THIS IS A SAMPLE SYLLABUS. A NEW SPRING 2006 SYLLABUS FOR PROFESSOR JEDIDI WILL BE POSTED SOON!!! NEW YORK UNIVERSITY Leonard N. Stern School of Business C55.0009 MARKETING RESEARCH Professor Jeffrey Green Spring 2005 Office: 9-181 Office Hours: Office Phone: 516-270-2035 3:30-4:30, Mon/Wed E-mail: [email protected] (and by appointment) Course Overview and Objectives Market research is about providing relevant, accurate and timely information for marketing decision-making. Whether or not you ever work in a marketing research function, at some point in your career you most likely will need to deal with marketing research, either as a producer or as a user. This course focuses on understanding marketing research; its process, its outputs and its applications. The goal is to enable you to be a good consumer of marketing research – to effectively evaluate marketing research proposals; interpret, review and criticize marketing research reports and evaluate their usefulness to management. The course will also provide a foundation from which you can pursue further training should you desire to become a research specialist. By the end of the semester you will be able to: Take general marketing problems and translate them into specific questions amenable to research; Evaluate alternative research approaches and designs, and select the most appropriate one for a particular problem; Understand primary and secondary sources of marketing research data, including issues in data collection and sample selection;2Become familiar with specific techniques for analyzing marketing research data and use the results of those analyses to make better marketing decisions.3Course Schedule Session Date Day Topic Readings/Due Dates 1 1/19 Wed Introduction Chapters 1 and 2 2 1/24 Mon Marketing Research Process Chapter 3 Research Design and Data Gathering 3 1/26 Wed Research Design and Data Sources Chapter 4 4 1/31 Mon Secondary Data Sources Chapters 5 and 6 5 2/2 Wed Qualitative Research Chapter 8 List of Group Members Due 6 2/7 Mon Experimentation Chapter 13 7 2/9 Wed Survey Research Chapters 9 and 10 Problem Selection Due 8 2/14 Mon Attitude Measurement Chapter 11 9 2/16 Wed Questionnaire Design Chapter 12 10 2/23 Wed Sampling Procedures Chapter 14 11 2/28 Mon Sample Size Determination Chapter 15 Questionnaire Due 12 3/2 Wed Case Discussion Boston Fights Drugs (A) Case Synopsis Due 13 3/7 Mon Case Discussion Review Boston Fights Drugs (B) 14 3/9 Wed Exam One 3/14 Mon Spring Break – No Class 3/16 Wed Spring Break – No Class Tools and Techniques for Data Analysis 15 3/21 Mon Exam/Case Review Fundamentals of Data Analysis Return exam/case write-up Chapter 16 16 3/23 Wed Examination of Differences Chapter 17 (p 453-459) Chapter 18 (p 472-484) 17 3/28 Mon Investigation of Association Chapter 17 (p 459-464) Chapter 19 (p 509-514) 18 3/30 Wed Regression Analysis Chapter 19 (p 514-534) (Finish Data Collection) 19 4/4 Mon Presentation Preparation Chapter 23 Applications of Research in Marketing 20 4/6 Wed Market Segmentation: Discriminant Analysis & Cluster Analysis Chapter 20 (p 541-554) Chapter 21 (p 575-586) 21 4/11 Mon Product Positioning: Factor Analysis & Multi-Dimensional Scaling Chapter 21 (p 563-575) Chapter 22 (p 593-604) (Finish Data Analysis) 22 4/13 Wed Applications of Marketing Research Chapter 24 (p 638-649, 658-667) Chapter 25 (p 679-690) 23 4/18 Mon Applications of Marketing Research - Continued TBD 24 4/20 Wed Presentation Day 1 Project Presentation Due 25 4/25 Mon Presentation Day 2 26 4/27 Wed Presentation Day 3 27 5/2 Mon Review 5/4 5/9 Wed Mon Exam Two Section 2 Section 14Course Prerequisites C55.0001 Introduction to Marketing C22.0103 Statistics for Business Control and Regression and Forecasting Models Or C22.0001 Statistics for Business Control Course Materials Textbook: Aaker, Kumar and Day, Marketing Research, John Wiley & Sons. (The Student Version of SPSS is included with the text.) Harvard Business Case: Boston Fights Drugs A and B Handouts to be distributed in class. Grading and Course Format Two Exams 55% Project 25% Questionnaire – 10% Presentation – 15% Case Synopsis 10% Class Participation 10% Your final grade is based on the weighted average of these four components. Exams: There will be two exams consisting of multiple choice and short answer questions. They will cover all material discussed in class. The exams are closed book and closed notes, but you may bring one sheet of paper, 8 ½ X 11 inches – one side, on which you may write anything you like. You can also bring a calculator. The second exam is not cumulative and will only cover material in the second half of the course. The exam in which you score higher will contribute 35% to your final grade and the other one will contribute 20% to your final grade.5Group Project: You will be involved in a group project throughout the semester. Initially, you must form teams. The size of the teams will depend on class enrollment and will be announced in class. The primary objective of the project is to provide you with experience in applying the concepts and methods of marketing research. The project will be completed in two phases: Phase I – defining the marketing research problem and designing the questionnaire Phase II – conducting the survey, analyzing the data, and presenting the results. Detailed requirements are provided in Appendices B and C. Note on statistical analysis: You may use any software package you like to analyze your data. The Student Version of SPSS comes with the textbook. Several other statistical packages are available in the NYU computing labs, such as MINITAB. Some spreadsheet packages may suffice for your project, depending on what analyses are required. Please consult me or your TA if you need any help. In the middle and at the end of the semester each group member will rate the performance of him/herself and every other group member on both the time/effort and quality of work put into the project. The Peer Evaluation form is Appendix D. All relevant deadlines for the group project are indicated in the course schedule. Case Synopsis: You are required to hand in a one-two page synopsis for the case we will discuss in class. The synopsis must be typed, double-spaced, using a