FUNDAMENTALS OF MARKETING RESEARCH
MKTG381 Professor Wendy Bryce Wilhelm
Fall 2000 PH 327; 650-4816
MW 2-4 PM in HH153 Hours: MW 12-2 PM or by apt.
*******************************************************
email: wendy.bryce@ wwu.edu
Homepage: http://www.wwu.edu/~bryce
SPSS 10.0 (PHlab, professional): 'Start'-- 'Programs' -- ‘CBE Business Apps’ -- 'SPSS' -- 'SPSS 10.0'
SPSS Student Assistant
(labs): use “Find”
command under Start menu to locate
Datasets (labs or home w/CD): under 'SPSS Student Assistant' -- 'Data'
REQUIRED TEXT: Burns and Bush, Marketing Research, 3rd edition, 2000
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, 380; 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 |
|
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 |
6.
In-Class Assignments
and Participation; Group Assignment #2 |
|
7.
Appreciation of the role that demographic diversity
plays in segmentation studies |
6. Group Assignments #3,
#4, #5 |
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, and a separate Windows program called SPSS Student Assistant (SPSSSA), have been provided with your text. You are expected to complete the SPSS/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. 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. Grading criteria for each assignment are attached (see Appendix 2), and should be reviewed prior to completing each assignment.
GROUP ASSIGNMENTS
You will be assigned to groups of three or four to complete one library-based assignment and four case assignments (typed, double-spaced). Details of each assignment are either described in the text or will be provided in the syllabus (see Appendix 1). 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 (see page 9 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, 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!
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 (5 @ 80 pts.) . . . . . . . . . . . . 400
Class Participation/ Attendance (3 @ 25 pts) . . . . . 75
Exams (2 @ 150
pts.) . . . . . . . . . . . . . . . . . . . . . . 300
COURSE CONTENT AND
SCHEDULE
DATE TOPICS AND ASSIGNMENTS
Wed., 9/27 1. Introduction to Marketing Research: Concepts and Terminology, Technologies,
& Mon., 10/2 Legal/Regulatory issues, and Global Trends
· Text, Chs. 1, 2, Appendix 2
· SPSSSA assignment: install SPSS and SPSS Student Assistant; complete “How to Use ScreenCam” (no written assignment due)
· In-class assignment: question #11, p. 58 [for discussion on 10/2]
· Group assignment: none
Wed., 10/4 2. Determining Research Objectives: A Consideration of Ethics
· Text, Chs. 3 and 4, Appendix 4
· SPSSSA assignment #1: Quick Tour Parts 1 and 2
· In-class assignments: (1) question #12, p. 120 and (2) Case 4.2, p. 122
· Group assignment: none
Mon., 10/9 3. Research Design
· Text, Ch. 5
· SPSSSA assignment #2: Milk Bone Dog Biscuits Parts 1 and 2
· In-class assignment: Case 5.2, p. 156
· Group assignment: none
Wed., 10/11 4. Secondary Data Sources and Syndicated
Services
· Text, Chs. 6, 7
· SPSSSA assignment #3: Coca-Cola
SPSSSA assignment #4: National Family Opinion Omnibus Data
PLUS
SPSSSA “SPSS Data Sets”
(in-class discussion only)
· In-class assignment: Case 7.1, p. 224
· Group assignment #1: Secondary Data Analysis [due 10/16]
Mon., 10/16 5. Data Collection Methods
· Text, Chs. 8, 9
· SPSSSA assignment #5: NFO Panel Data: Making Simple Graphs [NFO.sav] Include graphs in write-up
· In-class assignments: (1) Case 8.2, p. 261, and (2) question #12, p. 298
· Group assignment: none
Wed., 10/18 6. Measurement Issues in Marketing Research
· Text, Chs. 10 and 11
· SPSSSA assignment #6: Piccadilly Cafeterias
SPSSSA assignment #7: Red Lobster [include print-out from data
editor]
· In-class assignment: question #14, p. 338
· Group assignment: none
Mon., 10/23 7. Designing Data Collection Forms
· Text, Ch. 11 (review)
· SPSSSA assignment: none
· In-class assignment: Case 11.3, p. 377
· Group assignment #2: Case 11.1, p. 375., Ethical Questionnaire Design.
Bring overheads of your questionnaire to share with the class. [Due 10/23]
Wed., 10/25 MIDTERM EXAM, CHS. 1-10
Mon., 10/30 Review Midterm; Guest Speaker possible
Wed., 11/1 9.
Determining the Sample Plan and Size
· Text, Chs. 12, 13
· SPSSSA assignment #8: Noxema Skin Cream
· In-class assignments: (1) question #16, p. 416; (2) question #13, p. 448
· Group assignment: none
Mon., 11/6 10. Data Collection in the Field: A Consideration of New Technologies, Ethics, and
Legal/Regulatory Issues
· Text, Chs. 14, 19
· SPSSSA assignments: (1) Getting SPSS Help, (2) SPSS Statistics Coach, and
(3) ISP Survey – Graphs and Tables (2 tutorials). [Note: you do not need to turn in these SPSSSA assignments, but we WILL discuss them in class.]
· In-class assignment: Case 14.3, p. 484
· Group assignment: none
Wed., 11/8 11.
Basic Data Analysis: Introduction to Statistical Techniques Used in
Marketing
& Mon., 11/13 Research
· Text, Ch. 15
· SPSSSA assignment #9: Cellular One [due 11/8]
· In-class assignment: Case 15.1, p. 515 [due 11/8]
· Group assignment #3: Case 15.2, p. 516 Demographic Profile of ISP Customers
[Due 11/13] NOTE: Use
the Graphs and Tables functions to present results when possible!
Wed., 11/15 12.
Inferring Sample Findings to the Population and Testing for Differences
& Mon., 11/20
·
Text, Ch. 16
· SPSSSA assignment #10: Pampo’s Swimwear [due 11/15]
SPSSSA assignment
#11: Lipton Prepared Dinners [due 11/15]
SPSSSA assignment #12: RCA Heavy Metal CD Sales [due
11/15]
· In-class assignment: none
· Group assignment #4: Case 16.2, p. 567, Demographic Diversity in Consumption Patterns [Due 11/20] NOTE: Use the Graphs and Tables functions to present results when possible!
DATE TOPICS AND ASSIGNMENTS
Wed., 11/29 13.
Determining and Interpreting Associations Between Two Variables
& Mon., 12/4
·
Text, Ch. 17
· SPSSSA assignment #13: Michelob Light [due 11/29]
· SPSSSA assignment #14: Burroughs Corp. on Correlation [due 11/29]
SPSSSA assignment #15: Crest Toothpaste [due 11/29]
· In-class assignment: Case 17.1, p. 607 [due 11/29]
·
Group assignment #5: Case 17.2, p. 609, Demographic Diversity and Market Segmentation
[Due 12/4] NOTE: Use
interactive graphs to present results when possible!
Wed., 12/6 14. Integration and Wrap-up
FINAL EXAM: Chs. 11-17, Thursday, December 14th @ 10:30 AM
Mktg381
Group Assignment
#1: Using Secondary Data
Prepared with the assistance
of Donna Packer, reference librarian for the business area
Objective: to learn how to locate industry information search various electronic and printed databases available in the library for industry information.
1. Select an industry in which you have a career interest (see #2 below for assistance in choosing an industry).
2. Identify the SIC (soon to be NAICS) classification assigned to your industry, and report it. Give a brief summary of current conditions and trends in the industry.
HOW? Look in the U.S. Industry and Trade Outlook (Haggard Reference HC106.5 A17 2000). This will introduce you to the major industry categories and the SIC classifications by which they are organized in many business reference resources. Each of the 50 industry/service categories includes a brief overview of current conditions and trends in the industry. SIC and/or NAICS codes for narrower industry categories can be found by consulting the SIC manual (Haggard Reference HF1042/A55/1987) or the NAICS manual (Haggard Reference HF1042/N6/1997).
3. List the major firms (up to 10) in the industry, along with the most recent year's sales and profits for each firm. Rank them in some meaningful way (e.g., sales volume, number of employees, or profits). Provide market share data for the top three firms (or product/service brands).
HOW? Look in the Standard and Poor’s Industry Surveys (Haggard Reference HC106.6/S74). Each major industrial category has its own booklet, and they are updated annually. Tables at the back of each survey note the leading firms in various segments of the industry, along with financial information for each firm (operating revenues and several financial ratios). Market share, if not explicitly provided, can be approximated from the revenue information for these firms calculated as a percentage of the overall sales for the industry segment as reported in the main text. Note: you may also wish to consult ABI/Inform or Business and Industry databases; articles in these sources may discuss market share for individual firms/brands.
4. Using ABI/Inform , identify three magazine or journal articles from different journals (no newspapers, please) that have been written during the last three years that relate to some aspect of your chosen industry. Briefly summarize each article (one paragraph on each; include source information, but the not the actual articles).
HOW? In order to access ABI/Inform Global
from our library, go to the library web site at http://www.library.wwu.edu , (or select
"Libraries" from Western's home page), select "Online Resources", then "Indexes and Databases (alphabetical list)", then ABI/Inform
Global.
5. Using CIS Index (hard copy), determine if there are any congressional publications within the last 3 years that relate to some aspect of your industry. Provide a paragraph that summarizes the content of what you found, if anything (include source information).
HOW? The CIS Index is in the Government Information area, 2nd floor East, in the Wilson building.
6. Using DISCLOSURE, locate the information on three firms in your industry. Provide the name, title, and salary of the top three executives.
HOW? Go to their web site: http://www.disclosure-investor.com. This site provides free access to the SEC filings of over 12,000 public domestic companies. The proxy reports filed with the SEC usually give both the names and compensation of the top executives. If the Disclosure report does not include compensation, try the Hoover's Handbook in the library reference collection. The index volume at HG4057/A28613/2000 will guide you to the specific handbook which lists your company.
7. For your selected industry, provide some information on the volume of exports and imports between the U.S. and any country of your choice. (If you selected a service industry, select a product industry for this step.)
HOW? Use the Foreign Trade DocBase computer in the Government Information area of the library, access the Export/Import Statistics option. (Note: refer to handout on DocBase computers). You might also try the National Trade Data Bank ; you can access this via the "owl" icon on any campus computer.
HOW? Use the DocBase 2 computer in the Government Information area of the library. Select the “Census of Population” option; select a profile category called “Social Characteristics”. (Note: refer to handout on DocBase computers).
NOTE: (1) WHEREVER POSSIBLE, INCLUDE AS LABELED APPENDICES COPIES OF
THE ‘RAW DATA’ FROM WHICH YOU DEVELOPED YOUR WRITE-UP
(2) MAKE SURE AND CITE YOUR SOURCES, EITHER WITH FOOTNOTES OR
ALONG WITH YOUR ANSWERS TO EACH QUESTION
Last revised
9/00
Appendix 2
Grading Criteria for SPSSSA Assignments
1.
There are 15 assignments
and they are each worth 15 points.
2.
All assignments MUST be
turned in.
3.
I will not accept handwritten assignments
4.
2 points off for
misspellings/grammatical errors, IF there are more than 2 errors of either type
5.
I will not provide the
correct answer if the question is missed; I will cover each assignment in class when necessary
6.
No partial credit on a
question, unless specifically identified below
Grading
Scheme for each assignment:
#1. Quick Tour I and II (10 questions): each question is worth 1.5 points
#2. Milk
Bone Dog Biscuits I and II (13 questions): each question is worth 1 point; all correct = 15 points
#3. Coca-Cola (5 questions; don’t grade question
#3): each question is worth 3 points
#4. National Family Opinion Omnibus Data (6
questions): questions 1-5 are worth 2
points each; question 6 is worth 5 points ((a)= 2 points, (b) = 2 points, (c) =
1 point)
#5. NFO Panel Data Simple Graphs: (6 questions): each question is worth 2 points, 1 point for the graph and 1
point for the explanation of the graph in words. All correct = 15 points
#6. Piccadilly Cafeterias (5 questions): questions 1-4 are worth 2 points each; question 5 is worth 7 points (creation
of data set = 4 points; variable labels = 3 points)
#7. Red Lobster (5 questions): questions 1-4 are worth 2 points each;
question 5 is worth 7 points ((a) = 1 points, (b), (c), (d) = 2 points each)
#8. Noxema Skin Cream (6 questions): questions 1-4 are worth 2 points each;
questions 5 and 6 are worth 3 points each
#9. Cellular One (7 questions): questions 1-6 are worth 2 points each; question 7 is worth 3 points (6 part
question, each part is worth ½ point)
#10. Pampo’s Swimwear (8 questions; skip #9
): questions 1, 2 and 4 are worth 1
point each; questions 3 and 5-8 are
worth 2 points each. 2 free points for
question #9!
#11. Lipton Prepared Dinners (10 questions): each question is worth 1.5 points
#12. RCA Heavy Metal CD Sales (10
questions): each question is worth 1.5
points
#13. Michelob Light (10 questions): each question is worth 1.5 points
#14. Burroughs Corp. (10 questions): each question is worth 1.5 points
#15. Crest Toothpaste (4 questions; don't do
#5): questions #1 - 3 each worth 4
points; question #4 is worth 3 points
Group Assignment Evaluation Form
FMDS 381
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)
______________________ ___________________ ______________
______________________ ___________________ ______________
______________________ ___________________ ______________