54264 MARKETING RESEARCH

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1 54264 MARKETING RESEARCH Semester: Second Credits points: 4,5 ECTS Class time: Monday (13:10 p.m. - 15:10 p.m.) and Tusesday (14:10 p.m. - 15:10 p.m.) Instructor: David Martín-Consuegra Navarro & Raul Vizcaíno Office: Module E 1.06 Phone: (Ext. 3545) david.martin@uclm.es & raul.vizcaino@uclm.es Office hours: Tusesday (13:10 p.m. - 14:10 p.m.) and Wednesday (9:10 p.m. - 15:10 p.m.) Course description This is a state-of-the-art course on Marketing Research. It attempts to impart a basic understanding of the various marketing research techniques currently employed by some of the major corporations as well as small and medium enterprises all over the world. Exposition of these techniques will be offered along two dimensions: theoretical and practical. While this is essentially a course in research methods, the problem contexts used to illustrate the various concepts will be managerial. The course has a strong applied and managerial orientation that is relevant to the current marketing and management environment. In discussing the research techniques, the emphasis will be on applied aspects unique to the marketing data and not on methodological elegancies. After taking this course, students should be able to: (1) demonstrate a good understanding of the marketing research concepts, and (2) apply them to address real-life marketing situations. Course requirements Required Text: Naresh K. Malhotra, Marketing Research: An Applied Orientation, sixth Edition, Prentice Hall, Grading Grades will be assigned on the following basis: Project: 20.00% Case Analyses 30.00% Final exam 40.00% Class attendance & participation 10.00% 100.0% Exam and Presentation Dates: PAGE 1 DE 11 SEMESTER: 2º

2 First Project Presentation: Final exam: Final Project Presentation Cold calling Students will be called upon to answer questions in the class. Students who feel uncomfortable can excuse themselves but they will lose CP credit. There will also be credit for spontaneous CP. However, you should not read answers from the notes or the book while engaging in CP. Class sessions It shall be assumed that students have read and analyzed the assigned materials, such as the book chapter, cases and video cases, before the class session. Each of you is expected to contribute to class discussion. To a large extent, learning in this course will be related to your preparation of assigned materials and your willingness to expose your viewpoint to the critical judgment of your classmates. One method that will improve your performance in this course is an attempt to write your thoughts, ideas, opinions, solutions pertaining to a case in addition to reading and performing a mental (non-written) analysis. I encourage you to prepare a short summary of your case analysis for each class session for which a case is assigned. It will involve answering the focal questions listed at the end of a case assigned for a session. Preparing a book case for class discussion In preparing a case for class discussion, read the assigned chapter and (video) case very thoroughly and be prepared to discuss the questions given at the end, especially the focal questions, as well as other important market research issues addressed in the case. A method that has worked for several of my students in the past involves an attempt on your part to write your thoughts, ideas, and solutions pertaining to a case; after reading and performing a mental (non-written) analysis. Harvard case analyses The objective of the marketing research cases is to illustrate how the different marketing research methods have been or can be applied to solve real-world problems. The emphasis will be on the appropriateness and use of the research methods and techniques, rather than on the larger strategic issues. Therefore, you may find that the case discussion in this course is somewhat different than you may have experienced in other courses. It will be helpful to specifically answer the focal questions assigned for each case. These questions are given in this syllabus. Course content All students are required to read the relevant Chapters from Malhotra and the assigned Cases in preparation for each class. 1. Introduction: Definition, classification and six-step framework. Problem Definition Read Chapters 1 and 2. Read Harvard Case: BizRate.Com ( ) PAGE 2 DE 11 SEMESTER: 2º

3 2. Approach to the problem, Research Design, Secondary Data Analysis Read Chapters 2, 3 and 4. Read Harvard Case: BizRate.Com ( ) Case Assignment: Harvard Case: Cola Wars Continue: Coke and Pepsi in the Twenty-First Century ( ) due in one week. 3. Primary Data: Qualitative Research: Focus Groups, Depth Interviews, and Projective Techniques Read Chapter 5. Read Harvard Case: The Harvard Graduate Student Housing Survey ( ) 4. Primary Data: Survey Research and Observation Methods Read Chapter 6. Read Harvard Case: The Harvard Graduate Student Housing Survey ( ) Case Assignment: Harvard Case: TiVo in 2002 ( ) due in one week. 5. Experimentation and Scaling Techniques. Various Experimental Designs. Primary Type of Scales. Comparative Scales. Noncomparative Scales Read Chapters 7, 8 and 9. Read Harvard Case: The Harvard Graduate Student Housing Survey ( ) 6. Questionnaire, Design, Construction & Pretesting Case Assignment: Harvard Case: Compaq Computer: Intel Inside? ( ) due in one week. Session1: First project presentation: Part A. 7. Sampling Techniques and Sample Size Determination Read Chapters 11 and 12. Case Assignment: Harvard Case: The New Beetle ( ) due in one week. 8. Data Analysis: Frequency Distribution, Cross-tabulation, and Hypothesis Testing Read Chapters 14 and Data Analysis: Analysis of Variance, Correlation and Regression Read Chapter 16 and 17 Session 1: Student project presentations: Part B. Session 2: Review. Proyect The primary means of imparting practical marketing research skills is a real life marketing research project. Participation in the project is a requirement of this course. The project will involve background research, problem definition, development of a pragmatic approach, and development of a questionnaire for investigating a marketing research problem facing a company. You are free to PAGE 3 DE 11 SEMESTER: 2º

4 select the company and the problem. However, please get your selection approved by me. Some examples of companies that may be selected are provided. 1. Repsol 2. Harley Davidson 3. Eroski 4. BBVA 5. Santander 6. Nivea 7. Seat 8. Endesa 9. Burger King 10. Sony 11. Apple The project should be organized as follows. PART A Deals with the background for the Industry and the company. In addition, it focuses on a marketing research project undertaken by the company in the past. Part A consists of Chapters 1 to V as detailed below. Chapter I Background about the Industry Industry sales for the past five years (e.g., 2005, 2006, 2007, 2008, and 2009). (Give both global and Spain) Market shares of major competitors for the past five years (e.g., 2005, 2006, 2007, 2008, and 2009). (Give both global and Spain) Growth rate of the market for the past five years (e.g., 2005, 2006, 2007, 2008, and 2009). (Give both global and Spain) General Industry Information. Prepare some tables and graphs The relevant information must be presented separately for Spain and on a global basis. Note: Complete reference must be cited for each source of information, including the relevant URLs. This information can be obtained over the Internet and by using the library online databases. Chapter II Company Background Background and description about the company. Company sales for the past five years (e.g., 2005, 2006, 2007, 2008, and 2009). (Give both global and Spain) Growth rate of the company for the past five years (e.g., 2005, 2006, 2007, 2008, and 2009). (Give both global and Spain) PAGE 4 DE 11 SEMESTER: 2º

5 buying habits of the consumers. competition. marketing and financial capabilities of the company. other relevant aspects. Prepare some tables and graphs The relevant information must be presented separately for Spain and on a global basis. Note: Complete reference must be cited for each source of information, including the relevant URLs. This information can be obtained over the Internet and by using the library online databases. Chapter III Marketing issues facing the company. Describe these in detail. These could be opportunities or problems. You should explain the environmental context of the problem, and define the management decision problem and the marketing research problem (see Chapter 2, Malhotra). Chapter IV Describe in detail the marketing research that was done. Give as much detail as possible. For example, if a survey was done, how was it administered (personal, telephone, mail, Internet etc.), how was the sample selected, and what was the sample size. Describe the findings of marketing research in detail. Chapter V Describe the marketing actions taken based on the marketing research findings. Give the logic/reasons for these actions. Describe the results of these actions. Summarize your conclusions. PART B: In this part, you are required to select a realistic marketing problem facing the company. (Note, this need not be an actual problem and you are NOT expected to contact anyone in the company). This marketing problem could relate to Spain or any other part of the world. Part B consists of Chapters VI to XII as detailed below. Chapter VI Problem definition: Give a precise, technical definition of the problem that you have selected for research. You should explain: (a) the environmental context of the problem, and define (b) the management decision problem and (c) the marketing research problem. Chapter VII PAGE 5 DE 11 SEMESTER: 2º

6 Develop a pragmatic approach to the problem. Please identify the relevant theory, models, research questions, hypotheses, and the information needed to formulate a Research Design. Chapter VIII What type of research design should be adopted and why? Please identify the different phases of the research design you recommend. Chapter IX Suppose a survey is to be conducted. Please identify and justify which interviewing method should be used. Chapter X Design a suitable questionnaire for the survey Chapter XI Develop a suitable sampling plan for the survey. Chapter XII Conclusions and recommendations. Make some tentative, practical and implementable recommendations to the management. There is no required length. This instructor emphasizes quality and not quantity. However, the project should be comprehensive in nature. The project and all case analyses must be typed and submitted in electronic (PDF document) formats. The due date for the final project is:. Group work The project as well as the cases will be done in small groups. You are free to form your own group. You will have an opportunity to provide me with feedback on your group's operation. A confidential peer evaluation form about contribution of each member is required to be filled in by each group member separately for the project and the cases. A copy of the form is attached at the end of the syllabus. I will assign individual grades taking this feedback into consideration. Other administrative comments 1. If, at any point during the course, you have any questions or concerns regarding any aspect of the course, please do not hesitate to contact me in person, by or by phone. If scheduled office hours are inconvenient to you, contact me after the class to arrange an alternative appointment. 2. Use name cards regularly in class throughout the semester and take the same seat in every class. 3. Surfing the Internet in the class or engaging in any course unrelated activities is not allowed. PAGE 6 DE 11 SEMESTER: 2º

7 Harvard case questions Harvard Case: BizRate.Com (Case no ) The objective of this case is to show the interaction and the close relationship between marketing and marketing research and to highlight the importance of correct problem definition. 1. What is the original value proposition for consumers? What role does marketing research play in defining this value proposition. 2. What is the original value proposition for merchants? What role does marketing research play in defining this value proposition. 3. How does marketing research help BizRate to become a relationship-enabler between the consumer and the merchant/vendor? 4. What is the effect of Red October on the value proposition to the consumer? To the merchant/vendor? To BizRate? 5. Does Red October enhance or inhibit the consumer-vendor relationship? How? 6. Describe the management decision problem facing BizRate? 7. Describe the corresponding marketing research problem. Harvard Case: Cola Wars Continue: Coke and Pepsi in the Twenty-First Century (Case no ) The objective of this case is to show the interaction and the close relationship between marketing and marketing research and to highlight the importance of : (1) correct problem definition, (2) formulating a sound research design, and (3) making use of available secondary data. 1. What are the weapons Coke and Pepsi have been using to fight the cola wars? 2. Coca Cola would like to increase its market share in the US market that appears to have plateaued. What is the management decision problem? 3. Define a suitable marketing research problem corresponding to the management decision problem you have identified. 4. What type of research design should be adopted in investigating the marketing research that you have defined? 5. Identify additional sources of information related to Coca-Cola. Describe the information obtained from each source that you have identified. 6. What type of syndicated data would be useful to Coca-Cola and for what purpose? PAGE 7 DE 11 SEMESTER: 2º

8 Harvard Case: TiVo in 2002 (Case no ) The objective of this case is to show the role of marketing research in developing the marketing strategy for a complex product and to highlight the inter-relationships between problem definition, research design, secondary data and qualitative research. 1. TiVo had a surprisingly slow start in terms of the number of subscribers. What is main marketing problem confronting the TiVo management (the management decision problem)? 2. Define a suitable marketing research problem corresponding to the management decision problem that you have identified. 3. What type of research design was adopted in the marketing research that was conducted? Do you think that this research design was appropriate? If not, what research design would you recommend? 4. Identify additional sources of information related to TiVo. Describe the information obtained from each source that you have identified. Harvard Case: The Harvard Graduate Student Housing Survey (Case no ) The objective of this case is to show the role that marketing and survey research plays in an educational organization, and to highlight the role of survey research and the selection of a survey method. It also illustrates the use of scaling techniques. 1. What type of research design was adopted for the 2001 survey? Do you think that this research design was appropriate? What research design would you recommend for the 2005 Survey? 2. What type of secondary data would be useful in this case? From what secondary sources can that data be obtained? 3. The case mentions the use of focus groups. Are focus groups the most appropriate form of qualitative research in this situation? Why or why not? 4. The 2001 survey was a Web-based survey. Was this the most appropriate method for administering the survey? If not, which method would you recommend and why? 5. Illustrate the use of nominal, ordinal, interval and ratio scales in measuring graduate students preferences for various types of housing units. 6. Illustrate the use of Likert, semantic differential, and Stapel scales in measuring graduate students preferences for various types of housing units. PAGE 8 DE 11 SEMESTER: 2º

9 Harvard Case: Compaq Computer: Intel Inside? (Case no ) The objective of this case is to show the role that marketing research plays in product development, in this case the Presario line, and to highlight the role of secondary data, qualitative research, and survey research. 1. Determine the latest market share of notebook computers by Compaq (HP) and other leading brands using secondary sources of data. Please identify the specific sources of secondary data you consult. 2. What type of research design would you adopt in determining consumer preferences for notebook computers? 3. The case mentions the use of focus groups. Are focus groups the most appropriate form of qualitative research in this situation? Why or why not? 4. If a survey is to be conducted to determine consumer preferences for notebook computers in the United States, which survey method should be used and why? Harvard Case: The New Beetle (Case no ) The objective of this case is to show the role that marketing and survey research plays in helping VW of America to re-created the Beetle. It highlights the role of qualitative, survey and causal research in understanding consumers preference and response. It also illustrates the use of scaling techniques and questionnaire design. 1. Discuss the role that qualitative research can play in helping VW of America understand how consumers select cars. Which qualitative research techniques would you use and why? 2. If VW of America is to conduct a survey to determine consumer preferences for small cars, which survey method should be used? Justify your recommendation. 3. Discuss the role of causal research in helping VW of America design a more effective TV Campaign. 4. Illustrate the use of ordinal, interval and ratio scales in measuring the extent of automobile driving by consumers. 5. Illustrate the use of Likert, semantic differential and Stapel scales in user s preference for small cars. 6. Develop a questionnaire for measuring consumer preferences for small cars Note: These cases can be purchased directly from Harvard Business Online: PAGE 9 DE 11 SEMESTER: 2º

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11 Confidential peer evaluation form Please complete and submit this form separately for Case Analyses and the Project. This information will be treated as confidential. You have 100 points to allocate among your group members, excluding yourself. Please assign some number of points (0-100, and no negative points) to each member of your group. Your name:, Group Activity:, Group #: The allocation of points given below, represents OVERALL CONTRIBUTION made by various members of my group excluding myself: Name of the group members Number of points Total: 100 COMMENTS are required if your distribution of points is not uniform: PAGE 11 DE 11 SEMESTER: 2º