University of California, Santa Barbara
College of Engineering
Market Research for Business
TMP 144 Syllabus and Course Outline
Course Information on GauchoSpace
Professor Jill E. Feldman
PHONE: 805.695.8006
E-MAIL: jfeldman@tmp.ucsb.edu
CLASS: Wednesdays, 5:00 – 7:30 p.m.
CLASSROOM: Phelps 1444
OFFICE HRS: After class and by appointment
TMP 144 Market Research for Business provides a high-level view of market research tools needed
in today’s competitive business environment. This course will enable the motivated business and
technology-oriented student to conduct and understand current market research techniques and
tools, with a focus on both start-ups and established technology companies.
We will spend the majority of our time skill-building and learning the techniques of market research
through a combination of assigned readings, seminar lectures, guest lectures and case studies.
Cases will be drawn from current technology companies and will provide an opportunity to apply
newly learned skills including market analysis, qualitative and quantitative market research tools.
In addition to acquiring skills learned throughout the course, students will benefit from working in
teams and constructively contributing to our class discussions.
The course will culminate in student-led group presentations, with each group presenting the results
of their market research project. The group projects will be reviewed by a panel, with representation
from industry, and feedback will be provided. In addition to acquiring market research skills learned
throughout the course, students will benefit from working in teams and constructively contributing to
our class discussion.
TEXTBOOK, CASES AND READINGS:
Required (Available on the Harvard Business Online website and included in our Harvard
Business School case packet):
“Market Research for Business Fall 2014 (TMP 144)” case pack of Harvard Business
School cases and readings accessed through this website:
https://cb.hbsp.harvard.edu/cbmp/import/ptos/28259823
Required Textbook:
Malhotra, N. (2011). Basic marketing research: integration of social media, fourth edition.
Upper Saddle River, NJ: Pearson Prentice Hall. ISBN-13: 9780132544481
Note on textbook: Available at bookstore and may also be available through Amazon.com
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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Grading and Assignment Instructions
GRADING:
Class attendance and participation
TruEarth Class Discussion
Salesbrain LLC Discussion and Paper
TiVo Discussion and Paper
Skills Acquired Paper
In Class Exercise: Designing a Travel Coffee Mug
Student Team Project pre-work, report and presentation
30%
5%
10%
10%
5%
10%
30%
ATTENDANCE IS MANDATORY: I expect you to attend all scheduled classes and to arrive on
time for each class and stay for the entire class. If you do not attend or you leave early, you cannot
participate. Absences will affect your participation grade negatively.
EVALUATION OF PARTICIPATION
Your participation is vital to the success of our course. The ideal student will contribute to class
when he or she has something useful and relevant to add. Students who attend class but do not
participate in the class discussion should expect to receive only a passing grade in the course.
WRITTEN ASSIGNMENT POLICY: All written assignments must be typed and handed in at the
beginning of class on the day when the assignment is due. Please keep an extra copy to use during
that day’s class discussion.
WRITTEN REPORTS: Reports should be typed in 12 point font, double-spaced, with margins 1”
all around.
ACADEMIC INTEGRITY
Academic integrity is an essential element of a high-quality educational experience and is expected
in this class. Academic integrity includes respecting the letter and the spirit of the class rules. The
rules are designed to maximize the learning experience for all students, preserve the integrity of the
class, and to help you practice the high level of integrity expected from consultants, professional
managers, and corporate officers. Feel free to contact me with any concerns regarding practices and
behaviors related to this course that appear to be lacking in academic integrity.
University policy has defined as academic dishonesty the following behaviors: (1) using materials
published in print or over the Internet in your papers without proper reference to the original source;
(2) consulting students who have already taken the course about analysis and answers to cases or
assignments prior to their due date; (3) working with others on individual assignments; and (4)
working with non-team members on team assignments. Please do not share written or electronic
notes, outlines, or "key points" across groups because papers that are judged to be substantially
similar in content will be submitted to the University committee for academic integrity. By
upholding the standards of academic integrity together, we will strive to preserve the quality of your
educational experience and the value of your degree.
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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INSTRUCTIONS FOR HARVARD CASE PACK FOR:
“MARKET RESARCH FOR BUSINESS FALL 2014 (TMP 144)”
You have registered for Market Research for Business Fall 2014. This message explains how to get
the course materials you need for class on the Harvard Business Publishing for Educators web site.
Course link: https://cb.hbsp.harvard.edu/cbmp/import/ptos/28259823
You need to register on the site to create a user name if you do not already have one.
Some course materials are PDF documents and you can open them with Adobe Reader. eLearning
materials include a link you can use to gain access to them. Some course materials may not be
available in digital format and these will be shipped to you.
You will have access to the course materials for 6 months.
After you register, you can get to the coursepack at any time by doing the following:
1. Visit hbsp.harvard.edu and log in.
2. Click My Coursepacks, and then click Market Research for Business Fall 2014.
I hope you find this a convenient way to get your required course materials. If you have any
questions, please contact me at jfeldman@tmp.ucsb.edu.
Thank you.
COURSE DETAILS:
Professor: Jill Feldman
Coursepack Name: Market Research for Business Fall 2014
Course Number: TMP 144
Course Start Date: Sep 29, 2014
Course End Date: Dec 29, 2014
Reference Code: 28259823
For technical assistance, please contact the Harvard Business Publishing Tech Help line at (800)
810-8858 (outside the U.S. and Canada, call 617-783-7700); or email techhelp@hbsp.harvard.edu.
Our business hours are 8 am - 8 pm ET, Monday-Thursday, and 8 am - 7 pm ET on Friday.
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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TMP 144
Market Research for Business
Course Outline and Schedule
Fall 2014
Wednesday, October 8, 2014 – Week 1
In this week’s class:
Course introduction and explanation of course requirements: Why this course matters and
what you will gain from taking this course
Introduction to Market Research project
Student Profile
In-class activity
How to use the library and syndicated and secondary research sources – Guest Speaker
Introduction to market research: Identifying the Management Decision Problem and the
Marketing Research Problem
For next class:
Required: Read Chapters 1 – 3, Basic Marketing Research textbook
Optional: Read Chapters 4 – 6, Basic Marketing Research textbook
Read “Market Research”, Harvard Business School, Dolan (9-592-034)
Wednesday, October 15, 2014 – Week 2
In this week’s class:
Hand in Student Profile
Market Validation – Guest Speaker
Syndicated and secondary research sources
Qualitative research
Discussion of Team Project
Assignment of Student Teams
For next class:
Required: Read Chapters 9, 10, 12, 13, Basic Marketing Research textbook
Optional: Read Chapters 7, 8, 11, Basic Marketing Research textbook
Read “Marketing Research”, Harvard Business School, Sultan (9-592-013)
Team Assignment: Develop “Strawman” for Management Decision Problem and Marketing
Research Problem. Develop plan for Exploratory/Qualitative Research
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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Wednesday, October 22, 2014 – Week 3
In this week’s class:
Quantitative research: Designing a survey
Sample size
Net Promoter Score – Guest Speaker
In-Class Team Assignment: Gain approval for “Strawman” for Management Decision
Problem and Marketing Research Problem. Gain approval for Exploratory/
Qualitative Research Plan
For next class:
Required: Read Chapters 15, 16, 17, Basic Marketing Research textbook
Optional: Read Chapters 14, 18, Basic Marketing Research textbook
Read “TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief
Case), Harvard Business School, Rangan, Yong (4065) and prepare for class
discussion
Team Assignment: Conduct Exploratory/Qualitative Research
Wednesday, October 29, 2014 – Week 4
In this week’s class:
Understanding Statistical Significance
Begin TruEarth class discussion
In-Class Team Assignment: Status update on Exploratory/Qualitative Research
For next class:
Team Assignment: Conclude Exploratory/Qualitative Research and outline findings.
Finalize Management Decision Problem, Marketing Research Problem with
Components and Conceptual Map. Develop Detailed Research Plan, determine
Sample Size and develop Pilot Study Plan
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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Wednesday, November 5, 2014 – Week 5
In this week’s class:
What is Data Science? – Guest Speaker
Conclude TruEarth class discussion
Introduction to Informal Team Presentations
In-Class Team Assignment: Review Exploratory/Qualitative Research Findings with
Professor. Gain approval for Final Management Decision Problem, Marketing
Research Problem with Components and Conceptual Map. Gain approval for
Detailed Research Plan (first draft of survey), Sample Size, and Pilot Study Plan
For next class:
Read “Better Customer Insight--in Real Time”, Harvard Business Review, Macdonald,
Wilson, Konus (R1209H)
Read “Salesbrain LLC - B2B Communications”, Richard Ivey School of Business,
University of Western Ontario, Chandrasekhar, Pirouz (W12743)
Prepare a 2-3 page analysis based on the Customer Insight and Salesbrain readings, using the
following prompts:
1. What are the advantages and disadvantages of LVA versus FACS for a
business-to-business application?
2. Would you recommend that DTI Technologies use a tool such as RET?
Why or why not?
3. Which market research technique(s) should DTI Technologies choose?
Why do you say that?
Team Assignment: Conduct Pilot Study and submit final questionnaire (note: may be
submitted during the week, if desired. Once final questionnaire is approved,
begin conducting research. Begin preparation for Informal Team Presentations
Wednesday, November 12, 2014 – Week 6
In this week’s class:
Company perspective on market research – Guest Speaker
Facial Action Coding System (FACS)
Real-time Experience Tracking (RET)
FACS/RET discussion. Turn in FACS/RET paper.
Review Informal Presentation guidelines
In-Class Team Assignment: Review Pilot Study results and gain approval for final
questionnaire
For next class:
Team Assignment: Prepare for informal team presentations
Team Assignment: Continue fielding survey
Read “An Exercise in Designing a Travel Coffee Mug”, Harvard Business School, Ofek,
Norris (9-514-042) and prepare for guest speaker
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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Wednesday, November 19, 2014 – Week 7
In this week’s class:
Market Research and Design - Guest Speaker
Informal presentations
Conjoint Analysis
Segmentation
Final presentation guidelines
In-Class Team Assignment: Status update on fielding and survey analysis
For next class:
Read “TiVo”, Kellogg School of Management, Northwestern University,
Tybout, Hennessy (KEL132)
Prepare a 2-3 page analysis based on the TiVo case, using the following prompts:
1. What established technology-based products serve as a good analogy to
TiVo in terms of forecasting demand?
2. Based on the market research presented in the case, where in the buying
process does consumer acceptance of TiVo break down?
3. Whom should TiVo have targeted at its launch? How should the target
have evolved over time?
4. Use the market research findings to develop two positioning statements for
TiVo: one for the launch and one for later, after consumers became
familiar with the DVR category and competitors enter the market
5. In light of TiVo’s recent status, what is your recommendation to TiVo on
how it should proceed?
Read, “Consulting on the Cusp of Disruption”, Harvard Business Review,
Christensen, Wang, van Bever (R1310F)
Read Chapter 19, Basic Marketing Research textbook
Team Assignment: Conclude fielding of survey and begin data analysis
Monday, November 24, 2014 5:00 – 7:30 pm – Week 8
IMPORTANT NOTE: DATE AND CLASSROOM CHANGE: PHELPS 3523
In this week’s class:
Reporting Your Results
Review of statistical significance
The Changing Market Research Industry
TiVo Case Discussion. Turn in TiVo case.
In-Class Team Assignment: Data analysis and preparation of final report and presentations
For next class:
Re-read “An Exercise in Designing a Travel Coffee Mug”, Harvard Business School, Ofek,
Norris (9-514-042) and prepare for in-class exercise
Team Assignment: Prepare for final team presentations
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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Wednesday, December 3, 2014 – Week 9
In this week’s class:
In class activity: An Exercise in Designing a Travel Coffee Mug
Feedback/suggestions on class
In-Class Team Assignment: Data analysis and preparation of final report and presentations
For next class:
Prepare a 1-2 page paper identifying 2 new skills learned from this class that you will use in
your next job
Team Assignment: Prepare for final team presentations
Wednesday, December 10, 2014 – Week 10
In this week’s class:
Market Research team presentations
Hand in Skills Learned paper
Individual and team self-evaluations
Wrap-up
TMP 144 : Syllabus and Course Outline : Jill E. Feldman
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