FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4210: ADVANCED MARKETING RESEARCH, SPRING SEMESTER 2014
Monday, Wednesday and Friday, 3:00PM-3:55PM
A.COURSE SYLLABUS
Instructor:
Vasu Unnava, Ph. D.
Office Hours: By Appointment & Special Hours
For EXAMs and Quizzes
Email:
unnava.2@ fisher.osu.edu
Office:
Telephone:
URL:
Class:
313 Fisher Hall
(614) 292 3212
Carmen.osu.edu
SB305, 3:00PM-3:55PM
Required Text
Printed version:
“Marketing Models: Multivariate Statistics and Marketing Analytics” by Dawn Iacobucci.
ISBN -13: 978-111-52584-2 or ISBN-10:1-111-52584-6, By South –Western.
Or Online ebook download/rental at Course Smart website:
http://www.coursesmart.com/IR/6507481/9781111525842?__hdv=6.8
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. Multivariate models in Marketing can provide a structure to
a marketing problem and can assess importance of various factors including consumer, competitor, business
environment or external factors. 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,
discussions and group activities. Lab sessions will be typically application of material discussed in the class
room to analyze data.
Course Evaluation
Your grades will be evaluated as follows:
1. Quizzes, Best Five out of Six
3. Lab Submissions, Best Five out of Six
4. EXAM
TOTAL
Bio BONUS
TOTAL
VASU UNNAVA
35%, (7% each Quiz, Five Quizzes)
35%, (7% each Lab, Five Labs)
30%
100%
1%
101%
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2014 Page 1 of 7
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 %
2.3
A= 90-93 %
3.7
C
= 73-76 %
2.0
B+
= 87-89 %
3.3
C= 70-72 %
1.7
B
= 83-86 %
3.0
D+
= 67-69 %
1.3
B= 80-82 %
2.7
D
= 63-66 %
1.0
E
= below 62
1. Quizzes: 35%, (7% each Quiz, Best Five Quizzes out of Six Quizzes)
There will be 6 online quizzes during the semester and best five 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 14 multiple choice questions. You will need calculator.
2. Lab Sessions: 35%, (7% each lab, Best Five out of Six Lab submissions)
In Advanced Marketing Research, various multivariate models are developed by data analysis. You
will use EXCEL and SPSS packages to conduct data analysis. There are six lab sessions scheduled in
the course. Lab procedure documents will be posted on CARMEN. After each lab, you will submit
your lab files in a drop box on CARMEN. Instructions to lab sessions will be posted on CARMEN
before the start of the lab. You can work in a group of two or three students for lab sessions.
3. 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. Each exam will contain about 40 to 60
multiple choice questions. You will need 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 March 4, 2013 Monday.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2014 Page 2 of 7
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. If you are unable to
attend a class, please notify me by email unless it is an emergency. With a valid written
excuse, missed exams or quizzes will be dealt with on an individual basis. Without a valid
written excuse, missed exams or quizzes will recorded as zero pints.

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

Please let me know if you have a disability and need accommodations to make the learning
environment more effective.

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.

Please come to 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.

Late arrivals, moving in and out of class room or using computers in the class room for
activities such as social networking/emails will cause a letter grade deduction from your
final grade.
Have fun!
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2014 Page 3 of 7
ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand the
University’s Code of Student Conduct, and that all students will complete all academic and scholarly
assignments with fairness and honesty. Students must recognize that failure to follow the rules and
guidelines established in the University’s Code of Student Conduct and this syllabus may constitute
“Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you
review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:

The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2014 Page 4 of 7
Course Outline* for BUS ML 4210 MWF
VASU UNNAVA, Advanced Marketing Research in Spring Semester 2014
Item
DATE
Content
6
7
8
9
10
11
12
26-Feb(W)
28-Feb(F)
3-Mar(M)
5-Mar(W)
7-Mar(F)
March11-14
17-Mar(M)
19-Mar(W)
21-Mar(F)
24-Mar(M)
26-Mar(W)
28-Mar(F)
31-Mar(M)
13
2-Apr(W)
14
15
4-Apr(F)
7-Apr(M)
16
9-Apr(W)
17
18
19
20
21
Final
Wk.
11-Apr(F)
14-Apr(M)
16-Apr(W)
18-Apr(F)
21-Apr(M)
Introduction, Syllabus, Marketing Models
Segmentation and Cluster Analysis
Hierarchical Clustering
Hierarchical Clustering
Lab 1 in class
SPRING BREAK No Classes
k-Means Clustering
k-Means Clustering
Lab 2 in class
Brand Choice and Logit Models
Brand Choice and Logit Models
Lab 3 in class
Measuring Customer Satisfaction and
Factor Analysis
Measuring Customer Satisfaction and
Factor Analysis
Lab 4 in class
Perceptual Maps and Multi-Dimensional
Scaling
Perceptual Maps and Multi-Dimensional
Scaling
Lab 5 in class
New Products and Conjoint Analysis
New Products and Conjoint Analysis
Lab 6 in class
REVIEW FOR EXAM
ONLINE EXAM, April 23, 2014 at
8:00AM to 29th, 11:00PM
1
2
3
4
5
Readings/Assignments
Chapter 1
Chapter 2
Chapter 2, Bio Sheet
Chapter 2
QUIZ 1
Chapter 2
Chapter 2
QUIZ 2
Chapter 3
Chapter 3
QUIZ 3
Chapter 4
Chapter 4
QUIZ 4
Chapter 6
Chapter 6
QUIZ 5
Chapter 7
Chapter 7
QUIZ 6
Chapters 1-4, 6 and 7
Chapters 1-4, 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 Spring Semester 2014 Page 5 of 7
Note: This page is blank.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2014 Page 6 of 7
Due: March 3, 2014 Monday, by the start time of class.
BUS M&L 4210: ADVANCED MARKETING RESEARCH, MWF
SPRING SEMESTER 2014
BIO SHEET: Bonus Opportunity
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Work experience in marketing or marketing research, 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 Spring Semester 2014 Page 7 of 7