Required Text and Materials: Alvin C. Burns and Ronald F. Bush, Marketing Research. Thai Market Project 10 % Mid-term Examination.

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1 Prerequisite: MK311 Course Description: A study of roles and importance of research in marketing decisions. Topic areas include principles, concept, methodology and tools in marketing research with an emphasis on qualitative approach. This course completes with practical training in qualitative research by ethical professional norms. Course Objectives: After taking this course, students are expected to achieve learning objectives as follows: 1. To understand the philosophy behind marketing research; 2. To be able to explicate the process of qualitative marketing research, and the array of qualitative research methods available to a researcher; 3. To be able to analyse marketing problem, then define relevant research problem and develop suitable research questions accordingly; 4. To be able to select and develop a sound research methodology to answer the research questions; 5. To be able to apply the students knowledge of qualitative research in their marketing careers. Class Time and Venue: Date: Wednesday Time: 9:30 a.m. -12:30 p.m. Venue: Faculty of Commerce and Accountancy, Room # 208 Lecturer: Prof. Dr. Robert T. Green Required Text and Materials: Alvin C. Burns and Ronald F. Bush, Marketing Research Grading: Thai Market Project 10 % Mid-term Examination 60 % Term Project 20 % Class Participation 10 % Total 100%

2 Second Semsester (January 9 - May 18, 2012) Advanced Registration and Payment January 4-6, 2012 Second Semester Begins January 9, 2012 Period of Withdraw W/O Record January 9-22, 2012 Period of Midterm Examination March 4-11, 2012 Makabucha Day* March 7, 2012 Period of Withdraw with W March 12-16, 2012 Chakri Day* April 6, 2012 Songkran Festival* April 13-15, 2012 Last Day of Classes April 29, 2012 Period of Final Examination May 3-18, 2012 Coronation Day* May 5, 2012 Royal Ploughing Ceremony Day* TBA Note: * Holiday Class Attendance Students who miss more than 13 hours of class but less than 22 hours must seek instructor s approval for eligibility to take the final exams and approval by the dean. The dean s decision is considered final. Students who miss more than 22 hours of class are NOT eligible to take the final exams and results in course failure. Feigning other student signatures or failure to attend class after signing in results different level of penalty imposed. o Level 1 penalty: First time rule breakers will be considered as Absent for that actual class time. And a warning letter issued to first-time rule breakers. o Level 2 penalty: Second time rule breakers receive an F for the course and will not be considered for BBA scholarships, exchange student programs and other awards. o Level 3 penalty: Third-time rule breakers are given one semester of class suspension. Cheating in any form of class exam or quiz or plagiarism is subject to the penalties based on Thammasat University s student compliance act. Course Organization: MK315 focuses on both learning the principles of marketing research and the application of these principles. It is organized in such a way that the first half of the course involves lectures and discussions pertaining to the basic principles of marketing research, as well as qualitative techniques and data used by marketing researchers. The material covered in the first half of the class will be tested in the mid-term exam. There are also 2 projects in the course that are associated with the application of the marketing research principles. The class will be divided into groups to undertake these projects. The first project is the Thai Market Project, and will be conducted during the first half of the course. The second project is the Thai Industry Study project, which occupies the second half of the semester. Each of these projects is described below. 2

3 Thai Market Project (10% of final grade) The objective of this project is to define the overall Thai market. What are the characteristics of the Thai market? What are the major segments of the market, and how many people are in each segment? What are the major trends associated with the Thai market? What are the implications for marketers? What types of goods and services should be targeted to each segment? Groups will be assigned the topics listed below. The main topic is presented in bold letters, and should receive comprehensive treatment. The report should also examine the other topics noted as they relate to the main topic. 1&2 Personal and household income 3 Expenditure patterns (% of income spent on different types of goods and services); 4. Age and income; ageing trends in Thailand 5. Occupation, region, gender, and income 6. Educational attainment, income and gender 7. Education enrolment and gender 8. Geographic region, age and income 9. Rural-urban, income, and expenditure patterns Analysis should include the trends that are occurring with respect to the topic being investigated, and the marketing implications of these trends. It is expected that the report will accomplish 2 objectives: (1) provide a comprehensive overview of the Thai market with respect to the main topic and associated subtopics; and (2) provide one major insight into the Thai market for a consumer good relevant to the topic. Information is to be drawn from secondary sources including newspapers, magazines, statistical services of the Thai government, etc. Students should approach the project from the perspective of a market researcher who has a client interested in learning about this particular dimension of the Thai market. Each group will give a 10-minute presentation and turn in a report on the subject, not to exceed 5 double-spaced pages, plus references, appendices and figures. Industry Market Study (20% of final grade) The Industry Market Study will occupy the second half of the course. For this study, each group will put itself in the position of a marketing research firm that has been commissioned by a major international corporation interested in entering the Thai market and wanting to learn about how the market is organized here. How is the market structured? What is its size? Who are the main competitors? What are their market shares? How do they compete? What are the main consumer segments in the market, and how do they differ in terms of what they want? What are the sizes of the main segments? What are the main trends in the market? What are the major issues facing the industry, and the major trends that are affecting the industry? Etc., etc. The report is presented to the client in written form and in a 20-minute presentation that will be given during the last two class periods. Groups select the industry in consultation with the instructor. Examples of industries that might be selected are the auto industry, non-alcoholic beverages, cosmetics, marketing research, marketing communications, travel, tourism (or individual components, such as hotel), personal care products or services, etc. Information for the projects should be gathered in several ways from multiple sources. A prime source will be information gathered on-line. In addition, secondary information can be obtained from industry associations, government agencies, and other sources. The secondary information will be supplemented with information gathered via other qualitative marketing research techniques, such as in-depth interviews with executives in the industry, and perhaps focus groups to provide consumer insights. The grade on the project is primarily based on the quality of the substance of the report, but will also be strongly influenced by the quality of the writing, the quality of the presentation, and the aesthetics of the report, in the same way that a marketing research client would grade the report presented to it by a marketing research firm. 3

4 Class Participation (10% of final grade) The class participation grade recognizes students contribution the class. It would include comments in class, attendance, and general comportment. Session Date Topic Jan Jan Introduction to Marketing Research The Market Research Process and The Market Research Industry 25 Jan Defining the Problem and Determining Research Objectives 1 Feb 8 Feb a. Research Design b. Meetings w/groups 1-5 on project 1 a. Research Design (continued) b. Meetings w/groups 6-9 on project 1 Assignment Ch. 1 Ch. 2-3 Ch. 4-5 Ch. 5 Ch Feb a. Research Design (con d) b. Secondary Data and Online Information Sources Ch Feb a. Presentations 1-5 b. Secondary data (con d) Ch. 7 c. Standardized Information Sources 8 29 Feb a. Presentations 6-9 b. Observation, Focus Groups, and Other Qualitative Methods Ch Mar Group meetings/tutorials 21 Mar Group meetings/tutorials 28 Mar Group meetings/tutorials 4 Apr Group meetings/tutorials 11 Apr Group meetings/tutorials 18 Apr Presentations 25 Apr Presentations 4

5 PERSONAL DATA SHEET Marketing Research I January, 2012 NAME: NICKNAME: ADDRESS: MAJOR/MINOR: EXPECTED GRADUATION DATE (month/year): HOME CITY, PROVINCE: Home University (if exchange student): MARKETING CLASSES TAKEN TO DATE: What do you want to do when you graduate? What do you want to be doing 10 years from now? Tell me something interesting about yourself: 5