Syllabus701-DC01 Spring 2007 (2)

8/12/2019 Syllabus701-DC01 Spring 2007 (2)

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UNIVERSITY OF MARYLANDRobert H. Smith School of Bui!e

BUMK 701, Marketing Research Methods [Spring 2007]___________________________________________________________________________

Instructor !o"deep Sri#asta#a$%%ice &M' ()*(+hone (01- )0*./*.ai3 sri#asta4rhsith5ud5edu$%%ice 'ours 6uesda" 1*.** p55 or " appointent583ass 'ours 6uesda", 700./)0 p55, 9ashington :8___________________________________________________________________________

"oure #rere$uiite

BM;6 (0 < *05 It is the student=s responsii3it" to ensure that s>he has cop3ied ?ith the

prere@uisites5

Re$uire% M&teri&l

1-5 Aaker, :a#id A5, &5 Kuar, and ;eorge S5 :a", Marketing Research, !ohn 9i3e" andSons, Inc5, ighth dition5

2-5 8ourse Reader A#ai3a3e #ia anedu-5

(-5 83ass transparencies and other re3e#ant ateria3 ?i33 e ade a#ai3a3e on B3ackoardhttp>>5rhsith5ud5edu-5 Since B3ackoard ?i33 e the ain counication de#ice,

p3ease ensure that "ou are enro33ed and ha#e updated "our eai3 address5

"oure O'er'ie( &!% Ob)ecti'e

6ie3" and @ua3it" in%oration is crucia3 %or the success o% %irs in toda"=s high3" copetiti#e ande#o3#ing en#ironent5 Marketing research is an organiCed ?a" o% de#e3oping and pro#idingin%oration %or anageria3 decision.aking5 Marketing Research is intended %or those ?hoeDpect arketing to e an iportant part o% their pro%essiona3 ?ork5 6his inc3udes not on3" those?ho p3an to do arketing research, ut those p3anning to go into other arketing Eos or ?hoeDpect to e users o% arketing research or c3ients o% research departents or research #endors56hus this course is aied at the anager ?ho is the u3tiate user o% arketing research and ?hois responsi3e %or deterining the scope and direction o% research acti#ities conducted on his>hereha3%5 6he @ua3it" o% arketing research in%oration, its #a3idit" and re3iai3it", depend critica33"on the care eDercised in eDecuting the #arious steps o% the arketing research process5 'ence, oneiportant oEecti#e o% the course is to de#e3op a so3id understanding o% conteporar" arketingresearch ethods that are used " etter anaged %irs5

6he course ?i33 pro#ide a asic understanding o% research ethodo3og" and ip3eentation inarketing5 6he course ?i33 ena3e "ou to e%%ecti#e3" e#a3uate arketing research proposa3s,interpret, re#ie? and criticiCe the suse@uent reports, and appraise its use%u3ness to anageent5

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http://bb.rhsmith.umd.edu/http://bb.rhsmith.umd.edu/


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A3though one a" %ind this course to e ore @uantitati#e in its orientation than an introductor"course in arketing, the asic preise is as a user, one ust kno? enough aout a process to ea3e to ask inte33igent @uestions and seek ans?ers5 6he process here is research in arketing5

Fast ut not the 3east, the course ?i33 pro#ide an o#er#ie? o% ho? arketing research ethodscan e app3ied to so3#e pro3es in speci%ic app3ication areas such as, estiating arket potentia3and deand %orecasting, designing and positioning ne? products and ser#ices, pricing and priceprootions, easuring custoer satis%action, etc5

"l& Seio!

Rather than ere3" rehashing concepts descried in the teDt, the c3ass sessions ?i33 e de#oted toproing, eDtending, and app3"ing the teDt ateria35 It ?i33 e assued that students ha#e read theteDt assignents e%ore coing to c3ass5

Ana3"sis o% the cases ?i33 %or the aEor asis %or app3"ing the concepts to rea3 ?or3d situationsand students are eDpected to ha#e read and ana3"Ced the cases thorough3" prior to c3ass5 6he

oEecti#e o% the use o% cases is to i33ustrate ho? the di%%erent arketing research ethods ha#eeen app3ied to so3#e rea3.?or3d pro3es5 6he ephasis ?i33 e on deterining theappropriateness and use o% the #arious research ethodo3ogies and techni@ues5

In preparing a case %or c3ass discussion, read through the case #er" thorough3" and e prepared todiscuss the re3e#ant issues5 Gor an" o% the cases, it is strong3" recoended that "ou do the dataana3"sis prior to c3ass5 +articipation in c3ass discussion is eDtree3" iportant and each student iseDpected to contriute5 +3ease %ee3 %ree to ask @uestions and to #oice "our ideas and opinions5

M&r*eti!+ Ree&rch ,rou- #ro)ect

6he oEecti#e o% the research proEect is to pro#ide "ou ?ith soe eDperience in app3"ing theconcepts and ethods o% arketing research to a rea3 arketing research pro3e5 6he proEect?i33 e done in se3%.se3ected groups o% ( persons5 No +rou- h&ll h&'e le th&! member.

6he pro3e ?i33 ha#e to e appro#ed " the instructor5 Hou ha#e considera3e %reedo to %o33o?"our interests, a3though it is eDpected that the pro3e e re3e#ant to arketing and that itre@uires a %ie3d research stud" that in#o3#es priar" data gathering5 A33 other things eing e@ua3,a proEect concerned ?ith a rea3istic pro3e ?i33 e 3ooked upon ore %a#ora3" than a proEectdea3ing ?ith a tri#ia3 or contri#ed pro3e5 In.house proEects, in genera3, do not present students?ith the sae 3e#e3 o% di%%icu3t" or rea3is as eDterna3 proEects5 So choice o% such proEects ?i33ha#e to e ore rigorous3" Eusti%ied5 +ure3" eDp3orator" t"pe proEects ?i33 e discouraged5+roEects ?i33 ha#e to e o% a descripti#e #ariet" ?here the research @uestions are ?e33 %oru3ated5

6here are t?o options

O-tio! / A sing3e proEect that is seester 3ong5

O-tio! 0 6?o ini proEects5

Gor $ption 1, the dead3ine %or the proEect proposa3 is Geruar" 20, 20075 I ?i33 appro#e proEects

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ased on the t?o.page description "ou gi#e e5 A t?o.page progress report is due on or e%oreApri3 10, 20075 6he progress report shou3d contain a rie% description o% the proEect, researchoEecti#es, se@uence o% steps cop3eted and steps needed to e cop3eted, etc5 ;roup eersare encouraged to use e as a resource to discuss issues re3ating to the proEect during the courseo% the ter5

Gor $ption 2, the dead3ine %or the %irst proEect proposa3 is March , 2007 and the second proEectproposa3 is due " March 27, 20075 A t?o.page progress report is due on or e%ore Apri3 2),20075

Gor oth options, the %ina3 report in#o3#es oth an ora3 presentation and a ?ritten report " eachgroup5 +roEect presentations are schedu3ed %or Ma" 5 6he ?ritten reports are due on the 3ast da"o% c3ass, Ma" , 20075 There (ill be !o e1te!io! of the fi!&l re-ort %e&%li!e. 6he natureand content o% the report assignents are as %o33o?s

Research +roposa3 6he research proposa3 shou3d present a c3ear and care%u33" de#e3opedstateent o% the research topic, the research purpose, and the research oEecti#es5 Gora3

research @uestions or h"potheses shou3d e spe33ed out5

Gina3 Report 6he %ina3 report shou3d inc3ude the %o33o?ing

15 Introduction and Background :e%inition o% the pro3e to e studied and the purpose ser#ed" the research5 9hat is the ene%it to the Jc3ientL 9hat is the #a3ue o% the research proEectL

25 !usti%" the choice o% the research strateg" in ters o% strengths and ?eaknesses re3ati#e toa3ternati#e research designs-5 :escrie the research design "ou used and ?h" it ?as chosen5 I% itin#o3#es an iterati#e process, p3ease descrie it5

(5 :escrie and Eusti%" a research instruent that cou3d e ip3eented in the %ie3d5 :escrie thepretest, ho? an" respondents ?ere in#o3#ed as %ar as possi3e, the pretest respondents shou3de %ro the sae popu3ation as the sap3e-, and ho? the pretest 3ed to @uestionnaire changes5Inc3ude on3" the %ina3 #ersion o% the @uestionnaire, as it ?ou3d e presented to the respondent inthe AppendiD5

)5 :escrie "our sap3ing p3an inc3uding, de%ining the popu3ation uni#erse, sap3ing %rae, t"peo% sap3e, sap3e siCe, and ho? the respondents ?i33 e se3ected5 A consideration o% costsin#o3#ed ust e inc3uded5

*5 +ro#ide an out3ine o% the ana3"sis strateg" and the resu3ts o% "our ana3"sis5 6he ana3"sis "ouper%or is guided entire3" " "our research oEecti#es and the nature o% the data "ou choose toco33ect5 Idea33", "ou ?ou3d ha#e thought aout ho? "ou are going to ana3"Ce the data ?hen "ou%raed the @uestionnaire5 Soe o% the ana3"sis too3s "ou cou3d use are %re@uencies or eansstandard de#iations- o% se3ected #aria3es, cross tau3ations, group coparisons corre3ationset?een se3ected #aria3es, regression ana3"sis, etc5

5 Gina33", indicate ho? the resu3ts o% the research can e used5 Research is not done in a#acuu5 6here ust e decision.aking ip3ications and>or strategic considerations in#o3#ed5:iscuss these5

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$ther ;uide3ines

6he research report and the printed output shou3d e neat and dou3e.spaced5 +roo%read "ourreport a%ter "ou t"pe it .. punctuation, graar, and spe33ing is iportant5 6he teDt shou3d not e3onger than 02pages5 Appendices and eDhiits are not inc3uded in this 3iit5 'o?e#er, the entirereport inc3uding a33 eDhiits shou3d not eDceed 2pages5 It is iportant to ?rite in a 3ucid andconcise anner5 A33 pages inc3uding appendices, etc5 shou3d e nuered consecuti#e3", not Eustthe od" o% the report5

6he ta3e o% contents shou3d c3ear3" indicate ?hat each ta3e and eDhiit re%ers to5 #er" eDhiit,ta3e, %igure etc5, shou3d ha#e a tit3e5 Dhiits, etc5 shou3d e appropriate3" cross.re%erenced in theteDt5 +3ease do not ake e hunt %or soe resu3t uried in an un3ae3ed appendiD5 9hen "oureport percentages or eans a3?a"s indicate the sap3e siCe on ?hich the %igure is ased5

I ?i33 keep the %ina3 cop"5 6here%ore, ake a cop" %or the c3ient and copies %or "ourse3% e%oreturning in the proEect5 Hou ust turn in a cop" to the c3ient5

"oure E'&lu&tio! &!% ,r&%i!+

1- 6here ?i33 e three rie% assignents during the seester, co#ering #arious phases o% theresearch process5 Assignent N1 ?i33 not e used in ca3cu3ating the grade5 'o?e#er, i% "ou donot turn in the assignent, "our %ina3 grade ?i33 e ad#erse3" a%%ected5

2- 6here ?i33 e one coprehensi#e case on data ana3"sis near the end o% the seester5 L&te&i+!me!t (ill !ot be &cce-te%.

6he grades ?i33 e ?eighted as %o33o?s

Sa33 8ase Assignents 20OFarge 8ase Assignent 20O;roup +roEect )0O$ra3 +resentation . 10O 9ritten Report . (0O-

83ass +articipation 20O

Ac&%emic I!te+rit3 &!% S-eci&l Nee%

6he Uni#ersit"Ps 8ode o% Acadeic Integrit" is designed to ensure that the princip3es o% acadeichonest" and integrit" are uphe3d5 A33 students are eDpected to adhere to this 8ode5 6he SithSchoo3 does not to3erate acadeic dishonest"5 A33 acts o% acadeic dishonest" ?i33 e dea3t ?ithin accordance ?ith the pro#isions o% this code5 +3ease #isit the %o33o?ing ?esite %or orein%oration on the Uni#ersit"Ps 8ode o% Acadeic Integrit"http>>???5in%or5ud5edu>8apusIn%o>:epartents>!+$>AcInteg>code_acinteg2a5ht3

An" student ?ith specia3 needs shou3d ring this to the attention o% the instructor as soon aspossi3e, ut not 3ater than the second ?eek o% c3ass5

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8FASS S8':UF1

M$:UF 1 IQ6R$:U86I$Q

Week 1 (January 30)

6opic Introduction and :iscussion o% 8ourse $Eecti#esMarket Research +rocess&a3ue o% Research In%oration:eterine &a3ue o% In%oration

+reparation 8hapter 1

:iscussion 8ase Mac6ec 8ontro3 AB A#ai3a3e on B3ackoard-15 9hat is "our assessent o% Mac6ec 8ontro3 ABL25 'o? ?ou3d "ou e#a3uate the Bro?ning ;roup=s arketing researchL

(5 Ana3"Ce the arket %or Mac6ec products in +enns"3#ania and Qe? Hork5)5 9hat are the ip3ications o% a decision to enter the U5S5 arket no?L*5 9hat are the ip3ications o% a decision to postpone aking the entr" decisionL5 9hat are the ip3ications o% conducting %urther research proposed " the Bro?ning ;roupL

Week 2 (February 6)

6opic &a3ue o% Marketing ResearchIdenti%"ing In%oration Re@uireents

+reparation 8hapters 1 < (

:iscussion 8ase South :e3a?are 8oors, Inc515 9hat research shou3d e conducted to ake a %easii3it" decision and the go>no go decisionL['int +er%or an ana3"sis o% the consuer and industr" deand, ake soe proEections aoutarket share and ana3"Ce the cost.ene%its gi#en in%oration re@uireents5]

1Schedu3e is suEect to change5 Hou ?i33 e in%ored o% the changes ?e33 in ad#ance5

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M$:UF 2 RSAR8' M6'$:$F$;H

Week 3 (February 13)

Missed c3ass due to sno?


6opic +riar" :ata Measureent and AttitudesMarketing Research and Strateg"


:iscussion 8ase :iscussion 8ase ;re" Ad#ertising>8anada :r" Account15 'o? ?ou3d "ou characteriCe the caronated e#erage industr"L 9hat trends are occurringL25 9hat is 8anada :r"=s position ?ithin the industr"L An" trendsL

(5 9hat is the consuer eha#ior %or so%t drinksL Gor iDersL Gor 8anada :r"L)5 9hat strateg" ?ou3d "ou recoend %or 8anada :r"L 9hat tactica3 suggestionsL 9h"L*5 'o? ?ou3d "ou assess the uti3it" o% Ms5 S?ann=s researchL Under ?hat circustances is ituse%u3 to ep3o" ps"chographic easures in research %or anageent decisionsL

Reading J8ost.conscious arketing research

Ai+!me!t 4 / %ue &t be+i!!i!+ of cl&5 6E1ercie o! the V&lue of I!form&tio!7T3-e% 08-&+e ree&rch -ro-o&l %ue &t the be+i!!i!+ of cl&.


6opic Dp3orator" < ua3itati#e Research Methods

+reparation 8hapter ), * and

+reparation :iscussion 8ase Boston Gights :rugs A-15 9hat did "ou think o% the tea=s Jode3 %or drug auseL25 9ou3d "ou ha#e se3ected %ocus groups as "our research ethodo3og"L 9h" or ?h" notL(5 Assess the design o% the pre.screening @uestionnaire and the %ocus group inter#ie? protoco35)5 Are there data in the eDhiits to support the tea=s conc3usions on p5 10 o% the caseL*5 8an "ou dra? a3ternati#e conc3usions %ro the sae eDhiitsL5 9hat are the threats to the #a3idit" o% this researchL

Week 6 (March 6)

6opic :escripti#e Research Methods

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+reparation 8hapters / < 10

:iscussion 8ase ;enera3 Goods $pportunities in the :og Good Market15 Se3ect soe product concepts- and Eusti%" "our choices-525 9hat are "our neDt stepsL 'o? do "ou test those conceptsL 9hat ?i33 "ou e 3ooking %orL(5 Gina33", e#a3uate the #arious sources o% consuer and arket research data5 9hat insights do"ou deri#e %ro eachL

Week 7 (March 13)

6opic uestionnaire Sur#e"- :esign


:iscussion 8ase B3ue Mountain Resorts Fiited 6he Qight Skiing :ecision

15 9hat speci%ic decisions does ;ord 8anning %ace in de#e3oping a strateg" %or the introductiono% night skiingL25 9hat in%oration is re@uired to ake these decisionsL(5 9hat segents eDist in the arket o% potentia3 night skiersL Ana3"Ce the aEor segents5)5 9hat do the arketing research data indicate aout the 3e#e3 o% deand %or night skiingL9hat i% an"- sources o% ias are present in the estiate o% deand ?hich cou3d e produced %rothe sur#e"L*5 9hat is the est J;$ strateg" %or B3ue Mountain Resorts to introduce night skiingL 9ou3d"ou ake a J;$ decision or a JQ$ ;$ decisionL

Firt ree&rch -ro-o&l %ue for O-tio! 0.

NOTE5 M&rch 02 i -ri!+ bre&*.

Week 8 (March 27)

6opic 8ausa3 Research$#er#ie? o% :ata Ana3"sisDaining :i%%erencesDaining AssociationsIntroduction to S+SS

+reparation 8hapters 1(, 17, 1 < 1/5

:iscussion 8ase :iscussion 8ase Boston Gights :rugs B-15 9hat do "ou think o% the design o% the ad#ertising pretestL25 9hat conc3usions, i% an", can ?e dra? %ro the resu3tsL

Seco!% ree&rch -ro-o&l %ue for O-tio! 0.

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M$:UF ( A++FI8A6I$QS

Week 9 (April 3)

6opic Daining Associations:e#e3oping +ro%i3es

+reparation 8hapter 1/< 20 +5 *)1.**)-

:iscussion 8ase Qe?%ood + ((-

Ai+!me!t 40 %ue &t the be+i!!i!+ of cl& 9:uetio! o! Ne(foo%;

Week 10 (April 10)

6opic 8ustoer Ana3"sis < Market Segentation


T3-e% 08-&+e -ro+re re-ort %ue for O-tio! /.

Week 11 (April 17)

NO CLASS

Week 12 (April 24)

6opic Identi%ication o% Market $pportunities and 8ustoer Ana3"sis8oncept 6esting

+reparation 8hapters 21 < 22 +5 0).11-

:iscussion 8ase :ai3er>8hr"s3er Seeks a Qe? Iage 6o e handed out in c3ass-

Ai+!me!t 4 %ue &t be+i!!i!+ of cl& 9:uetio! o! D&imler


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Week 13 (May 1)

6opic 8oncept 6esting < Suar" o% :ata Ana3"sis +rocedures

+reparation 8hapter 22 +5 0).11-

:iscussion 8ase MSA So%t?are15 8opare and contrast the AMA+S> and AMA+S>; products5 9hat is the status o% >;L25 #a3uate the !ohn Morton research process5 :oes conEoint ana3"sis see to e theappropriate too3L(5 9hat do "ou 3earn %ro the research ?ith respect to the #iai3it" o% >; product in 3ight o% the:$: actionsL)5 9hat action p3an ?ou3d recoend to Qea3L 'o? shou3d he Eusti%" the p3an to the Board o%:irectorsL

:iscussion 8ase 6o e handed outAi+!me!t 4= %ue &t the be+i!!i!+ of cl&

No cl& o! M&3 >

Week 14 (May 15)

Research +resentationsFi!&l (ritte! -ro)ect re-ort %ue.

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Documents

Syllabus701-DC01 Spring 2007 (2)