Marketing & Logistics 8250
BUSML
4202 Marketing Research
Consumer Behavior Seminar
Spring
Semester
2014
Autumn
2012 Syllabus
Instructor:
Instructor:
Meeting:
Office:
Location:
Email:
Office:
Office
hours:
Phone:
RogerProfessor
Bailey Pat West
Thursday 1:00 – 4:00 pm
542 Fisher Hall
Fisher 500
bailey.1117@fisher.osu.edu
544 Fisher Hall
Monday
and Wednesday: 2:50pm – 4:10pm
292-0568
Friday:
8:50am-10:10am
E-Mail:
west@cob.osu.edu
(or
by
appointment)
Office Hours:
by appointment
Description and Purpose:
Course website:
https://carmen.osu.edu/ (Carmen)
The purpose of this graduate seminar is to provide you an understanding of foundational and
current
researchMonday,
in consumer
behavior.
On
a weekly
basis
our objectives will be to determine the
Course
time:
Wednesday,
and
Friday:
11:30
am-12:25pm
main ideas and research questions driving work in the topic area, identify what we have learned to
date, uncover
there are gaps
in our knowledge, and develop ideas for new research based on
Course
location:where
315 Schoenbaum
Hall
the gaps that exist. Our collective goal each week will be to generate in class the design/idea for at
least one new study in the focal topic area.
Course materials:
1
The class-willMcDaniel
be organized
in a way
that
allows you
to: 1) gain
exposure
to a breadth
of consumer
and Gates,
2011,
“Marketing
Research”,
9th
edition, Wiley
behavior topics;
2)
gain
depth
in
areas
of
your
choice;
and
3)
gain
practical
experience
to prepare
ISBN-10: 1118074610, ISBN-13: 978-1118074619
you for life
as
an
academic
researcher.
- All other course materials will be available on Carmen as needed
The breadth objective will be achieved through our weekly class meetings. Each week we will
Course
Objectives
discuss an aspect of consumer behavior drawing primarily upon readings from marketing and
Business
requires
Put simply,
marketing
to be better
psychology.
Youdecisions.
are responsible
for reading
all research
primary enables
readingsmanagers
and preparing
a written
informed
when
making
these
In this course,
students
will learn
thetomarketing
evaluation
of one
article
perdecisions.
week. Additional
readings
are listed
eachhow
week
provide background
and follow-up
and
to guide those
in further
investigation
of design,
each topic. You
research
processinformation
is carried out
conceptually.
Thisinterested
includes problem
definition,
research
should come and
to the
seminar
prepared
to discuss
primary article
in-depth
andthese
to present your
measurement
data
collection,
data analysis,
andeach
the reporting
of results.
To bring
perspective
about
the
major
ideas,
contributions
and/or
shortcomings
of
each
article.
concepts together, students will work as a team to create and present a formal research Those who
have written
will
theof
discussion
on that article although all are expected
proposal
aboutaa “reader
topic of response”
their choice
at lead
the end
the course.
to participate.
Having
successfully passed this class, a student should be capable of
The depth objective will be accomplished through independent reading in conjunction with the
- stating aofmanagement
development
an in-depth decision
researchproblem
paper. This paper should include a brief literature review,
determining
a
corresponding
marketing
research problem
conceptual framework and hypotheses,
experimental
design and procedures, stimulus
conducting
a
marketing
research
project
development, methods for testing, a discussion of how to analyze the data, and implications of the
- performing
analysis
marketing
SPSSyou
(mostly
descriptive)
research.
Recognizing
theoftime
crunchdata
of a using
quarter,
are welcome
to, but not required to
collect
actual data.statistics
Papers and
are making
typically
20 pages
in length and written in either JCR or APA
- interpreting
sense
of data
format. The research paper is intended to provide you with an opportunity to develop a research
idea thatFormat
may prove useful for future research activity in your area of interest.
Course
Youcourse
will have
the opportunity
to present
your research
and receive
feedback
The
will cover
various aspects
of marketing
research.project
It will involve
lectures,
class from class
members
during
the
last
week
of
class.
You
should
prepare
powerpoint
slides
and
discussions, computer labs, and exams. There will be individual and team assignments. plan on
spending
no more
describing
your
project
toto
your
You
are expected
tothan
read 20
theminutes
designated
chapter(s)
in research
the textbook
prior
thepeers. Your
presentation
should
include
a
brief
review
of
the
relevant
literature,
the
conceptual
framework you
corresponding class session. In class, we will go through key aspects of the designated
topics.
are proposing/testing (including testable hypotheses), and the experimental design, procedures and
stimuli you plan to use for testing the hypotheses.
1
The previous edition may be used.
1
There will be room for classroom discussion and questions. Class will thus complement, not
substitute, individual study of the textbook and other materials, so invest the time to prepare
sufficiently for each class.
Course Requirements and Grading
Final grades consist of the following components:
Exam 1
Exam 2
Final Exam
Lab Assignments
Research Proposal
Class Participation
20%
20%
20%
15%
15%
10%
Exams
Each exam will include material from designated textbook chapters, lectures, class
discussion, and other supplemental material provided by the instructor. You are
responsible for all material in the designated textbook chapters, even if we do not
cover it explicitly in class. Note that the concepts emphasized in class are more
likely to be tested on exams.
Research Proposal
For the course project, you will construct a formal research proposal, including a summary
of exploratory research, a questionnaire, and a description of methods to be used for
analysis.
You need to form a team of 5 class members2. As a team, you should meet regularly and
work together to
- pick a business and define a management decision problem
- do preliminary research – conduct a focus group and secondary research
- translate the management decision problem into a marketing research problem
- develop a questionnaire
- write and present the research proposal
Your first task is to pick a business and define a related management decision problem
(MDP). Examples of typical MDPs are:
- introducing a new product
- introducing an existing product into a new market
- discovering new business opportunities
- improving customer satisfaction
2
Teams of other sizes may be allowed with instructor permission, depending on class size.
2
Once you have decided on the business and defined the MDP, create a document stating
the following:
- the management decision problem
- the information you think is useful in order to make a good decision
This document will be the basis for developing the marketing research problem (MRP) and
represents the essence of a request for proposal (RFP).
With this document as a guide, you will define the MRP, run a focus group as part of
conducting preliminary research, develop a questionnaire, and write and present a research
proposal to convince your chosen business to fund your marketing research.
Questionnaire
While research proposals are not always accompanied by a ready-to-go questionnaire, it is
often very useful for convincing the decision makers involved. Therefore each team is
expected to provide a final-version questionnaire, which could be readily used to gather
data for the corresponding proposed project.
Research Proposal Outline
The research proposal is described in the textbook (Ch. 3, pg. 73). The main elements for
this project are:
- Introduction
 Include a summary of necessary background information.
- Statement of Research Objectives
 Explain the MDP and MRP.
- Study Design
 A summary of the preliminary research.
 The resulting questionnaire.
- Data Analysis
 An explanation of the methods that will be used to analyze the data
Presentations
Each team will be required to present their proposal in class. These presentations should be
constructed with the goal of convincing a decision maker from the client (the chosen
business) to fund your proposed research.
Peer Evaluation
At the end of the term, team members will rate one another in terms of their relative
contribution in team projects. Peer evaluations will be treated confidential and will not be
disclosed to students, but will help identify possible ``free riders.’’
Lab Assignments
Lab assignments will be completed in pairs. The time provided in the class schedule should
be sufficient to accomplish the assignment during the lab.
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Class Participation
Regular attendance is expected, as you will be tested on the material covered in class.
Student participation is actively encouraged and noted. Please be on time and be
prepared!
Class Schedule
Especially important items are in bold. Changes to the schedule will be announced beforehand.
Wk
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1
2
2
Date
Topic
6-Jan Course overview, introduction
8-Jan Overview marketing research process
3
10-Jan Team Project - form groups, select topic
4
13-Jan Exploratory research and qualitative analysis
5
15-Jan Team Project - problem definition and focus group planning
6
17-Jan Survey methods
Text
Chapter
Ch. 1
Ch. 3
Ch. 4, 5
Ch. 6, 7
20-Jan Martin Luther King Day - No class
3
4
5
6
7
8
9
7
22-Jan Survey methods cont’d
8
24-Jan Measurement and attitude scaling
9
27-Jan Measurement and attitude scaling
10
29-Jan Wrap-up and Exam review
11
31-Jan Exam 1 (Ch.1,3,4,5,6,7,10)
12
3-Feb Questionnaire design
13
5-Feb Team Project –begin drafting of questionnaires
14
7-Feb Observations
Ch. 10, 11
Ch. 12
15
10-Feb Observations /Experiments
16
12-Feb Experiments
17
14-Feb Review of basic statistical knowledge
18
17-Feb Review of basic statistical knowledge
19
19-Feb Review of basic statistical knowledge
20
21-Feb Review of basic statistical knowledge
21
24-Feb LAB– Assignment 1
22
26-Feb LAB
23
28-Feb LAB
24
3-Mar Exam review
25
5-Mar Exam 2 (Ch. 8, 9, 10,11,12, 14, 15)
26
7-Mar Cross tabs and - chi square test
4
Ch. 8
Ch. 8, 9
Ch. 9
Ch. 14, 15
Ch. 14, 15
Ch. 14, 15
Ch. 14, 15
Ch. 15, 16
10-Mar
12-Mar Spring Break
10
14-Mar
11
12
13
14
15
27
17-Mar Cross tabs and - chi square test
28
19-Mar Testing for different means
29
21-Mar Hypothesis testing wrap-up/applications
30
24-Mar LAB – Assignment 2
31
26-Mar Lab
32
28-Mar Lab
33
31-Mar Correlations and Regression
34
2-Apr Linear Regression
35
4-Apr Reporting results
36
7-Apr Regression wrap-up/applications
37
9-Apr LAB – Assignment 3
Ch. 15, 16
Ch. 16
Ch. 17
Ch. 17
Ch. 19
38
11-Apr LAB
39
14-Apr Presentations (Team Project - due by beginning of class)
40
16-Apr Presentations
41
18-Apr Presentations
42
21-Apr Exam Review
43
25-Apr Final Exam (Ch. 14, 15,16,17,19, Labs)
16
Student Responsibilities/Expectations
Communication
The best way to contact me outside class is via email. If you come to see me during my
office hours, you do not have to make an appointment. If you need to see me at another
time, please ask for an appointment via email.
I might use Carmen to contact you. Please make sure that you receive emails sent by
Carmen. You should also check your email frequently in case other group members need to
contact you.
SPSS
Our labs will use Fisher computers. However, to obtain OSU’s SPSS download link and
license code for your own computer (if desired), you need to use the Self Service Portal to
order the service: https://osuitsm.service-now.com/selfservice/. Windows and Mac OS X
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versions are available. Additional information regarding this process and the system
requirements may be found here: http://ocio.osu.edu/software.
Be a professional
Part of your grade will be determined by your contribution in class. Along with actively
participating in class discussions, you should endeavor to be “a professional” in class. For
instance, come to class on time, do not engage in side conversations during class, and turn
off cell phones or other communication devices. Inappropriate behavior, such as being rude
or disruptive, may result in a lower grade for the class participation component.
Attendance
You are responsible for your own success. This means that it is your responsibility to attend,
participate and absorb the materials. I find that most students are responsible avoid missing
class when possible; therefore you may miss up to two classes for any reason (no need to
present excuses). If you miss more than two times, there will be a proportional participation
grade deduction – unless you can present evidence of valid excuses. A missed exam, lab, or
presentation will only be excused under extreme circumstances.
Being dropped for non-attendance
Fisher College of Business strongly enforces University attendance policies. As per
University rule 3335-8-33, any student may be dis-enrolled from a course for failure to
attend by the first Friday of the term, or by the 3rd instructional day of the term, or by the
second class meeting, whichever occurs first.
Honor Code
Academic integrity is essential to maintaining an environment that fosters excellence in
teaching, research, and other educational and scholarly activities. Thus, The Ohio State
University and the Committee on Academic Misconduct (COAM) expect that all students
have read and understand the University’s Code of Student Conduct and that all students
will complete all academic and scholarly assignments with fairness and honesty. Students
must recognize that failure to follow the rules and guidelines established in the University’s
Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the
University, or subvert the educational process.” Examples of academic misconduct include
(but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work
of another student, and possession of unauthorized materials during an examination.
Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for
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academic misconduct, so I recommend that you review the Code of Student Conduct,
specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am
obligated by University Rules to report my suspicions to the Committee on Academic
Misconduct. If COAM determines that you have violated the University’s Code of Student
Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could
include a failing grade in this course and suspension or dismissal from the University.
In this course, it is also expected that each student will behave in a manner that is
consistent with the Fisher Honor Statement, which reads as follows:
“As a member of the Fisher College of Business Community, I am personally committed to
the highest standards of behavior. Honesty and integrity are the foundations from which I
will measure my actions. I will hold myself accountable to adhere to these standards. As a
future leader in the community and business environment, I pledge to live by these principles
and celebrate those who share these ideals.”
If you have any questions about the above policy or what constitutes academic misconduct
in this course, please contact me.
Students with Disabilities
Any student who feels she/he may need an accommodation based on the impact of a
disability should contact me privately to discuss specific needs. Please contact the Office for
Disability Services at 614-292-3307 in room 150 Pomerene Hall to coordinate reasonable
accommodations for students with documented disabilities. It is your responsibility to
discuss this with me well in advance of an assignment due date or an exam.
Additional Materials
These are not required, but if you want to learn more about SPSS and multivariate data
analysis, the following textbook provides an excellent and very easy-to-understand guide,
which is also perfect for independent study.
Field, “Discovering Statistics Using SPSS”, 3rd Edition, Sage Pub, 2009
Another great textbook on Market Research (competing with the textbook we use in class) is
Marketing Research: An Applied Orientation, 6th Edition, Prentice Hall, 2009
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