Transcript Syllabus MKT 450 Sec 81 Fall 2000 SCHIEFFER

Research Methods in Marketing Syllabus
MKT 450 – 0 Sections 61
Winter Quarter 2006 – Monday and Thursday 10:30 AM
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Clinical Associate Professor Robert Schieffer
E Mail is [email protected]
Office is Jacobs Center Leverone Hall 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 Mondays and Thursdays after class, or
other times as required and scheduled by students
Research Methods in Marketing
Syllabus
• 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 4 cases and 16 articles
• Ten Key Customer Insights, Schieffer, 2005, is the required book
• The first recommended text is How Customers Think, Zaltman, 2003,
which is an excellent book for understanding how the unconscious mind
impacts consumer behavior
• The second recommended text is Marketing Research Essentials,
McDaniel and Gates, Fifth Edition, 2005. 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 Kellogg computer lab
Research Methods in Marketing
Syllabus
• Grade calculation: A = 94.0 and above, B = 87.0– 93.9, C = 86.9 and below
• All assignments are graded on a 100 point scale
• Final grade composition:
– 15% Individual Depth Interview Individual Assignment
– 10% Regression Analysis Team Assignment
– 10% Zenith HDTV Case Team Assignment
– 10% Nestle Contadina Pizza Case Team Assignment
– 45% Marketing Research Team Project
– 10% Class Participation and Attendance
– 10% Iridium Team Assignment (This is an optional assignment – should a team elect to
skip this assignment, their grade will be calculated on the 6 items above; teams that elect to
complete this assignment can drop their lowest graded team assignment)
• 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.
• STUDENT SIGN-IN SHEET: Students are asked to initial the sign-in sheet
as the enter they classroom. Should a student forget, e mail the professor to
have your class attendance recorded
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 the professor 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. To avoid surprises, students are strongly
encouraged to use TeamNet throughout the quarter.
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.
SPSS SOFTWARE – Specialized software developed for Marketing Research
applications will be used in this class. Students have three options to access this
software: 1) SPSS Version 13.0 is included with the Marketing Research Essentials
recommended text, 2) SPSS can be accessed in the Kellogg Computer Lab, or 3) a 30
day free trial can be found on the SPSS web page
Marketing Research Project Guidelines
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Student teams are responsible for identifying the sponsor for their Marketing
Research project. An ideal sponsor: 1) has an important marketing decision
to make, 2) needs customer insight to decide between several decision
alternatives, and 3) is willing to provide financial resources for purchase of a
sample frame and for respondent incentives.
Students should review projects posted at
http://www.kellogg.northwestern.edu/corporate/studentprojects.htm
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 the KIS web page
Respondents to your survey are to remain anonymous.
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.
Winter 2006 Marketing Research Project Plan
DATE and PHASE
Written Assignment Due
Professor Meeting
WJ4
Th J 5 PROJECT SPONSOR IDENTIFIED
M J 9 SPONSOR MEETINGS
Th J 12 SPONSOR DECISION IDENTIFIED
M J 16 (MLK DAY – Short Class)
PROBLEM FORMULATION
Monday or Tuesday JAN. 16,17
RESEARCH DESIGN
Monday or Tuesday JAN. 23, 24
Th J 19 RESEARCH DESIGN
M J 23
Th J 26 SECONDARY RESEARCH
M J 30 EXPLORATORY RESEARCH
Th F 2
SECONDARY and EXPLORATORY
RESEARCH SUMMARY
M F 6 PLAN for DATA COLLECTION and ANALYSIS
Th F 9 SAMPLE DESIGN
DATA COLLECTION and ANALYSIS PLANS
M F 13 QUESTIONNAIRE DESIGN and PRE-TEST
Th F 16 QUESTIONNAIRE REVISED
PRETESTED QUESTIONNAIRE
M F 20 DATA COLLECTION BEGUN
Th F 23
M F 27 DATA COLLECTION COMPLETED
Th M 2 DATA ANALYSIS COMPLETED
M M 6 PREPARATION of FINDINGS and
RECOMMENDATIONS
Th M 9 SCHEDULING of RESEARCH
PRESENTATIONS (March 8 – 16)
Monday or Tuesday FEB. 27, 28
Syllabus - MKT 450 Section 61
Winter 2006 SCHIEFFER
Class
Day
Date
1
W JAN
2
Th JAN
4
5
Topic
Readings
Introduction to
Marketing
Research
Read Introduction to
TKCI book
Review Essentials Ch. 1
Read “ P & G Chief’s…”
Marketing
Research Process
Read “Backward
Market Research”
Read New Coke case
Problem Formulation
Review Essentials Ch. 2
3
M
JAN
9
Research
Designs
Secondary Data
Read Chap. 1 of
TKCI
4
Th JAN
Sources of
Standardized Data
Review How Customers
Think Chaps. 1 & 2
5
M
12
JAN Exploratory
16 Research
Discussion
Cases
Guest
Speaker
Assignment
Due
NEW COKE
(Questions are
at the end of
the case)
Review Essentials
Chaps. 3 & 5
Read Chaps. 2 & 3 of
TKCI
Read “Does the Smell of Coffee….”
Read “P & G Checks Out Real Life”
Read “The ZMET Alternative”
Dan Hess,
ComScore
Research
Project
Problem
Formulation
& Prof.
Meeting
Syllabus - MKT 450 Section 61
Winter 2006 SCHIEFFER
Class
Day
Date
6
Th JAN
7
M JAN
8
Th JAN
19
23
26
Topic
M JAN
30
10 Th FEB
2
Discussion
Cases
Guest
Speaker
Assignment
Due
Applied
Exploratory
Research
Review “The Customer Visit”
Read “In Search of…”
Review Essentials Chap. 4
Review How Customers
Think Chaps. 3, 4 & 8
Descriptive
Research
Attitude
Measurement
Review Essentials Chap. 6 &
8
Research
Design & Prof.
Meeting
Causal Research:
Experimentation
Read “Boost Your Marketing
R.O.I.”
Review Essentials Chaps. 7,
10 & 11
Individual
Depth Interview
Due
Sampling Methods
9
Readings
Data Analysis
Overview
Review Essentials Chaps. 12
& 13
Primary Data
Collection
Questionnaire
Development
Review Essentials Chap. 9
Susan
Lazar,
The Lazar
Group
(Find respondent
for individual
depth interview
and ask them to
begin collage)
Secondary and
Exploratory
Research
Summary Due
Syllabus - MKT 450 Section 61
Winter 2006 SCHIEFFER
Class
Day
Date
11
M FEB
6
12
Th FEB
9
13
M FEB
13
14
Th FEB
16
15
M FEB
20
Topic
Market
Segmentation
and Targeting
Readings
Read Chap. 4 of TKCI
Perceptual Mapping
Factor Analysis
Product
Optimization and
Conjoint Analysis
Models
Product
Optimization and
Conjoint Analysis
Models
Guest
Speaker
Assignment
Due
Team Regression
Assignment Due
Data Collection and
Analysis Plans Due
Cluster Analysis
Tutorial
Positioning
Discussion
Cases
Read Chap. 5 of TKCI
Review “Perceptual
Mapping”
(No Assignment Due, but
Sample Design and
Questionnaire Pre-Test
Should be Completed)
Read Chap. 6 of TKCI
Read “Conjoint Analysis”
Pre-tested
Questionnaire Due
Syllabus - MKT 450 Section 61
Winter 2006 SCHIEFFER
Class
Day
Date
16 Th FEB
23
17 M FEB
27
Topic
Readings
Case Discussion
-- Zenith
Pricing Research
Read Zenith Case
Read Chap. 8 of TKCI
New Product
Forecasting
Read Chap. 10 of TKCI
Read “How Much are…”
Read “The Price is Right (or is it?)”
Discussion
Cases
ZENITH
(Questions
on
Blackboard)
Read “Flops…”
Review “Product Develop.”
MAR Case Discussion
2
– Contadina Pizza
Read Contadina Pizza Case
B to B Research
Packaging and Name
Research
19 M
MAR Ad Research
Brand Equity
6
Customer Satisfaction
and Loyalty Research
Assignment
Due
Zenith Case
Questions
Due
Jason
Brown,
IPSOS
Vantis
Review “Information Acceleration”
18 Th
Guest
Speaker
Data Collection
Prof. Review
Meeting
Contadina
Pizza Case
(Questions
on
Blackboard)
Contadina
Forecast Due
IRIDIUM
(Q’s are at
end of case)
Optional
Assignment:
IRIDIUM CASE
Questions
(Data Analysis
Completed on
Team Project)
Read Chap. 7 of TKCI
Read Chap. 9 of TKCI
Review How Customers Think
Chap. 10
Review “Why Satisfied Customers…”
20 Th
MAR Case Discussion
9
– Iridium
TCE
Read IRIDIUM Case
Read Customer Insight
Conclusion
Review Essentials Ch. 14