FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4210: ADVANCED MARKETING RESEARCH, SPRING SEMESTER 2015
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@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 2015 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 a calculator.
2. Lab Sessions: 35%, (7% each lab, Best Five 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 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
lab time. 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 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 March 9, 2015 Monday.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2015 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.

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.

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.
VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2015 Page 3 of 7
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.
IMPORTANT NOTE 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 Spring Semester 2015 Page 4 of 7
Course Outline* for BUS ML 4210 MWF
VASU UNNAVA, Advanced Marketing Research in Spring Semester 2015
Item
DATE
Content
1
March 4(W)
Introduction, Syllabus, Marketing Models
Readings/Assignments
Chapter 1
2
March 6(F)
Segmentation and Cluster Analysis
Chapter 2
3
March 9(M)
Hierarchical Clustering
Chapter 2, Bio Sheet
4
March 11(W) Hierarchical Clustering
Chapter 2
5
March 13(F)
Lab 1 in class
QUIZ 1
March16-20
SPRING BREAK No Classes
6
March 23(M) k-Means Clustering
Chapter 2
7
March 25(W) k-Means Clustering
Chapter 2
8
March 27(F)
QUIZ 2
9
March 30(M) Brand Choice and Logit Models
Chapter 3
10
April 1(W)
Brand Choice and Logit Models
Chapter 3
11
April 3(F)
Lab 3 in class
QUIZ 3
12
April 6(M)
Measuring Customer Satisfaction and
Factor Analysis
Chapter 4
13
April 8(W)
Measuring Customer Satisfaction and
Factor Analysis
Chapter 4
14
April 10(F)
Lab 4 in class
QUIZ 4
15
April 13(M)
Perceptual Maps and Multi-Dimensional
Scaling
Chapter 6
16
April 15(W)
Perceptual Maps and Multi-Dimensional
Scaling
Chapter 6
17
April 17(F)
Lab 5 in class
QUIZ 5
18
April 20(M)
New Products and Conjoint Analysis
Chapter 7
19
April 22(W)
New Products and Conjoint Analysis
Chapter 7
20
April 24(F)
Lab 6 in class
QUIZ 6
21
April 27(M)
REVIEW FOR EXAM
Chapters 1-4, 6 and 7
ONLINE EXAM, April 29, 2014 at 8:00
am to May 3, 11:00 pm
Chapters 1-4, 6 and 7
Final
Wk.
Lab 2 in class
*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 2015 Page 5 of 7
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VASU UNNAVA
BUS M&L 4210: Advanced Marketing Research
MWF Spring Semester 2015 Page 6 of 7
Due: March 9, 2015 (Monday), by the start time of class.
BUS M&L 4210: ADVANCED MARKETING RESEARCH, MWF
SPRING SEMESTER 2015
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 2015 Page 7 of 7