Research Methods in Marketing Syllabus
MKT 450 – 0 Section 71
Winter Quarter 2008
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Clinical Associate Professor Robert Schieffer
E Mail is r-schieffer@kellogg.northwestern.edu
Office is Jacobs Center Leverone Hall 489
Phones: 847-491-7109 (office), 847-212-2479 (cell)
Administrative Assistant is Subarna Ranjit
– (s-ranjit@kellogg.northwestern.edu)
• Office hours are Tuesdays after class, or other times as
required and scheduled by students
• Note that a Friday night class replaces the Tuesday
night class during the last week of the quarter
Research Methods in Marketing
Syllabus
• Marketing Research is not just about collecting and
analyzing data
• Marketing Research is about gaining customer insight
and making winning Marketing decisions
• OBJECTIVE: Course objective is to engage students in
a thorough understanding and appreciation of the high
impact of Marketing Research on strategic, marketing
and product development decisions. The course has a
strong focus on the application of Marketing Research
tools rather than just the execution of these tools. The
course is directed at the user of Marketing Research,
rather than the Market Researcher
Research Methods in Marketing
Syllabus
• A case packet is required, which includes 4 cases and 23 articles
• Ten Key Customer Insights, Schieffer, 2005, is the required book
• The first recommended text is The Culture Code, Rapaille, 2006,
which is an excellent book for understanding how we acquire a silent
system of codes as we grow up within a culture, and how these
unconscious codes guide our actions and purchase behavior
• An additional text resource is Marketing Research Essentials,
McDaniel and Gates, Sixth Edition, 2008. Students seeking a good
reference for marketing research methods can invest in this text. This
text includes SPSS statistical software
• EXPECTATIONS: Students are expected to attend all classes and to
come prepared to participate in class discussion. Assigned readings,
articles, lecture notes and cases should be read prior to class
• Pre-requisites: MKTG 430 and DECS 434 or DECS 437 or IEMS
471-2
Research Methods in Marketing
Syllabus
• Grade calculation: A = 95.0 and above, B = 90.0– 94.9,
C = 89.9 and below
• All assignments are graded on a 100 point scale
• Final grade composition:
– Class Participation and Attendance – 10%
– Individual assignments – 30%
• 20% Individual Depth Interview Individual Assignment
• 10% MP3 Player Conjoint Individual Assignment
– Team assignments – 60%
• 15% Nestle Contadina Pizza Case Team Assignment
• 15% Zenith Case Team Assignment
• 30% Iridium Case Team Assignment
• STUDENT SIGN-IN SHEET: Students are asked to
initial the sign-in sheet as they enter the classroom.
Should a student forget, an e mail to the professor can
have your class attendance recorded
Marketing 450
Class Attendance and Participation Grades
10 Classes
9 Classes
8 Classes
7 Classes
6 Classes
Less than 6
Classes
Very Good
Student
Participation
Good
Student
Participation
Fair
Student
Participation
110
100
90
80
70
60
100
90
80
70
60
50
90
80
70
60
50
40
Research Methods in Marketing
Syllabus
• COURSE STRUCTURE – The course is broadly structured to
follow the steps of the marketing research process.
• FINAL - There is no final exam in this class. The final
assignment is the Iridium case, which is a team assignment due
March 19
• TEAMS – Students will organize themselves into teams of 4-5
students and need to notify the professor of the name of their
team by the end of the day of the first class. All students are
expected to participate fully in the team assignments. Students
will evaluate the contributions of fellow team members on
the team assignments and grades will reflect these peer
evaluations. To avoid unpleasant surprises, students are strongly
encouraged to use TeamNet throughout the quarter
• NO LAP TOP USE IN CLASS – Please keep your lap top
computer closed during class; paper copies of lectures will be
distributed before class for note taking purposes
Team Peer Evaluation Impact on Grade of Final Team Assignment
Scale Used is 7 = Contributed Greatly to Quality, 1 = Did Not Contribute at All to Quality of Assignment
Adjustment is Made Only if a Student Receives a Rating Below 6 From More Than One Team Member
Average of Ratings
% of Team Grade
5.5 and above
97%
5.0 – 5.4
94%
4.5 – 4.9
90%
4.0 – 4.4
86%
3.5 – 3.9
81%
3.0 – 3.4
76%
Below 3.0
70%
Research Methods in Marketing
Syllabus
• COMMUNICATIONS – All lecture notes and assignments will
be posted on the Course Blackboard prior to each class. For
depth discussions, students are encouraged to meet with the
professor in his office rather than in the classroom.
• HONOR CODE – All students will abide by the Kellogg Honor
Code. It is a violation of the Honor Code to discuss any course
assignments with students who have taken the course previously.
• SPSS SOFTWARE – Specialized software developed for
Marketing Research applications will be demonstrated in this
class. Students have four options to access this software:
– 1) SPSS Student Version (50 variables limit) is included with the
Marketing Research Essentials recommended text,
– 2) SPSS can be accessed in the Kellogg Computer Lab,
– 3) the SPSS software can be purchased from SPSS for $719 or
– 4) a 14 day free trial can be accessed by searching the SPSS web page
Syllabus – MKTG 450 Section 71
Winter 2008 Schieffer
CLASS
1
DAY and
DATE
Tuesday
Jan
8
1
2
2
Tuesday
Jan
15
TOPIC
BE PREPARED
TO DISCUSS
Introduction to
Marketing
Research
P & G Chief’s
Turnaround
Recipe: Find Out
What Women
Want
Marketing
Research Process
Problem
Formulation
New Coke Case
(Questions are at the
end of the case)
Introduction to
TKCI book
Essentials Ch. 1
Misconceptions
about Market
Orientation
Backward Market
Research
Essentials Ch. 2
Essentials Chaps. 12
& 13
Analysis of
Survey Data
Research Designs
Secondary Data
OTHER
READINGS
TKCI Chapter 1
Intelliseek Case
Essentials Ch. 3
Introduction to
Culture Code
ASSIGNMENT
DUE
Syllabus – MKTG 450 Section 71
Winter 2008 Schieffer
CLASS
3
3
4
4
DAY and
DATE
TOPIC
Tuesday Exploratory
Research
Jan
22
BE PREPARED
TO DISCUSS
TKCI Chapters 2 &
3
The ZMET
Alternative
Does the Smell of
Coffee…?
Descriptive Research
Attitude
Measurement
The Customer
Visit: Qualitative
Research for B2B
Neuromarketing:
Brain Scam or
Valuable Tool?
Essentials Chap. 7
Boost Your Marketing
R.O.I….
Placebo Effects of
Marketing Actions
ASSIGNMENT
DUE
P & G Checks Out Real
Life
The Science of Desire
Culture Code Chaps.
1,4,7,9,10 & 12
Spend a day in the Life
of Your Customer
Essentials Chaps. 4 & 6
Exploratory
Research
Guest Speaker
Tuesday B to B Exploratory
Causal Research –
Jan
Experimentation
29
OTHER
READINGS
Essentials Chaps. 5 &
8
(Find respondent for
individual depth
interview and ask
them to begin
collage)
Syllabus – MKTG 450 Section 71
Winter 2008 Schieffer
CLASS
5
DAY and
DATE
Tuesday
Feb
5
5
6
6
Tuesday
Feb
12
TOPIC
OTHER
READINGS
ASSIGNMENT
DUE
Primary Data
Individual
Collection
Depth Interview
Sampling Methods Assignment
Essentials
Chaps. 10 & 11
Individual
Depth Interview
Questionnaire
Development
Qualtrics.com
survey tool on
KIS web page
Essentials
Chap. 9
Market
Segmentation and
Targeting
TKCI Chap. 4
Market
Segmentation
Tutorial – Cluster
Analysis
BE PREPARED
TO DISCUSS
Syllabus – MKTG 450 Section 71
Winter 2008 Schieffer
CLASS
7
DAY and
DATE
Tuesday Positioning Tools
– Perceptual
Feb
Mapping
19
8
BE PREPARED
TO DISCUSS
OTHER
READINGS
Analyzing
Customer
Perceptions
TKCI Chap. 5
comScore Web Site
Sources of
Standardized Data
comScore Guest
Speaker
7
8
TOPIC
Tuesday
Feb
26
Product
TKCI Chap. 6
Conjoint Analysis: A
Optimization
Models – Conjoint Manager’s Guide
Analysis
Product
Optimization
Models – Choice
Models
Defeating
Feature Fatigue
Eager Sellers
Stony Buyers
ASSIGNMENT
DUE
Syllabus – MKTG 450 Section 71
Winter 2008 Schieffer
CLASS
9
DAY and
DATE
Tuesday New Product
March Forecasting
Guest Speaker
4
9
10
10
TOPIC
Friday
March
14
BE PREPARED
TO DISCUSS
OTHER
READINGS
Chap.10 of TKCI Flops
MP3 Player
Conjoint
Product
Development Zenith Case
Customer
Satisfaction and
Loyalty Research
TKCI Chap. 9
Why Satisfied
Customers Defect
Customer
Satisfaction and
Stock Prices
Pricing Research
Communications
Research
Zenith Case
Nestle Contadina
Pizza
Recommendation
TKCI Chaps. 7 & 8
How Much are
Customers
Willing to Pay?
The Price is
Right… or is it?
TCE
ASSIGNMENT
DUE
TKCI Conclusion
Nestle
Contadina
Pizza Case
Essentials Chap. 14
(Iridium case
Due March
19)