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Research Methods in Marketing Syllabus – MKT 450 – 0 Section 61 Room G 05 Summer Quarter – Monday & Thursday 15:00 – 16:40. Clinical Associate Professor Robert Schieffer E Mail is r-schieffer@kellogg.northwestern.edu Office is Leverone 4 th Floor Home phone is 847-816-3522
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Research Methods in MarketingSyllabus – MKT 450 – 0 Section 61 Room G 05Summer Quarter – Monday & Thursday 15:00 – 16:40 • Clinical Associate Professor Robert Schieffer • E Mail is r-schieffer@kellogg.northwestern.edu • Office is Leverone 4th Floor • Home phone is 847-816-3522 • Office hours are 12:00 – 15:00 Mondays and Thursdays or other times by appointment
Research Methods in MarketingSyllabus • Course objective is to engage students in a thorough understanding and appreciation of the high impact of Marketing Research on strategic, marketing and product development decisions.The course has a strong focus on the application of Marketing Research tools rather than just the execution of these tools. The course is directed at the Manager who is the user of Marketing Research, rather than the Market Researcher • One text will be utilized: Marketing Research, Seventh Edition, Aaker, Kumar and Day, 2001 • A case packet is also required, which includes two cases and eleven articles. An IRIDIUM case was written by the Professor and will be posted on the Course Blackboard
Research Methods in MarketingSyllabus • Grade calculation: A = 92 and above, B = 84 – 91, C = 83 and below • All assignments are graded on a 100 point scale • Grade composition: • 10% Secondary Search Individual Assignment • 10% Consumer Interview Individual Assignment • 10% Errors in Research Design Team Assignment • 10% Multiple Regression Team Assignment • 10% Astra Merck Team Assignment • 15% Zenith Case Team Assignment Questions 1-3 • 25% Zenith Case Team Assignment and Presentation Questions 4-8 • 10% Class Attendance and Participation • EXPECTATIONS: Students are expected to attend all 20 classes and to come prepared to participate in class discussion. All assigned readings, articles, lecture notes and cases should be read prior to class. Students should raise questions on this material at the start of each class, since much class time will be spent applying the material to cases and hearing outside guest speakers.
Research Methods in MarketingSyllabus • COURSE STRUCTURE – The first nine classes focus mainly on Marketing Research tools and techniques; the next nine classes focus mainly on the application of tools and techniques to key Marketing decisions. The final two classes will be devoted to team presentations and discussion of the Zenith High Definition T.V. Case. • TEAMS -- Student teams will be 4-5 students and all students are expected to participate fully in the team assignments. Students will evaluate the contributions of fellow team members on the team assignments and grades will reflect these peer evaluations. • COMMUNICATIONS – Students are expected to maintain an E mail address to which the professor can send assignments and notices. All lecture notes will be posted on the Course Blackboard prior to each class. • HONOR CODE – All students will abide by the Kellogg Honor Code. The Errors in Research Design, Multiple Regression, Astra/Merck and Zenith assignments are team assignments where students are expected to work in teams; all other work is on an individual basis. It is a violation of the Honor Code to discuss any course assignments with students who have taken the course previously.
