Course Objectives
Course Materials
Suggested Readings
Grading System
Competencies and Contact Hours
Important Notes
Marketing Research Project
Some Good Data Sources
COURSE OBJECTIVES: To develop an
awareness and understanding of the various information sources and
techniques for gathering and analyzing marketing data that can reduce
the uncertainty and increase the profitability of marketing decisions.
In principle, this course will be divided into two major sections:
Data Collection and Data Analysis.
Special emphasis will be given to problem definition, data collection
methods, research design, statistical analysis and interpretation
of results.
Prerequisite: GBA 608 and Statistical Analysis
COURSE MATERIALS:
Required Text: Marketing Research: An Applied Orientation.
Naresh K. Malhotra. Prentice Hall Inc., Englewood Cliffs, N.J. 1996.
Marketing Research Lecture Outline, Karakaya,
Fahri. University of Massachusetts Dartmouth, N. Dartmouth, MA., 1995
SUGGESTED READINGS:
Foundations of Behavioral Research (second edition) Fred
N. Kerlinger. Holt, Rinehart and Winston, Inc. New York 1989.
Marketing Research: Methodological Foundations. (second edition)
Gilbert A. Churchill. Holt, Rinehart and Winston, Inc. New York. 1992.
Selected articles from the following journals:
Journal of Marketing Research
Journal of Consumer Research
Journal of Marketing
GRADING SYSTEM:
Midterm Exam................................... 28 points
Final Exam ........................................ 37 "
Research Project ................................25 "
Assignments & Class Participation...... 10 "
COMPETENCIES AND CONTACT HOURS
Students will be introduced to:
Using Marketing Research: A Tool for Management
Defining the Marketing Research Problem
Students will be able to understand:
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Non-comparative Scaling Techniques
Cluster Analysis
Students will be able to:
Design Exploratory Research Design: Secondary Data
Design Exploratory Research Design: Qualitative Data
Design Descriptive Research Design: Survey and Observation
Design Causal Research Design: Experimentation
Design Questionnaire and Form Design
Apply Sampling techniques
Preparation Data for computer
Perform Frequency Distribution, Cross-tabulation and Hypothesis
Testing
Perform Analysis of Variance
Perform Correlation and Regression
Perform Factor Analysis
Prepare and Present Research Reports
IMPORTANT NOTES
Students will have the opportunity to use the SPSS PC or Mainframe
or Statview , statistical software packages, in
completing certain assignments and the research project.
As noted in the first page of this course outline, and in the MBA
Bulletin, this course requires Statistics I as prerequisite.
Therefore, the students are expected to recall the basic concepts
in statistics or review them while taking this course. The instructor
will not teach statistics, but apply statistics in solving marketing
problems. If necessary, the students are encouraged to seek assistance
in statistics from the instructor during office hours or contact the
university's tutorial services.
Late assignments will not be accepted!
No make-up exams will be given!
Final exam includes all the material covered during the semester,
but more emphasis will be placed in the second half of the semester.
The research project and certain assignments must be typed using
a word processor, preferably MS-Word on Macintosh.
The following sources may be consulted for assistance in writing
(It is very important that students follow the proper writing guidelines:
A Dictionary
The Little, Brown Handbook
The McGraw-Hill College Handbook or
Prentice-Hall Handbook for Writers
Students must attend classes regularly.
Students must read the assigned materials (e.g. chapters in the
text) and be ready to answer questions upon arriving class! The instructor
will not lecture unless the students read the assigned materials before
coming to class. Being unprepared may mean a PINK SLIP in the
real world.
The general aim of the research project is "learning by
doing". Teams of 3-4 students are required to conduct actual
research studies. More specifically, the objectives of the research
project include:
1) To gain skill in and appreciation of the definition problems,
the generating and testing of solutions, designing the research, and
integrating these steps to form a coherent project.
2) To appreciate the nature, functions and difficulties inherent
in selected marketing research techniques.
3) To examine critically and to evaluate the data gathered and the
methods employed.
4) To know what it means to draw sharp conclusions, identify the
limitations in data, apply them to the chosen problem and communicate
findings effectively.
5) To appreciate the needs for careful organization, coordination,
and dependability of each project team member.
PROJECT GUIDELINES
Each project must be typed (double spaced), and professionally presented
to the class. The project should be around 15-25 pages including the
findings, and the recommendations. The recommendations should be supported
by statistical analysis. The statistics should be presented in tables
and/or graphs. The following steps should be considered in the project.
I- Give a brief history of the topic
II- Define the problem--be very specific
III- Define information needs to solve the problem
IV- Define data gathering techniques
a) Primary Data: questionnaires, observation, experimental
design, in-depth interviews, or focus group interviews.
Consider questionnaire design, measurement techniques and sampling
design (probability sampling--random sampling, systematic sampling,
area sampling, etc.,)
b) Secondary data: Library and/or chamber of commerce
V- Gather data --- field work including library
VI- Process data--coding and data entry into computer
VII- Analyze data---use appropriate statistical techniques such
as frequencies, cross-tabulations, t-tests, ANOVA, Regression or
other relevant techniques.
VIII- Present research results
a) identify alternatives
b) make recommendations to solve the problem identified
earlier (you may also make recommendations for future research)
SOME GOOD DATA SOURCES
ABI INFORM, BUSINESS PERIODICALS INDEX
Measuring Markets: A guide to the Use of Federal and State Statistical
Data
Bureau of the Census Catalog
Business Periodical Index
Wilson (BPI) or other---computer data bases
Statistical Abstract of the U.S.
Survey of Current Business
County and City Data Book (Very Important)
Randy McNally Commercial Atlas & Marketing Guide
Sales and Marketing management "Survey of Buying Power"
(July, and October issues)
Sales and Marketing Management "Survey of Industrial Buying
Power" (April issue).
U.S. Industrial Outlook
DIRECTORY OF DIRECTORIES!!!!!
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