Transcript Syllabus MKT 450 Sec 81 Fall 2000 SCHIEFFER

Research Methods in Marketing Syllabus
MKT 450 – 0 Sections 63 and 64
Spring Quarter 2005 – Tuesday and Friday 10:30 AM and 1:30 PM
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Clinical Associate Professor Robert Schieffer
E Mail is [email protected]
Office is Jacobs Center 489
Phones: 847-491-7109 (office), 847-816-3522 (home)
and 847-212-2479 (cell)
• Administrative Assistant is Subarna Ranjit
– ([email protected])
• Office hours are Tuesdays and Fridays after class, or
other times as required by students
Research Methods in Marketing
• Marketing Research is not about collecting and analyzing data
• Marketing Research is about gaining customer insight and making
winning Marketing decisions
• 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
• A case packet is required, which includes 5 cases and 13 articles
• Customer Insight, Schieffer, 2005, is the required book for this course
• The first recommended text is Marketing Research Essentials, McDaniel
and Gates, Fourth Edition, 2004. 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; this software is also
available to students in the computer lab
• The second recommended text is How Customers Think, Zaltman, 2003,
which is an excellent book for understanding how the unconscious mind
impacts consumer behavior
Research Methods in Marketing
Syllabus
• Grade calculation: A = 94 and above, B = 87– 93, C = 86 and below
• All assignments are graded on a 100 point scale
• Final grade composition:
– 15% Individual Depth Interview Individual Assignment
– 10% Astra Merck Case Team Assignment
– 10% Zenith HDTV Case Team Assignment
– 10% Contadina Pizza Case Team Assignment
– 10% Iridium Team Assignment
– 40% Marketing Research Team Project
– 5% Class Participation and Attendance
• 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. 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 current issues.
Research Methods in Marketing
Syllabus
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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 me 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.
NO LAP TOP USE IN CLASS – Please leave your lap top in its case during class.
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 after class or 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.
CASE DISCUSSION – Students should deal with the situation in the cases as presented
and not seek post-case data on the firm or industry. If you have inside information, you
can share it at the end of our discussion. “Valuable class participation in cases is characterized
by: relevance, advancement, fact-based, logical and originality” (David Besanko)
Marketing Research Project
Guidelines
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Student teams are responsible for identifying the sponsor for their Marketing
Research project. An ideal sponsor has an important marketing decision to
make, needs customer insight to decide between several decision alternatives,
and is willing to provide financial resources for sample frame and respondent
incentives.
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 KIS
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.
Marketing 450
Marketing Research Project Timing
Weeks 1 & 2
Identification of Research Project Sponsor
Problem Formulation: Description of Problem/Opportunity,
Management Decision, and Decision Alternatives
Week 3
Research Design
Week 4
Secondary Research
Exploratory Research
Week 5
Data Collection Plan and Analysis Plan
Week 6
Sample Design
Questionnaire Pre-Test
Week 7
Data Collection
Week 8
Data Analysis
Weeks 9 & 10
Preparation of Findings and Recommendations
Preparation of Project Critique
Presentation during Week 10 or Finals week
Syllabus - MKT 450 Sections 63 & 64
Spring 2005 SCHIEFFER
Class
Day
1 T
2 F
Date
Topic
Readings
Mar.
29
Introduction to
Marketing
Research
Read Introduction to
Customer Insight
Apr.
1
Marketing
Research Process
Read New Coke case
Read “Backward
Market Research”
Problem Formulation
Discussion
Cases
Guest
Speaker
Assignment
Due
Review Essentials Ch. 1
NEW COKE
(Questions
are at the end
of the case)
Review Essentials Ch. 2
3 T
Apr.
5
Research
Designs
Secondary Data
Read Customer
Insight Chap. 1
4 F
Apr.
8
Sources of
Standardized Data
Review How Customers
Think Chaps. 1 & 2
5 T
Apr. Exploratory
12 Research
Review Essentials
Chaps. 3 & 5
Read Customer
Insight Chaps. 2 & 3
Read “Does the Smell of Coffee….”
Read“P & G Checks Out Real Life”
Read “The ZMET Alternative”
Dan Hess,
ComScore
Proj. Ass. 1:
Research Project
Problem
Formulation
Prof. Meeting
Syllabus - MKT 450 Sections 63 & 64
Spring 2005 SCHIEFFER
Class
6
Day
Date
Topic
F
Apr. Applied
15 Exploratory
Research
7
8
9
Susan
Lazar,
The Lazar
Group
Assignment
Due
(Find respondent
for individual
depth interview
and ask them to
begin collage)
Attitude
Measurement
Sampling Methods
Review Essentials Chaps.
8, 9, 10 and 11
Individual
Depth Interview
Due
Causal Research:
Experimentation
Data Analysis Overview
Read “Boost Your
Marketing R.O.I.”
Review Essentials Chaps.
7, 12 & 13
Market
Segmentation
Read Customer Insight
Chap. 4
F
Apr.
22
T
Apr.
26
Apr.
29
Guest
Speaker
Proj. Ass. 2:
Research
Design
Descriptive
Research
10 F
Read “The Customer Visit”
Review Essentials Chap. 4
Review How Customers
Think Chaps. 3, 4 & 8
Discussion
Cases
Review Essentials Chap. 6
Apr.
19
T
Readings
Primary Data
Collection
Proj. Ass. 3:
Secondary and
Exploratory
Research
Summary Due
Syllabus - MKT 450 Sections 63 & 64
Spring 2005 SCHIEFFER
Class
Day
Date
11
T
May
3
Topic
Market
Segmentation
and Targeting
Cluster Analysis
Readings
Discussion
Cases
Read Astra/Merck
case
(See Blackboard for
questions)
12
F
May
6
Positioning
Perceptual Mapping
Factor Analysis
Read Customer
Insight Ch. 5
Read “Perceptual
Mapping”
13
T
May
10
Product
Optimization and
Conjoint Analysis
Models
Read Customer
Insight Ch. 6
Read “Conjoint
Analysis”
14
F
May
13
Product Optimization
Examples and Discrete
Choice Modeling
15
T
May
17
Case Discussion
-- Zenith
Read Zenith Case
Guest
Speaker
Assignment
Due
Proj. Ass. 4:
Data Collection
and Analysis Plans
Due
ASTRA/
MERCK
ASTRA/MERCK
Assignment Due
(Questions on
Blackboard)
(No Assignment Due,
but Sample Design and
Questionnaire Pre-Test
Should be Completed)
ZENITH
(Questions on
Blackboard)
Zenith Case
Questions
Syllabus - MKT 450 Sections 63 & 64
Spring 2005 SCHIEFFER
Class
Day
Date
Topic
Readings
Read Customer Insight Ch 10
Read “Product Development”
Read “Information
Acceleration”
16 F
May New Product
20 Forecasting
17 T
May
24
Case Discussion
– Contadina Pizza
May
27
Pricing Research
B to B Research
Packaging and Name
Research
Read Customer Insight Ch. 8
Read “How Much are
Customers willing to Pay?”
18
F
Ad Research
Brand Equity
Discussion
Cases
Read Customer Insight Ch. 7
Read Contadina Pizza Case
Review How Customers Think
Chap. 10
Guest
Speaker
Ed
Wolkenmuth,
IPSOS Vantis
Contadina
Pizza Case
(Questions
on
Blackboard)
T
May
31
Case Discussion
-- Iridium
Read IRIDIUM Case
20
F
June
3
Customer Satisfaction
and Loyalty Research
Implementation of
Marketing Research
Read Customer Insight Ch. 9
Read Customer Insight Conclusion
Read “Why Satisfied Customers
Defect”
Review Essentials Ch. 14
Data
Collection
Completed
and Prof.
Review
Meeting
Contadina
Forecast
(Data
Analysis
Completed on
Team Project)
Read “The Price is Right (or is it?)”
19
Assignment
Due
IRIDIUM
(Questions
at end of
case)
IRIDIUM
CASE
Questions
Larry
Chandler,
Solution
Partners