(revised 1-11-10)
Marketing Research & Consumer Behavior (BA 431)3cr.
Syllabus Class Schedule
Monday, Wednesday, Friday @ 1-1:50 a.m.
WEEK /DATE
1
1/11
1/13
1/15
Note:
SUBJECT
ASSIGNMENT
This week: Review syllabus, select teams, project
Course Introduction; What is marketing
Research
Burns (B)
pg 8+
Oral and Written Presentations,
& Team responsibilities/peer evaluations
Handout
Ethics of Market Research
Research Integrity
Team Selection, Project Selection
(B); Ch 2
pg.42
Teams
Steps in the Market Research Process
(B); Ch 3
(1/22 last day to add/drop)
Hand in a business memo outlining team members Teams
contact info. & research project selected (5 points)
All correspondence will be via e-mail, business memo
format
2
This week: Marketing Research Steps
1/18
MLK Holiday, no class
No Class
1/20
Defining the Research Question
(B); Ch 3
Pg 71-
Last day to add or drop a class is 1/22
Meet with your sponsor/research question
1/22
3
Formulating the Research Proposal
The question, objectives, methods
Teams
(B); Ch 3
Pg 85-
This week: Meet sponsor & prepare the Research Proposal
1/25
Research Design
Exploratory, Descriptive, Causal
(B; Ch 4
1/27
Focus Groups, qualitative analysis
1/29
Descriptive Surveys, qualitative anal.
(B); Ch 4
Pg 107(B); Ch 4
Pg 112-
Hand in your research proposal (10 points)
Page 1 of 5
Teams
4
This week: Review research methodology
2/01
Longitudinal, Causal Research
2/03
Test Marketing
2/05
Secondary Research
Internal, external, subscription data
(B); Ch 4
Pg 116(B); Ch 4
Pg 124
(B); Ch 5
Hand in your draft of the focus group script
Teams
your moderator will use. How will expected
group results be used to address the research question?
(10 pts)
5
This week: Read Text, start quantitative survey
2/08
Sources of Standardized Information
(B); Ch 6
2/10
Select Survey Data Collection Method
Administered, self-administered, CATI
(B); Ch 7
(B); Ch 7
2/12
Select your question-response format
(B); Ch 8
Hand in your preliminary sources of secondary data
That will be used. (10 pts)
6
This week: Read text, draft your quantitative
research design
2/15
President’s Day Holiday
No Class
2/17
Using Measurement Scales
Basic Measurement Concepts
(B); Ch 8
Pg 235-
2/19
Symmetric Synthetic Scales
& Likert Scales
(B); Ch 8
Pg 243-
Hand in your explanation for the selectionresponse format you have selected (10 pts)
Page 2 of 5
7
This week:
Read text, design your questionnaire
2/22
Developing the Questionnaire
Question selection, Introduction,
Organization
(B); Ch 9
2/24
Question flow, Precoding
Computer Assistance
(B); Ch 9
Pg. 276-
2/26
Determining Sample Size
(B); Ch 10
Hand in examples of the question scaling you will be
using. (10 pts)
8
This week: Read text and work on data collection
methodology and data analysis plan.
3/01
Selecting a Random Sample
Non-probability sampling
(B); Ch 10
Pg 300-
3/03
Team Meeting Day (Work in Class)
Teams
3/05
Collecting Data
Defining how you will handle incomplete
And missing data
(B); Ch 11
Note:
Midterm grades due to office 3/15
Hand in your draft of the questionnaire format indicating
different question formats, coding and skip-intervals. (20
pts)
9
This week:
Read Text and meet with teams on term project.
3/08
Develop a Data Code Book
3/10
Summarizing Sample Data
3/12
10
Summarizing Findings
Percentage and Frequency distributions,
XL data analyst
Hand in your sampling methodology, and data
collection plan. (10 pts.)
(B); Ch 11
Pg. 325(B); Ch 11
Pg. 331(B); Ch 11
(B); Ch 11
Pg. 336
This week: Spring Break
3/15
Midterm Break
No Class
3/17
Midterm Break
No Class
3/19
Midterm Break
No Class
Page 3 of 5
11
This week:
3/22
Conduct preliminary data collection
Data analysis and Presentation
(B) Ch 11
Pg 342
Last day to withdraw from class, 3/26
3/24
Work on presentation (in class)
Teams
3/26
Generalizing findings to the population
(B) Ch 12
12
This week: Read text. Meet with teams to conduct research
(no scheduled class this week)
Meet with Sponsor regarding Quantitative
Research design (questionnaire)
Teams
3/31
Conduct Quantitative Survey
Teams
4/02
Easter Recess
(no class)
(no class)
3/29
13
(no class)
This week: Prepare your PowerPoint and oral presentation.
Finalize formal term team paper. Edit and proof!
4/05
Easter Recess
(no class)
4/07
Compare Data
findings
(B)Ch 12,13
4/09
Finalize data analysis
Teams
(no class)
14
This week: Print term research paper draft. Edit and
proof! Practice for oral presentation.
4/12
Work on presentation
Teams
(no class)
4/14
Review your results and how those results
Address the research question (in class)
4/16
Draft your conclusions and recommendations
(in class)
Page 4 of 5
Teams
Teams
15
This week: Attend class and prepare your
research oral and written presentation.
4/19
Orally present your draft research
conclusions and recommendations for
peer critical comments.
Teams
4/21
Begin oral presentations in team
Number order (invite sponsor to attend)
Teams
4/23
Continue Oral Presentations
Begin in team number order.
Teams
16
This week: Attend class and prepare for your
Presentation and report submission
`
4/26
4/28
Continue Oral Presentations
Continue Oral Presentations
17
_____ FINAL: Hand in your edited and bound final
research report using MLA format as required.
Individual peer evaluations will be individually
turned into the instructor in a sealed envelope
with the report. Peer evaluations are required
to receive a course grade.
Page 5 of 5
Teams
Teams