Course ObjectivesGrading CriteriaCourse Outline as On January 13, 2019:This may change, please follow in class announcementsas on January 13, 2019:UNIVERSITY OF CALIFORNIA AT BERKELEY: Haas School of BusinessMarketing Research: Tools and Techniques for Data Collection and Statistical AnalysisProfessor Priya RaghubirF695, (510)-643-1899; raghubir@haas; www.haas.berkeley.edu/~market/ Prerequisites:Marketing Management: BA206Business StatisticsThis course assumes a good understanding of the basics of business statistics and applies them tomarketing research to solve marketing management problems. Students are strongly encouragedto review their business statistics course from Fall 2004 and be familiar with the concepts ofhypothesis testing, testing of differences in proportions and means, correlation and regression.Required Materials1). Aaker, Kumar, and Day, Marketing Research, Wiley (7th Ed)2) Marketing Research Project Manual, James Molinari, McGraw Hill Irwin, 1st edition, 20053). Case ReaderCourse ObjectivesMarketing Research is an elective course following the core concepts of BA 206. Marketing research is an organized way of developing and providing information for managerial decision-making. As the complexity of problems facing managers increases, so does their need for information. It is a near certainty that whatever functional area you enter, and what industry, you will come in close contact with market research. The basic objective of this course is to help you conduct, purchase, and use research to make more effective business decisions. The course will be taught from the point of view of helping you be a marketing research producer. Producers of Information include the market research manager within a company who works with amarket research agency, as well as those in a market research agency, and those who are vendors ofinformation. They need to convert the business problem of the user of information into a research problem that they can answer. They need to know what use information will be put to so that they can design their research appropriately. The kinds of decisions they need to make include:o Whether to conduct primary market research to:o Segment a marketo Choose a target market to start with and grow witho Choose a product designo Identify appropriate promotional methodso Set prices and other elements of the marketing mixo Evaluate customer satisfaction o Diagnose reasons for slow growtho What research to conduct and how to design it: Exploratory: e.g., focus groups, in-depth interviews, projective techniques Descriptive: Cross sectional and longitudinal Survey Research Causal: Experimental research and test marketingo How to select a sample and decide on sample sizeo What questions to ask, and How to design and structure a questionnaireo How to analyze the data collected and draw conclusions to answer business problemsThe course objectives are to:as on January 13, 2019: Demonstrate how research results can be used to make different types of marketing decisions Provide an understanding of research methodology and the logistics of conducting research. Provide practice in implementing research to solve a real business problem.We will achieve these objectives via Case Analyses, Lectures and In-class workshops, Guest lectures,and a Marketing Research project Grading CriteriaMid Term Exam-1 15%Mid Term Exam-2 15%Class Participation in Case Discussions 20%Homework Assignments 10%Group Research Project 40%Examinations. The first mid-term will be a take-home quantitative data analysis exercise. The second mid-term will be in class and have a mix of multiple choice, fill-in-the-blanks, matching problems, short questions, and mini-case analyses. Please ensure that you will be in town during the dates of the mid-terms.Class Participation. Class participation is required and will be graded for case discussions only. I will not take attendance on any day except for days when we have a case to analyze where you will be graded on whether or not you made a positive contribution to the class discussion. (You are encouraged to keep track of your own attendance and participation in every case discussed). Students participating in class do at least one letter grade better than those that do not. Effective class participation requires you to: Prepare the assigned materials before the class session. Prepare every class. I do "cold call". (If you are not prepared, let me know before the class.)  Quality of participation is what counts: If you do not have a response, say so. Do not waste your classmates’ time. Monopolizing a class will backfire and will hurt your participation grade. If you find that you are raising your hand and I am not calling on you in a specific class, you may assumethat I am interested in getting other people in class to contribute. Regularity in participation is expected. Aim at participating in every case. Do not feel offended if Icut you off in the middle of a comment. Attending class is a necessary, but not a sufficient condition for participation credit. Come in on time and stay in the same seats through the semesterYou may prepare cases with your group. You may also use your group’s help to complete homework assignments that will be graded only on whether they are turned in on time. Homework assignments need to be handed in on time. It is important that you clearly label your assignment with your name. Assignments without a name will not be given credit. While homework assignments can be done in groups, each individual needs to submit his/ her own homework assignment to receive credit. Do not submit assignments as a group.Group Research Project. Form a group of 5 people. Your project will involve a number of sub-steps that have been laid out in the attached schedule, with grading criteria attached. Choose a project that allows youto walk through all of the steps – e.g. , qualitative as well as quantitative data collection. You will present onone of three days: the date will be chosen using a lottery: you should plan on being in class on all class presentation days. Your report is due one week after the final presentations have been made.as on January 13, 2019:Course Outline as On January 13, 2019: This may change, please follow in class announcementsReadings (Book chapters, Notes and Cases) should be completed Prior to Class.Section 1: Whether to do Market Research and How to Use it. Key