mkt 3220 course outline summer...
TRANSCRIPT
MKT3220
MARKETINGRESEARCH
SUMMER2017
INSTRUCTOR:SANDEEPARORA
Contactinformation
Office:662DrakeCentre
Officephonenumber:204-474-8878
Email:[email protected]
Officehours:Wednesday,4to5PM(andbyappointment)
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CourseobjectivesThiscourseisdesignedforbusinessstudentswhowanttopursueacareerinmarketing,butcanalsobetakenbyotherstudentsinterestedinmarketingresearch.
Theaimofthecourseistoteachstudentsthemethods,principles,andtheoriesofmodernmarketingresearchandtoapplythesetopracticalbusinesssettings.Youwilllearntheconceptsandterminologyusedbymarketersandmarketingresearchersandtraininmethodologicaltoolstoobtainacompetitiveadvantageinthebusinessworld.
Thespecificobjectivesofthecourseare:
1. Tounderstandthatmarketingproblemsrequireinformationandhowthisinformationisobtainedanddelivered
2. Tolearnhowtosetuparesearchdesign3. Toknowandunderstandthedifferentmethodsofdatacollection4. Toknowandunderstandthedifferentmethodsofdataanalysis5. Totrainyoutoapplymethodsofdatacollectionandanalysistosolvemarketing
problems6. Totrainyoutoanalyzereallifemarketingproblems7. Toimproveyourbusinesswritingandpresentationskills8. Togainmoreexperienceworkinginteams
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Textbook
MarketingResearch:MethodologicalFoundationsGilbertA.ChurchillJr.andDawnIacobucciISBN:978-1507775547Publisher:CreateSpaceIndependentPublishingPlatform
Edition:11th(8th/9th/10theditionswillalsobefine)
Youshouldbeabletofindinexpensiveusedcopiesof8th(ISBN0030331013),9th(ISBN0324201605),or10th(ISBN9781439081013)editionsofthistextbookonline.
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CourseFormat
Wewillhavefivelectureseveryweekduringthesemester.Youwillbenefitfromreadingtheassignedchaptersinthetextbookbeforethelectures.Wewillalsohavesomelabsessionsduringthesemesterwherewewillapplythetheoreticalconceptslearntinthelectures.
BasisforFinalGrade
1.ExamsThepurposeoftheexamsistoencourageyoutostudythematerialincludedinthetextbookanddiscussedinclass.Yourabilitytoapplyconceptsisassessedthroughclassdiscussion,teamprojects,andcase
submissions.Wewillhavetwoexamsthroughoutthesemester-onemidtermandonefinal.
Wewillfollowthestructureofthetextbook.However,someexamquestionsarerelatedtomaterialthatisonlydiscussedinlectures,notinthetextbook.Alwaystakeyourclassnotesasastartingpointwhenstudyingfortheexams.Thetextbookservesasupportingrole.
2.Teamprojects
Youandyourteamwillapplymarketingresearchprinciplesandtechniquestoanumberofpracticalbusinesssituations.Itwillimproveyourabilitytoapplyandtogainabetterunderstandingof
thesetechniquesandprinciples.Itwillalsoimproveyourprofessionalskillsofpresentationandwritingandgiveyouanexperienceofworkinginateam.Pleaseseethepolicyregardingteamprojectsandpresentationtoavoid‘freeriders’inyourgroup.Wewillhavethreeprojectsduringthesemesterbuteachteamwillonlysubmitwrittenreportsfortwoprojects.Yourteamwillnotsubmitwrittenreportfortheprojectthatitpresents.
Projectreports:Youandyourteammemberswillwriteashortreportfortwoprojects(2-3pagestextplusamaximumof10pagesforappendices).TheteamprojectdescriptionswillbemadeavailableonD2L.Allprojectswilldealwitharealisticmarketingproblemfacedbyacompany.Additionalinformationisneededtosupportthedecision.Yourteamwillactasateamofconsultantsthatishiredtocollectthatinformation,providearecommendationtotheboardofdirectorsofthatcompany,andansweranyquestionsraisedintheproject.
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Notes:Projectreportsaredueatthestartoftheclassonthedaytheyaredue.Submitahardcopyofyourprojectreportbeforethebeginningoftheclassonthedatewhenthecaseisdue.Alwayskeepanextracopyofyourreport.
3.Teampresentation
YourteamwillprepareaPowerPointpresentationforoneteamprojectandpresentinclass(Teams1and2presentteamproject1,Teams3and4presentteamproject2,etc.)Seetheclassschedulefortheexactdates.Asyourpresentationtimeislimited,itisextremelyimportanttocarefullyprepareandcoordinate,focusingonthemostimportantissues.Seethegradingcriteriaforteamprojectsfordetailsonhowyourpresentationwillbegraded.
Note:Yourteamdoesnothavetosubmitwrittenreportfortheprojectthatitpresents.
Eachteamwillalsoserveasaboardofdirectorswhenanotherteampresents.Takethisroleseriouslyandaskrelevantquestions.Yourgradewillalsodependonyourperformancebeingontheboard.
Duration 10minutes+5minutesforQ&AAudience Assumeyouraudienceistheboardofdirectorsthathas
hiredyouasaconsultanttosolveoneoftheirmarketingresearchissues.Whenoneteamispresenting,theotherteamwillserveastheboardofdirectors.TheboardofdirectorsandIwillraiseseriousquestionsontheresearchandsuggestedsolutions,towhichthepresentingteamwillhavetorespond.
Presentationmedia 1.E-MailmeyourPowerPointfileatleast1daybeforeclass.(Ifyoucan,bringacopyonaflashdrive)2.Printcopiesofyourslidesasahandoutandpassthemontotheboardandme.
3. Shortbusinesscases(individualsubmissions)
Theshortbusinesscaseswillimproveyourprofessionalskillsofconcisebusinesswritingandpresentation.Yourbriefsaretobeasinglepage,accompaniedbyamaximumofthreerelevantexhibitsthatareattachedinanappendix.Wewillhavetwoshortcasesduringthesemester.Youwill
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workonthesecasesindividually.
Notes:Briefsaredueatthestartoftheclassinwhichthecaseisdiscussed.Submitahardcopyofyourcasebriefbeforethebeginningoftheclassonthedatewhenthecaseisdue.Alwayskeepanextracopyofyourcasebrief.
4. Toolkits (Individualsubmissions)
Thepurposeofthesetoolkitsistogiveyouhands-onexperienceoftoolsthatyouwouldrequireforyourclassprojects.Youwouldworkontwotoolkitsduringthesemester.Theinstructorwillgiveyouahandoutwithadescriptionofthestepsforcompletingatoolkit.Tocompleteatoolkit,youwouldhavetofollowtheinstructionsgiveninthehandoutsandsubmittheresultstotheinstructor.
5. Classparticipation
To get the maximum benefit from this class, you should prepare for,attend, and participate in class. For each session, you should read theassignedbookchapter(s),andtheassignedbusinesspressarticle(ifany).Theassignedbookchapter(s)foreachsessionismentionedinthecourseschedule.
Class participation points are given to encourage your active class participation anddiscussion.Yourparticipationpointswilldependonyouractivecontributiontotheclassdiscussion. Please note that the quantity and quality of your participation will affectyourparticipationgrade. Ifyoufind ituncomfortabletospeakup inclass, Iencourageyoutovisitmeduringofficehoursandworkonthisskill.
Tofacilitateaccuraterecordingofclassparticipationgrades,pleasemakesurethatyousiton thesameseat ineveryclassandthatyouhaveatablenamecarddisplayed infrontofyou.
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Gradingcriteria
Yourfinalgradewillbecomputedbasedonthefollowingassignments.
Exams(60%)
(30%mid-termexamand30%finalexam)
Theexamswillencourageyoutostudythebasicmaterial(definitionsandapplicationsofmarketingresearchconceptsandtechniques),i.e.,thetextandlectures.Theexamsmayconsistofanumberofmultiplechoiceandopen-endedquestions.Someopen-endedquestionsmaybemoreshortanswer-typequestionsandothersmayinvolvecalculations.Thedistributionofpointsisindicatedontheexam.
Teamprojectreportsandpresentation(15%)
(5%foreachprojectwrittenreportand5%fortheprojectteampresentation)
Theprojectswillhelpyouapplyandfurtherunderstandmarketingresearchprinciplesinrealbusinesssettings.Theywillalsogiveyouexperienceofworkinginateam.Youandyourteamwillcompletetwoprojectwrittenreportsandpresentoneprojectforthisclass.Youwillhandinwrittenreportsforallprojectsexceptfortheprojectthatyoupresent.
Whengradingtheteamprojectreportsandprojectpresentations,thefollowingissueswillbetakenintoaccount(whereapplicable):
Writtenprojectreports
• Formatandpresentation:Thiswouldcoverthefollowingareas:o Clarityinwriting-clear,direct,writingstyleo Grammaticalandspellingerrorso Adheringtotheprescribedformatandpagelimit(2-3pages+upto10
appendices)o Creativityinpresentingresults-creativityinwriting,layout,graphs,etc.
• Logicalreasoningandanalysis:Thiswouldcoverthefollowingareas:o Presentinglogicalandrelevantargumentso Consistency-beconsistentthroughoutthereporto Showanunderstandingandapplicationofmarketingandmarketing
researchconceptsdiscussedintheclasso Thoroughness-coveralltheimportantaspectsoftheproject
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o Conciseness-betothepointo Sufficientinformationcollected(ifapplicable)
• Recommendations/conclusions:Thiswouldcoverthefollowingareas:o Relevanceofrecommendations/conclusionstotheproblemo Recommendationssupportedbyinformationgivenintheprojecto Recommendationsconsistentwiththeanalysiso Practicalimplicationsoftherecommendations-canbeimplementedand
hasrelevanceintherealworld
Presentations
• Clearcommunicationtoaudience-bothvisualandverbal• Creativityinpresentingresults-creativityinwriting,layout,graphs,creative
recommendations(ifapplicable)• Useofmarketingandmarketingresearchconcepts-relatestomarketingand
marketingresearchconceptsdiscussedinclass• Thoroughness-coveralltheimportantaspectsoftheproject• Responsetoquestions-directanswers;showyouknowthematerials• Professionalism
Note:Ifastudentisfoundnottobecontributingtotheteamatasufficientlevelasdeemedbyallremainingteammembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromtheirteam.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually.
Shortindividualcases(10%)
(5%percasebrief)
Thecasebriefswillhelpimproveyourprofessionalskillsofconcisebusinesswritingandcommunication.Youwillwritetwoindividualcasebriefs.
Whengradingthecasebriefs,thefollowingissueswillbetakenintoaccount(whereapplicable):
• Formatandpresentation:Thiswouldcoverthefollowingareas:o Clarityinwriting-clear,direct,writingstyleo Grammaticalandspellingerrorso Adheringtotheprescribedformatandpagelimit(onepage+upto3
appendices)o Creativityinpresentingresults-creativityinwriting,layout,graphs,etc.
• Logicalreasoningandanalysis:Thiswouldcoverthefollowingareas:
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o Thoroughness-coveralltheimportantaspectsofthecaseo Presentinglogicalandrelevantargumentso Consistency-beconsistentthroughoutthereporto Showanunderstandingandapplicationofmarketingandmarketing
researchconceptsdiscussedintheclasso Conciseness-betothepointo Sufficientinformationcollected(ifapplicable)
• Recommendations/conclusions:Thiswouldcoverthefollowingareas:o Relevanceofrecommendations/conclusionstotheproblemo Recommendationssupportedbyinformationgiveninthecaseo Recommendationsconsistentwiththeanalysiso Practicalimplicationsoftherecommendations-canbeimplementedand
hasrelevanceintherealworld
Toolkits(5%)
(2.5%pertoolkit)
Thesearesimpleexercisesthatwillexposeyoutotoolsthatyouwouldfindusefulintheclassprojects.Tocompletetheseexercises,youjusthavetofollowthestepsgivenintheexercisehandoutandsubmittheresultstotheinstructor.Pleasenotethatyouhavetocompletethetoolkitsindividually.
Classparticipation(10%)
Thesepointsaregiventoencourageyoutoprepare,attend,andparticipateinclass.Toreceivefullcreditforparticipation,youneedtoactivelyparticipateinthediscussions.Yourparticipationgradewilldependonhowmanytimesyoucontributeintheclass(quantityofparticipation);ifyourcontributiontotheclassdiscussionisproactive;andtherelevance&insightfulnessofyourcontribution(qualityofparticipation).Tofacilitateaccuraterecordingofclassparticipationgrades,pleasemakesurethatyousitonthesameseatineveryclassandthatyouhaveatablenamecarddisplayedinfrontofyou.
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FinalgradeCoursegradesareearnedaccordingtothefollowingscale:
A+ 93%andabove
A 85%-92.9%
B+ 80%-84.9%
B 70%-79.9%
C+ 65%-69.9%
C 60%-64.9%
D 50%-59.9%
F 49.9%andbelow
0 = 0
PleasenotethatIwillberoundingoffyourgradetothefirstdecimalplaceforcalculatingthefinalgrade.
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Policies
Tomaintainaconducivelearningenvironmentandasarespectforyourclassmatesandtheinstructor,Irequestyoutoadheretothefollowingpolicies.
Classpolicies
• Pleasearrivetotheclassalittlebeforetime.Youdonotwanttowalkintotheclasslatetherebydisturbingyourclassmates
• Pleaserefrainfromconductingpersonalconversationsduringthesessionsasitmaydistractothersaroundyou
• Ifyoumustmissaclass,itisyourresponsibilitytocontactaclassmatetocatch-uponwhathappenedinthatclass.YoucouldalwaysrefertothelecturenotesthatIwouldpostonD2L
Exam,case,toolkit,andprojectpolicies
• Mid-termexam:Therewillbenomake-upmid-termexamination.Studentswhomissthemid-termexamandhaveavalidmedicalexcusewillhavetheweightofthemid-termaddedtothefinalexamination.Studentswithvalidmedicalexcusesmustobtainadoctor'scertificatethatthestudent'sconditionissevereenoughtopreventthestudentfromtakingtheexamination.Studentswhomissthemidtermexamwithoutavalidmedicalexcusewillreceiveagradeofzeroonthemid-termexamination
• Cases/toolkits:Allcasesandtoolkitsareindividualsubmissions.Pleasetheworkonthemindividually.Seekinghelpfromorcollaboratingwithanyoneconstitutesacademicdishonesty
• Teamprojectsandpresentations:Allteammembersareexpectedtocontributeequallytoteamassignments.Ifastudentisfoundnottobecontributingtothegroupatasufficientlevelasdeemedbyallremaininggroupmembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromhis/hergroup.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually
• Latesubmissions:Allthecasebriefs,toolkits,andprojectwrite-upssubmissions(hardcopies)aredueatthebeginningoftheclassontheirduedates.Submissionsturnedinlatewithoutpriorpermissionfromtheinstructorwilllose5%perdayorpartthereofandthreedayspasttheduedate,yoursubmissionsarenotworthanymarks.
• Appealofgrades:Youhave10workingdaysafterthegradeforanassignment/examhasbeenmadeavailabletoyoutoappealthatgrade.Oncethisdeadlinehaspassed,thatgradecannotbechanged.Formoreinformationvisithttp://umanitoba.ca/student/records/grades/690.html
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TentativeClassSchedule(examdatesnottentative)
L.No Date Topic Notes
1 May1
Courseintroduction
Whatcomprisesmarketingresearch(Ch1)
2 May2
ApproachestoMarketingintelligence(Ch2)
Marketingresearchprocessandproblemformulation(Ch3)
3 May3
Marketingresearchprocessandproblemformulation(Ch3)
Researchdesigns,exploratoryresearch(Ch4)Lastdaytodroptheclass-May3
4 May4
Descriptiveresearch(Ch5)
Causaldesigns(Ch6)Deadlineforteamsignup
5 May5 Causaldesigns(Ch6)Case1due(individual)
6 May8 Causaldesigns(Ch6)
Teamproject1due
Team1&2present
7 May9
Causaldesigns(Ch6)
DatacollectionI(Ch7)
Labsession1–ExperimentaldesignBringyourlaptopstoclass
8 May10 DatacollectionII(Ch7/8)
9 May11 Midtermexam(11AMto12.30PM) Room108Drake
10 May12 Questionnairedesign(Ch9/10)Case2due(individual)
11 May15 SamplingI(Ch11)Toolkit1submissiondue(individual)
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12 May16 SamplingII(Ch11/12)
Teamproject2due
Team3&4present
13 May17
DataAnalysisI(Ch14&15)
Labsession2-SamplingBringyourlaptopstoclass
14 May18 DataAnalysisII(Ch14,15,&Ch15Appendix)Toolkit2submissiondue(individual)
15 May19 DataAnalysisIII(Ch17)
16 May23
DataAnalysisIV(Ch17)
Labsession3-RegressionBringyourlaptopstoclass
17 May24 DataAnalysisV(Ch17andAppendix)
Teamproject3due
Team5&6present
May27 Finalexam
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Otherpertinentinformation
1. Mid-termandfinalexaminationswillbedeferredincasesofillness,deathinthefamily,andothersuchextenuatingcircumstances.DOCUMENTATIONOFTHECIRCUMSTANCEWILLBENECESSARYBEFORETHEDEFERMENTISGRANTED.Notehoweverthatthedefermentwillbeatthediscretionoftheinstructor.StudentsmustshowtheirUniversityIdentificationandsignaclasslistnexttotheirnamefortheirexams.
2. PleaserefertotheUniversityCalendarforregulationsregardingplagiarismandcheating.
Violationoftheseregulationswillresulteitherinafailinggradeorinexpulsionfromthefaculty.
Important:EffectiveSeptember1,2013,theUofMwillonlyuseyouruniversityemailaccountforofficialcommunications,includingmessagesfromyourinstructors,departmentorfaculty,academicadvisors,andotheradministrativeoffices.Ifyouhavenotalreadybeendoingso,pleasesendallemailsfromyourUofMemailaccount.Remembertoincludeyourfullname,studentnumberandfacultyinallcorrespondence.
Formoreinformationvisit:http://umanitoba.ca/registrar/e-mail_policy
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AcademicintegrityItiscriticaltothereputationoftheI.H.AsperSchoolofBusinessandofourdegreesthateveryoneassociatedwithourfacultybehaveswiththehighestacademicintegrity.Asthefacultythathelpscreatebusinessandgovernmentleaders,wehaveaspecialobligationtoensurethatourethicalstandardsarebeyondreproach.Anydishonestyinouracademictransactionsviolatesthistrust.TheUniversityofManitobaGeneralCalendaraddressestheissueofacademicdishonestyundertheheading"PlagiarismandCheating".Specifically,actsofacademicdishonestyinclude,butarenotlimitedto:
-usingtheexactwordsofapublishedorunpublishedauthorwithoutquotationmarksandwithoutreferencingthesourceofthesewords
-duplicatingatable,graphordiagram,inwholeorinpart,withoutreferencingthesource
-paraphrasingtheconceptualframework,researchdesign,interpretation,oranyotherideasofanotherperson,whetherwrittenorverbal(e.g.,personalcommunications,ideasfromaverbalpresentation)withoutreferencingthesource
-copyingtheanswersofanotherstudentinanytest,examination,ortake-homeassignment
-providinganswerstoanotherstudentinanytest,examination,ortake-homeassignment
-takinganyunauthorizedmaterialsintoanexaminationortermtest(cribnotes)
-impersonatinganotherstudentorallowinganotherpersontoimpersonateoneselfforthepurposeofsubmittingacademicworkorwritinganytestorexamination
-stealingormutilatinglibrarymaterials
-accessingtestspriortothetimeanddateofthesitting
-changingnameoranswer(s)onatestafterthattesthasbeengradedandreturned
-submittingthesamepaperorportionsthereofformorethanoneassignment,withoutdiscussionswiththeinstructorsinvolved.
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Groupprojectsandgroupwork
ManycoursesintheI.H.AsperSchoolofBusinessrequiregroupprojects.Studentsshouldbeawarethatgroupprojectsaresubjecttothesamerulesregardingacademicdishonesty.Becauseoftheuniquenatureofgroupprojects,allgroupmembersshouldexercisespecialcaretoinsurethatthegroupprojectdoesnotviolatethepolicyonAcademicIntegrity.Shouldaviolationoccur,groupmembersarejointlyaccountableunlesstheviolationcanbeattributedtoaspecificindividual(s).
Somecourses,whilenotrequiringgroupprojects,encouragestudentstoworktogetheringroups(oratleastdonotprohibitit)beforesubmittingindividualassignments.Studentsareencouragedtodiscussthisissueasitrelatestoacademicintegritywiththeirinstructortoavoidviolatingthispolicy.
IntheI.H.AsperSchoolofBusinessallsuspectedcasesofacademicdishonestyarepassedtotheDean'sofficeinordertoensureconsistencyoftreatment.
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AACSBassuranceoflearninggoalsandobjectives
TheAsperSchoolofBusinessisproudlyaccreditedbyAACSB.AccreditationrequiresaprocessofcontinuousimprovementoftheSchoolandourstudents.Partof“studentimprovement”isensuringthatstudentsgraduatewiththeknowledgeandskillstheyneedtosucceedintheircareers.Todoso,theAsperSchoolhassetthelearninggoalsandobjectiveslistedbelowfortheUndergraduateProgram.Thecheckedgoal(s)andobjective(s)willbeaddressedinthiscourseanddonesobymeansoftheitemslistednexttothecheckmark.
GoalsandObjectiveintheUndergraduateProgram GoalsandObjectivesaddressedinthisCourse
CourseItem(s)Relevanttothese
GoalsandObjectives
1 QuantitativeReasoning
A. Determinewhichquantitativeanalysistechniqueisappropriateforsolvingaspecificproblem.
ü Entirecourse
B. Usetheappropriatequantitativemethodinatechnicallycorrectwaytosolveabusinessproblem.
ü Entirecourse
C. Analyzequantitativeoutputandarriveataconclusion. ü Cases&projects
2 WrittenCommunication
A. UsecorrectEnglishgrammarandmechanicsintheirwrittenwork.
ü Cases&projects
B. Communicateinacoherentandlogicalmanner ü Cases&projects
C. Presentideasinaclearandorganizedfashion. ü Cases&projects
3 EthicalThinking
A. Identifyethicalissuesinaproblemorcasesituation
B. Identifythestakeholdersinthesituation.
C. Analyzetheconsequencesofalternativesfromanethicalstandpoint.
D. Discusstheethicalimplicationsofthedecision.
4 CoreBusinessKnowledge ü Entirecourse