MKTG 470 - MARKETING RESEARCH
Fall 2012
Instructor:
Office:
Telephone:
E-Mail:
Office Hours:
Dr. Pradeep Tyagi
SS 3104
(619) 594-2628
pradeep.tyagi@sdsu.edu
TTH- 3:50 – 4:45 p.m. & by appointment
Text:
Basic Marketing Research by Churchill, Brown, and Suter (7th Edition)
Nature of the course:
The general objective of this course is to examine marketing research as an information-providing activity to
help make marketing decisions. Specific Student Learning Outcomes include the following:
1.
Describe what marketing research is, what kinds of information it can provide, and how it is used by
marketing management.
2.
Identify and explain alternative research methods and their relative strengths and weaknesses.
3.
Identify and describe examine major types of measurement techniques and data collection methods.
4.
Be able to analyze data obtained through marketing research using the SPSS software.
5.
Write a marketing research report and make an oral presentation of the research results.
6.
To have a hands-on experience in designing and conducting a marketing research project.
Organization of the Course
Mainly, the course will focus on two aspects. One aspect would involve exploring all the concepts and tools
needed to do the research in marketing. The other aspect would involve utilizing these concepts and tools in
actually designing and conducting a marketing research project. Thus, the first focus will be "learning" and the
second focus will be "learning by hands on research."
This class will consist of a lecture, discussion and hands on work. Students will also be responsible for a major
research project. It is expected that the course will place considerable demand on students’ time and should
only be taken if time allows. As such, a high degree of commitment, involvement and energy is critical to the
successful completion of the course. Due to the nature of marketing research process, the course may consist of
a high degree of outside field work, computer analysis and group work.
Attendance will be taken at the beginning of each class period. Students coming to class after attendance is
taken will be given a lower class participation grade. A seating chart will be used to take attendance--students
should choose where they plan to sit during the course.
1
Students are expected to come prepared for class. This involves reading scheduled chapters. Lack of
preparation will be counted as a class absence. Assignments are to be turned in on scheduled dates. Late
assignments may be given a failing grade.
PLEASE NOTE: NO FOOD IS ALLOWED DURING THE CLASS
Research Project: The research project is a very important aspect of this course. Project examples will be
suggested by the instructor. The main purpose of this assignment is to help you understand steps necessary to
initiate and complete a research study. The concepts and techniques of marketing research learned in the course
must be applied to complete the project. The whole project will consist of many assignments. The due dates
for these assignments are given in the schedule.
1.
In the next few days of the class, "research teams" consisting of about 5 class members will be formed.
Each research team will be responsible to carry out all the necessary research activities throughout the
semester.
2.
All team members are expected to carry out their responsibilities in a fair manner. Any individual who
places an undue hardship on his/her group members by not performing the tasks satisfactorily may be
given a failing grade.
3.
Each student will be asked to rate his/her group members' performance on the following criteria:
attending every group meeting, quality of input, sharing responsibility, contribution toward group
cohesiveness. Confidential evaluation forms will be used to obtain such ratings on research assignments.
An average rating of below 60 percent may result a failing grade on the research project. These forms
can be copied from the course’s Blackboard site.
4.
Attendance and active participation is expected on all class days. Fifteen percent of the course grade will
be determined on the basis of attendance, active participation, and an informal assessment of an
individual's interest/sincerity shown in day-to-day class activities.
Grading
Test I
Test II
Test III
Research Project
Class Attendance,
Participation and Impression
Points
Major Project Assignments
60
60
60
75
20%
20%
20%
25%
45
300
15%
100%
Points
Exploratory Research & Research Objectives
Questionnaire Design
Research Method
Data Collection, Data Analysis, Research Report
Project Presentation
2
15
10
10
30
10
75
Schedule
Date Day
Aug. T
28
Topic/Activity
Introduction, Nature and Scope of
Marketing Research
30 TH
Sept.
4 T
Research Process, Selection of Project
Topic
Problem Formulation, Explanation of
Assignment
Chapter Project Assignment**
On majority of days the last 15-20 minutes will be kept for
any questions/discussions relating to the project
assignments.
1,3
Form Research Teams
Discussion of the Project topic Selection
4
*Topic Outline Due
6
TH
Research Designs, Exploratory Research
5
Begin Exploratory Research
11
T
Descriptive and Causal Research
6
Exploratory Research Update
13
TH
12, 9
Exploratory Research Update
18
T
Measurement Basics, Variables
Measurement Scales, Quality of
Measurement
20
TH
Survey Instrument Design
14
25
T
Test I
27
TH
Survey and Observational Methods
10, 11
T
Errors in Survey Research, Improving
Response Rate
17
4
TH
Review Questionnaire (MA)
9
T
Sampling Techniques
15
*Final Group Questionnaire Due
(To be graded)-Due Oct. 2 via email
Revised questionnaire (based on
instructor’s comments) due.
Finalize Questionnaire
Begin Data Collection
11
TH
Sample Size Determination
16
Update on data collection
16
T
TH
Test II
Discussion of Research Method
Assignment, Editing and Coding
Basic Data Analysis (Frequency
Analysis, Cross-tabulations)
Hypothesis Testing Procedure, Z and ttests
Oct.
2
18
23
T
25
TH
30
Nov.
1
T
6
13
18
19
19
TH
SPSS Introduction
Cross-tabulations and Chi-Square
Analysis - Recoding
20
T
Analysis of Variance
20
*Exploratory Research and Objectives
Due (To be graded)
Continue Data Collection (Very
Important)
*Must Complete All Data Collection
(Show All Completed Questionnaires)
*Coded Questionnaire Due
*Research Method Assignment Due
3
Basic Analysis SPSS Output Due
Date Day
8
13
15
Topic
Chapter Project Assignment
TH
Correlation and Regression Analysis
20
* ANOVA Test Results Due
T
Research Report Writing
21
*Correlation and Regression Analysis Due
TH
Test III
20
T
22
TH
27
T
29
Dec.
4
6
Project Consulting Day
THANKSGIVING HOLIDAY
Review for Project Presentation
*Finalize all SPSS Analysis (Important)
TH
Project Consulting Day
*Turn in all Tables to be Presented (Very
Important)
T
Project Presentation (MA)
Teams 1,3,5,7
TH
Project Presentation (MA)
Teams 2,4,6,8
Final Exam Week
**
** *
Assignments to be turned in
For each individual group a file will be maintained to include all graded and ungraded assignments. This file will be
reviewed at the end of the term for final grading.
MA – Mandatory Attendance
Please note that tests will be given on scheduled dates only. There will be no makeup tests except only in
extreme emergency situations. A make up test will be of essay type.
4
STUDENT PROFILE
Name
E-mail_______________________
Experience in Management or Business:
Degree Objective and Date:
Career Plans:
A Friendly Survey
Please indicate your degree of familiarity with the following concepts by checking the appropriate category
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Variance
Standard deviation
Standard error
Z or t-test
Analysis or variance
Correlation analysis
Regression analysis
Chi-square analysis
Hypothesis testing
Significance level
Not at all
Familiar
A little
Familiar
Quite
Familiar
Very
Familiar
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I. Prerequisites for Marketing 470/471
MKTG 370 Grade
IDS 301
(Semester and Year)
___
(Mktg. 370 Instructor)
(Semester and Year)
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(IDS 301 Instructor)
Grade
5