MKTG 3010 MARKETING RESEARCH
Session 1. Course Overview & Introduction
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About me
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2012 – now Hong Kong
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2003 – 2012 USA
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PhD at Stern Business School, New York
University
Research Analyst at Cannondale
Associates, CT
Research Analyst at Compete Inc, MA
MA at Tufts University
Research Interest
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Assistant Professor at CUHK
Concentration Advisor: Quant MKTG
Using data to understand consumer
behavior
Telecommunication, E-Commerce, FinTech
Communication is vital!
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Contacting me:
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Office location: 1105 Cheng Yu Tung Building
MandyHu@baf.cuhk.edu.hk
Tel: 3943 5908
Office Hour: Any time by appointment
Teaching Assistant: LIU, Sheng (Max)
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Room 1133, Cheng Yu Tung Building, CUHK
shengliu@cuhk.edu.hk
Tel: 3943 1639
Objectives
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Learn to conduct rigorous marketing research
in a team environment
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Learn how to define the marketing research
problem and to determine what information is
needed;
Learn how to acquire trustworthy and relevant
data;
Learn different preliminary data analysis techniques;
Learn to do all those above as a team.
Prerequisite Courses
MKTG 2010 and DSME2010 or DSME2011 or STAT2006
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Course Resources
Required Textbook:
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Marketing Research: An Applied Orientation, 6th
ed., by Naresh K. Malhotra, Pearson, 2009
PPT
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All course materials will be
uploaded there
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Videos
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Class Session
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2:30 – 4:00
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4:15 – 5:00
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Lecture
Lecture
Discussion and exercise
Student Evaluation
Class commitment: 10%
 Final Exam: 60%
 Group Project: 30%
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Teamwork is the key
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Group formation is based on mutual interests
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Form your own group of 6 to 8 students
Submit group form by 1pm on Sep 18
Free rider? “Group member evaluation form”
No group? I can’t help.
Class Commitment (10%)
You are a very important part of course
 You should be prepared to discuss and present
in class the readings and/or problems that have
been assigned for that session.
 Let’s minimize distractions
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No cell phones, text-messaging, instant messaging,
no ipads…(You get the picture )
Show respect to people who are presenting
Final Exam (60%)
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Final Exam
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Closed book
Short answers and essay questions
All the materials covered in the class
Marketing Research Project(30%)
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Topic –
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Either the micro-lending industry or the ecommerce industry
Please focus on one particular company from those
industries
The final report should include
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Executive summary
Exploratory Research
Questionnaire and Sampling Strategy
Data Analysis Plan
Final presentation (week 13)
Final report (week 14)
VeriGuide
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Final report will be submitted electronically via
VeriGuide (no exceptions)
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https://veriguide1.cse.cuhk.edu.hk/cuhk/
About the grading
You can only appeal a grade if there is a clear
misreading of what you wrote.
 I will regrade the whole exam if you want to
have a change of the grade.
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Past Results
Size: 91
Mean: 71.2
SD: 11.7
Range: 22 – 90
Frequency
Histogram
35
30
25
20
15
10
5
0
0
15
9
19
29
39
49
59
69
79
89
99 More
Course Schedule
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Dates
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Mark those 3 dates on your calendar
Nov (TBD) - Guest Speaker
 Nov 27 – Group Project Presentation
 Dec 4 – Final Exam ( 6:30 pm – 8:30 pm)
No make-up exam unless you have a legitimate
reason. And conflicting with another exam doesn’t
count.
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Material List
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“Ray Burke: How stores track your shopping behaviour”
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(https://www.youtube.com/watch?v=jeQ7C4JLpug)
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“Malcolm Gladwell: Choice, Happiness, and Spaghetti Sauce”
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(https://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce/transcript?language=en)
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“Malcolm Gladwell: the Pitfalls of Market Research”
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(https://www.youtube.com/watch?v=964va3YwPms)
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“Sheena Iyengar: How to Make Choosing Easier”
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(https://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose/transcript?language=en)
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“Tricia Wang: The Human Insights Missing from Big Data”
(https://www.ted.com/talks/tricia_wang_the_human_insights_missing_from_big_data)
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“David McCandless: The Beauty of Data Visualization”
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(https://www.ted.com/talks/david_mccandless_the_beauty_of_data_visualization)
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“Antonio Rangel :The neuroeconomics of simple choice”
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(https://www.youtube.com/watch?v=D6CQjaP98Ew)
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“Devora Rogers: The Science of Shopping & Future of Retail”
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(https://www.youtube.com/watch?v=qVJAr5eGOKA)
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“Amy Webb: How I Hacked Online-dating”
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(https://www.ted.com/talks/amy_webb_how_i_hacked_online_dating)
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BlackBoard Introduction
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Self Introduction
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Name
 Year
 Concentration
 What do you know about this class?
 Do you have a question related to marketing
that you want to find out the answer in this
class?
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