Professor Charles F. Hofacker
MAR 6658 Fall 2010
The goals of this course are for students to
- build upon their intuition developed in previous courses on regression and covariance structure models,
- be able to read any article in the Journal of Marketing Research or Marketing Science and follow the logic as the authors develop their model,
- comprehend least squares and maximum likelihood parameter estimation, and
- be introduced to fundamental models on choice and relationship duration.
This Bb directory contains MAR 6658 class materials.
Here are some inspiring examples of student work.
Note that the textbook and all materials for this course are freely available online at