MKTG 470 - MARKETING RESEARCH SUMMER 2012 Instructor: Office: Telephone: E-Mail: Office Hours: REQUIRE TEXT: Dr.

Pradeep Tyagi SS 3104 594-2628 ptyagi@mail.sdsu.edu 4:30-5:30 MW Marketing Research by Churchill, Brown, and Suter (7th Edition) SPSS (Statistical Package for Social Sciences) Gradpack 1. On SDSU computers 2. IBM allows SPSS download free for 2-week trial

Nature of the course: The general objective of this course is to examine marketing research as an information-providing activity to help make marketing decisions. Specific Student Learning Outcomes (SLOs) include the following: 1. To have an understanding of what marketing research is, what kinds of information it can provide, and how it is used by marketing management. To understand alternative research methods and evaluate their relative strengths and weaknesses. The ability to design different types of measurement techniques and data collection strategies. The ability to conduct analysis of data using descriptive and statistical analysis techniques. To learn how a marketing research report is written and results are presented to management. To have a hands-on experience in designing and conducting a real world oriented marketing research project.

2. 3. 4. 5. 6.

Organization of the Course Mainly, the course will focus on two aspects. One aspect would involve learning all the concepts and tools needed to conduct research in marketing. The other aspect would involve utilizing these concepts and tools in actually designing and conducting a marketing research project. Thus, the first focus will be "learning" and the second focus will be "learning by practicing." This class will consist of a lecture, discussion and hands on work. Students will also be responsible for a major research project. Due to the nature of marketing research process, the course will consist of outside field work, computer analysis and group work.

Attendance and active participation is mandatory on all class days. Fifteen percent of the course grade will be determined on the basis of attendance, active participation, and an informal assessment of an individual's interest/sincerity shown in day-to-day class activities Attendance will be taken at the beginning of each class period. A seating chart will be used to facilitate this process--students should choose where they plan to sit during the course. Participation is strongly recommended, including participating in class discussions and project assignments.

PEASE NOTE: NO FOOD IS PERMITTED DURING THE CLASS (Drinks are ok but NO FOOD) Research Project: The research project is a very important aspect of this course. The purpose of this assignment is to help you understand steps necessary to initiate and complete a research study. The concepts and techniques of marketing research learned in the course will be applied to complete the project. The whole project will consist of number of assignments. The due dates for these assignments are given in the schedule. 1. Research teams consisting of about five class members will be formed. Each research team will be responsible to carry out all the necessary research activities throughout the semester. All team members are expected to carry out their responsibilities in a fair manner. Any individual who places an undue hardship on his/her group members by not performing the tasks satisfactorily may be given a failing grade. Each student will be asked to rate his/her group members' performance on the following criteria: Sharing of responsibility, quality of input, thoroughness of task assignment, contribution toward group cohesiveness, and overall contribution. Confidential evaluation forms will be used to obtain such ratings on research assignments. An average rating of below 60 percent by group members may be assigned a failing grade on the research project.

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Grading Test I Test II Test III Research Project Assignments Class Attendance, Participation and Impression Total Tests

60 60 60 75 45 300

20% 20% 20% 25% 15% 100%

Tests will be given on scheduled dates only. There will be no makeup tests.

Schedule
Date May 23 May 28 May 30 June 4 June 6 June 11 June 13 June 18 June 20 June 25 June 27 July 2 July 4 Day W M W M W M W M W M W M W Topic Introduction, Research Process, and Problem Formulation Memorial Day Holiday Research Designs, Qualitative and Descriptive Research Measurement and Scaling, Questionnaire Design Test I Data Collection Methods, Editing and Coding of Data SPSS Basic Data Analysis (frequencies and cross-tabulation) Hypothesis Testing, t- test and Chi-square analysis. ANOVA, Correlation and Regression Analysis Review of Data Analysis for the Project Test II Research Report Writing, Errors, Reliability and Validity of Data, Data Analysis Review Sampling Methods, Data Analysis Review Final Exam Independence Day Holiday 10, 18 18, 19 Chapter(s) 1, 3, 4 Project Assignment* Form Teams, Research Topic Form Teams

5, 6 12(p. 244251), 13,14

Finalize Research Topic Questionnaire and Objectives due Friday 5PM (via e-mail) Return Questionnaire with comments Finalize Questionnaire (Begin Data Collection) Begin inputting data on SPSS (Begin Data Analysis) Complete Data Collection Continue working on Data Analysis and Writing Report Final Data Analysis Review Report Review Research Report Due

20

21,17, 12 15

* On majority of the class periods, the last half-hour to an hour will be reserved for the discussion of project related assignments.

STUDENT PROFILE

Name Experience in Management or Business:

E-Mail_______________________________________________

Degree Objective and Date: Career Plans:

A Friendly Survey Please indicate your degree of familiarity with the following concepts by checking the appropriate category

Not at all Familiar 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Variance Standard deviation Standard error Z or t-test Analysis or variance Correlation analysis Regression analysis Chi-square analysis Hypothesis testing Significance level

A little Familiar

Quite Familiar

Very Familiar

Prerequisites for Marketing 470/471 MKTG 370 Grade (Semester and Year) IDS 301 Grade (Semester and Year) (Mktg. 370 Instructor) _______________ (IDS 301 Instructor)