MKT3220

MARKETINGRESEARCH

SUMMER2017

INSTRUCTOR:SANDEEPARORA

Contactinformation

Office:662DrakeCentre

Officephonenumber:204-474-8878

Email:Sandeep.Arora@umanitoba.ca

Officehours:Wednesday,4to5PM(andbyappointment)

2

CourseobjectivesThiscourseisdesignedforbusinessstudentswhowanttopursueacareerinmarketing,butcanalsobetakenbyotherstudentsinterestedinmarketingresearch.

Theaimofthecourseistoteachstudentsthemethods,principles,andtheoriesofmodernmarketingresearchandtoapplythesetopracticalbusinesssettings.Youwilllearntheconceptsandterminologyusedbymarketersandmarketingresearchersandtraininmethodologicaltoolstoobtainacompetitiveadvantageinthebusinessworld.

Thespecificobjectivesofthecourseare:

1. Tounderstandthatmarketingproblemsrequireinformationandhowthisinformationisobtainedanddelivered

2. Tolearnhowtosetuparesearchdesign3. Toknowandunderstandthedifferentmethodsofdatacollection4. Toknowandunderstandthedifferentmethodsofdataanalysis5. Totrainyoutoapplymethodsofdatacollectionandanalysistosolvemarketing

problems6. Totrainyoutoanalyzereallifemarketingproblems7. Toimproveyourbusinesswritingandpresentationskills8. Togainmoreexperienceworkinginteams

3

Textbook

MarketingResearch:MethodologicalFoundationsGilbertA.ChurchillJr.andDawnIacobucciISBN:978-1507775547Publisher:CreateSpaceIndependentPublishingPlatform

Edition:11th(8th/9th/10theditionswillalsobefine)

Youshouldbeabletofindinexpensiveusedcopiesof8th(ISBN0030331013),9th(ISBN0324201605),or10th(ISBN9781439081013)editionsofthistextbookonline.

4

CourseFormat

Wewillhavefivelectureseveryweekduringthesemester.Youwillbenefitfromreadingtheassignedchaptersinthetextbookbeforethelectures.Wewillalsohavesomelabsessionsduringthesemesterwherewewillapplythetheoreticalconceptslearntinthelectures.

BasisforFinalGrade

1.ExamsThepurposeoftheexamsistoencourageyoutostudythematerialincludedinthetextbookanddiscussedinclass.Yourabilitytoapplyconceptsisassessedthroughclassdiscussion,teamprojects,andcase

submissions.Wewillhavetwoexamsthroughoutthesemester-onemidtermandonefinal.

Wewillfollowthestructureofthetextbook.However,someexamquestionsarerelatedtomaterialthatisonlydiscussedinlectures,notinthetextbook.Alwaystakeyourclassnotesasastartingpointwhenstudyingfortheexams.Thetextbookservesasupportingrole.

2.Teamprojects

Youandyourteamwillapplymarketingresearchprinciplesandtechniquestoanumberofpracticalbusinesssituations.Itwillimproveyourabilitytoapplyandtogainabetterunderstandingof

thesetechniquesandprinciples.Itwillalsoimproveyourprofessionalskillsofpresentationandwritingandgiveyouanexperienceofworkinginateam.Pleaseseethepolicyregardingteamprojectsandpresentationtoavoid‘freeriders’inyourgroup.Wewillhavethreeprojectsduringthesemesterbuteachteamwillonlysubmitwrittenreportsfortwoprojects.Yourteamwillnotsubmitwrittenreportfortheprojectthatitpresents.

Projectreports:Youandyourteammemberswillwriteashortreportfortwoprojects(2-3pagestextplusamaximumof10pagesforappendices).TheteamprojectdescriptionswillbemadeavailableonD2L.Allprojectswilldealwitharealisticmarketingproblemfacedbyacompany.Additionalinformationisneededtosupportthedecision.Yourteamwillactasateamofconsultantsthatishiredtocollectthatinformation,providearecommendationtotheboardofdirectorsofthatcompany,andansweranyquestionsraisedintheproject.

5

Notes:Projectreportsaredueatthestartoftheclassonthedaytheyaredue.Submitahardcopyofyourprojectreportbeforethebeginningoftheclassonthedatewhenthecaseisdue.Alwayskeepanextracopyofyourreport.

3.Teampresentation

YourteamwillprepareaPowerPointpresentationforoneteamprojectandpresentinclass(Teams1and2presentteamproject1,Teams3and4presentteamproject2,etc.)Seetheclassschedulefortheexactdates.Asyourpresentationtimeislimited,itisextremelyimportanttocarefullyprepareandcoordinate,focusingonthemostimportantissues.Seethegradingcriteriaforteamprojectsfordetailsonhowyourpresentationwillbegraded.

Note:Yourteamdoesnothavetosubmitwrittenreportfortheprojectthatitpresents.

Eachteamwillalsoserveasaboardofdirectorswhenanotherteampresents.Takethisroleseriouslyandaskrelevantquestions.Yourgradewillalsodependonyourperformancebeingontheboard.

Duration 10minutes+5minutesforQ&AAudience Assumeyouraudienceistheboardofdirectorsthathas

hiredyouasaconsultanttosolveoneoftheirmarketingresearchissues.Whenoneteamispresenting,theotherteamwillserveastheboardofdirectors.TheboardofdirectorsandIwillraiseseriousquestionsontheresearchandsuggestedsolutions,towhichthepresentingteamwillhavetorespond.

Presentationmedia 1.E-MailmeyourPowerPointfileatleast1daybeforeclass.(Ifyoucan,bringacopyonaflashdrive)2.Printcopiesofyourslidesasahandoutandpassthemontotheboardandme.

3. Shortbusinesscases(individualsubmissions)

Theshortbusinesscaseswillimproveyourprofessionalskillsofconcisebusinesswritingandpresentation.Yourbriefsaretobeasinglepage,accompaniedbyamaximumofthreerelevantexhibitsthatareattachedinanappendix.Wewillhavetwoshortcasesduringthesemester.Youwill

6

workonthesecasesindividually.

Notes:Briefsaredueatthestartoftheclassinwhichthecaseisdiscussed.Submitahardcopyofyourcasebriefbeforethebeginningoftheclassonthedatewhenthecaseisdue.Alwayskeepanextracopyofyourcasebrief.

4. Toolkits (Individualsubmissions)

Thepurposeofthesetoolkitsistogiveyouhands-onexperienceoftoolsthatyouwouldrequireforyourclassprojects.Youwouldworkontwotoolkitsduringthesemester.Theinstructorwillgiveyouahandoutwithadescriptionofthestepsforcompletingatoolkit.Tocompleteatoolkit,youwouldhavetofollowtheinstructionsgiveninthehandoutsandsubmittheresultstotheinstructor.

5. Classparticipation

To get the maximum benefit from this class, you should prepare for,attend, and participate in class. For each session, you should read theassignedbookchapter(s),andtheassignedbusinesspressarticle(ifany).Theassignedbookchapter(s)foreachsessionismentionedinthecourseschedule.

Class participation points are given to encourage your active class participation anddiscussion.Yourparticipationpointswilldependonyouractivecontributiontotheclassdiscussion. Please note that the quantity and quality of your participation will affectyourparticipationgrade. Ifyoufind ituncomfortabletospeakup inclass, Iencourageyoutovisitmeduringofficehoursandworkonthisskill.

Tofacilitateaccuraterecordingofclassparticipationgrades,pleasemakesurethatyousiton thesameseat ineveryclassandthatyouhaveatablenamecarddisplayed infrontofyou.

7

Gradingcriteria

Yourfinalgradewillbecomputedbasedonthefollowingassignments.

Exams(60%)

(30%mid-termexamand30%finalexam)

Theexamswillencourageyoutostudythebasicmaterial(definitionsandapplicationsofmarketingresearchconceptsandtechniques),i.e.,thetextandlectures.Theexamsmayconsistofanumberofmultiplechoiceandopen-endedquestions.Someopen-endedquestionsmaybemoreshortanswer-typequestionsandothersmayinvolvecalculations.Thedistributionofpointsisindicatedontheexam.

Teamprojectreportsandpresentation(15%)

(5%foreachprojectwrittenreportand5%fortheprojectteampresentation)

Theprojectswillhelpyouapplyandfurtherunderstandmarketingresearchprinciplesinrealbusinesssettings.Theywillalsogiveyouexperienceofworkinginateam.Youandyourteamwillcompletetwoprojectwrittenreportsandpresentoneprojectforthisclass.Youwillhandinwrittenreportsforallprojectsexceptfortheprojectthatyoupresent.

Whengradingtheteamprojectreportsandprojectpresentations,thefollowingissueswillbetakenintoaccount(whereapplicable):

Writtenprojectreports

• Formatandpresentation:Thiswouldcoverthefollowingareas:o Clarityinwriting-clear,direct,writingstyleo Grammaticalandspellingerrorso Adheringtotheprescribedformatandpagelimit(2-3pages+upto10

appendices)o Creativityinpresentingresults-creativityinwriting,layout,graphs,etc.

• Logicalreasoningandanalysis:Thiswouldcoverthefollowingareas:o Presentinglogicalandrelevantargumentso Consistency-beconsistentthroughoutthereporto Showanunderstandingandapplicationofmarketingandmarketing

researchconceptsdiscussedintheclasso Thoroughness-coveralltheimportantaspectsoftheproject

8

o Conciseness-betothepointo Sufficientinformationcollected(ifapplicable)

• Recommendations/conclusions:Thiswouldcoverthefollowingareas:o Relevanceofrecommendations/conclusionstotheproblemo Recommendationssupportedbyinformationgivenintheprojecto Recommendationsconsistentwiththeanalysiso Practicalimplicationsoftherecommendations-canbeimplementedand

hasrelevanceintherealworld

Presentations

• Clearcommunicationtoaudience-bothvisualandverbal• Creativityinpresentingresults-creativityinwriting,layout,graphs,creative

recommendations(ifapplicable)• Useofmarketingandmarketingresearchconcepts-relatestomarketingand

marketingresearchconceptsdiscussedinclass• Thoroughness-coveralltheimportantaspectsoftheproject• Responsetoquestions-directanswers;showyouknowthematerials• Professionalism

Note:Ifastudentisfoundnottobecontributingtotheteamatasufficientlevelasdeemedbyallremainingteammembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromtheirteam.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually.

Shortindividualcases(10%)

(5%percasebrief)

Thecasebriefswillhelpimproveyourprofessionalskillsofconcisebusinesswritingandcommunication.Youwillwritetwoindividualcasebriefs.

Whengradingthecasebriefs,thefollowingissueswillbetakenintoaccount(whereapplicable):

• Formatandpresentation:Thiswouldcoverthefollowingareas:o Clarityinwriting-clear,direct,writingstyleo Grammaticalandspellingerrorso Adheringtotheprescribedformatandpagelimit(onepage+upto3

appendices)o Creativityinpresentingresults-creativityinwriting,layout,graphs,etc.

• Logicalreasoningandanalysis:Thiswouldcoverthefollowingareas:

9

o Thoroughness-coveralltheimportantaspectsofthecaseo Presentinglogicalandrelevantargumentso Consistency-beconsistentthroughoutthereporto Showanunderstandingandapplicationofmarketingandmarketing

researchconceptsdiscussedintheclasso Conciseness-betothepointo Sufficientinformationcollected(ifapplicable)

• Recommendations/conclusions:Thiswouldcoverthefollowingareas:o Relevanceofrecommendations/conclusionstotheproblemo Recommendationssupportedbyinformationgiveninthecaseo Recommendationsconsistentwiththeanalysiso Practicalimplicationsoftherecommendations-canbeimplementedand

hasrelevanceintherealworld

Toolkits(5%)

(2.5%pertoolkit)

Thesearesimpleexercisesthatwillexposeyoutotoolsthatyouwouldfindusefulintheclassprojects.Tocompletetheseexercises,youjusthavetofollowthestepsgivenintheexercisehandoutandsubmittheresultstotheinstructor.Pleasenotethatyouhavetocompletethetoolkitsindividually.

Classparticipation(10%)

Thesepointsaregiventoencourageyoutoprepare,attend,andparticipateinclass.Toreceivefullcreditforparticipation,youneedtoactivelyparticipateinthediscussions.Yourparticipationgradewilldependonhowmanytimesyoucontributeintheclass(quantityofparticipation);ifyourcontributiontotheclassdiscussionisproactive;andtherelevance&insightfulnessofyourcontribution(qualityofparticipation).Tofacilitateaccuraterecordingofclassparticipationgrades,pleasemakesurethatyousitonthesameseatineveryclassandthatyouhaveatablenamecarddisplayedinfrontofyou.

10

FinalgradeCoursegradesareearnedaccordingtothefollowingscale:

A+ 93%andabove

A 85%-92.9%

B+ 80%-84.9%

B 70%-79.9%

C+ 65%-69.9%

C 60%-64.9%

D 50%-59.9%

F 49.9%andbelow

0 = 0

PleasenotethatIwillberoundingoffyourgradetothefirstdecimalplaceforcalculatingthefinalgrade.

11

Policies

Tomaintainaconducivelearningenvironmentandasarespectforyourclassmatesandtheinstructor,Irequestyoutoadheretothefollowingpolicies.

Classpolicies

• Pleasearrivetotheclassalittlebeforetime.Youdonotwanttowalkintotheclasslatetherebydisturbingyourclassmates

• Pleaserefrainfromconductingpersonalconversationsduringthesessionsasitmaydistractothersaroundyou

• Ifyoumustmissaclass,itisyourresponsibilitytocontactaclassmatetocatch-uponwhathappenedinthatclass.YoucouldalwaysrefertothelecturenotesthatIwouldpostonD2L

Exam,case,toolkit,andprojectpolicies

• Mid-termexam:Therewillbenomake-upmid-termexamination.Studentswhomissthemid-termexamandhaveavalidmedicalexcusewillhavetheweightofthemid-termaddedtothefinalexamination.Studentswithvalidmedicalexcusesmustobtainadoctor'scertificatethatthestudent'sconditionissevereenoughtopreventthestudentfromtakingtheexamination.Studentswhomissthemidtermexamwithoutavalidmedicalexcusewillreceiveagradeofzeroonthemid-termexamination

• Cases/toolkits:Allcasesandtoolkitsareindividualsubmissions.Pleasetheworkonthemindividually.Seekinghelpfromorcollaboratingwithanyoneconstitutesacademicdishonesty

• Teamprojectsandpresentations:Allteammembersareexpectedtocontributeequallytoteamassignments.Ifastudentisfoundnottobecontributingtothegroupatasufficientlevelasdeemedbyallremaininggroupmembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromhis/hergroup.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually

• Latesubmissions:Allthecasebriefs,toolkits,andprojectwrite-upssubmissions(hardcopies)aredueatthebeginningoftheclassontheirduedates.Submissionsturnedinlatewithoutpriorpermissionfromtheinstructorwilllose5%perdayorpartthereofandthreedayspasttheduedate,yoursubmissionsarenotworthanymarks.

• Appealofgrades:Youhave10workingdaysafterthegradeforanassignment/examhasbeenmadeavailabletoyoutoappealthatgrade.Oncethisdeadlinehaspassed,thatgradecannotbechanged.Formoreinformationvisithttp://umanitoba.ca/student/records/grades/690.html

12

TentativeClassSchedule(examdatesnottentative)

L.No Date Topic Notes

1 May1

Courseintroduction

Whatcomprisesmarketingresearch(Ch1)

2 May2

ApproachestoMarketingintelligence(Ch2)

Marketingresearchprocessandproblemformulation(Ch3)

3 May3

Marketingresearchprocessandproblemformulation(Ch3)

Researchdesigns,exploratoryresearch(Ch4)Lastdaytodroptheclass-May3

4 May4

Descriptiveresearch(Ch5)

Causaldesigns(Ch6)Deadlineforteamsignup

5 May5 Causaldesigns(Ch6)Case1due(individual)

6 May8 Causaldesigns(Ch6)

Teamproject1due

Team1&2present

7 May9

Causaldesigns(Ch6)

DatacollectionI(Ch7)

Labsession1–ExperimentaldesignBringyourlaptopstoclass

8 May10 DatacollectionII(Ch7/8)

9 May11 Midtermexam(11AMto12.30PM) Room108Drake

10 May12 Questionnairedesign(Ch9/10)Case2due(individual)

11 May15 SamplingI(Ch11)Toolkit1submissiondue(individual)

13

12 May16 SamplingII(Ch11/12)

Teamproject2due

Team3&4present

13 May17

DataAnalysisI(Ch14&15)

Labsession2-SamplingBringyourlaptopstoclass

14 May18 DataAnalysisII(Ch14,15,&Ch15Appendix)Toolkit2submissiondue(individual)

15 May19 DataAnalysisIII(Ch17)

16 May23

DataAnalysisIV(Ch17)

Labsession3-RegressionBringyourlaptopstoclass

17 May24 DataAnalysisV(Ch17andAppendix)

Teamproject3due

Team5&6present

May27 Finalexam

14

Otherpertinentinformation

1. Mid-termandfinalexaminationswillbedeferredincasesofillness,deathinthefamily,andothersuchextenuatingcircumstances.DOCUMENTATIONOFTHECIRCUMSTANCEWILLBENECESSARYBEFORETHEDEFERMENTISGRANTED.Notehoweverthatthedefermentwillbeatthediscretionoftheinstructor.StudentsmustshowtheirUniversityIdentificationandsignaclasslistnexttotheirnamefortheirexams.

2. PleaserefertotheUniversityCalendarforregulationsregardingplagiarismandcheating.

Violationoftheseregulationswillresulteitherinafailinggradeorinexpulsionfromthefaculty.

Important:EffectiveSeptember1,2013,theUofMwillonlyuseyouruniversityemailaccountforofficialcommunications,includingmessagesfromyourinstructors,departmentorfaculty,academicadvisors,andotheradministrativeoffices.Ifyouhavenotalreadybeendoingso,pleasesendallemailsfromyourUofMemailaccount.Remembertoincludeyourfullname,studentnumberandfacultyinallcorrespondence.

Formoreinformationvisit:http://umanitoba.ca/registrar/e-mail_policy

15

AcademicintegrityItiscriticaltothereputationoftheI.H.AsperSchoolofBusinessandofourdegreesthateveryoneassociatedwithourfacultybehaveswiththehighestacademicintegrity.Asthefacultythathelpscreatebusinessandgovernmentleaders,wehaveaspecialobligationtoensurethatourethicalstandardsarebeyondreproach.Anydishonestyinouracademictransactionsviolatesthistrust.TheUniversityofManitobaGeneralCalendaraddressestheissueofacademicdishonestyundertheheading"PlagiarismandCheating".Specifically,actsofacademicdishonestyinclude,butarenotlimitedto:

-usingtheexactwordsofapublishedorunpublishedauthorwithoutquotationmarksandwithoutreferencingthesourceofthesewords

-duplicatingatable,graphordiagram,inwholeorinpart,withoutreferencingthesource

-paraphrasingtheconceptualframework,researchdesign,interpretation,oranyotherideasofanotherperson,whetherwrittenorverbal(e.g.,personalcommunications,ideasfromaverbalpresentation)withoutreferencingthesource

-copyingtheanswersofanotherstudentinanytest,examination,ortake-homeassignment

-providinganswerstoanotherstudentinanytest,examination,ortake-homeassignment

-takinganyunauthorizedmaterialsintoanexaminationortermtest(cribnotes)

-impersonatinganotherstudentorallowinganotherpersontoimpersonateoneselfforthepurposeofsubmittingacademicworkorwritinganytestorexamination

-stealingormutilatinglibrarymaterials

-accessingtestspriortothetimeanddateofthesitting

-changingnameoranswer(s)onatestafterthattesthasbeengradedandreturned

-submittingthesamepaperorportionsthereofformorethanoneassignment,withoutdiscussionswiththeinstructorsinvolved.

16

Groupprojectsandgroupwork

ManycoursesintheI.H.AsperSchoolofBusinessrequiregroupprojects.Studentsshouldbeawarethatgroupprojectsaresubjecttothesamerulesregardingacademicdishonesty.Becauseoftheuniquenatureofgroupprojects,allgroupmembersshouldexercisespecialcaretoinsurethatthegroupprojectdoesnotviolatethepolicyonAcademicIntegrity.Shouldaviolationoccur,groupmembersarejointlyaccountableunlesstheviolationcanbeattributedtoaspecificindividual(s).

Somecourses,whilenotrequiringgroupprojects,encouragestudentstoworktogetheringroups(oratleastdonotprohibitit)beforesubmittingindividualassignments.Studentsareencouragedtodiscussthisissueasitrelatestoacademicintegritywiththeirinstructortoavoidviolatingthispolicy.

IntheI.H.AsperSchoolofBusinessallsuspectedcasesofacademicdishonestyarepassedtotheDean'sofficeinordertoensureconsistencyoftreatment.

17

AACSBassuranceoflearninggoalsandobjectives

TheAsperSchoolofBusinessisproudlyaccreditedbyAACSB.AccreditationrequiresaprocessofcontinuousimprovementoftheSchoolandourstudents.Partof“studentimprovement”isensuringthatstudentsgraduatewiththeknowledgeandskillstheyneedtosucceedintheircareers.Todoso,theAsperSchoolhassetthelearninggoalsandobjectiveslistedbelowfortheUndergraduateProgram.Thecheckedgoal(s)andobjective(s)willbeaddressedinthiscourseanddonesobymeansoftheitemslistednexttothecheckmark.

GoalsandObjectiveintheUndergraduateProgram GoalsandObjectivesaddressedinthisCourse

CourseItem(s)Relevanttothese

GoalsandObjectives

1 QuantitativeReasoning

A. Determinewhichquantitativeanalysistechniqueisappropriateforsolvingaspecificproblem.

ü Entirecourse

B. Usetheappropriatequantitativemethodinatechnicallycorrectwaytosolveabusinessproblem.

ü Entirecourse

C. Analyzequantitativeoutputandarriveataconclusion. ü Cases&projects

2 WrittenCommunication

A. UsecorrectEnglishgrammarandmechanicsintheirwrittenwork.

ü Cases&projects

B. Communicateinacoherentandlogicalmanner ü Cases&projects

C. Presentideasinaclearandorganizedfashion. ü Cases&projects

3 EthicalThinking

A. Identifyethicalissuesinaproblemorcasesituation

B. Identifythestakeholdersinthesituation.

C. Analyzetheconsequencesofalternativesfromanethicalstandpoint.

D. Discusstheethicalimplicationsofthedecision.

4 CoreBusinessKnowledge ü Entirecourse