Research Methods in Marketing Syllabus
MKT 450 – 0 Sections 61
Fall Quarter 2006 – Tuesday and Friday 10:30 AM
•
•
•
•
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), 847-816-3522 (home)
and 847-212-2479 (cell)
• Administrative Assistant is Subarna Ranjit
– (s-ranjit@kellogg.northwestern.edu)
• Office hours are Tuesdays and Fridays after class, or
other times as required and scheduled by students
Research Methods in Marketing
Syllabus
• Marketing Research is not 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 Manager who is 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 20 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
• The second recommended text is Marketing Research Essentials,
McDaniel and Gates, Fifth Edition, 2005. Students seeking an excellent
reference for marketing research methods should invest in this text.
This text includes SPSS statistical software that will be used in class.
• EXPECTATIONS: Students are expected to attend all classes and to
come prepared to participate in class discussion. All assigned readings,
articles, lecture notes and cases should be read prior to class
Research Methods in Marketing
Syllabus
• Grade calculation: A = 94.0 and above, B = 87.0– 93.9, C = 86.9
and below
• All assignments are graded on a 100 point scale
• Final grade composition:
– 15% Individual Depth Interview Individual Assignment
– 10% Zenith HDTV Case Team Assignment
– 10% Nestle Contadina Pizza Case Team Assignment
– 50% Marketing Research Team Project
– 15% Class Participation and Attendance
• STUDENT SIGN-IN SHEET: Students are asked to initial the
sign-in sheet as the enter they classroom. Should a student forget,
an e mail to the professor can have your class attendance recorded
Research Methods in Marketing
Syllabus
• COURSE STRUCTURE – The course is broadly structured to
follow the steps of the marketing research process, and the
content will parallel student’s work on their team project. The
finals week will be devoted to team presentations of the findings
and recommendations of their Marketing Research team project.
• TEAMS – Students will organize themselves into teams of 4-5
students and need to notify the professor of the names on 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
• LAP TOP USE IN CLASS – Lap top computer usage is not
allowed in class; paper copies of lectures will be distributed
before class for note taking purposes
Research Methods in Marketing
Syllabus
• COMMUNICATIONS – All lecture notes and assignments will
be posted on the Course Blackboard prior to each class. Students
are strongly encouraged to meet with the professor in his office
for depth discussions.
• 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 used in this class.
Students have three options to access this software:
– 1) SPSS Version 13.0 is included with the Marketing Research Essentials
recommended text,
– 2) SPSS can be accessed in the Kellogg Computer Lab, or
– 3) a 30 day free trial can be accessed on the SPSS web page
Marketing Research Project Guidelines
1)
2)
3)
4)
5)
6)
7)
Student teams are responsible for identifying the sponsor for their Marketing
Research project. An ideal sponsor:
1)
has an important marketing decision to make,
2) needs customer insight to decide between several decision alternatives, and
3)
is willing to provide financial resources for purchase of a sample frame and for
respondent incentives.
Students should review projects posted at
http://www.kellogg.northwestern.edu/corporate/studentprojects.htm
All communications and negotiations with the project sponsor will be with the student
team, not with the Professor.
Student teams are responsible for designing and executing all phases of the project.
Teams should avoid sponsors who have the project designed and want students to
execute it for them.
Students who plan to collect data via the Internet can access surveyz.com from the
KIS web page
Respondents to your survey are to remain anonymous.
While students are expected to calculate the required sample size for their project, it
will sometimes be difficult to complete large numbers of interviews in the course of a
10 week quarter. Students should discuss this in their project critique.
Fall 2006 Marketing Research Project Plan
DATE and PHASE
Written Assignment Due
Professor Meeting
F Sept 22
T Sept 26 PROJECT SPONSOR IDENTIFIED
F Sept. 29 SPONSOR MEETINGS
T Oct 3 SPONSOR DECISION IDENTIFIED
F Oct 6
PROBLEM FORMULATION
Thursday or Friday, Oct 5 or 6
T Oct 10 RESEARCH DESIGN
F Oct 13
RESEARCH DESIGN
Thursday or Friday, Oct 12 or 13
T Oct 17 SECONDARY RESEARCH
F Oct 20 EXPLORATORY RESEARCH
T Oct 24
SECONDARY and EXPLORATORY
RESEARCH SUMMARY
F Oct 27 Plan DATA COLLECTION and ANALYSIS
T Oct 31 SAMPLE DESIGN
DATA COLLECTION and ANALYSIS PLANS
F Nov 3 QUESTIONNAIRE DESIGN and PRE-TEST
T Nov 7 QUESTIONNAIRE REVISED
PRETESTED QUESTIONNAIRE
F Nov 10 DATA COLLECTION BEGUN
T Nov 14
F Nov 17 DATA COLLECTION COMPLETED
T Nov 21 DATA ANALYSIS COMPLETED
T Nov 28 PREPARATION of FINDINGS and
RECOMMENDATIONS
F Dec 1 SCHEDULING of RESEARCH
PRESENTATIONS (Nov 29 – Dec 6)
Thursday or Friday, Nov 16 or 17
Syllabus – MKTG 450 Sec. 61
Fall 2006 Schieffer
CLASS
DAY and
DATE
TOPIC
BE PREPARED
TO DISCUSS
OTHER
READINGS
Introduction to
Marketing
Research
P & G Chief’s
Turnaround
Recipe: Find Out
What Women
Want
Introduction to
TKCI book
Essentials Ch. 1
New Coke Case
(Questions are at
the end of the case)
Misconceptions
about Market
Orientation
Backward
Market Research
1
Friday
Sept.
22
2
Tuesday
Sept.
26
Marketing
Research Process
Problem
Formulation
3
Friday
Sept.
29
Research Designs
Secondary Data
TKCI Ch. 1
Essentials Ch. 3
4
Tuesday
Oct.
3
Sources of
Standardized Data
comScore Web
Site
Introduction to
Culture Code
ASSIGNMENT
DUE
Syllabus – MKTG 450 Sec. 61
Fall 2006 Schieffer
CLASS
5
6
7
8
DAY and
DATE
TOPIC
BE PREPARED
TO DISCUSS
OTHER
READINGS
ASSIGNMENT
DUE
Friday
Oct.
6
Exploratory
Research
Chaps. 2 & 3 of
TKCI
Does the Smell of
Coffee…?
P & G Checks
Out Real Life
The Science of
Desire
Problem
Formulation
Tuesday
Oct.
10
Exploratory
Research
The ZMET
Alternative
Chaps. 1,4,7,9,10
& 12 of Culture
Code
Essentials Ch. 4
(Find respondent for
individual depth
interview and ask
them to begin collage)
B to B Exploratory
Descriptive Research
Primary Data
Collection
The Customer
Visit: Qualitative
Research for Bto-B Marketers
In Search of
the Buy Button
Research
Design
Friday
Oct.
13
Tuesday
Oct.
17
Attitude
Individual
Measurement
Depth
Sampling Methods Interview
Assignment
Essentials
Chaps. 5 & 6
Placebo Effects
of Marketing
Actions
Essentials Chaps.
8, 10 & 11
Individual
Depth
Interview
Syllabus – MKTG 450 Sec. 61
Fall 2006 Schieffer
CLASS
DAY and
DATE
TOPIC
BE PREPARED
TO DISCUSS
OTHER
READINGS
9
Friday
Oct.
20
Causal Research –
Experimentation
Questionnaire
Development
Boost Your
Marketing R.O.I.
with Experimental
Design
Essentials
Chaps. 7 &
9
10
Tuesday
Oct.
24
Analysis of
Survey Data
Exploratory
Research on
your Project
Essentials
Chaps. 12
& 13
11
Friday
Oct.
27
Market
Segmentation and
Targeting
Chap. 4 of
TKCI
12
Tuesday
Oct.
31
Market
Segmentation
Tutorial – Cluster
Analysis
Iridium Case
ASSIGNMENT
DUE
Summary of
Secondary and
Exploratory
Research
Data Collection
and Analysis
Plans
Syllabus – MKTG 450 Sec. 61
Fall 2006 Schieffer
CLASS
13
14
DAY and
DATE
Friday
Nov.
3
TOPIC
Positioning Tools
– Perceptual
Mapping
BE PREPARED
TO DISCUSS
Analyzing
Customer
Perceptions
OTHER
READINGS
ASSIGNMENT
DUE
Chap. 5 of
TKCI
Chap. 6 of TKCI
Tuesday Product
Optimization
Nov.
Models – Conjoint
7
Pre-tested
Questionnaire
Analysis
15
16
Friday
Nov.
10
Product
Optimization
Models – Choice
Modeling
Tuesday Pricing Research
Nov.
14
Conjoint Analysis: A
Manager’s Guide
Iridium case
Zenith Case
Recommendation
Chap. 8 of TKCI
Iridium case
How Much are
Customers
Willing to Pay?
The Price is
Right… or is it?
Zenith Case
Syllabus – MKTG 450 Sec. 61
Fall 2006 Schieffer
CLASS
17
DAY and
DATE
Friday
Nov.
17
TOPIC
New Product
Forecasting
BE PREPARED
TO DISCUSS
OTHER
READINGS
Chap.10 of TKCI Flops
Product
Development
18
Tuesday Business to
Nov.
Business
Research
21
Nestle Contadina Information
Acceleration
Pizza
Recommendation
Iridium Case
19
Tuesday Customer
Satisfaction and
Nov.
Loyalty Research
28
Chap. 9 of TKCI
Why Satisfied
Customers Defect
Customer
Satisfaction and
Stock Prices
Chap. 7 and
Conclusion of
TKCI
Essentials Ch. 14
20
Friday
Dec.
1
TCE
Research on Brand
Equity, Advertising,
Packaging and
Names
ASSIGNMENT
DUE
Nestle
Contadina
Pizza Case
Marketing
Research Project
Presentation Due
on Date of
Presentation