MKTG , Marketing Research and Information Technology Course Syllabus, Spring :30-11:00 a.m. MW

Transcription

1 MKTG , Marketing Research and Information Technology Course Syllabus, Spring :30-11:00 a.m. MW Instructor: David G. Taylor Office BA 233 (preferred contact): Phone: (214) (voice or text) Office Hours: MW 11:00 a.m. - noon, Tue 12:30-1:30 p.m. or by appointment Class Website: (or you can access it through my Web site at Required Textbook Burns and Bush, Marketing Research (5th Edition), ISBN Catalog Course Description Examination of marketing information technologies and marketing research. Students learn why and when to do marketing research, the types and sources of primary and secondary data available, methods for collecting data, the construction of data gathering instruments (e.g. questionnaires), the use of measurement scales, basic sampling, and data analysis techniques. Class emphasizes the use of secondary data sources, especially online, electronic sources of marketing information. Prerequisites: DSCI 2710 and MKTG 3700 (may be taken concurrently) Course Objectives Upon completion of this course, students should: Understand the importance of marketing research and its role in marketing strategy Be able to define a research problem and identify research objectives Be able to design, implement and analyze the results of a research project Become familiar with both qualitative and quantitative research techniques, including research design, observation, focus groups and surveys (including online, telephone, in-person, self-administered, etc.) Demonstrate competency with frequently used statistical techniques for comparison and prediction, including frequencies, means, standard deviation, t-tests, χ 2 tests, analysis of variance and bivariate/multivariate regression analysis. Class Format The course will use a combination of textbook readings, lectures, in-class and out-ofclass team assignments, a research project and examinations. Many marketing students (and marketing practitioners, for that matter) are uncomfortable with numbers and statistics. However, this class is about marketing decision-making using data and information. So numbers, statistics, calculations, and computations are an 1

2 integral part of this course. In addition, you will have to deal with uncertainty and make decisions under uncertainty. During this process you will have to collect and use data and information, analyze data, interpret the results, and present your findings in writing and orally. For analyzing data you will learn and use SPSS, a commonly used statistical software. This is a hands-on course, and as such your hands along with the rest of your body are expected in class. Attendance will not be taken; however, you will earn points through in-class team assignments, most of them unannounced. If you are not present during a class activity, no points will be given and these points cannot be made up. The outline of the planned daily class assignments is provided. However, it is possible that throughout the semester minor modifications may be made to this outline on an as needed basis. Any such changes will be announced in advance, in class and on the class blog. It is your responsibility to check for updates. Course Materials 1. Students should have easy access to the textbook and will be expected to have read the appropriate chapter before the class period. 2. Course Weblog ( Blog ): Lecture notes, assignments, guidelines and other materials will be available on the class blog ( 3. Software Used: A statistical software package, SPSS 13.0, is central to this course. The authors have integrated it with the textbook that also includes a companion diskette, SPSS 13.0 Student Version. If you have your own computer running Microsoft Windows, you can easily install this software. You should quickly familiarize yourself with SPSS since you will need to use it to complete your assignments and research project. 4. Computers and Peripherals: At least one member of the group should bring a laptop computer to each class. In addition, a thumb drive or similar device will be extremely helpful in transporting files to and from class. 5. Calculators: This is a research class and calculations are an integral part of this class. Students are expected to carry a calculator and be prepared to use it at all times. Communication With Instructor I believe in frequent communication between the instructor and students, and vice versa. To facilitate ongoing communication, I publish a weblog ( blog ) for this course. This will be the primary means of disseminating information for the class, so please bookmark the URL ( If you have a Google or My Yahoo! page, you can subscribe to the blog via an RSS feed. In addition, I provide several means for students to approach me with questions. First, I welcome in-person visits during my office hours or by appointment. Second, I will respond to s within 24 hours (usually much, much quicker often within an hour). Third, you can reach me by phone (either voice or text) between 9 a.m.-9 p.m. seven days a week. 2

3 Class Conduct We are all adults, as well as current and/or future, business professionals, and you are expected to conduct yourselves accordingly. I expect you to show respect for not only me, but also your classmates, by avoiding disruptions to the class. This includes: NOT sleeping, texting, reading the newspaper, surfing the net, eating, drinking, etc. NOT carrying on individual conversations during class. If you have personal business, it can wait until after class. If it s a class-related conversation, ask me your classmates may be wondering the same question. NOT making a habit of sauntering into the class late or leaving the class early. TURNING OFF cell phones and other devices COMING TO CLASS well-prepared and ready to learn. Grading Points will be earned toward a final grade as follows: Exam 1 Exam 2 Exam 3 Team Project Part 1 Team Project Part 2 In-Class Assignments Total 200 points 200 points 200 points 150 points 150 points 100 points 1,000 points 900-1,000 points = A points = B points = C points = D < 600 = F Note: Final grades are just that final. Any grade curving will be done at the individual assignment/exam level. Your attendance, group participation and such are accounted for in your point total, so there is no rounding. Letters grades are strictly assigned from the number of points earned. (For example, 895 points is a B. ) The end of the semester is not the time to become concerned with your grade. However, if you find yourself struggling during the course of the semester, I may be able to help you address your difficulties. Exams The three exams will cover the materials presented/discussed throughout the semester. Exams #1 and #2 will be non-cumulative and consist of a combination of true/false and multiple-choice questions covering materials from the textbook and lectures. The Final Exam will be cumulative, may include questions from the projects as well as textbook and lecture, and will be primarily multiple-choice, but may also include short-answer and/or essay questions, as well as a take-home SPSS exercise. 3

4 Make-up exams will not be given. If you miss Exam #1 or Exam #2, your final exam grade will count twice. The Final Exam is mandatory and may not be made up except in extreme extenuating circumstances accompanied by a university-approved excuse. In that event, the make-up exam may be 100% essay/short answer. Team Project You will be assigned to a team that will function as a market research team throughout the semester. As a marketing professional you will be responsible for working within an organizational team with a variety of personality types and must be able to handle conflict and sometimes challenging team dynamics. Thus, you are expected to manage yourselves, distribute the workload and resolve your own conflicts. Your project grade will include a peer evaluation component, so those who don t contribute equally will earn fewer points. In extreme cases, teams may request that a team member be removed if the problem is not resolvable. In that case, the individual student will be required to complete the project individually. You will receive a detailed description of the team project early in the semester. The project is divided into two parts. For the first part students will be required to collect secondary data, define the marketing and research problem, and design a questionnaire for future (primary) data collection needs. This process and its outcomes will have to be presented in the form of a project report. The second part starts with a given data set and encompasses data analyses using the SPSS statistical package, prepare a report and present the findings. The projects will require extensive amounts of out-of-class time. This is in addition to the time spent on class preparation. These projects require students to think and make decisions on their own. Students will be expected to make decisions under uncertain circumstances and with imperfect and incomplete data and information. The instructor will only aid in decision-making and not make the decision for the student. The process involves problem definition, identification of information and data (secondary and primary) needed, their source, e.g., Internet, library, census reports, research design, primary data collection methods, and questionnaire design, data analysis using SPSS, interpreting the results, and report writing. Spoon-feeding is not part of this course. Communication is an important aspect of a project report. No matter how thorough your research or well-reasoned your recommendations, your ideas will be suspect if your delivery is unprofessional. Please make sure that you take care of grammar, spelling, sentence formation, etc., while preparing your report. One point will be deducted for each grammar and spelling mistake. Due dates for completing various tasks and projects have been indicated in the Tentative Schedule section. I reserve the right to deduct points for late submission. Every 24-hour delay beyond the assigned due date and time will result in a deduction of 10% of the points for that assignment. 4

5 In-Class Assignments Throughout the semester, teams will be given in-class assignments to reinforce the material from the lecture and textbook. These assignments (usually worth 5-10 points) may come in the form of class discussions, exercises or other activities. Most will be unannounced, and you will not receive the points if you are not in class that day. Other Class Policies Academic Honesty: While much of this course is built upon team effort, exams require individual effort. I take strong exception to cheating and deception, and I will treat cheaters harshly. The minimum penalty for any form of cheating on any exam will be a zero score on that exam for both the helped and the helper. In addition, instances of academic dishonesty will be referred to the Center for Student Rights and Responsibilities for documentation and disposition. Neither of us wants that, so conduct yourself with basic integrity. American Disabilities Act Compliance: This course is in full compliance with the guidelines and recommendations of the American Disabilities Act. If you are registered with the University ODA office and would like accommodation on the examinations it is your responsibility to contact me and make a request. Burden of proof is the responsibility of the student. Grade Changes/Appeals. Barring a mathematical error in the calculation of grades, final grades will not be changed. If you feel that your grade has been assessed unfairly, refer to the undergraduate catalog for grade appeal procedures. 5

6 TENTATIVE CLASS SCHEDULE* Day Date Topic Readings Wed 1/21 Intro to Course, Team Intros Mon 1/26 Intro to Marketing Research Chapter 1 Wed 1/28 The Marketing Research Process Chapter 2 Mon 2/2 The Research Industry Chapter 3 Project Assignment Wed 2/4 Defining The Problem Chapter 4 Mon 2/9 Secondary Data Chapters 6&7 Wed 2/11 Research Design Chapter 5 Mon 2/16 Qualitative Research Chapter 8 Wed 2/18 Review Day Mon 2/23 EXAM #1 Chapters 1-8 Wed 2/25 Survey Methods Chapter 9 Mon 3/2 Measurement Chapter 10 Wed 3/4 Questionnaire Design Chapter 11 Project Part 1 due by 5 p.m. Friday 3/6 Mon 3/9 Sample Selection Chapter 12 Wed 3/11 Sample Size Chapter 13 Mon 3/16 Spring Break No Class Wed 3/18 Mon 3/23 Data Collection Chapter 14 Wed 3/25 EXAM #2 Chapter 9-14 Mon 3/30 Basic Data Analysis Chapter 15 Wed 4/1 Workshop Day (Meet in BA 331) Mon 4/6 Generalizing Sample/Hypothesis Testing Chapter 16 Wed 4/8 Workshop Day (Meet in BA 331) Mon 4/13 Testing for Differences Between Groups Chapter 17 Wed 4/15 Workshop Day (Meet in BA 331) Mon 4/20 Associations Between Variables Chapter 18 Wed 4/22 Workshop Day (Meet in BA 331) Mon 4/27 Regression Analysis Chapter 19 Wed 4/29 Workshop Day (Meet in BA 331) Mon 5/4 Optional Workshop/Project Help Day (Meet in BA 331) Wed 5/6 Review Day (Meet in BA 331) Project Part II due by 5 p.m. Wed 5/6 Week of 5/11 EXAM #3 (Time/Date TBA by Registrar s Office) Chapters 1-19**, SPSS and projects * Every effort will be made to adhere to this schedule. However, the instructor reserves the right to modify the schedule as needed. Any modifications will be announced both in class and on the course Web site. Students are responsible for being aware of any changes announced. 6