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Gain customer insight and make winning marketing decisions through the application of marketing research tools. This course focuses on the manager as the user of marketing research.
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Research Methods in Marketing SyllabusMKT 450 – 0 Sections 61Fall Quarter 2006 – Tuesday and Friday 10:30 AM • Clinical Associate Professor Robert Schieffer • E Mail is r-schieffer@kellogg.northwestern.edu • Office is Jacobs Center Leverone Hall 489 • Phones: 847-491-7109 (office), 847-816-3522 (home) and 847-212-2479 (cell) • Administrative Assistant is Subarna Ranjit • (s-ranjit@kellogg.northwestern.edu) • Office hours are Tuesdays and Fridays after class, or other times as required and scheduled by students
Research Methods in MarketingSyllabus • Marketing Research is not about collecting and analyzing data • Marketing Research is about gaining customer insight and making winning Marketing decisions • OBJECTIVE: 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
Research Methods in MarketingSyllabus • A case packet is required, which includes 4 cases and 20 articles • Ten Key Customer Insights, Schieffer, 2005,is the required book • The first recommended text is The Culture Code, Rapaille, 2006, which is an excellent book for understanding how we acquire a silent system of codes as we grow up within a culture, and how these unconscious codes guide our actions and purchase behavior • The second recommended text is Marketing Research Essentials, McDaniel and Gates, Fifth Edition, 2005. Students seeking an excellent reference for marketing research methods should invest in this text. This text includes SPSS statistical software that will be used in class. • EXPECTATIONS: Students are expected to attend all classes and to come prepared to participate in class discussion. All assigned readings, articles, lecture notes and cases should be read prior to class
Research Methods in MarketingSyllabus • Grade calculation: A = 94.0 and above, B = 87.0– 93.9, C = 86.9 and below • All assignments are graded on a 100 point scale • Final grade composition: • 15% Individual Depth Interview Individual Assignment • 10% Zenith HDTV Case Team Assignment • 10% Nestle Contadina Pizza Case Team Assignment • 50% Marketing Research Team Project • 15% Class Participation and Attendance • STUDENT SIGN-IN SHEET: Students are asked to initial the sign-in sheet as the enter they classroom. Should a student forget, an e mail to the professor can have your class attendance recorded
Research Methods in MarketingSyllabus • COURSE STRUCTURE – The course is broadly structured to follow the steps of the marketing research process, and the content will parallel student’s work on their team project. The finals week will be devoted to team presentations of the findings and recommendations of their Marketing Research team project. • TEAMS – Students will organize themselves into teams of 4-5 students and need to notify the professor of the names on their team by the end of the day of the first class. 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. To avoid unpleasant surprises, students are strongly encouraged to use TeamNet throughout the quarter • LAP TOP USE IN CLASS – Lap top computer usage is not allowed in class; paper copies of lectures will be distributed before class for note taking purposes
Research Methods in MarketingSyllabus • COMMUNICATIONS – All lecture notes and assignments will be posted on the Course Blackboard prior to each class. Students are strongly encouraged to meet with the professor in his office for depth discussions. • HONOR CODE – All students will abide by the Kellogg Honor Code. It is a violation of the Honor Code to discuss any course assignments with students who have taken the course previously. • SPSS SOFTWARE – Specialized software developed for Marketing Research applications will be used in this class. Students have three options to access this software: • 1) SPSS Version 13.0 is included with the Marketing Research Essentials recommended text, • 2) SPSS can be accessed in the Kellogg Computer Lab, or • 3) a 30 day free trial can be accessed on the SPSS web page
Marketing Research Project Guidelines • Student teams are responsible for identifying the sponsor for their Marketing Research project. An ideal sponsor: • has an important marketing decision to make, • needs customer insight to decide between several decision alternatives, and • is willing to provide financial resources for purchase of a sample frame and for respondent incentives. • Students should review projects posted at http://www.kellogg.northwestern.edu/corporate/studentprojects.htm • All communications and negotiations with the project sponsor will be with the student team, not with the Professor. • Student teams are responsible for designing and executing all phases of the project. Teams should avoid sponsors who have the project designed and want students to execute it for them. • Students who plan to collect data via the Internet can access surveyz.com from the KIS web page • Respondents to your survey are to remain anonymous. • While students are expected to calculate the required sample size for their project, it will sometimes be difficult to complete large numbers of interviews in the course of a 10 week quarter. Students should discuss this in their project critique.
