LINGNAN UNIVERSITY Department of Marketing and International Business

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1 LINGNAN UNIVERSITY Department of Marketing and International Business MKT3203 Marketing Research First Term INSTRUCTOR: Prof. CHEN Yu-Jen CLASS MEETINGS: Tuesday: 5:00-6:30 pm, LKK202 / NAB209 (Lab) Friday: 10:00-11:30 am, SEK107 / SEK105 (Lab) OFFICE HOURS: Mon: 4:30-5:30 pm Wed: 12:30-3:00 pm; 4:30-5:00pm or by appointment OFFICE: SEK 101/ 12 yujenchen@ln.edu.hk REQUIRED MATERIAL: SUPPLEMENTARY: Marketing Research: In a Digital Information Environment by Hair, Bush, & Ortinau, McGraw-Hill International Edition (2009) (4th Edition), ISBN: Visual Approach to SPSS for Windows: A Guide to SPSS 17.0 by Stern, Pearson (2 nd Edition), ISBN: BRIEF COURSE DESCRIPTION: The purpose of marketing research is to support managerial decision making. In this course, students will be introduced to the different stages of marketing research process. The focus will be on how to: (1) specify information needs and design a research study to meet those needs; (2) collect, analyze, and use marketing research data to make effective managerial decisions; (3) communicate the research findings and their implications to various publics. COURSE OBJECTIVES: (Prerequisite: BUS205- Marketing Management) 1. Be familiar with certain terminology used in marketing research. 2. Understand the importance of data, including data collection plan, data analysis, and data reporting. 3. Learn the process of conducting marketing research projects. 4. Be able to apply these concepts and tools to real world situation. LEARNING OUTCOMES: On completion of this course, students are expected to show: 1. Familiarity with the statistical terms commonly used in marketing research. 2. Understanding of the role of marketing research in solving marketing problems and developing marketing strategies. 1

2 3. Knowledge about the process and different research methods and designs of conducting marketing research. 5. Skills to use a statistical package such as SPSS to analyze data and interpret the results; and to collect data by Qualtrics. MEASUREMENT OF LEARNING OUTCOMES: 1. Two exams and pop quizzes require students to demonstrate knowledge learned in the course. 2. A team-based project require students to conduct a marketing research project, which includes the exercise to identify a marketing related research question, design a research plan, collect and analyze the data, and then interpret and report the research results. 3. SPSS assignments require students to use the proper statistical model(s) to analyze the data using a statistical package. ASSESSMENT: Final Exam 50 % Individual Mid-Term Exam 15 % Individual SPSS Assignments * 3 9 % Individual Class Participation and Pop Quizzes 6 % Individual Team Research Project 20 % Team Total 100 % Note: Students shall be aware of the University regulations about dishonest practice in course work and the possible consequences as stipulated in the Regulations Governing University Examinations. COURSE REQUIREMENTS: Two Exams (65% of your final grade) Mid-Term Exam is a closed-book, closed-notes exam. Multiple choice and short answer questions. Final Exam is a closed-book, closed-notes exam. Questions are not cumulative and will be primarily about interpretation and computation of data analysis. Detailed exam formats will be announced at least one week prior to the exam. SPSS Assignments (9% of your final grade) You will have 3 SPSS assignments. SPSS assignments are designed to ensure you understand the practical aspects of class materials and to help you get good grades in the final exam. SPSS Assignments must be done individually. These assignments require you to run some analyses in SPSS and report your results. Class Participation and Pop Quizzes (6% of your final grade) All students are expected to attend classes with all reading and assignments completed. Although the course is lecture-based, class discussion requires your understanding of the assigned readings and assignments. 2

3 Class attendance is required. Please notify me in advance of any anticipated absence ( However, you will only receive the full 6% credit when you DO NOT miss more than one class- anticipated or unanticipated. You will not receive any pop quizzes or SPSS assignments until the completion of the mid-term exam. Quizzes may include short-essay or simple computation questions that require you to demonstrate your knowledge and understanding of the class materials covered in the previous class. Each quiz takes no more than 10 minutes in class. Team Research Project (20% of your final grade) The purpose of the team research project is to provide you with hands-on experience through each phase of a research program. At the end of the project, you should have a deep understanding of the effort required to execute a meaningful marketing research program. The research report is due at the last day of class. 3

4 COURSE POLICIES 1. Students are expected to read the assigned chapters and cases prior to class and thus be fully prepared to participate in class discussions. 2. Students are responsible for completing assignments, obtaining notes and any handouts, and keeping themselves informed of any announcements made in class, irrespective of attendance. I do not take attendance; however, participation pop quizzes take 6% of your final grade in the class. Students will be excused for any legitimate reasons for their absence from class (e.g. illness, religious holidays, family emergency, and other personal or business matters). Nonetheless, I will expect a notice of your absence before or after the event. 3. Unacceptable class conduct includes late arrivals, early departures, sleeping in class, reading extraneous material in class and initiating and participating in irrelevant discussions. 4. All cellular phones, ipods, & other electronic devices must be turned off during class hours. Laptops are permitted only if they are used for note taking. If you are expecting an important phone call/ message and need to use the device during the class meeting, you NEED to inform me prior to the class. 5. All assignments are due in class at the beginning of class or via on the dates indicated on the syllabus. Late assignments will not be accepted (unless you receive prior approval from me). 6. The Mid-Term Exam will be returned in class so students can review the exam. If you miss the class when the exam is returned, you may make an appointment to review your exam. Exams will be kept by the instructor. Any questions or appeals about exams must be made in writing via within 7 days after the exam is returned. 7. Special needs, religious observances, should bring them to my attention in the first two weeks of class. 4

5 Tentative Schedule Week Date Topics Readings Due Assignments 1 9/1 Course Overview 9/4 Introduction to Marketing Research Ch.1 & 2 2 9/8 Technology and Marketing Research Ch.3 & 4 #1 Team formation 9/11 Secondary Data Ch.5 9/15 Data Collection- Survey Method Ch.8 3 9/18 Data Collection- Qualitative and Ch.6 & 7 Observational Data 9/22 Data Collection- Qualitative and Ch.6 & 7 #2 Topic definition/ research 4 Observational Data motivation 9/25 Data Collection- Experimental Data Ch.9 5 9/29 Conference Leave (No class) 10/2 National Day (No class) 10/6 Survey Measurement & Scaling I & Group Ch.11&12 6 Project Discussion 10/9 Survey Measurement & Scaling II Ch.13 #3 Research objectives and questions 10/13 Questionnaire Design and Hypothesis Ch.10 7 Development 10/16 Mid-Term Exam Review and Midterm #4 Collection Method & Project Presentation Conceptual Model 10/20 Mid-Term Exam 8 10/23 Exam #1 Returned & Qualtrics (Meeting at Lab SEK105) Introduction 9 10/27 Sampling Ch.14 #5A First questionnaire 10/30 Hypothesis Testing Ch /3 Data Analysis: Z and T-Tests #5B Final questionnaire 11/6 SPSS Lab and Preparing data Ch /10 Data Analysis: ANOVA 11/13 SPSS Lab ANOVA 11/16 Makeup class (4:30PM) Ch.16 Data Analysis: Correlation and Linear 12 Regression & SPSS 11/17 Congregation (No class) 11/20 Project Discussion #6 SPSS Analysis Report 13 11/24 Final Review 11/27 Project Presentation 14 12/1 Course/Group Discussion #7 Final report (Dec. 2 nd ) 5

6 Schedule of Team Research Project Due Date Deliverables Required Content* Sept. 8 #1 Team formation Each team should turn in a list with member names Sept. 22 #2 Topic definition/ research motivation A one-page summary in paragraph format of the topic you are proposing to research, with statement of the reasons you are proposing to study this topic Note- You may use a hypothetical company which you are working for conducting a marketing research. Oct. 9 #3 Research objectives & questions A list of specific research objectives and research questions. For example, what question(s) needed to be answered? A short list of any secondary information/research that may be helpful/relevant to your research topic. Oct. 16 Oct. 27 & Nov. 3 Nov. 11 ~ Nov. 17 Nov. 20 #4 Research methods Midterm Project Presentation (8 mins) #5 Survey questions & Questionnaire Data collection & entry #6 SPSS Data Analysis Report A short explanation of the choice of survey method. For example, why do you pick this specific method to address your research questions? The survey/experiment that you are planning to use for data collection. Start the data collection and complete data entry into SPSS Data file. Send me the SPSS data file/ questionnaire/ and a description of data Nov. 27 Project Oral Presentation (15mins) Dec. 2 #8 Final report Final report should consist of the following three sections: 1) Introduction, 2) Data Analysis, and 3) Conclusions. *Details regarding each assignment will be discussed at least one class prior to the due date. 6

7 Attachment 1. Team Formation Group Name: Project Title (You can change the title/ topic later): Student Names (5 to 6 in a group) 1) 2) 3) 4) 5) 6) 7

8 Attachment 2: Team Evaluation Form Student s Name: Assume that you have $100 to divide among the members of your team (including yourself) based on each member s overall contribution to the case study. The team member whose contribution was the greatest should receive the largest share of the $100. The member whose overall contribution was smallest would receive the smallest amount. In the space below, please write the names of your team members - including yourself - and the dollars you feel they deserve: Name Team Research Project TOTAL: $100 Overall, use the following space to write a few sentences explaining why a member is allocated the most in your team. What are the major contributions (s)he has done to the team? Next, briefly explain your role in this project. Specifically, what aspects of the projects did you get involved: Strongest member s name: Comments: Your primary role and involvement: 8