MRKT 472-MARKETING
RESEARCH
Dr. Ugur Yucelt
School of Business Administration
Spring 2004
Room E308
a.m...
Penn State University, School ofTR:9:30-10:45
Business Administration
3/21/2016
1
REQUIRED TEXT

Naresh K. Malhotra. BasicMarketing
Research, Prentice-Hall, 2002.
Penn State University, School of Business Administration
3/21/2016
2
OPTIONAL TEXT

Jeremy J. Foster. Data Analysis: Using
SPSS for Windows, 2001.
Penn State University, School of Business Administration
3/21/2016
3
SUPPLEMENTS







SPSS for Window Made Simple.
Discovering Statistics Using SPSS.
Constructing effective Questionnaires.
Writing Business Research Report.
Designing and Conducting Survey Research.
Survey Research Project Manual
Multivariate Data Analysis.
Penn State University, School of Business Administration
3/21/2016
4
COURSE DESCRIPTION
Collection, processing, analysis and
interpretation of information.
 Practical and theoretical applications.
 Covers research process, questionnaire
design, sampling, data collection,
coding, research methodology,
interpretation, report writing and
presentation.

Penn State University, School of Business Administration
3/21/2016
5
PREREQUISITES

MRKT 370- Principles of Marketing
Penn State University, School of Business Administration
3/21/2016
6
COURSE OBJECTIVES






Introduce field of marketing research.
Develop problem analysis and decision
making skills.
Increase familiarity with the biases and
limitations of marketing data.
Show benefits of research
models/techniques.
Develop experiences in applying research
techniques to current marketing problems.
Through experiences, help to understand the
usefulness/power of the computer.
Penn State University, School of Business Administration
3/21/2016
7
EXAMINATIONS
Two classroom examinations (Hour and
fifteen minutes each).
 Multiple choice questions.
 Theory, applications, concepts and
definitions.
 Send e-mail, if you have any question.
 Review chapters on weekly basis.

Penn State University, School of Business Administration
3/21/2016
8
ASSIGNMENTS
Exams.
 Comprehensive group project.
 Cases.
 SPSS software

Penn State University, School of Business Administration
3/21/2016
9
SOME DETAILS ABOUT
COURSE PROJECT






Opportunity to learn how to do marketing
research.
A two/three-person group.
Selection of a group leader who is
responsible about group’s functions.
Write 3 or 4 pages proposal not later than the
4th week of this semester.
In lieu of final exam; therefore, presentations
are required.
SPSS software must be used for data
analysis
Penn State University, School of Business Administration
3/21/2016
10
POSIBBLE DUE DATES FOR
YOUR PROJECT







Topic selection and proposal submission –
Week IV.
Design questionnaire/approval – Week VII.
Collect data/data entry – Week IX,
Analysis of data – Week XI
Project completion – Week XIII.
Final reviews/presentations – Week XIV and
XV.
Final report due –Week XV.
Penn State University, School of Business Administration
3/21/2016
11
CASE ASSIGNMENTS AND
DISCUSSIONS
Short cases from the chapters.
 Answer the questions at the end of each
case.
 Class discussion is required.
 Written answers and class discussion
are required from the three cases (see
the syllabus).

Penn State University, School of Business Administration
3/21/2016
12
OTHER REQUIREMENTS

PEER REVIEW:
• Evaluate each other at the end of this semester.

ATTENDANCE:
• Attendance is expected, and periodically check on weekly
basis.

MAKE-UP EXAMS:
• Please inform me about a personal problem if you cannot
take the test. No make-up otherwise.

ACEDEMIC INTEGRITY:
• See the course syllabus for details.

STUDENTS WITH DISABILITIES:
• See the syllabus for details.
Penn State University, School of Business Administration
3/21/2016
13
GRADING
Exam I……………………….25%
 Exam II………………………25%
 Project/presentations/
Peer review…………………35%
 Cases participation…………15%

Penn State University, School of Business Administration
3/21/2016
14
GRADING POLICY
94 AND UP…………..A
94-93.9……………….A87-89.9……………….B+
83-86.9……………….B
80-82.9……………….B77-79.9……………….C+
70-76.9……………….C
60-69.9………………..D
Below 60………………F
Penn State University, School of Business Administration
3/21/2016
15
TIME TABLE FOR COURSE
PROJECT
Week 1-3 Topic selection
 Week 4
Proposal due
 Week 7
Questionnaire Design and
approval
 Week 9
Collect data and data entry
 Week 11
Analysis of collected data
 Week 13
Completion of project
 Week 14
Final Reviews
Penn State University, School of Business Administration
3/21/2016
 Week 15
Presentations
/ Report Due 16

OUTLINE OF THE COURSE*





Weeks 1-3 Chapters 1-3
Week 4
Chapter 4-5 - Proposals Due
Week 5
Chapter 6-7
Week 6
Chapter 8/ Exam I
Weeks 7-8
Chapters 9-11
Spring Break
March 10-14
Penn State University, School of Business Administration
3/21/2016
17
OUTLINE (CONT.)







Week 9
Chapters 12-13
Week 10
Chapter 14
Week 11
Chapter 15
Week12
Chapter 16/Exam II
Week 13
Chapter 17-18
Week 14
Chapter 19
Week 15 Presentations/Project Due
*Tentative list, subject to change.
Penn State University, School of Business Administration
3/21/2016
18