do I understand Events / Demand Prob 20 25 40 60 20 0.10 0 10 40 80 25 0.30 10 0 30 70 40 0.50 40 30 0 40 60 0.10 80 70 40 0 EOL 31 23 17 49