**TENTATIVE** Research Methods Course Schedule
Date
Lecture Topic
Corresponding
Chapter(s)
Assignment for Next Class
DUE
WEEK 1
8/29 (W)
 Skim Chapters 1 and 2
 Read Chapter 3
 Andreasen, Alan R. (1985),
“Backward Marketing Research,”
HBR, May/June, 176-182
 Pick Project Teams
 Course Introduction /
Research Overview
WEEK 2
9/5 (W)
 Guest Speaker –
Dan Overfield
 Lecture Topic:
Marketing Research
Process and
Problem Formulation
CH 3
 Read Chapters 4 and 7
 Secondary Data Gathering
Assignment
 Assign Project
Teams
 Prepare for Hank’s
Management Visit
WEEK 3
9/12 (W)
 Guest Speaker –
Hank’s Management
 Lecture Topic:
Exploratory
Research
CH 4 and 7
 Read Chapters 5 and 6
WEEK 4
9/19 (W)
 Guest Speaker -FOCUS GROUPS
 Lecture Topic:
Descriptive
Research and
Causal Designs
CH 5 and 6
 Read Chapters 8 and 11
 Note Chapter 9 and 10 as great
references
 Secondary Data
Gathering
Assignment Due
WEEK 5
9/26 (W)
 Lecture Topic:
Primary Data
Parts of CH 7, 8,
11, 12
 Prepare Focus Group Script
WEEK 6
10/3 (W)
 CONDUCT FOCUS
GROUP
 Tie up loose ends
before midterm
exam
 Primary Data
Kees, Research Methods
1
WEEK 7
MIDTERM EXAM
10/10 (W)
WEEK 8
10/15 –
10/19
SEMESTER RECESS – CLASS WILL NOT MEET
WEEK 9
10/24 (W)
 Intro to Data
Analysis
 Crosstabs and
Descriptive Statistics
CH 14 and 15
 Design Study 1
 Regression Assignment
 Read Chapter 17
WEEK 10
10/31 (W)
 Correlation and
Regression
 Team 1 Leads
Discussion
CH 17
 Design Study 1
 Read Chapter 16 (and Appendix)
 ANOVA Assignment
 Study 1 (ready to
be administered)
 Regression
Assignment
WEEK 11
11/7 (W)
 ANOVA / MANOVA
 Team 2 Leads
Discussion
CH 16
 Analyze Study 1 Data
 Read Chapter 18 and CH 17
Appendix
 MDS Assignment
 ANOVA
Assignment
WEEK 12
11/14 (W)
 Conjoint Analysis
and MDS
CH 18
 Design MDS Study
 Study 2 (ready to
be administered)
WEEK 13
11/20 –
11/23
THANKSGIVING RECESS – CLASS WILL NOT MEET
WEEK 14
11/28 (W)
 Guest Speaker –
ICR
 Special Topics in
Data Analysis
 Read Chapter 19
 Analyze MDS Results
WEEK 15
12/5 (W)
 Guest Speaker –
GfK V2
 Lecture Topic:
Reporting Results
Ch 19
 Prepare Final Presentation and
Report

WEEK 16
FINAL PRESENTATION TO CLIENT
12/12 (W)
WEEK 17
12/15 –
12/21
FINAL EXAMS
Kees, Research Methods
2
Kees, Research Methods
3