: Applied Marketing Research (2014-15 First Term)

Course Title : Applied Marketing Research (2014-15 First Term) Course Code : MIB502 No of Credits/Term : 3 Mode of Tuition : Sectional approach Teaching Hours : 42 hours / 6 hours per week Category in Major Programme : Required Course Instructor Prof. Geng Cui Class Time MW 9:00-12:00 Office SEK101-10 Classroom SEK 206 and Computer Lab NAB213 Tel 2616-8245/8239 Office hours Mon 2:00-3:00, 4:30-5:30 E-mail gcui@ln.edu.hk Tu 2:00-3:30, 5:00-5:30 Brief Course Description: The purposes of marketing research are to better marketing phenomena and to support managerial decision making. In this course, students will be introduced to the different types of marketing research. The focus will be on (1) improving students analytical and problemsolving skills, 2) introducing students to different stages of the marketing research process including problem definition, research design, data collection and analyses, and report writing, 3) demonstrating the use of marketing research in informing managerial decision making. Aims: This course will help students to 1. Comprehend the key functions of marketing research in organizations and critically review marketing research proposals and designs, 2. Plan quality data collection and develop research instruments, 3. Select proper sampling design and determine the appropriate sample size, 4. Conduct appropriate data analysis, 5. Draw managerial implications for business applications, 6. Appreciate ethic issues in marketing research, and 7. Encourage collaboration with other students through group work. Learning Outcomes: On completion of this course, students will be able to: 1. Have a solid understanding of the impact marketing research has on managerial decisions, 2. Comprehend various types of marketing research and related methodologies, 3. Propose and design a marketing research, and 4. Conduct a marketing research project, perform data analyses, and report research findings Indicative Content: Marketing Research and Decision Making The nature and scope of marketing research, Basic research vs. applied research, Use of theoretical framework in applied research, International marketing research, Marketing research and marketing management, Marketing information system, Organization of marketing research functions, Marketing research suppliers in Hong Kong, and Value and cost of information. 1

The Research Process and Research Design Overview of various steps in a research process, Problem formulation and research objectives, Theoretical framework and hypotheses development, Types of research designs: exploratory research, descriptive research, and experimental designs. Sampling Probability and non-probability sampling, Types of sampling plans including simple random sampling, stratified sampling and cluster sampling, Applications and limitations of various sampling plans in Hong Kong, Sample size determination. Data Collection Secondary data and primary data, Qualitative methods, Survey methods, Observational methods, Projective techniques, personal interview, telephone interview and mail questionnaire method, Field procedures and non-sampling errors, and Ethical issues in data collection. Measurement The meaning of measurement, conceptual definition vs. operational definition, Scales of measurement, Questionnaire design, Attitude measurement and scaling techniques, Validity and reliability, the process of measurement development. Analysis and Interpretation of Data Editing, coding and data processing, preliminary analysis such as the analysis of frequencies, cross tabulations, Applications of statistical techniques in marketing research analysis: correlation and regression, statistical tests of significance, the analysis of variance, simple non-parametric analysis. Preparation of Research Proposal and Research Report Problem definition, research objectives, research justification, budget and time constraints, research report criteria, forms and format of report, presentation of results. Teaching Method: The course will be conducted using the following modes of teaching and learning. 1. Lecture/Seminar Concepts and knowledge of marketing research are explained and discussed. To assist students in understanding the taught concepts, discussion exercises are used in every lecture. Students are given exercises that cover relevant topics and are encouraged to work-along with the lecturer and their peers. These exercises help students to visualize the applications of the concepts. 2. Readings Students are required to pre-read the assigned chapters and also other relevant materials provided by the lecturer before coming to classes. These readings provide students opportunity to think through the marketing research concepts and their applications. 3. Computer Workshops Computer workshops are provided to increase students knowledge on marketing research concepts and how they are being applied to solve business problems. Assessment: Academic dishonesty and plagiarism will automatically result in a failing grade Continuous Assessment as follows 70% Class Participation 15% Individual Assignments 20% Group Project 35% Final Exam 30% Total 100% 2

1. Class Participation (15%) Class activities such as individual/group class exercises are arranged to provide students the opportunity to communicate ideas effectively. Class discussion exercises are given to assess students understanding and knowledge on marketing research concepts. Within group peer evaluation will be conducted (Appendix). 2. Individual Assignments (IAs: 20%) Real life case studies are provided to students. Students need to apply marketing research concepts to analyze the case and develop recommendations the data from the running case (Appendix A.). The individual assignments (IA) will be based on the running case of the required textbook or based on a case and datasets provided by the instructor. Each student will complete a series of IAs independently based on the class schedule below. 3. Group Project (GP: 35%) The project is to assess students competence level to apply the learnt marketing research concepts and methods to a real business situation. Students are required to conduct research design, perform data analysis, and provide recommendation. Peer evaluation will be conducted within the groups. Students need to present to the class a summary of the group project within a time limit. The presentation is designed to gauge students communication and presentation ability on marketing information as well as working effectively as a team. The group project will be based on a topic selected by the groups. If each instructor can make the initial contact with the company sponsoring the MScMIB program consulting project and clarify the overall research problem facing the company, the group project can be based on the consulting project and will be used to produce an initial research proposal for the consulting project. 4. Final Examination (30%) The examination is designed to assess the student s grasp on marketing research concepts and knowledge, as well as the ability to apply them to solve business problems. Measurement of Learning Outcomes: Specific assessment methods/tasks Weighting Intended subject learning outcomes to be assessed 1 2 3 4 Participation in Lectures/Seminars 15% 2 2 1 1 Individual Assignment 20% 2 2 1 1 Group project (report & presentation) 35% 2 2 2 2 Exam 30% 1 1 1 1 TOTAL 100% Note: 1: Minor focus on the learning objective/outcome 2: Main focus on the learning objective/outcome 3

Rubrics for Measuring Learning Outcomes Learning Outcomes/Evaluation 1. Have a solid understanding of the impact marketing research has on managerial decisions, 2. Comprehend various types of marketing research and related methodologies 3. Propose and design a marketing research 4. Conduct a marketing research project, perform data analyses, and report research findings 2 (very good) 1 (satisfactory) 0 (unsatisfactory) Can derive comprehensive managerial insights from marketing research findings to assist decision making in the relevant areas of marketing operations. A clear understanding of different marketing research, their objectives, purposes, strengths and weaknesses Adopt the relevant method(s) and research to solve the research problems Be able to adopt relevant analytical methods to derive at meaningful results and draw conclusions Can draw some lessons for managers from marketing research findings in terms of identifying specific factors Be able to identify with limited discussion of the uses of different types of marketing research Be able to identify the relevant method(s) given the research problems Knowledge in is proficient enough to use various analytical methods to answer the type of research questions Cannot relate marketing research to management problems and decisions. Fail to identify different types of marketing research or their purposes Fail to identify suitable method(s) given the research problems Unable to identify the relevant analytical procedures to address the research problem(s). Required/Essential Reading: Malhotra, Naresh K. (2012), Marketing Research: An Applied Orientation, 6th edition (global edition), Prentice Hall. Recommended/Supplementary Readings: Darren, G., SPSS for Windows Step by Step: A Simple Guide and Reference, 16.0 Update, Pearson Education, 2009. Journal of Marketing Journal of Marketing Research Journal of Marketing Research Society Journal of Advertising Research Journal of Consumer Research Journal of Retailing Marketing News Marketing Intelligence and Planning 4

Academic Integrity As a program which helps to create business and government leaders, the Faculty of Business has an obligation to ensure academic integrity is of the highest standards. All cases of cheating or plagiarism, and any variations thereof, will be immediately referred to the Chair, B. Com. Committee. Students who participate in any form of cheating and/or plagiarism may be required to withdraw from the Faculty of Business. Students are expected to carefully review the following points discussing academic integrity and group projects that have been adopted by our Faculty. Acts of academic dishonesty include, but are not limited to, the following: using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words. duplicating a table, graph or diagram, in whole or in part, without referencing the source. paraphrasing the conceptual framework, research design, interpretation, or any other ideas of another person, whether written or verbal (e.g. personal communication, ideas from a verbal presentation) without referencing the source. copying the answers of another student in any test, examination, or take-home assignment. providing answers to another student in any test, examination, or take-home assignment. taking any unauthorized materials into an examination or term test (crib notes). impersonating another student or allowing another person to impersonate oneself for the purpose of submitting academic work or writing any test or examination. stealing or mutilating library materials. accessing test prior to the time and date of the sitting. changing name or answer(s) on a test after that test has been graded and returned. submitting the same paper or portions thereof for more than one assignment, without discussions with the instructor(s) involved. 5

Week Lecture 1. 27/8 29/8 2. 1/9 3/9 3. 8/9 10/9 4. 15/9 Class Schedule (may be adjusted on coursed website) Introduction to Marketing Research Types of marketing research Marketing research process Marketing decision making International marketing research Digital marketing research Careers in marketing research Defining the Marketing Research Problem Process of defining the problems Developing a research approach Developing a research proposal Marketing decision problems Marketing research problems Ethics in marketing research Research Design, Exploratory and Qualitative Research Components of research design Decision makers perspective Types of research designs Errors in research design Sources of secondary data Syndicated and omnibus research Internal sources of data Qualitative research: observation Research Methods Descriptive Research design: survey Types of survey and interviews Causal Research Design: Experimentation Concepts of causality and control Types of experimental designs Lab vs. field experiments Measurement, Scaling and Questionnaire Design Concepts, constructs and variables Measurements and scales Fundamentals and comparative scaling Noncomparative scaling techniques Likert scale, semantic differential, etc.. Items selection and evaluation Questionnaire and Form Design Questions and scale types Questionnaire design process Structure, wording Respondent characteristics and ability Improving response rate Sampling Theory and Field Work Sampling Design and Procedures Types of sampling Sampling techniques Final and initial sample size determination Readings/Activities/Assignments Ch. 1 Cases-in-point: New Coke, Mazda Miata Group Formation and Project Assignment (Appendices B&C). Group project (GP) Research on the sponsor Ch. 2 Cases-in-pint: Gamania, Vegimite Group project (GP1): Problem definition for the project and the company given the marketing and IB problems Ch. 3, 4 & 5 Library workshop Group project (GP2): brief literature review, desktop research and secondary data from the library and the Internet, plus an exploratory framework including a flowchart with the major concepts Ch. 6 & 7 Group project (GP3): Preliminary research design including the method(s) Ch. 8 & 9 Group project (GP4): Concepts, Framework, and scales Ch. 10 Group project (GP5): instrument and questionnaire design, coding sheet Ch. 11, 12 Group project (GP6): Sample and Sampling Method 6

17/9 5. 22/9 24/9 6. 29/9 Field Work and Preparing Data Data collection fieldwork Training and supervising fieldworkers Ethics in data collection Data preparation, formats, files and software Error checking and cleaning Coding, transcribing and transformation Missing values Descriptive Statistics and Bivariate Analyses Frequency distribution Skewness and kurtosis Mean, medium, standard deviations Cross-tabulations Hypothesis Testing: types of variables and relationships Propositions and hypotheses Confidence interval and level of significance T-test, Analysis of Variance and Covariance, Correlation Group mean comparisons Types of T-tests and evaluations One way ANOVA Correlations and Regression Multivariate Statistics and Analysis: Discriminant analysis and Logit Factor analysis Cluster analysis 1/10 National Day holiday (no class) 7. 6/10 8/10 8. 13/10 15/10 Multidimensional Scaling Conjoint Analysis Data mining and machine learning Reporting and Presenting Results International Marketing Research Group Project Presentation Groups 1, 2, 3, 4 & 5 25 minutes for each group followed by Q&A Group Project Presentation Groups 6, 7, 8, 9 and 10 25 minutes for each group followed by Q&A Final exam Venue: TBA Comprehensive exam of 2 hours Group project (GPs): Marketing research proposals and group peer evaluation due before the exam (Appendix). Computer Lab: NAB213 Ch. 13 & 14 Computer/SPSS Workshop Individual assignment (IA1): data validation and cleaning, recoding including collapsing, generating new variables using data from the running case (Appendix A) Computer Lab: NAB213 Chap. 15, 16 & 17 Computer/SPSS Workshop Individual assignment (IA2): Descriptive statistics, frequency charts histograms of the selected variables from the running case. Computer Lab: NAB213 Computer/SPSS Workshop Individual assignment (IA3): T-test, ANOVA, corr. of selected variables from the running case. Computer Lab: NAB213 Chap., 18, 19, & 20 Computer/SPSS Workshop Individual assignment (IA4): multiple regression analysis of selected variables from the running case. Ch., 21, 23 & 24 Computer/SPSS Workshop NAB213 Individual assignment (IA5): multidimensional scaling, perceptual mapping, spider web analysis of selected variables from the running case. Critique and peer evaluation Critique and peer evaluation Individual assignments (IAs) due Softcopies of group projects in Word due in two days, with all your full names on the front page. A softcopy of your group project report and the PDF file of your ppt (all under 5MB) should be emailed to me by the end of the day s office hours (5:30PM). 7

Appendix. Group Project and Guidelines The purpose of this group project is to develop your research skills using real-life cases. Each group will be assigned to a case study and required to proceed progressively to answer the questions provided. You are encouraged to do the assignment on weekly basis according to the learning materials we covered in class. The complete report of maximum 30 pages in length (A4 size, font 12, double space) is due before the final exam. The report will consistent of two parts: 1) desktop research using secondary information and data including interviews to develop the research background and to determine the research problems 2) a research proposal outline the design, instrument and methodology. 1. Research Problems and Objectives: Company/Industry Background Definition of Problems Purpose and Research Objectives Outlines of Research Proposal 2. Research Design: Definition of Variables Framework of Relations Research Method Target population, Sampling, and sample size or other data sources Research instruments and Measures Proposed analytical procedures Expected results Potential managerial benefits Proposed cost for total project Group Project Presentation and Research Proposal (35%, including the report) Students need to present to the class a summary of the group project within a time limit. The presentation is designed to gauge students communication and presentation ability on marketing information as well as working effectively as a team. Peer evaluation will be conducted. Specifically, Groups will be formed with each group consisting of no more than 6 students. The presentation will be 30-minute long followed by a Q&A session. The power-point materials for the oral presentation should be distributed to the class prior to the presentation (e.g., each group should have at least one copy of your presentation PPT). The students are expected to conduct their own research on the company s problems and industry background, etc.. Presentation and written report will be weighted equally but account for 35% of the course evaluation. 8

Your Name: Appendix. Peer Evaluation of Group Project Suppose your efforts in the term project are worth 100 points. A colleague of yours who put in twice as much effort than you should be assigned 200 points maximum. On the other hand, a colleague who put in only half as much effort as you did would be 50 points. Use other numbers to indicate the level of efforts that each group number put in for the term project based on your own best judgment. Please take into account both the quality and quantity of effort in adjusting marks for yourself and other group members. Those who assign extremely low or high marks may be required to submit additional information. Names of other students in your group Yourself as indicated above Group Work (Points) 100 COMMENTS: Please explain reasons for any significant differences in marks given to yourself or other group members in the space below and, if necessary, on the back of this sheet. Note: This evaluation will be held in strict confidence and only the course instructor will review it. You will NOT have your peer evaluation scores unless you complete and turn in the form yourself. 9