MANAGEMENT 3220: Marketing Research
Fall 2002, TTh 8:00- 9:15
Instructor: Dr. Mike Basil
Phone: 329-2075
Text:
Office: E518
Hours: TTh 10:00-11:00 a.m.
Email: michael.basil@uleth.ca
Malohotra (2002). Basic Marketing Research. Prentice Hall.
Course Description:
Marketing Research is designed to acquaint you with the methods that are used to generate
knowledge about marketing products or services. These research methods are used in product
development, pricing, placement and promotions. These same methods are also used across a
number of fields besides management.
The class is will start with some general questions about the nature of knowledge and an
overview of the scientific method. While this includes some discussion of the "hard sciences"
such as medicine, chemistry, and biology, we will primarily focus on the "social science"
approach applied in marketing. We will focus on empirical inquiry, including several different
research methods. You should come away with an understanding of the primary techniques
used to gather data – observation, focus groups, surveys and experiments and understand how
and when to apply each of these. Our primary concern is how to make use of these methods to
provide the best possible information to marketers. We will also examine data collection
methods, how to control extraneous factors, and data analysis. I hope that this information will
make you a more informed citizen, help you land a job as a research assistant, allow you to read
research articles, and understand what researchers do.
Because there is no better way to learn than doing, the group project will give you practical
experience in carrying out your own study. You may even want to submit the report of this
research to a regional academic conference.
I hope that you enjoy this class. But I also will try very hard to insure that after this class you
will have the knowledge and critical thinking skills to be a capable employee.
Objectives of the course:
1. An understanding of the scientific method
2. Familiarity with observational, qualitative, survey, and experimental procedures
3. An understanding of the strengths and weaknesses of each approach
4. An understanding of the principal statistical techniques
5. The ability to understand published literature
Grading will be based on:
Exams (3 - 10% each)
Group project
Research reviews
Class participation:
Research participation:
30%
30% (3 parts: proposal, methods, results/conclusion)
20% (2 reviews: 10% each)
10%
10%
MANAGEMENT 3220: Marketing Research
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Exams
There will be three exams. Exams may include multiple choice or short answer questions.
Questions will be drawn from book and lecture. Anything that is covered both in the book and
in lecture is likely to be important, and, therefore, on the exam. Expect “why” questions.
Group research project
Each student will participate in a group research project. This will involve library research,
designing the study, collecting the data, analyzing the data, and presenting the results in
written form. Examples of project include examining the viability of a new product; the use,
effects, and perceptions of film trailers; or other projects that have real-world applications.
I hope that at least some of these projects will be submitted to conferences. A conference paper
is a wonderful thing to put on your resume. It'll give you a nice idea of what graduate school is
about, and, if you are interested, will be the kind of thing that they will evaluate highly. It
could also be a way to travel to a new city. If you learn that you want to stay away from
graduate school, a conference paper can distinguish you from other job candidates.
1. Proposals
Each group will need to develop a 5 to 7 page written research proposal. These should begin
by reviewing previous theories and research that are relevant to the question at hand and
through discussion with any organization that you will be conducting the research for. The
written proposals must be presented to me by October 17. These will be graded according to
the quality of the literature review and potential contribution. I will make suggestions on these
proposals that I believe can make the research more practical and theoretically interesting.
2. Methods
After the proposals are approved, groups will be expected to collect real data. These will be
graded on the quality of the sample, instruments, and procedures that were employed. Include
a revised Proposal (5 – 7 pages). A summary of the method section that explains the sample,
instruments, procedures, and data collected is due November 7 (5 - 7 additional pages).
3. Results and conclusions
Each group will be expected to perform the data analysis that is appropriate for their data.
Although much of this can be performed in Excel, more advanced techniques may require the
use of SPSS, software that is available on many Faculty of Management computers.
After the results are analyzed, groups will be expected to prepare a summary of the results and
conclusions from their research. This final report must be prepared according to the standard
practices in the field. The instructions for how to prepare the report are given in the text;
however, it consists of the revised proposal section, the methods section, and a new results and
conclusions section (5 -7 pages total). The final report should be between 15 and 20 pages long,
not including Appendices. It is due December 6.
Participation
Each group member will evaluate each other on the quality and quantity of their contribution.
The individual participation scores will make part of the project grade.
MANAGEMENT 3220: Marketing Research
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Research reviews
To gain more familiarity with research and with how it is reported, you will be given 2 research
reports over the course of the semester. You will need to read these reports and provide a short
written summary of the research. Papers will be graded on content (breadth, accuracy,
innovativeness) and form (spelling, grammar). These need only to be one page (single-spaced)
or two (double-spaced) pages in length. You may use a memo format if you wish.
The first assignment examines the methods section.
1. What research method was used?
2. What was the independent variable(s)?
3. What was the dependent variable(s)?
4. Why did the researchers choose the research method they did?
5. What are the strengths and weaknesses of the research method?
6. What would be the benefit of using another research method (if any)?
The second assignment will focus on examining the results section.
1. What was the independent variable? What was the level of measurement?
2. What was the dependent variable? What was the level of measurement?
3. What statistic or statistics did the researcher use?
4. Was it appropriate to the level of measurement (why or why not)?
5. What other statistics might they have used?
6. What would be the benefit of using another statistical strategy (if any)?
Class participation.
Attendance is important. But it is not enough. Your participation grade will be evaluated
according to the quality of your contribution to class. This can be broken down into 4 parts:
1. Presence: Textbook provide information and reference; however, a book is neither
sufficient for all of the information, nor is it the best way to learn.
2. Participating: Lots of evidence shows that active learning is the best. Merely being
present is also not sufficient to maximize learning. You are expected to actively
participate in class discussion. Make sure to do the assigned reading before class. If
participation is low, I will call on individuals to respond.
3. Perceptiveness: While participation is good, insightful participation is even better.
You will be rewarded for perceptive, intelligent comments that cut to the core.
4. Professionalism: Work with others in a polite, professional manner and demonstrate
a positive attitude. These skills are critical for professional success.
I will work hard to improve your critical thinking. The best way I know to do this is by asking
tough questions. Be ready in every class for me to call on you and ask “how, when and why.”
Research Participation
It is important for students to participate in primary research to gain a full understanding of
what is behind the research we discuss in class. Therefore, this course expects research
participation. There are two options available to you in order to meet this requirement. First,
participate in research offered in class. Your participation will be tracked. Alternatively, you
may participate in research outside the university. Then write a memo about the study.
MANAGEMENT 3220: Marketing Research
Schedule [with reading assignments]
September 5 - Introductions, Outline of Class [no readings]
10 - Theories and ways of knowing [no reading]
12 – Marketing research [Chapter 1]
17 - The research problem [Chapter 2]
19 - Research design [Chapter 3]
24 - Secondary research [Chapter 4]
26 - Research examples and cases [Chapter 5]
October 1 - Exam #1
3 - Qualitative Research [Chapter 6]
8 - Observational research [Chapter 7]
10 - Survey research [Chapter 7]
15 - Experiments [Chapter 8]
17 - Measurement [Chapter 9]
Group project proposals due
22 - Questionnaire design [Chapter 11]
24 - Sampling [Chapter 12]
Research review #1 due
29 - Exam #2
31 - Editing and Coding, SPSS, Univariate and descriptive statistics [Chapter 15]
November 5 - The logic of statistics [Chapter 16]
7 - Tests of association - chi-square [Chapter 16]
Methods section report due
12 - Comparisons of means - t-tests [Chapter 17]
14 - Analysis of variance ANOVA [Chapter 17]
19 - Correlation and regression [Chapter 18]
21 - Presenting the results [Chapter 19]
Research review #2 due
26 - Review
28 - Exam #3
December 3 - Group work day
5 - Final group project report due
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