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Research Methods in Marketing Syllabus MKT 450 – 0 Section 63 Winter Quarter 2005 – Tuesday and Friday 10:30 AM. Clinical Associate Professor Robert Schieffer E Mail is r-schieffer@kellogg.northwestern.edu Office is Jacobs Center 489
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Research Methods in Marketing Syllabus MKT 450 – 0 Section 63 Winter Quarter 2005 – Tuesday and Friday 10:30 AM • Clinical Associate Professor Robert Schieffer • E Mail is r-schieffer@kellogg.northwestern.edu • Office is Jacobs Center 489 • Phones: 847-491-7109 (office), 847-816-3522 (home) and 847-212-2479 (cell) • Administrative Assistant is Subarna Ranjit • (s-ranjit@kellogg.northwestern.edu) • Office hours are Tuesdays and Fridays after class, or other times as required by students
Research Methods in MarketingSyllabus • Marketing Research is not about collecting and analyzing data • Marketing Research is about gaining customer insight and making winning Marketing decisions • Course objective is to engage students in a thorough understanding and appreciation of the high impact of Marketing Research on strategic, marketing and product development decisions. The course has a strong focus on the application of Marketing Research tools rather than just the execution of these tools. The course is directed at the Manager who is the user of Marketing Research, rather than the Market Researcher • A case packet is required, which includes 5 cases and 13 articles • Customer Insight is the required book for this course and is posted on the course blackboard, along with all lecture slides • The recommended text is Marketing Research Essentials, McDaniel and Gates, Fourth Edition, 2004. Students seeking an excellent reference for marketing research methods should invest in this text. This text includes SPSS statistical software that will be used in class; this software is also available to students in the computer lab.
Research Methods in MarketingSyllabus • Grade calculation: A = 94 and above, B = 87– 93, C = 86 and below • All assignments are graded on a 100 point scale • Final grade composition: • 15% Individual Depth Interview Individual Assignment • 10% Astra Merck Case Team Assignment • 10% Contadina Pizza Case Team Assignment • 10% Zenith HDTV Case Team Assignment • 10% Iridium Team Assignment • 45% Marketing Research Team Project • Class Participation and attendance will serve as a borderline tie-breaker • EXPECTATIONS: Students are expected to attend all classes and to come prepared to participate in class discussion. All assigned readings, articles, lecture notes and cases should be read prior to class. Students should raise questions on this material at the start of each class, since much class time will be spent applying the material to cases and current issues.
Research Methods in MarketingSyllabus • COURSE STRUCTURE – The course is broadly structured to follow the steps of the marketing research process, and the content will parallel student’s work on their team project. The finals week will be devoted to team presentations of the findings and recommendations of their Marketing Research team project. • TEAMS – Students will organize themselves into teams of 4-5 students and need to notify me of the names on their team by the end of the day of the first class. All students are expected to participate fully in the team assignments. Students will evaluate the contributions of fellow team members on the team assignments and grades will reflect these peer evaluations. • NO LAP TOP USE IN CLASS – Please leave your lap top in its case during class. • COMMUNICATIONS – All lecture notes and case questions will be posted on the Course Blackboard prior to each class. Students are strongly encouraged to meet with the professor after class or in his office for depth discussions. • HONOR CODE – All students will abide by the Kellogg Honor Code. It is a violation of the Honor Code to discuss any course assignments with students who have taken the course previously. • CASE DISCUSSION – Students should deal with the situation in the cases as presented and not seek post-case data on the firm or industry. If you have inside information, you can share it at the end of our discussion. “Valuable class participation in cases is characterized by: relevance, advancement, fact-based, logical and originality” (David Besanko)
Marketing Research ProjectGuidelines • Student teams are responsible for identifying the sponsor for their Marketing Research project. An ideal sponsor has an important marketing decision to make, needs customer insight to decide between several decision alternatives, and is willing to provide resources for sample frame, data collection and respondent incentives. • All communications and negotiations with the project sponsor will be with the student team, not with the Professor. • Student teams are responsible for designing and executing all phases of the project. Teams should avoid sponsors who have the project designed and want students to execute it for them. • Students who plan to collect data via the Internet can access surveyz.com from KIS • While students are expected to calculate the required sample size for their project, it will sometimes be difficult to complete large numbers of interviews in the course of a 10 week quarter. Students should discuss this in their project critique. • Students should not interview Northwestern faculty or administrative staff, unless this group is the target market and they get the OK of the Professor • If interviews are conducted in places of business, such as stores or shopping malls, students need to obtain permission from the management of the business
