COURSE SYLLABUS
CIBU 420 WORLDWIDE MARKETING RESEARCH
5 credits
Instructor:
COURSE
DAY & TIME
LOCATION
Jorge Reinoza
Phone and fax: (858) 272-0426
E-Mail:georgereinoza@gmail.com
jreinoza@yahoo.com
reinoza.com
CIBU 420 – WORLDWIDE MARKETING RESEARCH
Wednesdays 10:00AM to 3:00PM
SAN DIEGO MAIN CAMPUS
Facilitator Biography:
Mr. Reinoza finished a Doctoral degree in International Business from Alliant International
University (The United States International University) San Diego, California, and a Master in
Business degree in Marketing from University of Tampa, Florida. He is the Marketing Manager
of Adventure Tours, a travel agency with branches in three countries. The agency prepares
events in California, and produces souvenirs and apparel. He is a Professor at the master level at
CETYS University, Baja California, Mexico. He is the PR of The House of Venezuela in San
Diego. He is internationally known for his paintings. His work has been honored and
recognized, winning “First Place” at the famous 2004 San Diego County Fair and “Best of
Show” in the exposition of The San Diego Watercolor Society. His painting “The Awakening” is
in The Contemporary Museum of Art in Caracas, Venezuela.
Course Description:
The basic objective of CIBU 420 is to develop the student’s understanding of research
methodology as it applies to marketing management used in both domestically and worldwide.
Market Research is becoming an increasingly important input to the decision-making processes
of firms in all industries. Hence, marketing managers need to be able to critically evaluate and
apply research. It is important for managers to be able to recognize situations where research
might be helpful and to be able to formulate precise research questions, which will serve to
clarify the relevant management issues. Moreover, priorities must be established for these
research questions. Topics will cover the international market environment, and the decision
issues and problems faced by international marketers in planning and conducting their research
on products, distribution and pricing. Emphasis will be placed upon the study of the principles,
methods and techniques to collect, analyze and apply primary and secondary market data to
answer marketing questions. Marketing managers need a solid methodological background
which will enable them to evaluate the potential value of proposed research projects and to
assess the relevance, reliability, and validity of existing research, as well as to occasionally
conduct research on their own. Necessary to this background is knowledge of the basic
principles of qualitative, experimental, and survey research designs as well as a familiarity with
popular data analysis techniques. Like any tool, managers who have a good understanding of
how it works and what it can do for them can only use market research effectively.
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Textbook
e-book number 1780149. Mc Graw Hill. Primis Online
Course Objectives:
This course will focus on eight major topics:
1. The role of research (information) in the management process, problem definition, and
the information planning process.
2. Secondary sources of marketing information (e.g., census data and trade association
reports).
3. Standardized marketing information services or syndicated data sources (e.g., retail store
audits and consumer survey panels).
4. Qualitative research methods (e.g., focus group interviews and thematic apperception
tests).
5. Qualitative research methods (e.g., focus group interviews and thematic apperception
tests).
6. Survey research methods (e.g., questionnaire design and sampling procedures).
7. Experimental and quasi-experimental designs (e.g., non-equivalent control group design
and factorial design).
8. Data analysis procedures (e.g., cross-classification and regression analysis).
The main idea is that the students will be able to:
1.
2.
3.
4.
5.
6.
7.
Learn how to use information for making effective marketing decisions.
Learn how to analyze the benefits and challenges of data-driven decision making.
Understand the marketing research process and the different types of marketing research,
communication methods in marketing research, and survey techniques.
Examine appropriate methodologies for gathering and analyzing data.
Learn about the need for interpretation of the results and making actionable
recommendations for decision makers.
Improve the ability to critically and conceptually analyze research results.
Assess the major challenges of the market research industry in the future.
Expectations of Students
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1.
Learn And Have Fun Learning!
2.
Utilize the resources provided including: class material, course instructor, peers, and
current publications relevant to the topic(s).
3.
Attend each class meeting fully prepared, on time, and willing to participate. Class
participation is essential and expected. Class attendance is very important to your study
at the California International Business University. Attendance is recognized via the
class attendance roster and physical attendance for the entire class meeting. An
unexcused absence will lower your grade one-letter grade.
4.
All written assignments will be typed (double-spaced). Your papers should present
relevant points in a clear, well-organized manner. Your work should be free from spelling
and grammatical errors. Assignments are to be turned in on time (just like the mean boss
at work). Use of outside sources is encouraged and must be properly cited. Use the CIBU
online library for research and building your reference page.
5.
Oral assignments (presentations) should be presented in a clear and concise manner, be
relevant, and have effective visual aids (MS PowerPoint). Good eye contact, appropriate
gestures, audible and modulated delivery is important. All presenters will equitably share
group presentations.
6.
Written assignments and in-class discussion are confidential.
7.
LATE ASSIGNMENTS WILL NOT BE ACCEPTED
Project Guideline
The main body of the report should cover the following topics:
1. Executive Summary. A one to two page write up summarizing the objectives and findings
of the study.
2. Background / Introduction / Problem Definition / Statement of Information Needs. Give
the backdrop that leads to the problem being faced by the marketing manager, which in
turn, determines the statement of information needs for the research project. Next,
specify the issues that need to be researched. This should clearly state (a) what exactly
do you wish to investigate, and (b) why you think these are precisely the issues you need
to investigate. You will interview the client for specifying the information needs. You
may also like to talk to “experts” in the industry like consultants, managers, traders, etc.
to further clarify the problem definition. (Approximately one to two pages).
3. Results from Secondary Research. Approximately three pages of understanding and
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insights obtained from secondary research. Also please indicate what data sources were
used (print, disk based, electronic on-line like Lexis-Nexis etc.). You are strongly
encouraged to make use of electronic data sources, and required to cite at least one
reference. Trade journals are also a very good source of background information. All
sources should be referenced in the bibliography section and, where possible,
photocopies copy of the articles and excerpts enclosed.
4. Results from the focus group interview. This should include approximately three page
write-up on the findings and insights from the focus groups. It should also cover how the
focus group was conducted (venue, duration, incentive for participants, profile of
participants etc.). You are required to conduct one focus group interview with six to eight
participants lasting at least one hour.
5. Questionnaire Design. Half a page on how the different questions relate to the precise
information needs (as specified in the problem definition). You need not do this on a
question-by-question basis. You are required to meet with me at least once to refine the
questionnaire. You may see me more often, if you desire.
6. Data Collection. Approximately one page write-up on the details of the process of data
collection. This should include information on how the questionnaire was administered
(self or interviewer), contact procedure used (mail, telephone, personal), sampling
procedure used, the response rate (i.e., how many of those contacted refused/responded to
the interview), how long it took to complete the interview, and other relevant information
of this nature. Each member of the group is expected to administer 10 questionnaires.
7. Data Analysis Procedure. One half to one page write-up on how the data was tabulated,
how it was analyzed, software used for the analysis, etc. You may use SPSS, SAS,
LOTUS 123, or EXCEL for your data tabulation and analysis.
8. Results. The analyses you have done (percentages, means, correlations, chi-squares,
regressions, etc.), conclusions from the data analysis, and inferences drawn from each
question or set of questions. Graphs, charts may be helpful here. Extensive data files
may be included in the appendix. Besides doing it on a question-by-question basis, you
may also want to relate different questions with each other, and also talk about the “big
picture.”
9. Recommendations. Based on your analysis, what are your specific recommendations?
10. Limitations of the Study. One page write-up on the limitations of the study (time
constraints, first time experience, financial constraints, etc.), and, more importantly, how
these altered your findings and/or recommendations.
The appendix should contain the following sections:
1. Personal Interview Guideline. Two-three pages of guidelines for the initial interview
with the client, which was aimed at specifying the information needs, if applicable.
2. Focus Group Guideline. One page of guidelines for conducting the focus group
interviews.
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3. A copy of the final questionnaire used in the study. Please try to ensure that the
questionnaire has a pleasant and a professional appearance.
4. Any extensive data or charts not included in the main body of the report.
5. Copies of excerpts and articles used in the study.
6. Bibliography
For the in-class oral presentation, please keep the following in mind:
All members of the group should take part in the oral presentation.
Stick to the time limit.
You are required to use presentation software like PowerPoint to prepare your slides for your
presentation.
Class 1
1. Introductions & expectations
2. Syllabus coverage
3. Project outline. Selection of groups.
4. Discussion on the core concepts of marketing research
5. Discussion on cross-cultural aspects of marketing research
6. Lecture/discussion chapter 1: Marketing Research for Managerial Decision Making
Class 2
1. Lecture/discussion on chapters 2 & 3
2. Marketing Research Process. Planning Market Research; Designing International
Marketing Research. Organizational Aspects; Secondary Data Research and Use: The
goal of these lessons is to provide students with an overview of the marketing
research process. In addition, these lessons will introduce students to the importance
of secondary data and sources available to access this type of information. While
there are many advantages associated to using this type of data, there are several
shortcomings that should also be recognized. This lesson will present the facts about
secondary data; thus students will better understand the reasons to collect primary
data, the topic of the next chapter.
3. Lecture/discussion on chapters 2& 3
4. In class activities.
5. Preparation: Read chapters 4
Class 3
1. Customer Relationship Management and the Marketing Research process
2. Qualitative Research. This lesson discusses primary research, so it introduces students
to the concept of primary data collection and explains how to collect data through
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qualitative and observational research. Many of the relevant techniques are detailed
to provide students with the knowledge of how to conduct this type of research and
what to consider while participating in one of the studies
3. Quantitative Research: This lesson is meant to teach students how to collect primary
data through survey research. Survey research is a topic that most students should be
genuinely interested in since they are often exposed to surveys
4. Lecture/Discussion on chapter 4 in the text.
5. Preparation: Read chapters 6 & 7
Class 4
1. Designing the Marketing Research Project
2. Samples: Sampling
3. Questionnaire design: Questionnaire Design: Students cannot effectively perform
primary research without knowing how to design a questionnaire. In this lesson,
students are taught how to plan questionnaire construction, how to create a
questionnaire, and what to do once it has been created.
4. Analysis of two markets: Teenagers and High Class Worldwide
5. Lecture/Discussion on Chapter 6 & 7 in the text
6. Preparation: Read Chapters 1,2,3,4,6,7
Class 5
1. Product testing Simulation
2. Mid-term
Class 6
1. Return Mid-Term Exam
2. Observation Exercise: San Diego State University
3.
Preparation: Read chapters 8 and the Extreme Surfer’s Guide to Web Search Engine
Case
Class 7
1. Marketing Research and the Web Search Engines and Software programs
2. Customer satisfaction surveys
3. Data Analysis: The purpose of this part of the lesson is to introduce students to the
fundamentals of statistics and software programs. SPSS, Data Mining, and Web
trends
4. Preparation: Read chapter 12 and prepare presentations
Class 8
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1. Communication & Presentation of Research Results: Researchers may have gathered
data that can greatly enhance the decision-maker’s knowledge, but if the data is not
communicated effectively to management, its usefulness will be diminished. So the
overall goal of this lesson is to explain the importance of effective communication
and teach students how to effectively communicate both orally and through written
reports.
2. Presentations Group 1 & 2: Team will deliver a 25-minute presentation providing an
overview of the case and complete answers to the questions that follow the case.
Presentation is equitably shared.
3. Discussion on the group projects
4. Evaluation of the team’s research results and presentation (by students via evaluation
form)
5. Preparation: read SPSS guide on-line and presentations
Class 9
1. Topic: Challenges and Trends in International Market Research
2. The market research industry
3. Presentations Group 3 & 4: Team will deliver a 25-minute presentation providing an
overview of the case and complete answers to the questions that follow the case.
Presentation is equitably shared.
4. Followed by discussion on the group projects
5. Evaluation of the team’s research results and presentation (by students via evaluation
form)
6. In class preparation for final presentation and final exam.
7. Preparation: Final Exam
Class 10
1. Final exam
2. End-Of-Course Survey
GRADING
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Mid Term exam
Group projects (presentation and report)
Attendance and class participation
Final exam
20 points
40 points
15 points
25 points
Total Possible
100 points
A
A-
100 - 95
94 - 90
points
points
B+
B
B-
89 - 87
86 - 83
82 - 80
points
points
points
C+
C
C-
79 - 77
76 - 73
72 - 70
points
points
points
D+
D
D-
69 - 65
64 - 60
points
points
points
F
59 - 55
54 - below
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