THE PETER J. TOBIN COLLEGE OF BUSINESS
DEPARTMENT OF MARKETING
Dr. A.N. Doherty
Bent Hall 237
(718) 990-7370 x7370
E-mail dohertya@stjohns.edu
Office Hours:
Marketing 3312 – Marketing Research
COURSE DESCRIPTION:
Marketing Research is a scientific approach commonly used to identify problems and their
causes, collect relevant information, analyze and present this information within the management
decision making process. General research procedures are examined, including experimental
design, test marketing, data collection sources and procedures, internet data banks, questionnaire
design, measurement scales, sampling and various statistical techniques, used for information
analysis. Also, ethical issues, models and cases associated with the practice of marketing
research will be considered.
A large number of cases will be presented and analyzed by student teams in the class. This will
afford students the opportunity to apply concepts and practices developed in the course work.
Students will present and write papers on one cased and one project assignment. Case
presentations should make use of POWERPOINT (or a similar presentation format). In addition,
students will solve a number of problems and mini-cases including computer software assisted
problem solutions.
Use of computers is an integral part of the Marketing Research process. Students should be
familiar with standard software packages used in Marketing Research. Software is available in
the MICROLABS to solve assigned problems and cases including SPSS, Minitab, Access and
EXCEL. Students will also have access to the Internet to discover relevant data sources and
download appropriate data.
COURSE OBJECTIVES:
1. Familiarize students with the process of Marketing Research, the broad range of problem
areas and the role of marketing research in decision making.
2. Develop skills in obtaining, analyzing and presenting data necessary for problem solving
and decision making.
3. Develop skills in team work and team presentations both oral and written.
4. Learn the skills of writing research reports to be presented to all levels of management.
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Prerequisite:
Marketing 3301, DS2334
TEXT:
TITLE:
AUTHOR:
PUBLISHER:
Basic Marketing Research (Seventh Edition)
Gilbert Churchill, Tracy Suter and Thomas J. Brown
Dryden Press, 2010
COURSE REQUIREMENTS AND GRADING:
Midterm Exams
20%
Case Study and Other Assignments 50%
Final Exam
30%
100%
TOPICS AND ASSIGNMENTS:
 Internet Data Source Review
 Bayesian Decision Making Problem
 Mini Cases
 Questionnaire Design Application
 Sample Size Design and Determination
 Statistical Analysis
 Forecasting Problems
 Case Presentation and Written Report
BIBLIOGRAPHY
TEXT BOOKS
David Aaker & George Day, Marketing Research, John Wiley & Sons, New York, 1986. (Read
Ch. 16, Factor Analysis, Ch. 17, Multi-dimensional Scaling & Cluster Analysis, Ch. 18,
conjoint Analysis and Ch. 19, Regression Analysis).
Donald S. Tull and Del I. Hawkins, Marketing Research: Measurement and Method, Macmillan
Publishing company, New York, 1999.
Payne, Stanley, The Art of Asking Questions, (Princeton University Press, 1979).
Sharma, Subhash, Applied Multivariate Techniques, John Wiley and Sons, Inc., 1996.
SPSS For Windows, Version 7, 1997.
Thomas C. Kinnear & James r. Taylor, Marketing Research, McGraw-Hill Book Company, New
York, 1999.
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William G. Zikmund, Exploring Marketing Research, The Dryden Press, Chicago, 1999.
REFERENCE BOOKS
Dickinson, John, The Bibliography of Marketing Research Methods, Lexington Books, 1995.
Menard, Scott, Longitudinal Research, Sage Publication, 1991.
Patzer, Gordon L., Experiment – Research Methodology In Marketing: Types and Applications,
1996. (Lib. Ref. HF5415.2 P. 379)
Stewart, David and Prem. N. Shamdasani, Focus Groups: Theory and Practice, Sage
Publications, 1990.
Urban, G. and J.A. Hauser, Design and Marketing of New Products, Prentice-Hall, 1993.
ETHICS SOURCES
Cooke, Robert A., Ethics in Business: A Perspective, Arthur Andersen and Co., 1988.
Gundee, Howard N. “Council Joins Industrial Effort to Support Research,” Marketing News,
Sept. 28, 1992, p. 4.
Hunt, Shelby D. and Scott Vitell, “A General Theory of Marketing Ethics,” Journal of
Macromarketing, V. 6 (Spring 1986), pp. 5-16.
Kim, Sang Yong, and Chun, Sung Yong, “A Study of Marketing Ethics in Korea: What do
Koreans Care About?,” International Journal of Management, Sep. 2003, Vol. 20, Iss. 3,
pp. 377-383
Laczniak, Gene R. and Patrick E. Murphy, eds., Marketing Ethics: Guidelines For Managers,
D.C. Heath, 1985.
McNair Jr., Robert M., “Will the New Standards Stick?,” Pharmaceutical Executive, Oct. 2003,
pp 8-13
Murphy, Patrick E. and Gene R. Laczniak, “Emerging Ethical Issues Facing Marketing
Researchers,” Marketing Research (June 1992), pp. 6-7.
Robin, P. and R. Eric Reidenbach, “Social Responsibility, Ethics and Marketing Strategy:
Closing the Gap between Concept and Application,” Journal of Marketing, V. 51 (Jan.
1987), pp. 44-58.
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ARTICLES
Yuping Liu, “The Long-Term Impact of Loyalty Programs on Consumer Purchase”, Journal of
Marketing Research, Vol. 71 (Oct. 2007), pp. 19–35.
Byung Chul Shine, Jongwon Park, and Robert S. Wyer Jr., “Brand Synergy Effects in Multiple
Brand Extensions”, Journal of Marketing Research, Vol. XLIV (Nov. 2007), pp. 663–
670.
Kent Grayson, “Friendship versus Business in Marketing Relationships”, Journal of Marketing,
Vol. 71 (Oct. 2007), pp. 121–139
Nathan Novemsky, Ravi Dhar, Norbert Schwarz, and Itamar Simonson, “Preference Fluency in
Choice”, Journal of Marketing Research, Vol. XLIV (Aug. 2007), pp. 347–356
Beardon, William and Michael Etzel, “Reference Group Influence on Product and Brand
Choice,” Journal of Consumer Research, (Sept. 1982), pp. 183-94.
Bell, Gordon H., “Beyond the A/B Split,” Target Marketing, Oct. 2003, Vol. 26, Iss. 10, pp. 111114
Briesch, Richard A. et. Al., “A Comparative Analysis of Reference Price Models,” Journal of
Consumer Research, Vol. 24, No. 2 (Sept. 1997), pp. 202-214.
Childers, Terry L. and Akshay R. Rao, “The Influence of Familial and Peer-based Reference
Groups on Consumer Decisions,” Journal of Consumer Research, (Sept. 1992), pp. 198211.
Crispell, Diane, “Dual Earner Diversity,” American Demographics, (July 1995), pp. 32-36.
Estelami, Hooman, “The Effect of Price Presentation Tactics on Consumer Evaluation Effort of
Multi-Dimensional Prices,” Journal of Marketing Theory and Practice, Spring 2003,
Vol. 11, Iss. 2, pp. 1-16.
Gelb, Betsy and Gabriel Gelb, “New Coke’s Fizzle – Lessons for the Rest of Us,” Sloan
Management Review, (Fall 1986), pp. 71-76.
Holt, Douglas, “How Consumers Consume: A Typology of Consumption Practices,” Journal of
Consumer Research, Vol. 22, No. 1, June 1995, pp. 1-16.
Homer, Pamela, “Ad Size As An Indicator of Perceived Advertising Costs and Effort: The
Effects on Memory and Perceptions,” Journal of Advertising, Vol. 24, No. 4 (Winter
1995), pp. 1-17.
Jones, John Philip, “What Does Effective Frequency Mean in 1997?” Journal of Advertising
Research, Vol. 37, No. 4 (July/August 1997), pp. 14-20.
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Karmarkar, Uday S. “Integrative Research in Marketing and Operations Management,” JMR, V.
33 (May 96), pp. 125-133.
Lee, Angela Y. “Effects of Implicit Memory on Memory-based Versus Stimulus-based Brand
Choice,” Journal of Marketing Research; Nov. 2002; 39,4
Nijssen, Edwin, et. al., “Investigating Industry Context Effects in Consumer-Firm Relationships:
Preliminary Results From a Dispositional Approach,” Academy of Marketing Science,
Winter 2003, Vol. 31, Iss. 1, pp. 46-60.
Pham, Michael Twan and G.V. Johom, “Contingent Processes of Source Identification” Journal
of Consumer Research, Vol. 24, No. 3 (Dec. 1997), pp. 249-265.
Schall, Mathew, “Best practices in the Assignment of Hotel-Guest Attitudes,” Cornell Hotel and
Restaurant Administration quarterly, Apr. 2003, vol. 44, Iss2, pp51-65
Smith, J. Walker, “Beyond Anecdotes: Toward a Systematic Model of the Value of Marketing
Research,” Marketing Research: A Magazine of Management and Applications 3, (March
1991), pp. 3-14.
Traynor, Timothy K., “Marketing Convergently, Consider This?,” Traynor, Timothy K.,
“Marketing Convergently, Consider This?,” National Underwriter, May 26, 2003, vol.
107, Iss. 12, p. 12.
Trip, Hans, C.M., et. Al., “Why Switch? Product Category – Level Explanation’s for True
Variety – Seeking Behavior,” JMR, V. 33 (Aug. 1996, pp. 281-292.)
Von Gonten, Michael F. and James F. Donius, “Advertising Exposure and Advertising Effects:
New Panel-based Fundings,” Journal of Advertising Research, Vol. 37, No. 4
(July/August 1997), pp. 51-60.
Waldrop, Judith, “Markets with Attitudes,” American Demographics, (July 1994), pp. 22-32.
Wind, Jerry and Mahajan, Vijay, “Issues and Opportunities in New Product Development: An
Introduction to the Special Issue,” Journal of Marketing Research, v. 34 (Feb. 97), pp. 112.
ONLINE DATABASES
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ABI/INFORM (BRS,DIALOG)
Business Periodicals Index (BRS, WILSONLINE)
Business Week (DIALOG)
F&S Index (DIALOG)
Harvard Business Review (BRS<DIALOG)
PAIS INTERNATIONAL (DIALOG)
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7. PROMT (DIALOG)
8. Hoovers
CLASS ATTENDANCE POLICY
Students must attend all classes. Absence from class, due to an extreme emergency, imposes the
responsibility on the student to acquire a comprehensive set of missed lecture notes.
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