Our team, 3I, used the following studies.

Things to decide:

research to do

sir1- had to know perceptual objectives - move into 2 or stay in 5.

vixn -

viva- looked at what we fucked up here to make vixn attributes

unit production - our mkt share. We couldnt figure out why our predicted buying rate for SIXI was lower than actual. we thought we had enough sales people and had greatly increased our brand awareness through ads. we figured it was

ads- studies 15, how well we were doing. etc.

sales people- study 2 13 14

research studies

Study 1

• To determine when ads were needed we looked at brand awareness and also compared those with the results of study 15
• Used purchase intentions by segment especially in the last period because we saw that SIXI had a higher purchase intention than it was actually selling(when compared to study 2). We used this information to try to figure out what we were doing wrong. After Analyzing things that may have gone wrong we decided it was just that we didn't produce enough, since we did sell out and produce more than we told it to. We used this information to increase production.

Study 2

• This is one of the studies I concentrate on.
• Used to find out which segments were growing the fastest.
• When we decided to make a new product, SIXI, we used this study to decide to put it in segment 4, which at the time was one of the faster growing segments. We also looked at study 5 to determine that 4 was a good segment to go for.

Study 3

• Used in conjucntion with studies 13 and 14 to see if we needed more salespeople in a given channel

Study 4

• To determine what attribute levels for power and design would be appropriate for our research and development projects. For example - To determine how to update SIRO, We mainly knew we needed to increase power, since SIRO had such a low power rating
• To determine when our perceived price on each product needed to be adjusted.
• Used in comparison of axis 2 of study 5 often.

Study 5

• We have an excel document tracing the movements of perception of each product, especially ours. and tracing how the ideals are moving
• As we traced how they were moving, we predicted where each ideal for our segments would move so we could change perceptual goals.
• Use this to determine where to set our perceptual goals for each product by seeing how well our perceptual goals are working and where the ideals of the segment our moving.
• Used to track the desired preferences of 4 and 5 mostly, since they are where are products are most successful.
• Used this to track the ideal for 2 at the beginning because we tried to reposition SIRO to segment 2.
• Increased advertising when we wanted to make our perception goals different
• Used to determine the power attribute for SIXI. To do this we looked at how segment 4's ideal was moving and where it was expected to be in 2 periods. In this way we stepped in the path of 4 and it helped us to be near the ideal when SIXI's research was done.
• Used to determine price of our products.
• To determine how to update SIRO, along with study 4
• To determine who our competition is in each segment, along with study 2. We then used this information to look at other information about our competitors in an attempt to maintain or increase our market share.

Study 6

• Chose to place SIXI in segment 4 because it was previously not dominated. the closest only had 30%ish mkt share and was kinda far away
• Watched market segment growth and predicted market segment growth to help determine how much we should increase our production each period to keep up with the market.

Study 7

• Used to update VIVA to VIXN by comparing these results and how well VEAL was doing and compared to their actual attributes as seen in the newsletter.
• Made note that most Vodites are in channel one, and made sure we had sufficient sales people in that channel
• compared to study 8, in the future, look at VEAL and see why more people buy it when they get to the store than those who thought they would buy it.
• expect to use to be better prepared once we enter the vodite market with VIXN, hopefully in this period, budget allowing.

Study 8

• Will watch to see what segments are growing fastest. expect to use to be better prepared once we enter the vodite market with VIXN, hopefully in this period, budget allowing.

Study 9

• expect to use to be better prepared once we enter the vodite market with VIXN, hopefully in this period, budget allowing.

Study 10

• Used this to help create VIVA, which then we updated as this study changed to create a better VIXN which had a price closer to what our research predicted VIVA would cost. Kept a pretty broad strategy but focused closely on which things consumers were more sensitive about. used with study 11.

Study 11

• Used to help create VIXN with study 10. Especially in deciding which aspects of 10 to pay closer attention to by looking at the larger segments and leaning toward those numbers.
• Can use more to make sure that VIXN looks like it would be successful or if we should try a different approach on a different research and development project.

Study 12

• weren't using because we had high brand awareness and weren't too worried about how much competition was spending. Might use in future if another brand starts encroaching in our segments
• We used at the beginning when we had it to see if people beleived we were spending a comparitive amound on advertising as we actually were. Obviously wanted our predicted amount to be higher than what we actually spent, meaning our advertising was working. and would know if it was lower that we had the wrong perceptual goals.

Study 13

• Wanted to have a comparative number of sales people. Used to help us determine where we needed more salespeople, along with study 14

Study 14

Study 15

• Used to determine when to increase or decrease ads

Class,
For your assignment on Tuesday, you are to read two articles. Links for the articles are given below:

The link for the Thorelli/Engledow article is:
http://www2.lib.ku.edu:2048/login?URL=http://www.jstor.org/stable/1249972

It has two main purposes: to summarize parts of a multinational 10-year study of consumer information systems, product testing agencies, and uses of product test reports and to propose new directions in consumer policy-private and public.


----



The link for the Rosen/Olshavsky article is:
http://www2.lib.ku.edu:2048/login?URL=http://www.jstor.org/stable/1249972

(This will take you to the abstract. Look to the right for the symbol for the PDF file of the actual article.)

Let me know if you have any problems getting to the articles.
Prof. Rosen

rosen/singh article

effect of sex/death embeds

an EMBED is a picture or something embedded in an ad that most people don't notice, but it percievable if it is pointed out. deliberatly hidden

theoretical support -
theory of low involvement info processing- see without looking at. affect behavior w/o you knowing it. (ie people prefer things they were exposed to more than those they arent. but in recog tests, cant remember seeing those things.)

sex/death - freudian - appeal to the id

Is there an effect (and is it negative or positive) of sex/death embeds
previous research is inconclusive. some made ads, some used matching ads, some compared which is better and some did behavioral/attitudinal surveys after viewing each


Issues in research
u should measure lots of stuff to make sure its significant. bc of nature of not conciously being aware of thing. this is neccssary.
words v pictures study one at a time or both? pictures can be neg or pos to diff people


RESEARCH OBJECTIVES +HYPOTHESIS
RO - do they have an effect? + or -
manner of presenting - words v pics
esp w/ sex /death

H1: the use of s/d embeds w/ affect some measure of effectiveness
H2:effect will vary on manner of presenting and type of product
H2A. sex will be better than death for cologne ads
H2B. death will be better than sex for liquor ads

results - not statistically significant except in liquor ads peoplle looked at the body one longest and death one shortest. which disproves h2B

SAS I

To set up a library/folder on SAS:
Libname NAME ‘location of hardrive’
Ie/
libname hw2 'C:/temp';

file, import wizard
format is always a CSV format
Comma Separated Values

member-name it blah
Data cannot be open in something else



Most commands are called proc (procedure)
data=libname.filename;

Proc contents data=hw2.data;
Run;

proc means data=hw2.data;
run;

that means only on numerical data get the means
n = number on nonmissing values
very good to find errors

click running person or press F8



proc means data=hw2.data;
title "Question 1"; ----this titled the means page
*this is a comment; -- green means not part of code
run; -- when this is blue, command is ready to run.

proc means data=hw2.data;
title "Question 1";
*this is a comment;
var purch child; -- this is so only these variables will show up
run;

this copies data from data to data2
data hw2.data2;
set hw2.data;
run;


if you have a zip code, make it text. database fields

proc means data=libname.filenam mean skew;
run;
mean finds the average
skew finds how spread out they are

median - 50 % on each side

nw side of town - house in lawrence, doug compton , has huge mansion and giraffes zebras elephant!
\
\
ELEPHANT\____________________


FS folks? HYVEE
__________________________
6th st


wak

Data commands:
1. manipulate: modify variabled

• transform variable types - character to numeric
• create variable as fxn of other variables
• create indicator variables repping unique variables of a character variable (e.g. ks=1 when state =ks)

libname hw2 'e:/';

proc means data=hw2.blah;
run;

proc sort data=hw2.blah;
by state;
run;

proc means data=hw2.blah skew;
by state;
run;

this one does stuff
data blah.new;
set hw2.blah;
run;

this one makes a column at the end where x = 1

you could do like year=2009 and then everything in that file would be from that year. the name of the variable cant start w a number and shouldnt have spaces, bc that makes it confusing

data hw2.new;
set hw2.blah;
x=1;
run;

data hw2.new2;
set hw2.blah;
x2=2*x;
run;

if you put the same name in data (new one) and set (where u get info from)'

if you make them both the name of original data - it will overwrite it

this makes a variable in new 2, from new, and the var is r, the number is between 0 and 1. RANDOM NUMBERS.
data hw2.new2;
set hw2.new;
x=1;
x2=2*x;
r=ranuni (0);
run;

if statments

only pull out things that are Male
data hw2.new2;
set hw2.new;
x=1;
x2=2*x;
r=ranuni (0);
if gender='M';
run;

Make sure you close a data set before altering it. or it wont work.

if you only want 5000 random entries. of 50000 (10%)

generate a random number, select off that number.

data hw2.blah3;
set hw2.blah;
z=1;
x2=2*x;
r=ranuni (0);
if r<=.1; run; *this is telling it to select 10% of data, the 10% that was randomly assigned a number less than .1

newest file goes on top after data, then where u get info from

this makes a new file called newest, 10% of random sample is taken and if it's a female it says female=1. Male it says female =0

data hw2.newest;
set hw2.blah;
r=ranuni (0);
if r=<.1; if gender='F' female=1; if gender='M' female=0; run;

this makes a new file called newest, 10% of random sample is taken and if it's a female it says female=1. anything else it says female =0
data hw2.newest;
set hw2.blah;
r=ranuni (0);
if r=<.1; if gender='F' female=1; else female=0; run;

keep/drop - decide which things to keep in table

2 commands that may be useful in hw

freq - how often the variable occurs

for example - how many times each state

proc freq data=hw2.blah;
table state;
run;

MAKES A HISTOGRAM
proc univariate data=hw2.blah;
var state;
histogram state;
run;

proc ttest data=hw2.blah;
class gender;
var first;
run;

what u need in hw

answer: carefully and specifically

sas output:copy and paste relevant output you used to derive - you can abbrev output to only show relevant - get from output thingy

sas codes-used to get output

are men more familiar or not

the bigger the sample, easier to reject the null

proc ttest data=hw2.one;

class gender;

var first;

run;

t value is minimum alpha to reject the null.

im so hungry and not paying attn.

proc freq data=hw2.one;

CROSSTABS

proc freq data=hw2.one;
table gender*buyer;
run;

9-23

tuesday @5

he'll be in a chatroom

decision tree review

to do decision trees you have to use enterprise miner

solutions >analysis>enterprise miner (E)

file>new...> project

have to have already inputted data in sas first

look at 1st icon - drag to project view (input data source)
double click
select library and then file
will select random 2000 datapoints.. so you have to tell it to use all observations.
click variables. right click and select model role and reject ones you dont want to use
set buyer as target
select book categories as inputs
close sm window

drag tree to project space

click next to file, drag arrow to tree
double click on tree icon
click basic - use chi squared
significance level .2 is fine, unless you want a significance level to make tree stop
min level of observ in leaf - how many it has tyo have
max branches - binary=2
click advancced - model assessment measure - proportion of event in top 10 , how much sep should be bw buyer and non buyer

right click on tree, make it run. will make crosstabs etc

click around the optimal tree, this has 23.

view tree

...1 6...
less than 1 1-6

leaf statistics

right click and copy , edit copy , or save tree as gif

answer ?, show tree.

MKTG 411 ch 1 motes

motes. notes like i did in mgmt. because mgmt style notes is too long to write.


chapter 1. mktg 411, CB

chapter 9 notes

neural plate - is stem cells

somal translocation - sticky hand

glia-mediated migration - fireman poles

page 16 - neuron death is normal

we need to kill some neurons so that things work.

glial cells clean up usually

but when it dies of necrosis its messy. implodes.

postnatally - synaptogenesis - ways we grow things pg 18

inhibit innapropro responses - even tho bored, dont storm out

http://deepleap.org/

slide 23 - ferrets

took visual neurons to rewire to be auditory

ferrets over time were able to see later - even tho the auditory shit was controlling it

2nd study - pg 23 - change w/in a system - owls w/ prisms on eyes

30* change in visual field

shifted visual map - not auditory - in occipital

neurons shifted to - topographic map changed

pg 24

early music exposure so u can get absolute pitch - charlsey

genies problem - sensory deprivation

pg 26

rewiring

Sensorimotor system

3 Principles of Sensorimotor

Function

• Hierarchical organization- figure 8.1

–Association cortex at the highest level, muscles at

the lowest

–Parallel structure – signals flow between levels

over multiple paths

• Motor output guided by sensory input

–Sensory feedback (all but ballistic - happen w/o mediation, swing bat etc )

• Learning (experience) changes the nature

and locus of sensorimotor control

–Conscious to automatic

starts @ association cortex down to smaller things

2 Major Areas of Sensorimotor Association Cortex

• Each composed of several different areas
with different functions
• how divide the areas up ?

• Posterior parietal association cortex (also for visual where pathway- good that they're connected so we can see where going)

• Integrates information about

–Body part location

–External objects

• Directs attention

• Receives visual, auditory, and

somatosensory information

• Outputs to motor cortex:

–Dorsolateral prefrontal association cortex,secondary motor cortex, frontal eye fields w/ damage in posterior parietal ass cortex

• Apraxia – disorder of voluntary movement

– problem only evident when instructed to perform an action – usually a consequence of damage to the area on the left - brush teetth in office no toothbrush

• Contralateral neglect – unable to respond to stimuli contralateral to the side of the lesion - usually seen with large lesions on the right-

cooccurs w where they cant see things on left - cant move left arm etc

• Dorsolateral prefrontal association cortex(top sides of frontal)

• Input from posterior parietal cortex

• Output to secondary motor cortex, primary motor cortex, and frontal eye field

• Evaluates external stimuli and initiates voluntary reactions – supported by neuronal responses

• Strongest neuronal firing in anticipation of a movement

Secondary Motor Cortex

• Input mainly from association cortex

• Output mainly to primary motor cortex

• At least 7 different areas

–2 supplementary motor areas

• SMA and preSMA

SMA experiement - look at brain when moving spring, thinking about moving spring, and doing finger movement

–2 premotor areas

• dorsal and ventral

–3 cingulate motor areas

Subject of ongoing research

• May be involved in programming movements

in response to input from dorsolateral

prefrontal cortex

• Many premotor neurons are bimodal –

responding to 2 different types of stimuli

–E.g. visual and somatosensory

Primary Motor Cortex

• Precentral gyrus of the frontal lobe - does lots.

• Major point of convergence of cortical sensorimotor signals

• Major point of departure of signals from cortex

• Somatotopic – more cortex devoted to body parts which make many movements

• Control of hands involves a network of widely distributed neurons - move one part of hand, effect all hand neurons

–Focal Dystonia - when some fingers are so interelated that you forget that they are seperate entities - pinky and ring move a lot w/ middle finger - so middle finger moves and ring and pinky move with it. happens in pianists.

• Stereognosis – recognizing by touch – requires interplay of sensory and motor systems

• Some neurons are direction specific – firing maximally when movement is made in one direction

4:40

subcortical you ask?

Cerebellum and Basal Ganglia

• Interact with different levels of the sensorimotor hierarchy

• Coordinate and modulate

• May permit maintenance of visually guided responses despite cortical damage

Cerebellum

10% of brain mass but has 50% of neurons in brain

• Input from 1° and 2° motor cortex

• Input from brain stem motor nuclei

• Feedback from motor responses

• Involved in fine-tuning and motor learning

–Learning of sequences or movements where timing is critical

• Up with the cerebellum, down with the frontal lobes! - we do better if we dont think about it. want it to be automatic.

–Damage - problems with direction, force, velocity & amplitude of movements, adapting, posture, balance, gait, speech, eye movements

• May also do the same for cognitive responses

- help coordinate to changing stimuli

Basal Ganglia

• A collection of nuclei

• Part of neural loops that receive cortical input and send output back via the thalamus

• Modulate motor output and cognitive functions

–Response learning - learned associations

• Abnormal functioning involved in Tourette’s syndrome (as)- smoothness of movement -

• Substantia Nigra –Loss of nerve cells causes Parkinson’s disease - hyperkenesia - cant stop moving - diskenisia - cant movie. --- cerebellum just working - when he ice skates - no symptoms- video of micheal j fox

• Striatum –Abnormal serotonergic functioning linked to Huntington’s disease

> • chorea- excess of unwanted movements - but these are jerky, not fluid. twitches - video

4 Descending Motor Pathways -

• 2 dorsolateral - figure 8.7

• Most synapse on interneurons of spinal gray matter

–Corticospinal descend through the medullary pyramids, then cross

– Betz cells – synapse on motor neurons projecting to leg muscles

– Wrist, hands, fingers, toes

–Corticorubrospinal synapse at red nucleus and cross before the medulla

– Some control muscles of the face

– Distal muscles of arms and legs

Dorsolateral

• one direct tract, one that synapses in the brain stem • Terminate in one

contralateral spinal segment • Distal muscles • Limb movements

• 2 ventromedial - figure 8.8- take over motor movements if dorso thing fails- but cant do just reaching single limbs out.

–Corticospinal

– Descends ipsilaterally

– Axons branch and innervate interneuron circuits bilaterally

in multiple spinal segments

–Cortico-brainstem-spinal tract

– Interacts with various brain stem structures and descends

bilaterally carrying information from both hemispheres

– Synapse on interneurons of multiple spinal segments

controlling proximal trunk and limb muscles

Ventromedial

• Both corticospinal tracts are direct

• one direct tract, one that synapses in the brain stem • More diffuse • Bilateral innervation •Proximal muscles • Posture and whole body movement

Motor Units and Muscles

• Motor units – a motor neuron + muscle

fibers, all fibers contract when motor neuron fires (contraction message)

• Number of fibers per unit varies – fine control(1-1 ratio), fewer fibers/neuron

• Muscle – muscle fibers bound togetherby a tendon

• Acetylcholine (curare and botox are antagonists of acetyocholine) released by motor neurons at the neuromuscular junction causes contraction

• Motor pool – all motor neurons innervating the fibers of a single muscle

• Fast muscle fibers – fatigue quickly - they work quickly when you need rxn but they dont have a great supply of oxygen or blood - sprinting

• Slow muscle fibers – capable of sustained contraction due to vascularization - capable of sustained contraction - swimming vs running - have good blood and oxy flow

• all Muscles are a mix of slow and fast

• Flexors – bend or flex a joint

• Extensors – straighten or extend

• Synergistic muscles – any 2 muscles whose contraction produces the same movement

• Antagonistic muscles – any 2 muscles that act in opposition

FIGURE 8.11

MUSCLE ORGANs

• Golgi tendon organs

–Embedded in tendons

–Tendons connect muscle to bone

–Detect muscle tension

• Muscle spindles

–Embedded in muscle tissue

–Detect changes in muscle length

Reflexes FIGURE 8.13 etc

• Stretch reflex – monosynaptic, serves to maintain limb stability

• Withdrawal reflex – multisynaptic

• Reciprocal innervation – antagonistic(that do opp move w/ joint) muscles interact so that movements are smooth – flexors are excited while extensors are inhibited, etc.-

Recurrent collateral inhibition - each time a motor neuron fires, it momentarily inhibits itself via Renshaw cells- cant fire twice real quick - so it doesnt hurt itself - take turns

back to more general...

Central Sensorimotor Programs

• Perhaps all but the highest levels of the sensorimotor system have patterns of

activity programmed into them and complex movements are produced by activating these programs

• Cerebellum and basal ganglia then serve to coordinate the various programs

Motor equivalence

• A given movement can be accomplished various ways, using different muscles

• Central sensorimotor programs must be stored at a level higher than the muscle (as different muscles can do the same task)

• Sensorimotor programs may be stored in secondary motor cortex

–Signing name

The Development of Central Sensorimotor Programs

• Perception & sensorimotor programs (figure 8.17 - the moon! )

• Programs for many species-specific

behaviors established without practice

–Fentress (1973) – mice without forelimbs still make coordinated grooming motions

• Practice can also generate and modify programs

–Response chunking –Practice combines the central programs controlling individual response • E.g. typing (hunt and peck v touch typing )

–Shifting control to lower levels–Frees up higher levels to do more complex tasks –Permits greater speed

Motor cortex-controlled robots- vid

Summary

• The motor cortex is organized much like the sensorimotor cortex, information just flows in the opposite direction.

• The brain strives to perfect movements through feedback and move them from upper to lower levels.

• Movement can happen at the level of the motor unit, usually to enhance survival.

test on tuesday - read 5, 6, skim 7. read 8, take notes.

study notes