Research Methods in Marketing
Syllabus – MKT 450 – 0 Section 61 Room G 05
Summer Quarter – Monday & Thursday 15:00 – 16:40
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Clinical Associate Professor Robert Schieffer
E Mail is r-schieffer@kellogg.northwestern.edu
Office is Leverone 4th Floor
Home phone is 847-816-3522
Office hours are 12:00 – 15:00 Mondays and
Thursdays or other times by appointment
Research Methods in Marketing
Syllabus
• 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
• One text will be utilized: Marketing Research, Seventh
Edition, Aaker, Kumar and Day, 2001
• A case packet is also required, which includes two cases
and eleven articles. An IRIDIUM case was written by the
Professor and will be posted on the Course Blackboard
Research Methods in Marketing
Syllabus
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Grade calculation: A = 92 and above, B = 84 – 91, C = 83 and below
All assignments are graded on a 100 point scale
Grade composition:
– 10% Secondary Search Individual Assignment
– 10% Consumer Interview Individual Assignment
– 10% Errors in Research Design Team Assignment
– 10% Multiple Regression Team Assignment
– 10% Astra Merck Team Assignment
– 15% Zenith Case Team Assignment Questions 1-3
– 25% Zenith Case Team Assignment and Presentation Questions 4-8
– 10% Class Attendance and Participation
EXPECTATIONS: Students are expected to attend all 20 classes and to come
prepared to participate in class discussion. All assigned readings, articles, lecture
notes and cases should be read prior to class. Students should raise questions on this
material at the start of each class, since much class time will be spent applying the
material to cases and hearing outside guest speakers.
Research Methods in Marketing
Syllabus
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COURSE STRUCTURE – The first nine classes focus mainly on Marketing
Research tools and techniques; the next nine classes focus mainly on the application
of tools and techniques to key Marketing decisions. The final two classes will be
devoted to team presentations and discussion of the Zenith High Definition T.V.
Case.
TEAMS -- Student teams will be 4-5 students and 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.
COMMUNICATIONS – Students are expected to maintain an E mail address to
which the professor can send assignments and notices. All lecture notes will be
posted on the Course Blackboard prior to each class.
HONOR CODE – All students will abide by the Kellogg Honor Code. The Errors in
Research Design, Multiple Regression, Astra/Merck and Zenith assignments are team
assignments where students are expected to work in teams; all other work is on an
individual basis. It is a violation of the Honor Code to discuss any course
assignments with students who have taken the course previously.
Syllabus - MKT 450 Section 61
Summer 2002 SCHIEFFER
Class
Day
Date
Topic
Readings
(Text and Articles)
Discussion
Cases
1 Th
June
27
Introduction
Marketing Research
Process
Chapter 1
Chapter 3 and Appendix
VideoCart 3-1
Philips 3-3
(Cases in text)
M
July
1
Research Designs
Secondary Sources
Syndicated Sources
Chapter 4 and Appendix
Chapter 5
Chapter 6
California
Foods 4-2
W
July
3
Exploratory
Research
Chapter 8
P & G Checks Out …
Does the Smell of Coffee
Acura 8-3
M
July
8
Descriptive
Research
Chapter 9
Chapter 10
IRIDIUM CASE
Iridium
Questions
1&2
Th
July
11
Attitude
Measurement
Chapter 11
Reynolds
Cigarettes 4-1
2
3
4
5
Guest
Speaker
Assignment
Due
Secondary
Search
Individual
Assignment
Syllabus - MKT 450 Section 61
Summer 2002 SCHIEFFER
Class
Day
Date
Topic
Readings
(Text and Articles)
6 M
July
15
Business to
Business Marketing
Research
The Customer Visit
Creating Breakthroughs
July
18
The Impact of the
Internet on
Marketing Research
Chapter 7
8 M
July
22
Causal Research,
Sampling Methods
Chapter 13
Chapter 14
Boost your Marketing
ROI
W
July
24
Analysis Tools:
Correlation and
Multiple Regression
Models
Chapter 19
10 Th
July
25
Market
Segmentation
Chapter 21
7
9
Th
Discussion
Cases
Guest
Speaker
Assignment
Due
Consumer
Interview
Individual
Assignment
COMSCORE
SPEAKER
Errors in
Research
Design Team
Assignment
Store Image
Study 21 - 1
Syllabus - MKT 450 Section 61
Summer 2002 SCHIEFFER
Class
Day
Date
Topic
Readings
(Text and Articles)
11 M
July
29
Market
Segmentation and
Targeting
Astra Merck Case
12 Th
Aug
1
Positioning Tools
Chapter 22 (1st half)
Perceptual Mapping
13 M
Aug
5
Product
Optimization and
Trade Off Models
Chapter 22 (2nd half)
Conjoint Analysis
14 Th
Aug
8
Discrete Choice
Models
After the Basics
15 M
Aug
12
Applications:
Advertising and
Pricing Research
Chapter 24
Predicting the Optimum
Price
Discussion
Cases
Guest
Speaker
C&R
SPEAKER
Assignment
Due
Zenith Case
Questions 1-3
Team
Assignment
Multiple
Regression
Model Team
Assignment
Astra Merck
Team
Assignment
Syllabus - MKT 450 Section 61
Summer 2002 SCHIEFFER
Class
Day
Date
Topic
Readings
(Text and Articles)
16 Th
Aug
15
Applications:
Customer
Satisfaction and
Brand Equity
Chapter 25
Why Satisfied
Customers Defect
17 M
Aug
19
New Product
Development
Research and
Forecasting Models
Product Development
18 Th
Aug
22
Iridium Case
Discussion
IRIDIUM CASE
19 M
Aug
26
Zenith Case Team
Presentations
20 Th
Aug
29
Zenith Case Team
Presentations
Discussion
Cases
Guest
Speaker
Assignment
Due
A. C. NIELSEN
VANTIS
SPEAKER
IRIDIUM
Questions 3,
4, 5 and 8
Zenith Case
Questions 4-8
Team
Assignment