SiMON FRASER UNIVERSITY
?
S-14- 1(P3
MEMORANDUM
SENATE
.. From. SENATE GRADUATE STUDIES COMMITTEE
................
Subject ... ... ...
.FEWç9pRS
•
. ECON
. §
91-5 ?
Date ?
NOVEMBER
14, 1974
896-5. 897-5
11OTION ?
"That Senate approve
the following courses:
ECON
891-5
The Economics of Public Choice
ECON
895-5
Marketing Measurement
ECON
896-5
Marketing Theory and Models
ECON
897-5
Consumer Behavior"
40
.40
SIMON FRASER UNIVERSITY
.
To: Members of Senate
?
?
From: Office of the
Dean of Graduate
Studies
Subject: New Courses
?
Date: November 6, 1974
MOTION:
?
That Senate approve the following courses:
Econ 891-5 The Economics of Public Choice
Econ 895-5 Marketing Measurement
Econ 896-5 Marketing Theory and Models
Econ 897-5 Consumer Behavior
These courses were approved by the Senate Graduate
Studies Committee on November 4, 1974.
Jon Wheatley
Dean of Graduate
Studies.
min/
0
7
T
SIMON FRASER UNIVERSITY
New Graduate Course Proposal Form
?
Form GS.8
.IMLENDAR
Department:
?
Economics & Commerc
e ?
Course Number: Ecori 891-5
Title:
?
' ?
The Economics of Public Choice
Description:
?
The course will apply economic theory to the anal
al choice. Some of
'
the topics studied will be coalition formation
behavior; allocations under various property rights system; optimal
goods, externality andmarket failure; social cost of public sector
discrimination, nationalism and crime.
Credit Hours:
?
5 ?
Vector: ?
5-0-0 ?
Prerequisite(s) if
(sis of non-market, politic-
nd rational voter
constitutions; public
externalities; federalism;
any: Econ.800 or permission
2.
ENROLLMENT AND SCHEDULING:
Estimated Enrollment: 8 to 10
?
When will the course first be offered: Fall
1975
or Spring 76
How often will the course be offered: Every year.
3.
JUSTIFICATION:
Basically there are two. First, the field is a recognized scholarly area and addresses itself
to the important question of how rational choice theory can be used to analyze public choice
in a way analogous to orthodox price theory of the market sector. , That such a field exists,
is viable, and growing is suggested by the membership of its professional organization, the
Public Choice Society, which from its origins in the early sixties has grown from a handful
of economists to perhaps five hundred scholars. Many major universities including Toronto,
Carleton, Western Ontario, Harvard, UCLA, Yale, Johns Hopkins, Texas, Virginia, Washington
(St. Louis) and Virginia Polytechnic Institute offer graduate courses and a Ph.D. field
in this subject.
The second justification is that this course along with Econ. 890 would provide the core
for a Ph.D. field: Public Finance and Public Choice. Econ. 890 assumes that public
choices are exogenously given and analyzes the effects of their alteration on private
0
arkets and Individuals. Econ.
891
would consider the sources of alteration in the public
choices themselves.
-2-
Which Faculty member will normally teach the course: Thomas E. Borcherding; Zane A. Spindler
What are the budgetary implications of mounting the course:None.
Are there sufficient Library resources (append details):
-
Yes.
All books and articles are
available.
Appended: a) Outline of the Course
b)
An indication of the competence of the Faculty member to give the course
c)
Library resources
Approved Departmental
Faculty Graduate
Graduate
Studies Committee
Studies
________
CommitteeAj/
?
I
Date:
Date: ?
IOct
/i'4
_________
? Date
___
?
Faculty:
?
______________________________
?
_____
Senate Graduate Studies Committee: ?
Date:l.Z.I ?
7
Senate:
?
_____Date:___________
.
?
GS. 18/1/71
49
The Economics of Public Choice
Outline ?
S
Anarchy and the Establishment of Property Rights
(a)
What are property rights?
(b)
Hobbes'S and the Contractarian approach to.the creation.
of property rights
TI
?
Competitive Allocations with Costless Enforcements of Property Rights
(a)
Positive analysis
(b)
Notion of optimal allocations
ITT ?
Some Forms
(a)
(b)
.
?
(c)
(d)
(e)
of Market "Failures" under Positive Transactions Costs
What is a Firm?
Monopoly: natural and contrived
Externalities
Public 1oods and the "free riding" problem
Some applications
IV
?
Voting as an Alternative Institution for Social Choice
(a)
Optimal constitutions, social welfare functions, and
the positive theory of jurisprudence
(b)
Coalition formation, parties and political entrepreneurs
(c)
The logic of the citizen-voter
(d)
The possibility of consistent social choice
(e)
Externalities from government or "polity failure"
(f)
Some empirical applications
V ?
The Economics of Income Redistribution
(a)
Positive theory and empirical tests
(b)
Normative implications
vi
?
Bureaucracy and the problem of Non-Competitive Supply of Public Services
(a)
Why public supply?
(b)
Theory and testing
(c)
Alternatives to public supply of public services
outline (con't.)
VII ?
The Theory of Clubs and Federalism
(a)
The notion of optimal jurisdictions
(b)
Revenue sharing and tax exportations in the U.S.
and Canada'
viii ?
The Social imbalance Hypothesis
(a) Galbraith and his critics
(h) The growth of government in Canada, the U.S., and
the U.K.,and Its causes.
'1
LX
?
Some Other
()
(b)
(c)
(d)
O ?
(e)
.( f)
Applications of Non-Market Decision Making
The economics of the university
Nationalism as an economic phenomenon
Discrimination, forced integration and separatism
Health care and hospitals under alternative institutions
Rationing as a political exercise in consumer nionopsofly
The economics of custom and manners
Selected Readings from Bibliography
(Outline available from Library)
T.
?
Gordon Tul lock (ed.), Explorations in the Theory of Anarchy (1972)
Francis Bator, "The Simple Analytics of Welfare Maximization',
Am. Econ.
Rev.
(Sept. 1957).
[it. ' Ronald Coase, "The Problem of Social Cost," J. of Law and Econ.
(Oct.
1960).
Paul A. Samuelson, "A DiagramatiC Exposition of a Theory df Public
?
Expenditures,"
•
Rev. of Econ. and Stats. ,(Nov.
1955).
Harold Demsetz, "Why Regulate Utilities," J. of Law and Econ. (Aprl.
1968).
John McManus, "The Organization of Production," Can. J. of Econ.
(forthcomIng).
0
11
IV. James Buckhnan
Anthony Downs,
William Riker,
Albert Breton,
Mar.cur Olson,
Kenneth Arrow,
Gordon Tul lock
and Gordon Tullock, The Calculus of Consent (1962).
An Economic Theory of Democracy (1957).
The Theory of Political Coalitions (1962).
The Theory of Representative Government (1973).
The Logic of Collective Action (1965).
Social Choice and Individual Values (2nd ed.,1963).
Towards a Mathematics of Politics (1967).
V.
George Stigler, "Director's Law of Public income Distribution,"
J. of
--
Law
and
'
Econ. (Apr: 1970).
Gordon Tullock, "The Charity of the Uncharitable," West. Econ. J.
(Dec. 1971).
Harold Hochman and James Rodgers, "Pareto Optimal Redistribution,"
Am. Econ. Rev. (Sept. 1969).
D.M. Winch, "Pareto, Public Goods and Politics," Can. J. of Econ.
(Nov. 1969).
VI.
William N. Niskanen, Bureaucracy and Representative Government (1971).
Armen Alchian and Reuben Kessel, "Competition, Monopoly and the
Pursuit of Pecuniary Gain," in Aspects of Labor Economics
(1962).
J.L. Migue and G. Belanger, "Toward a General Theory of Managerial
Discretion," Public Choice (forthcoming)
Gordon Tullock, The Politics of Bureaucracy (1965).
J.C. Weldon, "Public Goods and Federalism," Can. J. of Econ. (May, 1966).
Albert Breton and Anthony Scott, The Economics of Federalism
(forthcoming).
Charles Goetz, What is Revenue Sharing? (1973).
'!TtI. ?
J.K. Galbraith, The Affluent Society (1958).
Thomas E. Borcherding (ed.), Budgets and Bureaucrats: The Sources of
Government Growth (forthcoming).
Allan T. Peacock and Jack Wiseman, The Growth of Public Expenditure
in the United Kingdom (1961).
Richard Bird, The Growth of Government Spending in Canada
(1970).
IX. ?
Armen Aichian, "Private Property and the Relative Cost of Tenure,"
in The Public Stake in Union Power
(1958).
Albert Breton, "The Economics of Nationalism," J. of Pol. Con.
(Aug.
1964).
C.M. Lindsay, The Economics of Medical Care in the U.S.
Vetrans Administration
Hospital (forthcoming).
T.E. Borcherding, "The Economics of Segregation and Forced?
Integration: Public Choice with Tie-Ins," ms.
James M. Buchanan and Nicholas Tidesnan, "The Political Economy
of Rationing," J. of Pol. Econ. (forthcoming).
Roland McKeon, "The Economics of Courtesy," in Essays in Honor of
Milton Friedman (forthcoming).
4.
.
0
SU'ON FRASER UNIVERSITY
i
r
?
iy 1
4
Jq , ?
g
New Graduate Course Proposal Form
?
Form CS.8
CALENDAR INFORMATION:
Course Number
t.tmont: Economica arid Commerce
Title: Marketing Measurement
Description:
?
The course will focus on t
?
and analysis of non-accounting?
measurements from sources both internal and external to the firm, with the
purpose of the understanding of the, use of such measurements in market segmentation.
Credit Hours:
?
5
?
Vector:
prerequisite(s) if any:____________
Seen -433 3 - Econ
835-5
ENROLLMENT AND SCHEDULING:.
Estimated Enrollment: 6 - 10
?
When will the course first be offered:75-3, 76-1 or 76-2
How often will the course be offered:once a year
(o
JUsTlF1c.2iL This course will be part of
approved marketing field for graduate
nmbinatiofl of Economics and Commerce
un
?
and is made pose
a three course sequence constituting
study.within the department. The
fields in graduate study would be
by the nature of our department.
an
RESOURCES:
Which Factilty member will normally teach the course:B. Schoner. D. Mann
What are the budgetary implications of mounting the course:
Are there sufficient Library resources (append details):
?
Yes
Appended: a) Outline of the Course
b)
An indication of the competence of the Faculty member to give the course
c)
Library resources
Departmental Graduate Studies Committee
Faculty Graduate Studies
?
ttee:
Faculty:
Senate Graduate Studies Committee
Approved:
(o
Date:
Date: ?
/7 ?
-
Date:
(9e
30,,?7+
Date:I2-!,
_74
Date:________________
Senate:
GS.18/l/ll
Market ?
I ng
easurement
M
This course will focus on the generation and analysis of non-accounting
0 ?
marketing measurements from sources both internal and external to the
firm, with the ultimate goal of understanding the use of such measurements in
in market segmentation.
Major Topics
I. Fundamentals of Measurement
a.
Measurement in the physical sciences
b.
The problems of representation and uniqueness
c.
Measurement in the social sciences
2. Construction of scales
3. Sources of Measurement error
a.
Experimental Design to minimize error
b.
Analysis of validity
c.
analysis of reliability
4. Multidemensional methods
a.
Factor analysis
b.
Multidimentional Scaling
c.
Discriminant analysis
5. Market Segmentation measures
a.
Use of socio-demographic and economic characteristics
b.
Use of personality and life-style characteristics
c.
Situation specifiá characteristics
d.
Relation to micro-economics
6. Design of segmentation studies
co
t
BIBLIOGRAPHY
(I
Aaker, David, Multivariate Analysis in Marketing. Belmont, California:
Wadsworth, 1971.
Ackoff, R.L., Scientific Method: Applying Research Decisions. New York:
Wiley, 1962.
Adams, G.F., "Consumer Attidues, Buying Plans and Purchase of Durable
Goods: A Principal Components, Time Series Approach," Review of
Economics and Statistics, XXXVI (November 1964),
347-55.
Alpert, L., and R. Gatty, "Product Positioning by Behavioral Life-Styles,"
Journal of Marketing, XXXIII (April 1969), 65-69.
Andreasen, A.R., "Geographic Mobility and Market Segmentation," Journal of
Marketing Research, III (November 1966), 341-48.
Asseal, H., "Segmenting Markets by Group Purchasing Behavior: An Application
?
of the AID Technique," Journal of Marketing Research, VII (May 1970),
153-58.
and G.S. Day, "Attitudes and Awareness as Predictors of Market
Share," Journal of Advertising Research, VIII (December 1968), 3-10.
Axelrod, J.N., "Attitude Measures That Predict Purchase," Journal of Adver-
tising Research, VIII (March 1968), 3-17.
Banks, S., "Some Correlates of Coffee and Cleanser Brand Shares," Journal of
Advertising Research, I (June 1961), 22-28.
"The Relationship between Preference and Purchase of Brands," Journal
of Marketing, XV (1950-51), 145-57.
Barclay, W., "The Semantic Differential as an Index of Brand Attitude,"
Journal of Advertising Research, IV (March 1964), 30-33.
Barton, S.G., "The Life Cycle and Buying Patterns, in L.H. Clark, ed., Con-
?
Sumer Behavior, Vol. II New York: New York University Press, 1955.
Bass, F.M., D.J. Tigert, and R.T. Lonsdale, "Market Segmentation: Group versus
?
Individual Behavior," Journal of Marketing ResearchrV (August 1968),
264-70.
Page 2.
11,4
1-110
Benson, P.H., "Consumer Preference Distributions in the Analysis of Market
Segmentation." Chicago: American Marketing Association, 1962.
"Individual Exposure to Advertising and Changes in Brands Bought,"
Journal of Advertising Research, VII (December 1967), 27-31.
Bieda, J.C., and H.H. KassarJIan, "An Overview of Market Segmentation," in
B.A. Morin, ed., Marketing in a Changing World,
pp.
249-53. Proceedings
of the American Marketing Association Conference, Atlanta, Ga., June
16-19, 1969.
Birdwell, A.E., "A Study of the Influence of Image Congruence on Consumer Choice,"
Journal of. Business, XLI (January 1968), 76-88.
Bowman, B.F., and F.E. McCormick, "Market Segmentation and Marketing
'Mixes," Journal of Marketing, XVI (January 1961), 25-29.
Brody, R.P., and S.M. Cunningham, "Personality Variables and the Consumer
Decision Process," Journal of Marketing Research, V (February 1968),
50-57.
Bucklin, L. P., "Consumer Search, Role Enactment and Market Efficiency,"
Jurnal of Businessy XLII (October 1969) 416-38.
Campbell, D.T. and Stanley, J.C. Experimental and Quasi-Experimental Designs. for
for Research, Chicago: Rand McNally, 1963.
Cardozo, R.N., "Segmenting the Industrial Market," in R.L. King, ed.,
Market-
ing and the New Science of Planning,
pp.
433-40. Proceedings of the Amer-
ican Marketing Association Conference, Denver, Color., Fail 1968.
Carman, J.M., The Application of Social Class in Market Segmentation. Berkeley,
Calif.: University of California, Institute of Business and Economic Re-
search, Research Program in Marketing, 1956 (a)
Correlates of Brand Loyalty: Some Positive Results," Journal of Market-
ing Research, VII (February 1970), 95-66.
Carnap, R.J., Philosophical Foundations of Physics: An Introduction to the
Philosophy of Science, New York: Basic Books, 1966
Page 3
Crane, E., "Market Segmentation: An Evaluati ion," in R. Moyer, ed., Changing
Marketing Systems. Proceedings of the American Marketing Association
Conference, Washington, Winter 1967.
Cunningham, R., 'Measurement of Brand Loyalty," The Marketing Revoltion.
Proceedings of the American Marketing Association Conference, New York,
December 27-29, 1955, 39-45.
Cunningham, S.M., "Perceived Risk and Brand Loyalty," In D.F. Cox, Ed.,
Risk Taking and Information Handling in Consumer Behavior,
pp.
507-23
Boston: Harvard University Press, 1967.
Day, G.S., BuyerAttitudes and Brand Choice Behavior
t
New York: The Free
Press, 1970.
Dichter, E., "The World Customer," Harvard Business Review, XL (July-August
1962), 113-22.
Dolich, ?
l.J., "Congruence Relationships between
Self-Images and
Product
Brands,"
Journal of Marketing Research, VI (February ?
1969),
80-84
Donnelly, J.H., Jr., "Social Character. and Acceptance of New Products," Jour-
nal of Marketing Research, VII (February 1970), 111-13.
Ehrenberg, A.S.C., and G.J. Goodhart, "A Model of Multi-brand Buying,"
Journal of Marketing Research, VII (1970), 7-84.
Engel, J.F., D.T. Kollat, and R.D. Blackwell, "Personality Measures and Market
Sementation,' !
Business Horizons, XII (June 1969), 61-70.
Farley, J., "Brand Loyalty and the Economics of Information, Journal of Busi-
ness, XXXVII (October
1964),
370-81.
Ferber, R., "Brand Choice and Social Stratification," The Quarterly Review of
Economics and Business, II (February 1962), 71-78 (a).
Frank, R.E., "Is Brand Loyalty a Useful Basis for Grocery Market Segmentation?"
• ?
(mimeographed), December 1965. (a)
, and W.F. Massy, "Innovation and Brand Choice: The Folger's in-
vasion," in S.A. Greyser, Toward Scientific Marketing, pp. 96-107. Pro-
Page 4.
ceedings of American Marketing Association Winter Conference, Boston,
December 1963.
"Market Segmentation and the Effectiveness of Brand's Price and
Dealing Policies," Journal of Business, XXXVIII (April 1965), 186-200. (b)
"Brand Loyalty as a Basis for Market Segmentation," Journal of Ad-
vertising Research, VII (June 1967), 48-53. (b)
"The Interface between Market Segmentation and Market Modeling," in
R.L. King, ed., Marketing and the New Science of Planning, pp. 119-23
Proceed ings.of American Markting Association, Denver, Fall 1958. (b)
Market Segmentation Research: Findings and Implications," in F. Bass
et al., eds., Application of the Sciences in Marketing Management. New
York: Wiley, 1968.
?
(c)
and W.F. Massy, "Market Segmentation and the Effectiveness of a
Brand's Price and Dealing Policies," Journal of Business, XXXVIII (Apri
1965), 186-200.
W.F. Massy, and Y. Wind, Market Segmentation, New Jersey: Prentice-Hal,
1972.
Green, P.E., and F.J. Carmone, " Multidemensional Scaling: An Introduction
and Comparison of Nonmetric Unfolding Techniques," Journal of Mar-
keting Research, VI (August 1969), 330-41.
Multidemenslonal Scaling and Related Techniques in Marketing An-
alysis. Boston: Allyn and Bacon, 1970.
M.H. Halbert, and P.J. Robinson, "Canonical Analysis: An Exposition
and Illustrative Application," Journal of Marketing Research, VI (Febru-
ary 19,66),-32-39.
Grubb, E.L., and H.L. prathwohl, "ConsumerSeIf-Concept, Symbolism and
Market Behavior," Journal of Marketing, XXXI (October 1967), 22-27.
(.
?
?
and G. Hupp, "Perception of Self: Generalized Stereotypes and Brand
Selection," Journal of Marketing Research, V (February 1968), 58-63.
Page 5.
Hughes, G.D., Attitude Measurement for Marketing Strategies. Genview, Ill:
Scott, Foresman 1971.
Hustad, T.P.,,and E.A. Pressemier, "Segmenting Consumer Markets with Activity
and Attitude Measures," Institute for Research in-the Behavioral, Eco-
nomic and Management Sciences, Lafayette, Ind.: Purdue University,
Herman C. Krannert Graduate School of Industrial Administration, Paper
No. 298, March 1971.
Krantz, 0., R. Luce, P. Luppes, and A. Tversby, Foundations of Measurement
Vol. I. New York: Academic Press, 197k
Marcus, A.S., "Obtaining Group Measures from Personality Test Scores: Auto
Brand Choice Predicted from the Edwards Personal Preference Schedule,"
Psychological Reports, XVII (October 1965), 523-31.
Massy, ?
Discriminant Analysis of Audience Characteristics," Journal of
Advertising Research, V (March 1965), 39-48
"Order and Homogeneity of Family Specific Brand-Swithcing Processes,"
Journal of Marketing Research, Ill (February 1966), 48-54.
Messy, W., and R. Frank, "Short-Term Price and Dealing Effects in Selected
Market Segments," Journal of Marketing Research, II (May 1965), 171-85
R.E. Frank, and T.M. Lodahi, Purchasing Behavior and Personal
Attributes. Philadelphia, Pa.: University of Pennsylvania Press, 1968.
McConnell, J.D., "The Development of Brand Loyalty: An Experimental
Study," Journal of Marketing Research, V (February 1968), 13-19.
McDonough, A., "Information
'
Systems and the Context for Market Segmenta-
tion," In R. Moyer, Ed., Changing Marketing Systems,
pp.
72-75. Proceed-
ings of the American Marketing Association Conference, Washington,
Winter 1967.
Myers, J.G., "Determinant of Private Brand Attidues," Journal of Marketing
Research, IV (February 1967), 73-81.
and M.I. Alpert, "Determining Buying Attitudes, Meaning and Measurement,"
Journal of Marketing XXXII (October 1968), 13-20.
Page 6.
Myers, J.G., and F.M. Nicosia, "New EmprIcaI.Oirect1onS in Market Segmenta-
tion: Latenet Structure Models, in R. Meyer, ed., Changing Marketing
Systems, pp. 24-52. Proceedings of the American Marketing Association
Winter Conference, Washington, 1967.
Some Applications of Cluster Analysis to the Study of Consumer
Typologies and Attitudinal-Behavioral Change," In J. Arndt, ed., Insights
In Consumer Behavior,
pp.
127-46. Boston: Allyn and Bacon, 1968.
Nunnally, J. C. Psychometric Theory. New York: McGraw-Hill, 1967.
Perry, M., "Discriminant wnaiysls of Relations Between Consumers'Attitudes,
Behavior and Intentions," Journal of Advertising Research, IX (June
1969), 34-39.
and B.C. Hamm, "Canonical Rnalysls of Relations Between Socio-
economic Risk and Personal Influence in Purchase Decisions," Journal of
Marketing Research, VI (August 1969), 351-54.
Pressemier, E.R., and D. tigert, "Personality Activity and Attitude Predictors of
Consumer Behavior, " in J.S. Wright and J.L. Goldstucker, eds., New Ideas
for Successful Marketing, pp. 332-47. Proceedings of the American Mar-
ketingAssociatlon Conference, Chicago, June 1966.
Reiter, R.M., "Product Testing In Segmented Markets," Journal of Marketing
Research, VI (May 1969), 179-84.
Rich, S.U., and S.C. Jam, "Social Class and Life Cycle as Predictors of Shopping
Behavior," Journal of Marketing Research, V February 1968), 41-49.
Robertson, T.S., and J.G. Meyers, "Personality Correlates of Opinion Leadership and
Innovative Euylng Behavior," Journal of Marketing Research, VI (May
1969), 164-48.
Sheth, J.N., "Measurement of Multi-dimensial Brand Loyalty," Journal of
Marketing Research, VII (August 1970), 348-54.
Smith, W.R., "Product Differentiation and Market Segmentation as Alternative Mar-
keting Strategies, "Journal of Marketing, XXI (July 1956), 3-8.
Page 7.
Sonquist, J.A., Multivariate Model Building: The Validation of a Search
Strategy, Ann Arbor, Mich.: University of Michigan, Institute for Social
Research, 1970.
Suppes, P. and Zinnes, J.L. "Basic Measurement Theory," in Handbook of Mathematical
Psychology, Vol. I. New York: Wiley, 1963.
Taylor, J.R., "An Empirical Evaluation of the Application of Unfolding Theory
to Market Segmentation," in R. Moyer, ed., Changing Marketing Systems,
pp.
288-93. Proceedings of the American Marketing Association Winter
Conference, Washington, Winter 1967.
"Unfolding Theory Applied to Market Segmentation," Journal of Ad-
vertising Research, IX (December 1969), 39-46.
Tobin, J., "On the Predictive Value of Consumer Intentions and Attitudes,"
Review of Economics and Statistics, XLI (February 1959), I-Il.
Torgerson, W.S. Theory and Methods of Scaling. New York: Wiley, 1967.
10's
?
Wilkie, L.W.,. "An Empirical Analysis of Alternative Bases of Market Segmenta-
tion," unpublished doctoral dissertation, Stanford University, Graduate
School of Business, December 1970.
Wind, Y., and P.J. Robinson, "The Application of Multidimentlonal Scaling in
Segmentation Research," paper presented at
the
first annual conference of
the Association of Consumer Research, Amherst, August 1970.
?
SI)1)N FRASER UNIVERSITY
?
ft
PP
C-
7
jVDJ)k t
New Graduate Course Proposal Form
?
Form GS.8
CALENDAR INFORMATION:
•rtment:Economics and Commerce
?
Course Number: - Eibn 8965?
Title: Marketing Theory and Models
Description: This
.
course will consist primarily of analysing and 'applyin
marketing models and theory toward a better underet&nding of economic
exchange. The philosophy and methodology of model building will be
emphasized throughout the course.
Credit Hours:
?
5
?
Vector: 5-0-0
?
Prerequisite(s) if any:____________
n Eon 835-5
ENROLLMENTANDSCHEDULING:
Estimated Enrollment:
?
_6 -
10When will the course first be offered: 75-3,76-1or76-2
How often will the course be offered:onceayear _jev
(orb ?
0.. ?
((V4j
+4re
JUSTIFICATION:
This course will be part of a three course sequence constituting
an
192roved
marketing
field for straduatg study
within the department.,
The combination of Economics and Commerce fields in graduate study would
RESOURCES
Which Faculty member will normally teach the course:
D
. Mann, B. Schoner
What are the budgetary implications of mounting the course: None
?
Are there sufficient Library resources (append details):
?
Yes
Appended: a) Outline of the Course
b)
An indication of the competence of the Faculty member to give the course
c)
Library resources
?
Approved: Departmental Graduate Studies Committee:
?
Date:
2?J7
?
Faculty Graduate Studies Couin)tee: _'
tWL.. .. ?
Date:(.(A 2)
.
Senate Graduate Studies Coiinittee:"<f'
Senate: ?
Date:
Faculty:_________
Date: ?
3oi91
te:
-
Marketing Theory and Models
This course will consist primarily of analysing and applying
marketing models and theory toward a better understanding of economic
exchange. The philosophy and methodology of model building will be
emphasized throughout the course.
Major Topics
1.
Elements and Characteristics of a Model:
assumptions, postulates and observations;
consistancy; complexity; level of sumbolic
abstraction; (operational) significance;
identifiability.
2.
Catagorlss of models: Intertemporal state;
stochatici ty; explicitness; exactness.
3.
Components ma Theory of Marketing: utility; value;
specialization and market size; comparative
advantage; scarcity; substitution; the individual's
desire for a multitude of goods.
s. ?
Review of current marketing theory and models:
optimizing models - pricing, promotion, life cycle;
distribution channels - logistics;
marketing research; environment; consumer behavior -
attitude formation and change; learning; market
segmentation.
5. ?
Developing and Testing New Models
V. rldrlfl
Bibliography for Proposed Course In Marketing Theory and Models
I. ?
Alchian,A.A. and W.R. Allen. Exchange and Production: Theory in Use.
Woodsworth,
1969.
2.
Almon, S. "The Distributed Lag Between Capital Appropriations and
Expenditures," Econometrica,
33,
January,
1965.
3.
Basmann, Robert L. "On Predictive Testing of a Simultaneous Equations
Model: The Retail Market for Food in the U.S." Institute for Research
in the Behavioral. Economic and Management Sciences, Institute Paper
No.
78,
Krannert Graduate School of industrial Administration, Purdue
University,
1964.
4.
Bass, Frank H. and Darral G. Clark. "Testing Distributed Lag Models of
Advertising Effect: An Analysis of Dietary Weight Control Product
Data," Institute Paper No.
314,
Institute for Research in the
Behavioral-.Economic, and Management Sciences, Krannert Graduate
Scbàol of Industrial Administration, Purdue University,
1969.
5.
Brown, A.A. F.T. Hulswlt, and J.D. Kettelle. "A Study of Sales Operations,"
Operations Research, Vol. IV
(1956),
p.
296.
6.
Euzzell, R.D.
Mathematical
Models
and Market'ing Mana
g
ement. Boston, Mass:
Division of Research, Harvard University,
1964, pp. 77-111.
7.
Day, R.L. and L.J. Parsons. Marketing Models: Quantitative Application.
Intext Educational Publishers,
1971.
8.
Day, R.L. and
I.E.
Ness. Marketing Models: Behavioral Science Applications.
Intext Educational PubiTihers,
1971.
9.
Cay, R.L. "Linear Programming in Media Selection! Journal of Advertising
Research, Vol.
2
No. 2 (June,
1962),
pp.
40-44.
10.
Dean, J. "Measuring the Productivity of Investment in Persuasion,"
Journal of Industrial Economics, April,
1967.
li.
?
Dorfman, Robert and Peter 0. Steiner. "Optimal Advertising and Optimal
Quality," American Economic Review, Vol. XLIV
(1954),
P.
5.
12.
Frank, Ronald A. "Brand Choice as a Probability Process," Journal of
Business, XXXV (January,
1962),
pp.
43-56.
13.
C;rlllches, Z. "Distributed Lags: A Survey," Econometrlca,
January, 1967.
14.
Hannan, E.J. Time Series Analysis. London: Methuen and Co., Ltd., 1960.
15.
Herman, Harry H. Modern Factor Analysis. Chicago: University of Chicago
Press,
1960,
pp.
233-261.
fo
16.
Harris, B. Advanced Seihinar on Spectral Analysis of Time Series.
New York: Wiley andSons, 1966.
17.
Hause, Jdhn C. "Spectral Analysis and the Direction of Lead-Lag
Relations," The American Economic Review.
18.
Herriter, Jerome D. "Stochastic Market Models and the Analysis of
Consumer Panel Data," Twenty-seventh National Meetin
g
of
the Operations Research Societ
y
of America, Boston, Mass.,
1965.
19.
Howard, Ronald A. "Dynamic inference," Research In the Control
of Complex Systems, Technical Report No. 10, Operations
Research Center M.I.T. (December,
19614).
20.
Jastram, R.W. "A Treatment of Distributed Lags in the Theory
of Advertising Expenditure," Journal of Marketing, July 1955.
21.
Jenkins, G.M. and D.E. Watt.. Spectral Analysis of Its Applications.
San Francisco:
22.
Koopmans, T.C. Statistical Inference in Dynamic Economic Models.
New
York: Wiley and Sons, 1957.
23.
Kotler, P. "Toward an Explicit Model for
Media
Selection,"
ell%
Journal
of Advertising Research, Vol. 4, No. 1 (March,
1964),
.
?
pp. 34-41.
24.
Kuehn, Alfred A. "An Analysis of the Dynamics of Consumer Behavior
and Its Implications for Marketing Management." Unpublished
Ph.D. dissertation, Carnegie Institute of technology.
25.
_"Consumer Brand Choice as a Learning Process,"
Journal of Advertising Research, 2 (December,
1962),
pp.
10-17.
26.
Lehmann, E.L.Testing Statistical Hypothesis. New York: John Wiley
& Sons, Inc.,
1959.
27.
Magee, John F. "The Effect of Promotional Effort on Sales," Operations
Research, Vol.
1
(1953),
p.
64.
28.
Mann, D.H. "Optimal Theoretic Advertising Stock Models," Management
Science: Theory (fothc6ming).
29.
-Dec , "A Matrix Technique •for Finite Bayesian Decision Problems,"
ision Sciences, Iii (October,
1972)
pp.
129-36.
30.
?
Massy, William F. "Estimation of Parameters for Linear Learning Models,"
Working Paper
No.
78, Graduate School of Business, Stanford
University.
WIN
0
-3-
?
10-0 31.
?
Massy, William
F. "Applying Factor Analysis to a
Specific Marketing
Problem," Proceedings of the American Marketin
g
Association
(December,
1963).
?
32. ?
Melrose, K.B. "An Empftical Study on Optimizing Advertising Policy,"
Journal ?
of Business, July,
?
1969.
33.
Montgomery, D.B. and G.L. Urban.
?
ApDllcations of Management Science
In Marketing. ?
Prentice-Hall,
?
1970.
34.
Moran, W.T.
?
"Practical Media Models - What Must They Look Like?"
Eighth Annual Conference, New York:
?
Advertising Research
Foundation,
1962,
pp. ?
30-38.
35.
Morrison, Donald G.
?
"Approximate Methods for
Calculating the Power
of Certain Goodness-of-Fit Tests,"
?
Working Paper No.
89,
Graduate School of
Business, Stafiford University,
?
1966.
36.
,
"New Models
of
Consumer Behavior: Aids
of Setting and Evaluating Marketing Plans,"
?
Proceedings,
American Marketing Association Fall
?
Conference, ?
1965.
37 .
_________,
"Stochastic Models for Time Series with Applications
In Marketing," ?
Technical Report
No. 8,
Program in Operations
Research, ?
1965.
38.
Nerlove, Mark and Kenneth
J. Arrow. ?
"Optimal Advertising Policy Under
Dynamic Conditions," ?
Econometrica, May,
?
1962.
39.
Palda,
K.S.
?
"On the Measurement of Advertising Effectiveness,"
Journal of Advertising Research, September,.
1963.
40.
, ?
The Measurement of Cumulative Advertising Effects.
Englewood Cliffs:
?
Prentice-Hall, ?
Inc., ?
1964.
41.
Sargent, T.J.
?
"Interest Rates In the Nineteen-fifties,"
?
Review of
Economic Statistics, May,
?
1968.
42.
Simon, J.L. ?
"The Concept of
Causality in Economics,"
?
Kyklos,
January,
1968.
43.
, ?
"A Simple Model
?
for Determining Advertising Appropriations,"
Journal of
.
.Marketing Research, August,
?
1965..
44.
Solow, R.M.
?
"On
a Family of
Lag Distributions,"
?
Econometrica,
28,
April,
?
1960.
45.
Sparks, G.R.
?
"A Note on the Estimation of)Distrlbuted Lags by The Almon
Technique," ?
unpubl t*hed.
1
*6.
St4gler, George J.
?
The Theory of Price.
?
New York: ?
The Macmillan
Company, ?
1952.
-14-.
47.
Stigler, George J. "The Economics of Information," Journal of
Political Economy, LXIX
.
(June,
1961), pp. 213-225.
48.
Telser, Lester G. "The Demand for Branded Goods as Estimated from
Consumer Panel Data," Review of Economics and Statistics,
XLIV (August,
1962), PP
.
300-325.
49.
, "
Advertising and CIgarettes," J. Polit. Econ.
70
(1962b),
pp.
471-499.
50.
tJhl,
K.P. and B. Schoner. Marketing Research, Wiley,
1969.
51.
VIdale, M.L., and H.B. Wolfe. "An Operations Research Study of
Sales Response to Advertising," Opns. Res.,
5 (1957), pp. 370-381.
52.
Weinberg, R.S. "Multiple Factor Break-Even Analysis," Operations
Research, Vol. IV
(1956),
p.
152.
• ?
SIVN FRASER UNIVERSITY
New Graduate Course Proposal Form
?
Form GS.8
1. CALENDAR INFORMATION:
'Sartment:_Economics and Comeerce
?
CourseNumber:Econ897&
?
-
Title:
?
Consumer BeMVIor
Description: A study of the results of consumer interactions with the forces_
affecting purchase decisions. The influence of environmental, corporate
and governmental factors on consumer behavior and the processes of
consumer decision making will be examined
Credit Hours:
?
5 ?
Vector: 5-0-0
?
Prerequisite(s) if any:____________
Econ. 83 5- 5
ENROLLMENT AND SCHEDULING:
Estimated Enrollment:6
-
10When will the course first be offered: 75-3k_76-1or76-2
Row often will the course be offered:
?
ace a
Or G
This course will be part of a three course sequence constituting
marketin g
_ field for
g raduate study _within the departm
ent.
The combination of Economics and Commerce fields in graduate study
would
I- van4oatm i, r*nAis And in
made
nosaible b y
the nature of our department.
4. RESOURCES:
Which Faculty member will normally teach the course: R._Wvckham._R.Andrews
What are the budgetary implications of nunting the course: None
Are there sufficient Library resources (append details):Yes
Appended: a) Outline of the Course
b)
An indication of the competence of the Faculty member to give the course
c)
Library resources
3. JUSTtFICATI,
Approved: Departmental Graduate Studies Committee
Faculty Graduate Studies C ttee:____
Faculty:
&_,_
14
:2:c1
_Date:
(q,r/,
Date: - •'
2
Date:
?
3o
19)i,L
Senate Graduate Studies
?
fr
•2
?
)ate:
I?_1L 74'
Senate: _
_Date:________________
Consumer Behavior
A study of the results of consumer interactions with the forces affecting
purchase decisions. The influence of environmental, corporate and
governmental factors on consumer behavior and the processes of consumer
decision-making will be examined.
Top ca
1)
Models of consumer behavior
2)
Factors affecting consumer purchasing decisions
3)
The consumer decision process
4)
Industrial buying behavior
5)
Social issues concerning consumer behavior
Readings
Models of Consumer Behavior
Engel, Kollat, Blackwell, Consumer Behavior, Molt, Rinehart & Winston, 1968.
Day & Ness, Markàting Models: Behavioral Science Applications, International
1971.
Messy et al, Stockastic Models of Buying Behaviour, M.I.T. Press,
1970.
Howard & Sheth, The Theory of Buyer Behavior, Wiley
1969.
Bettman & Jones, "Formal Models of Consumer Behavior: A conceptual Overview",
Journal of Business, (October
1972),
544-562.
Schewe, "Selected Social Psychological Models of Analyzing Buyers", Journal
of Marketing,, (July
1973), 31-40.
Myers et al, "Correlates of Buying Behavior", Journal of Marketing,
'(October
1971),
8-15.
Howard, "Buyer Behavior & Related Technological Advances", Journal of Marketing,
(January
1970),
18-21.
Factors Affecting Consumer Purchasing Decisions
Kaaaarjian & Robertson, Perspectives in Consumer Behavior, Scott Foreaman 1968 -
selected readings.
Holloway, MittelstAedt, Venkatesan, Consumer Behavior: Contemporary Research
in Action, Houghton Mifflin - selected readings.
Zimbardo, Ebbeacn, Influenàing Attitudes and Changin
g
Behavior, Addison-Wesley 1969.
Carmen, The application of Social Class In Market Segmentation, University of
California,Berkeley Graduate School of Business Administration, 1965.
Foote (editor), Household DecieiOw4(akin&, New York University Press, 1961.
Page 2
Factors Affecting Consumer Purchasing, Decisions (cont'd)
,. ?
Clerk (editor), Consumer Behavior, Vol. I, Vol.11, New York University Press,
1954, 1955.
Alderson & Halbert, Men, Motives and Markets, Prentice Hall, 1968.
Frank, Massy & Wind, Market Segmentation, Prentice Hall, 1972.
Katona, The Powerful Consumer, McGraw Hill, 1960.
Katona,The Mass Consumption Society, McGraw Hill, 1964.
Schary, "Consumption & the Problem of Time", Journal of Marketing,
(April 1971), 50-55.
Myers & Alpert, "Determinant Buying Attitudes", Journal of Marketing,
(January 1968), 13-20.
KaE;sarjian, "Personality & Consumer Behavior: A Review", Journal of Marketing,
(November 1971), 409-419.
Webster, "Dimensions of Martial Roles in Consumer Decision-Making", Journal
of Marketing Research, (May 1970), 180-189.
Ko].lat et al, "Current Problems in Consumer Behavior Research", Journal of
?
Marketing Research, (August 1970), 327-332.
Murray, "Canadian Consumer Expectational Data", Journal of Marketing Research,
(February 1969), 54-61.
Greeno et al, "Personality & Implicit Behavior Patterns",Journal of Marketing
Research, (February 1969) 63-69.
Anderson, "Identifying the Convenience-Oriented Consumer", Journal of
Marketing Research (May 1971), 179-183.
Fry, "Personality Variables & Cigarette Brand Choice", Journal of Marketing
Research (August 1971), 298-304.
Witt, "Informal Social Group Influence on Consumer Brand Choice",
Journal of Marketing Research, (November 1969), 473-476.
Rich & Join, "Social Class & Life Cycles as Prediction of Shopping Behavior",
Journal of Marketing Research, (February 1968) 41-49.
The Consumer Decision Process
Nicosia, Consumer Decision Processes, Prentice Hall.
O'Brien, "Tracking Consumer Decision-Making", Journal of Marketing,
(January 1971) 34-40.
Tanber, "Why do People Shop?", Journal of Marketing, (October 1972), 46-49.
Reynolds & Darden, "Intermarket Patronage: A Psychographic Study of
Consumer Outshoppers", Journal of Marketing, (October 1972),
50-54.
O'Brien, "Stages of Consumer Decision-Making", Journal of Marketing Research,
(August 1971) 233-289.
Bezey 6 Pollay, "The Influencing Role of the Children Family-Decision-Making",
Journal of Marketing Research, (February 1968), 70-72.
Rao, "Consumer's Purchase Decision Process: Stockastic Models", Journal of
Marketing
Rauh,
(August 1969), 321-329.
Pate
The Consumer Decision Process (continued)
Tayler, "The Role of Risk in Consumer Behavior", Journal of Marketing,
(April 1974) 54-60.
Industrial Buying Behavior
Wilson, "Industrial Buyers' Decision-Making Styles", Journal of Marketing
Research, (November 1971), 433-436.
Mart lila, "Word-of-Mouth Communication in the Industrial Adoption Process',
Journal of Marketing
Research, (May 1971), 173-178.
Ozanne & Churchill, "Five Dimensions of the Industrial Adoption Proces",
Journal of Marketing Research, (August 1971), 322-328.
Cardoza & Cagley, "An Experimental. Study of Industrial Buyer Behavior",
Journal of Marketing Research, (August 1971), 329-334.
Webster, "New Product Adoption in Industrial Markets", Journal of Marketing,,
(July 1969), 35-39.
Weigand, "Why Studying the Purchasing Agent is Not Enough", Journal of
MarketinA. (January 1962), 41-45.
Sheth, "A Model of Industrial Buyer Behavior", Journal of Marketing,,
(October 1973), 50-56.
Webater & Wind, "A general Model of Understanding Organizational Buying
Behavior", Journal of Marketing, (April 1972) 12-19.
Alexander, Cross, Hill, Industrial Marketing, Irwin, 1967.
Social Issues Concerning Consumer Behavior
The Twentieth Century Fund, Does Distribution Cost Too Much?, The Twentieth
?
Century Fund, 1939.
Bazzell, Value Added by Industrial Distributors, Ohio State University, 1959.
Journal of Marketing, July 1971, entire issue deals with social marketing problems.
Gist, Marketing & Society, Molt, Rinehart & Winston, 1971.
Gist, Readings: Marketing and Society, Halt, Rinehart & Winston, 1971.
Preston, Social Issues in Marketing, Scott, Foresman, 1968.
II-0
