FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4210: ADVANCED MARKETING RESEARCH, AUTUMN SEMESTER 2015
Monday, Wednesday and Friday, 1:50 PM-2:45 PM
A.COURSE SYLLABUS
Instructor:
Vasu Unnava, Ph. D.
Office Hours: By Appointment & Special Hours
For EXAMs and Quizzes
Email:
unnava.2@osu.edu
Office:
Telephone:
URL:
Class:
544 Fisher Hall
(614) 292 3212
Carmen.osu.edu
SB315, 1:50 PM-2:45 PM
Required Text:
“Marketing Models: Multivariate Statistics and Marketing Analytics” by Dawn Iacobucci, published
by Dawn Iacobucci and copies can be ordered at:
Amazon Link: http://www.amazon.com/Marketing-Models-Multivariate-StatisticsAnalytics/dp/1502901870/ref=sr_1_2?ie=UTF8&qid=1428945914&sr=82&keywords=marketing+models
Amazon lists Kindle Version for $9.99
Supplementary Course Material
All other course materials such as class slides, lab instructions and study guides will either be made available
on CARMEN or given out in the class.
Course Objectives:
Advanced Marketing Research course introduces multivariate marketing models to a variety of marketing
problems. Multivariate models in marketing are very important as they provide support to marketing decisions
based on data analysis using statistical techniques. They help in structuring marketing problems and assess
importance of various factors such as consumers, competitors, business environment or factors external to
business. The objective of advanced marketing research course is to introduce modern statistical techniques.
As a student of advanced marketing research course, you will:
1. Develop a strong understanding of modern research techniques,
2. Applications of these cutting edge analytical procedures to real world marketing problems, and
3. Gain a competitive advantage in the market place.
Class Format
Class sessions will be utilized to summarizing the important concepts and discuss their applications. Reading
relevant assignments before the class and active participation will lead to enriched learning experience in this
classroom. Lectures will focus on main parts of the material and typical class session involves lecture,
discussion and group activities. Lab sessions will be typically application of course material to analyze the
data.
Course Evaluation
Your grades will be evaluated as follows:
1. Quizzes, Best three out of Four
30%, (10% each Quiz)
2. Class Attendance
10%
3. Lab Submissions, Best Five out of Six
30%, (6% each Lab)
4. EXAM
30%
TOTAL
100%
Bio BONUS
1%
TOTAL
101%
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Autumn Semester 2015 Page 1 of 5
IMPORTANT NOTE: Re-grading requests will be accepted in writing on a paper (emails are NOT accepted)
within 1 week of receipt of the grade.
Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
Grade
GPA
Grade
GPA
A
= 94-100 %
4.0
C+
= 77-79.9 % 2.3
A= 90-93.9 %
3.7
C
= 73-76.9 % 2.0
B+
= 87-89.9 %
3.3
C= 70-72.9 % 1.7
B
= 83-86.9 %
3.0
D+
= 67-69.9 % 1.3
B= 80-82.9 %
2.7
D
= 63-66.9 % 1.0
E
= below 62.9 %
1. Quizzes: 30%, (10% each Quiz, Best THREE scores out of FOUR Quizzes)
There will be 4 online quizzes during the semester and best THREE scores will be counted. The
dates for quizzes are given in the syllabus. Questions will come from the lecture and textbook topics.
Each quiz will contain about 10 multiple choice questions. You will need a calculator.
2. Attendance (10%):
Your attendance will count for 10% of your grade. Your attendance will be noted during the class
time. Lab sessions do not count for attendance credit and are not included.
3. Lab Sessions: 30%, (6% each lab, Best Five scores out of Six Lab submissions)
In Advanced Marketing Research, various multivariate models are analyzed using data. You will use
EXCEL and SPSS packages to conduct data analysis. There are six lab sessions in the course. Lab
procedures and data sets will be posted on CARMEN. After each lab, you will submit your lab files
in a drop box on CARMEN. You can work in a group of two or three students for lab assignments.
4. EXAM: 30% of total points
The final EXAM will consist of multiple choice questions based on lecture notes, class discussions,
lab sessions and the required textbook. Students are responsible for all topics in the assigned chapters
of the textbook whether or not they were discussed in class. Final exam will contain about 40
multiple choice questions. You will need a calculator.
.
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (emails do not get credit) with your
picture by Aug. 31, 2015 (Monday).
WORKLOAD EXPECTATION ABOUT BUS ML 4210, 7 WEEK, 1.5 Credit Course:
The University and College expectation is that students spend two hours outside of class for every
hour spent in class. So, for our course, you would about spend two hours and forty minutes on the
course outside class room every week.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Autumn Semester 2015 Page 2 of 5
FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4210: ADVANCED MARKETING RESEARCH
B. IMPORTANT NOTES
Important Notes

All quiz dates, exam dates, and assigned reading due dates are included in the Course Outline.
Please make note of these dates and plan your semester accordingly. With a valid written
excuse, missed exams or quizzes will be dealt with on an individual basis. Without a valid
written excuse, missed exams, quizzes or class attendance will be recorded as zero points.

You are encouraged make use of the office hours. Besides office hours, you are welcome to
set-up appointment. E-mails should not be seen as an alternative to class participation. Not
all questions can be effectively answered by e-mail. The response to any e-mail question can
be suggesting a one-on-one meeting, or by addressing the question during next class session.

You would include “Course title and Class time” along with query in the subject of email.

You are responsible for everything that takes place in class, including changes to assignments
or schedules, whether you are present or not. If you must miss class, please arrange with a
classmate to share notes and insights.

You are expected to be in class on time. Do not engage in side conversations. Turn off
your cell phones, mp3 players and pagers before you come to class. Do not take calls. No
texting is permitted in the class. Do not use your laptops while class is being conducted.
They cause the class to become distracted from the main issues.

Important NOTE: You can bring laptops and calculators to class and instructor will
inform when to use laptops in the class for class work.
Academic Integrity or Misconduct:
All students are expected to abide by the university’s Code of Student Conduct which may be found
on the website of the Office of Academic Affairs, Committee on Academic Misconduct (COAM):
http://oaa.osu.edu/coam/home.html. Your attention is particularly called to guidance on plagiarism:
http://oaa.osu.edu/coam/hownottoplagiarize.pdf. The instructor is obligated by University policy to
report to COAM all suspected cases of academic misconduct. If you are unclear regarding any aspect
of University policy on the above matters, discuss your questions with the instructor.
Disability:
Every effort will be made to provide each student with a meaningful learning opportunity. If there are
any obstacles that could prevent you from learning effectively, please set an appointment with the
instructor so that we might jointly figure out how to circumvent those obstacles. Any student who
feels s/he may need an accommodation based on the impact of a disability should contact the
instructor privately to discuss specific needs. The Office for Disability Services, 614-292-3307, in
room 150 Pomerene Hall can assist with coordinating reasonable accommodations should there be a
need.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Autumn Semester 2015 Page 3 of 5
Course Outline* for BUS ML 4210 MWF
VASU UNNAVA, Advanced Marketing Research in AUTUMN Semester 2015
Item
1
2
3
4
5
DATE
Aug 26(W)
Aug 28 (F)
Aug 31 (M)
Sept 2 (W)
Sept 4 (F)
Content
Introduction, Syllabus, Marketing Models
Segmentation and Cluster Analysis
Hierarchical Clustering
Hierarchical Clustering & K-Means
FORD KA
6
7
Sept 7 (M)
Sept 9 (W)
Sept 11 (F)
8
Sept 14 (M)
Labor Day on-line Class session
Lab 1 in classroom
Guest Speaker: Mr. Brent Badger,
Vantiv, Inc.
Lab 2 in classroom
9
10
11
12
Sept 16 (W)
Sept 18 (W)
Sept 21(M)
Sept 23 (W)
13
Sept 25 (F)
14
Sept 28 (M)
15
Sept 30 (W)
16
Oct 2 (F)
17
18
19
20
Final
Exam
Oct 5 (M)
Oct 7 (W)
Oct 9 (F)
Oct 12 (M)
OCT 14
During our
class time
Readings/Assignments
Chapter 1
Chapter 2
Chapter 2, Bio Sheet
Chapter 2
Case and Article on
CARMEN
QUIZ 1
(Ch.2 and Guest Speaker
Presentation)
Chapter 3
Chapter 3
QUIZ 2 (Ch.3)
Chapter 4
Brand Choice and Logit Models
Brand Choice and Logit Models
Lab 3 in classroom
Measuring Customer Satisfaction and
Factor Analysis
Guest Speaker: Keith Budzynski, JP
Morgan Chase
Lab 4 in classroom
Perceptual Maps and Multi-Dimensional
Scaling
Perceptual Maps and Multi-Dimensional
Scaling
Lab 5 in classroom
New Products and Conjoint Analysis
New Products and Conjoint Analysis
Lab 6 in classroom
In Class EXAM
QUIZ 3
(Ch.4 and Guest Speaker
Presentation)
Chapter 6
Chapter 6
QUIZ 4 (Ch.6)
Chapter 7
Chapter 7
Chapters 2-4, 6 and 7
*Note: Subject to change if necessary. Please check CARMEN for lecture slides, lab files and
announcements.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Autumn Semester 2015 Page 4 of 5
Due: AUG 31, 2015 (Monday), by start time of the class.
BUS M&L 4210: ADVANCED MARKETING RESEARCH, MWF
AUTUMN SEMESTER 2015
BIO SHEET: Bonus Opportunity
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Work experience in marketing or marketing analytics, if any:
What are your career goals?
One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Autumn Semester 2015 Page 5 of 5