FUNDAMENTALS
OF MARKETING RESEARCH
MKTG381 Professor Wendy Wilhelm
Fall 2008 PH 327; 650-4816
TR 10-12 PM in CF316 Hours: TR 12-2 PM or by apt.
*******************************************************
Email: Wendy.Wilhelm@wwu.edu
Homepage: http://www.wwu.edu/~bryce
SPSS is available in all of the computer labs on campus
Textbook Website with Student Resources: http://wps.prenhall.com/bp_burns_research_5
SPSS Student Assistant Tutorials and Datasets: see link from my website
NOTE: The datasets are also available
on the S: drive under MKTG 381/Wilhelm.
REQUIRED TEXT: Burns and Bush, Marketing Research, 5th edition, 2006
Recommended Text: Pallant, SPSS Survival Manual, 3rd edition, 2007
LECTURE NOTES: available at the campus bookstore. These include copies of my overhead slides. You should bring this “Blue Book” to class each day.
PREREQUISITES: FMDS 205, Marketing 380; FMDS 305 recommended
COURSE
OBJECTIVES
This course serves as an introduction to the field of marketing research. Marketing research [MR] fulfills the marketing manager’s need for knowledge of the market. The task of marketing research is to help specify and supply accurate information in order to reduce uncertainty in decision making. In this course you will learn how to: (1) specify information needs and design a research study to meet those needs; (2) collect, analyze and use marketing research data to make effective marketing decisions; and (3) communicate the research findings and their implications to others.
|
Objective/Learning Outcome |
Assessment Method |
|
1.
Knowledge of key MR concepts and
terminology, technologies,
legal/regulatory issues, and global trends |
1.
Exams; In-Class Assignments; SPSSSA
Assignments; Group Assignments |
|
2.
Ability to specify management
information needs and design a research study to meet those needs; use of
primary versus secondary data |
2. Exams; In-Class Assignments; Group
Assignments #1 & #2 |
|
3.
Competency in using SPSS statistical
software, in order to analyze and use marketing research data to make
effective marketing decisions [technology application] |
3. SPSSSA assignments; Group Assignments #3,
#4, #5, #6 |
|
4. Development of written and oral
communication skills |
4.
In-Class Assignments; SPSSSA Assignments; Group Assignment
Write-ups and In-Class Presentations |
|
5.
Understanding and appreciation of ethics in MR |
5.
In-Class Assignments and Participation;
Group Assignment #2 |
|
6.
Appreciation of the role that demographic diversity
plays in segmentation studies |
6. Group Assignments #3, #4, #5, #6 |
SPSS and
SPSSSA ASSIGNMENTS
SPSS, which stands for Statistical Package for the Social Sciences, is probably the most commonly used statistical package in the ‘real world’, i.e. it is used by those involved in the marketing and marketing research professions to analyze data from marketing research studies. SPSS version 13.0 has been provided with your text in the form of a CD attached to the inside back cover. A separate tutorial program called SPSS Student Assistant (SPSSSA) is available from the textbook website (see link from my website). The program includes 25 separate tutorials that explain how to use the various features in SPSS (e.g., how to enter data, run t-tests, etc.). You are expected to complete the tutorial SPSSSA exercises indicated in the course schedule before you come to class, and be prepared to discuss them. Note that each SPSSSA tutorial builds on the one prior to it, and that you will not be able to complete the required group assignments unless you devote some time to learning SPSS.
In order to encourage your
timely completion of each exercise, you will complete the “TEST” portion
of each Student Assistant tutorial to
hand in on the day indicated in the syllabus.
The “test” portion can be accessed at the end of each tutorial, at the
bottom of the screen under “Select”. There
are fifteen (15) SPSSSA assignments in all, and all of them must be completed
and turned in to me in class on the due date noted; no late assignments will be
accepted. Each assignment should be typed, and points will be taken off for
misspellings and/or grammatical errors
GROUP
ASSIGNMENTS
You will be assigned to groups of three or four to complete one library-based assignment and five case assignments (typed, double-spaced). Details of each assignment are described in the text, along with specific guidelines for each assignment on my website. You will be given a group grade on each assignment. However, you will be asked to evaluate each member’s contribution to these assignments at the end of the quarter (Appendix 1 of the syllabus), which may result in some adjustment to individual grades. Groups will be expected to present their analyses to the class; individuals will receive class participation points for this (see below).
CLASS
PARTICIPATION and ATTENDANCE
I plan to call on students by
name to contribute to class discussions on the SPSSSA exercises, the
in-class oral assignments, and the group assignments. This will encourage you to prepare for each
class by completing the assignments on time.
I plan to formally call on each student three times (20 points
each), twice individually and once as part of his/her group
presentation. However, I hope that each
of you will join in the class discussion many times, not just several! I will also take attendance (30 points) on
occasion, probably when you least expect it J
EXAMINATIONS
The midterm and final
examinations will consist of multiple choice questions (about 50). They will cover all of the material discussed
in the text, in the written and oral assignments, and in class. The final will NOT be comprehensive. No early or make-up exams will be given
unless extraordinary circumstances prevail.
GRADING (out of 1,000 points)
SPSSSA Assignments (15 @ 15 pts.) . . . . . . . . . . 225
Group Assignments (6 @ 60 pts.) . . . . . . . . . . . . 360
Class Participation/Attendance . . . . . . . . . . 90
Exams (2 @ 150 pts.) . . . . . . . . . . . . . . . . . . . . . . 300
Research Project . . . . . . . . . . . . . . . . . 25
COURSE
CONTENT AND SCHEDULE
DATE TOPICS AND ASSIGNMENTS
Thurs., 9/25 1. Introduction to Marketing Research: Basic Concepts, Trends, Ethics, Careers
& Tues. 9/30
· Text, Chs. 1, 3, and Appendices A & B to Chapter 3; Blue Book (BB), pp. 1-43
·
SPSSSA assignment: (1) install
SPSS on your PC and and (2)
complete the SPSSSA tutorial “About your
SPSS Student Assistant” (see link from my website). No
written assignment due.
·
In-class assignment: Question #18, p. 73 (due 9/30; no need to write this up or turn it in, but I may call on
you!)
· Group assignment: Group members assigned; meet with group members, begin work on 1st group assignment (see my website, under 381)
Thurs., 10/2 2. The Research Process and Research Objectives
· Text, Chs. 2 and 4; BB, pp. 44-58
· SPSSSA assignment #1: Quick Tour Parts 1 and 2
· In-class assignments: (1) Case 2.2, p. 39 and (2) Case 4.2, p. 112
Tues., 10/7 3. Research Design
· Text, Ch. 5; BB, pp. 59-74
· SPSSSA assignment #2: Milk Bone Dog Biscuits Parts 1 and 2
· In-class assignment: Case 5.1, p. 141
· Group assignment: none
Thurs., 10/9 4. Secondary Data Sources and Syndicated
Services [Meet w/business librarian]
· Text, Chs. 6, 7; BB, pp. 75-103
· SPSSSA assignment #3: Coca-Cola
· SPSSSA assignments: Getting SPSS Help. [Note: you do not need to turn in this SPSSSA assignment, but we can discuss it in class if you have any questions]
· In-class assignment: Case 7.1, p. 197
· Review Library Resource Handout: see link on my website
· Group assignment #1: Secondary Data Analysis [due Tuesday, 10/14, in class]
Tues., 10/14 5. Data Collection Methods
· Text, Chs. 8, 9; BB, 104-117
· SPSSSA assignment #3: Coca-Cola
· In-class assignments: (1) Case 8.2, p. 231, and (2) question #14, p. 263
·
Group assignment: none
DATE TOPICS AND ASSIGNMENTS
Thurs., 10/16
6. Measurement Issues in Marketing Research
· Text, Chs. 10 and 11; BB, pp. 118-157
· SPSSSA assignment #4: Red Lobster [include print out from data editor]
· In-class assignment: question #13, p. 293
· Group assignment: none
Tues., 10/21 7. Designing Data Collection Forms
· Text, Ch. 11 (review); BB, pp. 147-157
·
Group assignment #2: Case 11.3,
p. 326, Ethical Questionnaire Design.
Use the information from Case 4.2 to assist you in questionnaire development. You will use the Document Camera to share
your results with the class. [Due 10/21]
Thurs., 10/23
8. MIDTERM EXAM, CHS. 1-10
Tues., 10/28 9. Determining the Sample Plan and Size
· Text, Chs. 12, 13; BB, pp. 158-182
· SPSSSA assignment #5: Noxema Skin Cream
· In-class assignments: (1) question #17, p. 359; (2) question #13, p. 387
· Group assignment: none
Tues., 10/28
10. Data Collection in the Field
·
·
In-class assignments: none
·
Group assignment: none
Thurs., 10/30
11. Basic Data Analysis: Descriptive Statistics
& Tues., 11/4 [NOTE: we will adjourn to the computer lab
2nd half of class on 10/30]
·
·
SPSSSA assignment #6: Descriptive
Statistics for Nominal Data [due 10/30]
· SPSSSA assignment #7: Descriptive Statistics for Scaled Data [due 10/30]
· In-class assignment: Case 15.1, p. 447 [due 10/30]
· Group assignment #3: Case 15.2, p. 448, Demographic Profile of AutoOnline Customers
[Due 11/4]
NOTE: Use the Graphs and Tables functions to present results if possible!
Thurs., 11/6
12. Generalizing a Sample’s Findings to its
Population and Hypothesis Testing
& Tues., 11/11
·
· SPSSSA assignment #8: Establishing Confidence Intervals [due 11/6]
·
SPSSSA assignment #9: Testing a Hypothesis [due
11/6]
· In-class assignment: questions #10 and 11, p. 479 [due 11/6]
·
Group
assignment #4: Case 16.3, p. 482, Hobbit’s Choice Restaurant: Inferential
Analysis [due 11/11; put in my
mailbox in PH415]
DATE TOPICS
AND ASSIGNMENTS
Thurs., 11/13
13. Testing for Differences
& Tues., 11/18
·
· SPSSSA assignment #10: Assessing Differences… Independent [due 11/13]
SPSSSA
assignment #11: Assessing Differences …
Paired [due 11/13]
SPSSSA assignment #12: Applying ANOVA [due
11/13]
·
In-class assignment: qu. #10, p. 514 [due 11/13]
· Group Project #5: Case 17.3, p. 518, Hobbit’s Choice Restaurant: Differences Analysis
[Due
11/18]
Thurs.,
11/20
14. Determining and Interpreting Associations
Between Two Variables
& Tues., 11/25
·
·
SPSSSA assignment #13: Setting up
and analyzing Cross-tabulations [due
11/20]
· SPSSSA assignment #14: Working with Correlations [due 11/20]
· In-class assignment: none
·
Group assignment #6: Case 18.3, p. 557, Hobbit’s Choice Restaurant: Associative Analysis [Due
11/25]
Tues., 12/2 15. Regression analysis
·
·
Text, Ch. 19; BB, pp. 271-289
·
SPSS assignment #15: Running and Interpreting
Multiple Regression
· In-class assignment: Case 19.1, p. 591
· Group Assignment: none
Thurs.,
12/4 16. Integration and Wrap-up
FINAL
EXAM:
Covering
chapters 11-18
Group Assignment Evaluation Form
MKTG381
You
are required to hand this form in to me no later than the date/time of the
final exam. Any information that you
provide on this form will be confidential. Please do NOT put your name
on this form.
Please take a moment and consider the effort each
group member has put into the assignments this quarter. It is important that any member of the group
who did not do his/her share of the work be downgraded accordingly. It is not fair to you or other group members
if a student is given an "A" or a "B" that he/she does not
deserve. However, all group members
(except for the affected individual) must agree that this student has not done
his/her share of the work (e.g., 2 out of 3 members) before I can downgrade
that student. The actual amount by which
that student will be downgraded will depend on the percentages given
below. (Note: I will not upgrade
individuals who have done more than their share, although I probably know who
you are and will recognize you in other ways!)
I urge you to take this task seriously and to be
honest about each member's contribution to the assignments.
Please list your group members (other than
yourself) by name below. Indicate what
share of the work each member has contributed to the assignments (less than,
equal, more than). Next, attach a
percentage contribution to each member to the best of your ability. For example, in a three member group, equal
sharing of the workload would mean that each member (including yourself) did
33% of the work. Thus, if you feel that
a group member has done LESS than his/her share, you would put down a
percentage somewhat less than 33% (for a
three member group); the actual percentage will depend on how much less than
his/her share you feel that person contributed.
NAME CONTRIBUTION
LEVEL CONTRIBUTION %
(less
than, equal, more than)
______________________ ___________________ ______________
______________________ ___________________ ______________
______________________ ___________________ ______________