NYU Stern School of Business

Undergraduate College

C55.0009.001: MARKETING RESEARCH

Fall 2010

Instructor Details

Green, Jeffrey

jgreen@stern.nyu.edu

998-0546

M,W: 12:30-3:00

Tisch 905

 

Course Meetings

MW, 3:30pm to 4:45pm

KMC 5-140


Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:

 

Course Description and Learning Goals

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, 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 acritical 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;

Become familiar with specific techniques for analyzing marketing research data and use the results of those analyses to make better marketing decisions.

 

Course Pre-Requisites

C55.0001 Introduction to Marketing

C22.0103 Statistics for Business Control and Regression and Forecasting Models or C22.0001 Statistics for Business Control

 

Course Outline

Course Schedule

 

Date

Day

Topic

Readings/Due Dates

9/8

W

Introduction

Chapters 1 and 2

9/13

M

Marketing Research Process

Chapter 3

9/15

W

Research Design and Data Sources

Chapter 4

9/20

M

Secondary Data Sources

Chapters 5 and 6

9/22

W

Qualitative Research

Chapter 8

List of Group Members Due

9/27

M

Experimentation

Chapter 13

9/29

W

Survey Research

Chapters 9 and 10

Problem Selection Due

10/4

M

Attitude Measurement

Chapter 11

10/6

W

Questionnaire Design

Chapter 12

10/11

M

No Class

Columbus Day

10/13

W

Sampling Procedures

Chapter 14

Questionnaire Due

10/18

M

Sample Size Determination

Chapter 15

10/20

W

Case Discussion

 

Boston Fights Drugs (A)

Case Write-Up Due

10/25

M

Case Discussion

Review

Boston Fights Drugs (B)

10/27

W

Exam One

 

11/1

M

Exam/Case Review

Fundamentals of Data Analysis

Return exam/case write-up

Chapter 16

11/3

W

Examination of Differences

Chapter 17 (p 460-466)

Chapter 18 (p 479-491)

11/8

M

Investigation of Association

Chapter 17 (p 466-471, 474-475)

Chapter 19 (p 516-521)

11/10

W

Regression Analysis

Chapter 19 (p 521-541)

(Finish Data Collection)

11/15

M

Data Analysis - Continued

 

11/17

W

Statistics Session

 

11/22

M

Case Discussion

Nopane Advertising Strategy

Case Write-Up Due

(Finish Data Analysis)

11/24

W

Data Analysis Workshop

Thanksgiving Week

11/29

M

Presentation Preparation

Chapter 23

12/1

W

Applications of Marketing Research

From Chapters 24 and 25

12/6

M

Review

 

12/8

W

Presentation Day 1

Project Presentation Due

12/13

M

Presentation Day 2

 

12/15

W

Presentation Day 3

 

 

TBD

Exam Two

 

 

Required Course Materials

Textbook:  Aaker, Kumar, Day and Leone, Marketing Research, 10th Ed.  John Wiley & Sons. (The Student Version of SPSS is included with the text.)

Case Packet.

Handouts to be distributed in class.

Note:  I strongly suggest you consider buying a 6-month license for SPSS/PASW Grad Pack (not the Grad Pack base).  You can purchase it as the estore at www.onthehub.com.  The cost is around $85 for the downloadable version.  If you think you might use the software beyond our course, then you might want to consider buying it for your own use (usually on 2 computers) for $200.

 

Assessment Components

Two Exams        35%

Project                35%

     Questionnaire - 15%

     Presentation - 20%

Case Write-Ups     15%

Class Participation  15%

 

Note:  All written assignments must be submitted both as hard copies in class and via Turnitin on Blackboard.

 

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.

Case Write-Ups: 

You are required to hand in two write-ups for the cases we will discuss in class.  They must be typed, double-spaced, using a reasonable font (10-12 pt.) and be two pages long at most (not including exhibits).            .

I will be distributing specific questions to be answered for each case a week or two before the case will be discussed in class and your write-ups are due.

Class Participation:

I expect you to contribute to class discussion. Please do the assigned readings for the scheduled days so that you are best prepared to ask questions and comment on the material covered in class.  This will make the learning process much more enjoyable and productive for you and for me!

Class attendance and participation will be monitored.  Attendance is a necessary but not sufficient condition for a good participation grade.  Credit will be given more on the basis of quality of contributions rather than quantity.

 

Group Projects

Group 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 A and B.

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 let me know 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 C.

All relevant deadlines for the group project are indicated in the course schedule.

 

Grading

At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter.  In general, students in undergraduate core courses can expect a grading distribution where: 

Note that while the School uses these ranges  as a guide, the actual distribution for this course and your own grade will depend upon how well  you actually perform in this course.

 

Re-Grading

The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.

 

Professional Responsibilities For This Course

Students often ask about course policies in a number of areas, such as keeping current with the class, missed exams and quizzes, re-grading, and the honor code. These are very important for you to know and observe. Please read the following very carefully. Please also be sure to read the Stern School policies that affect all Stern classes, at

http://w4.stern.nyu.edu/uc/new_currentstudents/academics.cfm?doc_id=100664#student_code_of_conduct

 

Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 

 

Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 

 

Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.

 

Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.

 

Recording of Classes

Your class may be recorded for educational purposes

 

Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.

 

Feedback

If you have any questions or concerns about the course content, teaching, grading or if you have any suggestions for improvement, please do not hesitate to discuss them with me.

I’m looking forward to a challenging, provocative, interesting, productive and enjoyable semester together!

 

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