CEU Business School
BUSI 560M Marketing Research (3 credits)
Winter 2016
(January 15 – April 29, 2016)
Instructor:
Class meets
Office:
Tel:
Fax:
E-mail:
Office hours:
Program Manager:
E-mail:
Student Services Manager:
E-mail:
Charles S. Mayer (See last page for bio sketch),
see Course schedule
Room 411
36 1 887-5164
36 1 887-5005
mayerc@business.ceu.edu
By appointment – or 11:00 to 12:00 on Mondays
Melinda Nagy
olsona@business.ceu.edu
Anikó Juhász
juhasza@business.ceu.edu
COURSE OUTLINE
Purpose:
The purpose of this course is to develop a managerial appreciation toward marketing
research. Attention is sequentially focused on information needs, research design, methods of
data collection and the drawing of conclusions through relevant analysis. Integration of the
concepts discussed is achieved through a focus on demand measurement, product,
advertising, distribution and pricing research.
The course is primarily case oriented and therefore depends on the prior preparation
and participation of members. Accordingly, a substantial portion of the course grade will be
assigned on the basis of regular attendance and contribution to the class.
Text: Brown, T.J. and T.Suter, MR, Cengage Learning, 2012, E-book loaded on Moodle
Felnőttképzési nyilvántartási szám: 01-0516-04; Intézmény-akkreditációs lajstromszám: AL-0515
Daily Case Assignment:
Each class member will be asked to contribute to a group report on an assigned case.
The group will be responsible for distributing a “management summary” to the class, and for
making a polished oral presentation in class.
Term Project:
Students will be asked to conduct a "pilot survey" on some topic of interest to them.
These projects may be conducted on an individual basis, or in groups of 2, 3 or 4. While the
instructor has several potential topics to suggest, the selection of topics are the responsibility
of the student. A proposal for the project outlining the research problem and research
procedure is due on January 26. Proposals are to be typed and no longer than three pages. A
final report (maximum 20 pages typed + appendices) is due on March 23.
What I learned:
Working in groups, students will prepare a brief summary of what their take-away is
from the course. This will be in the form of a slide presentation.
Grading:
The course grade will be computed in the following way:
1.
Case report
20 %
2.
3.
Mid-term examination
What I learned
30
10
4.
Research project
30
5.
Class participation
10
Term projects and reports failing to meet the deadline will be subject to severe
penalties.
Slides of case presentations are due at 8:00 a.m. on the day of the case presentation.
Intended Learning Outcomes:
The student should have a solid grasp of all elements of Marketing Research through the
completion of this course. This combination of knowledge and skills will be enhanced
through class discussions, case studies, examinations and projects.
Core Learning Area
Interpersonal
Communication Skills.
Technology Skills
Learning Outcome
Students, often working in groups, will learn how to communicate,
negotiate and persuade each other. In addition, they will make
professional presentations in front of the class, which will be
critiqued.
Since research on the internet is part of the course, total familiarity
with the net will occur. As well, the PowerPoint skills will become
highly developed. Also, the use of SPSS is required in the course
Felnőttképzési nyilvántartási szám: 01-0516-04; Intézmény-akkreditációs lajstromszám: AL-0515
Cultural
Diversity
Sensitivity
Quantitative Reasoning
and Since the students have to put themselves in the “shoes” of customers
from different strata and countries, cultural sensitivity and diversity
will be explored
Marketing Research uses quantitative concepts from Statistics,
Economics and Psychology. Formal mathematical reasoning is
required in topics such a customer value..
Felnőttképzési nyilvántartási szám: 01-0516-04; Intézmény-akkreditációs lajstromszám: AL-0515
ASSIGNMENTS
Jan. 15
Jan. 22
Jan. 29
Topic:
Introduction
Readings:
Ch1, Intro to Marketing Research
Ch2, Formulation of the Problem
Ch3, Research design
Topic:
Secondary Data/Qualitative Research
Readings:
Ch4, Secondary data collection
Part Ch3, Qualitative Research
Case:
2 Getting to know you
Topic:
Project Proposal
Preparation of Project Proposals
Feb.5
Topic:
Measurement
Readings:
Ch5, Observation
Ch6, Communication
Case:
3-3: Mainline Package Goods
PROJECT PROPOSALS DUE TODAY
Feb. 12
Feb. 19
Topic:
Data Collection
Readings:
Ch7, Asking Good Questions
Ch8, Designing the Questionnaire
Ch.10, Data Collection
Case:
3-8: Midwest Marketing Research Assoc. (A)
Topic:
Readings:
Sampling
Ch9, Developing the Sampling Plan
Case:
4-5: Cosmopolitan Magazine
Felnőttképzési nyilvántartási szám: 01-0516-04; Intézmény-akkreditációs lajstromszám: AL-0515
Mar. 4
Topic:
Data Analysis (Univariate and Bivariate)
Readings:
Ch11, Data Preparation
Ch12, Analysis of Individual Variables
Mar. 17
Case:
5-4: Bernie’s Student Cafeteria
Topic:
Data Analysis (Multivariate)
Readings:
Ch13, Multivariate Analysis
Ch14, Research Report
Case:
4. The demographic discovery of the decade
Review in preparation for exam
Mar. 25
Apr. 8
Apr. 22
MID-TERM EXAMINATION
Topic:
Forecasting and B2B Marketing Research
Readings:
TBD
Topic:
Product Research
Advertising Research
Distribution and Pricing Research
Case:
6-2: "No Sweat”
PROJECTS DUE TODAY
Apr. 29
Discussion of Projects
Presentations and Summary
Felnőttképzési nyilvántartási szám: 01-0516-04; Intézmény-akkreditációs lajstromszám: AL-0515
BRIEF BIO OF THE INSTRUCTOR
Charles S. Mayer is Professor of Marketing, CEU – Business School, and Professor Emeritus
of Marketing, Schulich School of Business, York University, Toronto, Canada. He has also
taken major teaching assignments at the Instituto Tecnologico Autonomo de Mexico,
Stuttgart Institute of Management and Technology, Trinity College, Dublin, Tel Aviv
International School of Management, Rotman School of Business, University of Toronto,
Nankai University, PRC., the International University of Japan, University of Auckland, New
Zealand, EM Lyon, France, CEI, Geneva, Oxford University (Templeton College), and the
Amos Tuck School, Dartmouth College, U.S.A.
Mayer holds a Ph.D. from the University of Michigan, and M.B.A. and B.A.Sc (E.E.) degrees
from the University of Torornto
He has authored over 80 refereed journal articles and 5 books or monographs.
Felnőttképzési nyilvántartási szám: 01-0516-04; Intézmény-akkreditációs lajstromszám: AL-0515