365-1085-00L  Business Experimentation

SemesterFrühjahrssemester 2017
DozierendeM. Zimmer
Periodizitätjährlich wiederkehrende Veranstaltung
LehrspracheEnglisch
KommentarExclusively for MAS MTEC students (2nd semester).

Limited number of participants: a minimum of 10 persons and a maximum of 25 persons.

Please register by 27 February 2017 at the latest via myStudies.



Lehrveranstaltungen

NummerTitelUmfangDozierende
365-1085-00 SBusiness Experimentation Für Fachstudierende und Hörer/-innen ist eine Spezialbewilligung der Dozierenden notwendig.
Please note the irregular lecture dates.

Pre-course information and course material will be available on Moodle via myStudies (button "Learning Materials"). The Moodle site will be accessible by mid November 2016.
22s Std.
Mi13:15-15:00WEV F 109 »
13:15-15:00WEV F 110 »
13:15-15:00WEV F 111 »
M. Zimmer

Katalogdaten

KurzbeschreibungThis seminar teaches students how to design, conduct and analyze small but insightful experiments in business environments.
LernzielAfter participating in this course, students will be able to:
1) Recognize situations in their work routines in which empirical testing is helpful or even necessary
2) Translate the business problem into a research question
3) Identify structural, situational, and contextual factors that might influence the outcome and formulate hypotheses
4) Select the proper experimental design
5) Develop experimental treatments and stimuli
6) Determine sample characteristics
7) Collect data for business experiments
8) Analyze experimental data
9) Derive managerial implications from the empirical results
10) Consider ethical issues in the context of business experiments
InhaltSeemingly ubiquitous "big data" from human and technical sources promise radically new insights into the customer's mind but come with some strings attached: collecting and analyzing "big data" is expensive and complex; translating results into managerial implications is usually difficult.

In this seminar, we present a more efficient way to create knowledge about customers: marketing experimentation - the systemic variation of marketing parameters, which are expected to have an impact on central customer variables such as buying behavior, customer value or brand image. In contrast to big data marketing analytics, smart business experiments are easy to handle and the results are easy to implement. In this seminar, students will be given the necessary skills and knowledge to plan, conduct and analyze their own business experiments.
LiteraturAnderson, Eric T. and Duncan Simester (2011), "A Step-by-Step Guide to Smart Business Experiments," Harvard Business Review, 89 (3), 98-105-105.

Davenport, Thomas H. (2009), "How to Design Smart Business Experiments," Harvard Business Review, 87 (2), 68-76.

Leistungskontrolle

Information zur Leistungskontrolle (gültig bis die Lerneinheit neu gelesen wird)
Leistungskontrolle als Semesterkurs
ECTS Kreditpunkte2 KP
PrüfendeM. Zimmer
Formbenotete Semesterleistung
PrüfungsspracheEnglisch
RepetitionRepetition nur nach erneuter Belegung der Lerneinheit möglich.

Lernmaterialien

Keine öffentlichen Lernmaterialien verfügbar.
Es werden nur die öffentlichen Lernmaterialien aufgeführt.

Gruppen

Keine Informationen zu Gruppen vorhanden.

Einschränkungen

Allgemein : Für Fachstudierende und Hörer/-innen ist eine Spezialbewilligung der Dozierenden notwendig
PlätzeMaximal 25
VorrangDie Belegung der Lerneinheit ist nur durch die primäre Zielgruppe möglich
Primäre ZielgruppeMAS ETH in Management, Technology, and Economics (365000)
WartelisteBis 27.02.2017
BelegungsendeBelegung nur bis 27.02.2017 möglich

Angeboten in

StudiengangBereichTyp
MAS in Management, Technology, and EconomicsWahlfächerWInformation