Course Objectives
Course Material
Suggested Readings
Grading System
Topics to be Covered
Important Notes
Research Project
Project Guidelines
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.
COURSE MATERIAL:
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., 1996
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 "
TOPICS TO BE COVERED
1. Marketing research: A Tool for Management
2. Defining the Marketing Research Problem
3. Developing An Approach to the Problem
4. Research Design
5. Exploratory Research Design: Secondary Data
6. Exploratory Research Design:: Qualitative Data
7. Descriptive Research Design: Survey and Observation
8. Causal Research Design: Experimentation
9. Specifying the Information Needs
10. Measurement and Scaling: Fundamentals and Comparative Scaling
11. Measurement and Scaling: Noncomparative Scaling Techniques
12. Questionnaire and Form Design
13. Sampling: Design and Procedures
14. Sampling: Statistical Considerations
15. Data Preparation
16. Frequency Distribution, Cross-tabulation and Hypothesis Testing
17. Analysis of Variance
18. Correlation and Regression
Students will have the opportunity to use the SPSS, a
statistical software package, in completing certain assignments and
the research project.
As noted in the first page of this course outline, and in the university
catalog, this course requires MA 231 Elementary 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.
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 Writing and Reading Center: Students can use the Writing and
Reading Center for assistance with any writing assignment.
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. Each student is allowed
only two excused absences. The instructor reserves the
right to drop a student after the two excused absences have been used.
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 4-5 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.
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
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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