MKT 460 - MARKETING INFORMATION AND ANALYSIS
- SPRING 2014 Instructor
Professor Deepa Chandrasekaran
Office
CBA 7.252
Office Hours
Mondays and Wednesdays 10 -11 am or by appointment (Office hours may vary
periodically, check announcements in class)
E-Mail
Deepa.Chandrasekaran@mccombs.utexas.edu
Webpage
via Blackboard
TA
Yeon-Jin Cho (yeonjin.cho@utexas.edu)
TA office hours
Monday and Tuesday 9:00am-10:15am at CBA 5.324E
Required Materials
1. Marketing Research, 11e Aaker, Kumar, Leone, Day (Required)
2. Additional readings may be made available on Blackboard or handed out in class
Meeting Times
Day
Time
Location
MW
12:30 pm-2 pm
CBA 4.332
W (LAB)
11 am- 12 pm
CBA 5.325
Course Overview & Objectives
This is a required course for marketing students in the undergraduate business program at the
McCombs School of Business. The course is designed for business students who want to pursue a
career in marketing, but is also relevant for non-marketing majors who expect to interface with
marketing and product development teams or who simply wish to apply these tools in a nonmarketing context. The aim of the course is to teach students the methods and principles of modern
marketing research and to apply these to practical business settings. You will learn the concepts and
terminology used by marketers and marketing researchers and master methodological tools to gain a
competitive advantage in the business world. The specific objectives of the course are:
1. To understand that marketing problems require information and how this information is obtained
and delivered.
2. To learn how to set up a research design.
3. To learn and apply the different methods of data collection and data analysis to solve marketing
problems.
4. To enhance business writing, presentation and team work skills
MKT 460
Professor Deepa Chandrasekaran
Spring 2014
Format
We will discuss the theoretical concepts during the lecture part of the course (both Mondays and
Wednesdays), and apply these concepts during our computer lab sessions (scheduled on some
Wednesdays). The Mod Lab sessions are an integral part of the course. The best way to understand
the material is to apply important concepts. You are required to participate!
Grading
The percentage points for the course will be translated into letter grades in the following way:
93-100 A
90-93 A87-90 B+
83-87 B
80-83 B77-80 C+
73-77 C
70-73 C67-70 D+
63-67 D
60-63 DBelow 60 = F.
Evaluation Components
1.
2.
3.
4.
Tests
Assignments
Team Project
Attendance and Class Participation
45%
25%
20%
10%
1. Tests – 45 %
Three tests will be administered during the course of the semester. Each test will cover a subsection
of the course material. There will be no cumulative final examination for this course.
Test 1: 15%
Test 2: 15%
Test 3: 15%
2. Assignments – 25%
The only way to really learn the material covered in the class is through a ‘do-it yourself” approach.
You will be assigned a series of assignments that you can complete during your mod-lab sessions as
well as take-home assignments/cases. You have to submit a printed word file of the
assignment/case solutions by the time indicated on the assignment. Each day that the assignment is
late will result in a 10% penalty. You are allowed to work in groups for discussion of individual
assignments but you must write and submit answers individually. All assignments must be typed
and professionally prepared.
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MKT 460
Professor Deepa Chandrasekaran
Spring 2014
3. Team Project – 20%
Your group project will involve the preparation of a proposal for a market research study, data
collection from a sample of subjects, preliminary analysis of collected data, and oral and written
presentation of your project. Detailed guidelines will be discussed in a subsequent class session.
Each team will typically consist of four students.
You are required to submit a report for the project (with maximum of 20 pages including all
appendices) and make a 15 minute presentation in the class about your problem and findings. Please
discuss your proposed project with me well-in-advance.
4. Attendance and Class Preparation – 10%
You are expected to prepare for, attend, and participate in class. You will benefit from reading the
assigned chapters in the textbook and are required to read assigned cases before the lectures. The
case discussions depend on your active participation and class participation is an important part of
your grade.
Additional Information:
1. Course Website:
I will use Blackboard to post all relevant materials. Schedules, class notes, team projects, cases, lab
sessions, and all other information will be made available at the time they are needed. Please check
Blackboard regularly for updates.
Password-protected class sites will be available for all accredited courses taught at The University.
Syllabi, handouts, assignments and other resources are types of information that may be available
within these sites. Site activities could include exchanging e-mail, engaging in class discussions and
chats, and exchanging files. In addition, class e-mail rosters will be a component of the sites.
Students who do not want their names included in these electronic class rosters must restrict their
directory information in the Office of the Registrar, Main Building, Room 1. For information see:
http://www.utexas.edu/student/registrar/catalogs/gi02-03/app/appc09.html.
2. Attendance during Tests:
Attendance is mandatory for all tests. If, for valid reasons, you cannot attend the test session you
must inform me in advance. Valid reasons include illness, personal bereavement, religious holiday,
and travel for a school authorized activity. If you miss a test for a medical reason, you must bring me
a note from the student emergency services.
3. Class Policies:
a. E-Mail: Outside of the office hours, email is the best way to reach me. When sending me an
email, please include MKT 460 in the subject line. I will also send emails individually and to
the class. Please check your email regularly. Most of the time I will answer your emails within
24 hours; however, do not wait until the night before an assignment is due to ask for help.
b. Communication: I have an open door policy. If you have problems with any aspect of the
course and/or want to discuss anything including material covered in the course, career
opportunities in marketing, etc., please feel free to schedule time with me. Do not wait until
the end of semester to discuss any issues.
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MKT 460
Professor Deepa Chandrasekaran
Spring 2014
c. No laptop/cell phones: Please turn off your cell/smart phones and laptops during class.
Conducting sidebar conversations, working on other course assignments, etc. during this
class will not be tolerated.
d. Grades: Any concerns about grading must be raised within one week of assigning the grade.
After that, all grades will be treated as final.
4. Quantitative Reasoning
This course carries the Quantitative Reasoning flag. Quantitative Reasoning courses are designed to
equip you with skills that are necessary for understanding the types of quantitative arguments you
will regularly encounter in your adult and professional life. You should therefore expect a substantial
portion of your grade to come from your use of quantitative skills to analyze real-world problems
5. Students with Disabilities
Students with disabilities may request appropriate academic accommodations from the Division of
Diversity and Community Engagement, Services for Students with Disabilities, 512-471-6259,
http://www.utexas.edu/diversity/ddce/ssd/.
6. Religious Holy Days
By UT Austin policy, you must notify me of your pending absence at least fourteen days prior to the
date of observance of a religious holy day. If you must miss a class, an examination, a work
assignment, or a project in order to observe a religious holy day, you will be given an opportunity to
complete the missed work within a reasonable time after the absence.
7. Policy on Scholastic Dishonesty
The McCombs School of Business has no tolerance for acts of scholastic dishonesty. The
responsibilities of both students and faculty with regard to scholastic dishonesty are described in
detail in the BBA Program’s Statement on Scholastic Dishonesty at
http://www.mccombs.utexas.edu/BBA/Code-of-Ethics.aspx. By teaching this course, I have
agreed to observe all faculty responsibilities described in that document. By enrolling in this class,
you have agreed to observe all student responsibilities described in that document. If the
application of the Statement on Scholastic Dishonesty to this class or its assignments is unclear in
any way, it is your responsibility to ask me for clarification. Students who violate University rules
on scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in
the course and/or dismissal from the University. Since dishonesty harms the individual, all
students, the integrity of the University, and the value of our academic brand, policies on scholastic
dishonesty will be strictly enforced. You should refer to the Student Judicial Services website at
http://deanofstudents.utexas.edu/sjs/ to access the official University policies and procedures on
scholastic dishonesty as well as further elaboration on what constitutes scholastic dishonesty.
8. Campus Safety
Please note the following recommendations regarding emergency evacuation from the Office of
Campus Safety and Security, 512-471-5767, http://www.utexas.edu/safety:
 Occupants of buildings on The University of Texas at Austin campus are required to
evacuate buildings when a fire alarm is activated. Alarm activation or announcement
requires exiting and assembling outside.
 Familiarize yourself with all exit doors of each classroom and building you may occupy.
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MKT 460
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Professor Deepa Chandrasekaran
Spring 2014
Remember that the nearest exit door may not be the one you used when entering the
building.
Students requiring assistance in evacuation should inform the instructor in writing during
the first week of class.
In the event of an evacuation, follow the instruction of faculty or class instructors.
Do not re-enter a building unless given instructions by the following: Austin Fire
Department, The University of Texas at Austin Police Department, or Fire Prevention
Services office.
Behavior Concerns Advice Line (BCAL): 512-232-5050
Further information regarding emergency evacuation routes and emergency procedures can be
found at: http://www.utexas.edu/emergency.
SESSION PLAN
(*****Note: This plan is subject to revision*****)
Session
Date
1
01/13 M
Course overview and introduction
2
01/15 W
Basic concepts and approaches to marketing research; Chapter 3
problem formulation
01/20 M
NO CLASS; MARTIN LUTHER KING JR. DAY
HOLIDAY
01/22 W
Research design ideas; exploratory, descriptive, and
causal research; elements of marketing research
proposal
Chapter 4
3
Topics
Readings
Chapters 1 & 2
Team
finalization
4
01/27 M
Using secondary data for research
Chapter 5
5
01/29 W
Exploratory research using qualitative methods
Chapter 8
MODLAB 1
6
02/03 M
Issues in data collection and survey methods
Chapters 9&10
7
02/05 W
Survey methods
Chapter 10
Review for test 1
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MKT 460
8
Professor Deepa Chandrasekaran
02/10 M
TEST
#1
9
Spring 2014
Test 1: Chapters 1-5, 8,9
Second half: group project outline
02/12 W
Attitude measurement
Chapter 11
MODLAB 2
10
02/17 M
Designing the questionnaire
Chapter 12
11
02/19 W
Experimentation I
Chapter 13
12
02/24 M
Experimentation II
Chapter 13
13
02/26 W
Sampling I
Chapter 14
MODLAB 3
14
03/03 M
GUEST SPEAKER: CAROLINE IVERS
15
03/05 W
Sampling II
03/10 M03/12 W
SPRING BREAK- NO CLASSES
16
03/17 M
Data analysis I
Chapter 16
17
03/19 W
Data analysis II
Chapter 16
ENJOY!
Review for test 2
MODLAB 4
18
TEST
#2
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03/24 M
Chapters 15
Test 2: Chapters 10-15
MKT 460
Professor Deepa Chandrasekaran
Spring 2014
19
03/26 W
Hypothesis testing I
Chapter 17
20
03/31 M
Hypothesis testing II
Chapter 18
21
04/02 W
Correlation & Regression I
Chapter 19
MODLAB 5
22
04/07 M
Correlation & Regression II
Chapter 19
23
04/09 W
Conjoint analysis I
Chapter 21
MODLAB 6
24
04/14 M
GUEST SPEAKER
25
04/16 W
Conjoint analysis II
Review for test 3
26
04/21 M
TEST
#3
27
Test 3: Chapters 16-19
Second half: Group project discussions
04/23 W
Presenting research results
Chapter 22
MODLAB 7
28
04/28 M
Team project presentations (Attendance mandatory)
29
04/30 W
Team project presentations (Attendance mandatory)
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Written projects
due