MRKT 472-MARKETING RESEARCH

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MRKT 472-MARKETING RESEARCH

• Dr. Ugur Yucelt
• School of Business Administration
• Spring 2004
• Room E308
• TR930-1045 a.m...

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REQUIRED TEXT

• Naresh K. Malhotra. BasicMarketing Research,
  Prentice-Hall, 2002.

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OPTIONAL TEXT

• Jeremy J. Foster. Data Analysis Using SPSS for
  Windows, 2001.

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SUPPLEMENTS

• SPSS for Window Made Simple.
• Discovering Statistics Using SPSS.
• Constructing effective Questionnaires.
• Writing Business Research Report.
• Designing and Conducting Survey Research.
• Survey Research Project Manual
• Multivariate Data Analysis.

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COURSE DESCRIPTION

• Collection, processing, analysis and
  interpretation of information.
• Practical and theoretical applications.
• Covers research process, questionnaire design,
  sampling, data collection, coding, research
  methodology, interpretation, report writing and
  presentation.

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PREREQUISITES

• MRKT 370- Principles of Marketing

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COURSE OBJECTIVES

• Introduce field of marketing research.
• Develop problem analysis and decision making
  skills.
• Increase familiarity with the biases and
  limitations of marketing data.
• Show benefits of research models/techniques.
• Develop experiences in applying research
  techniques to current marketing problems.
• Through experiences, help to understand the
  usefulness/power of the computer.

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EXAMINATIONS

• Two classroom examinations (Hour and fifteen
  minutes each).
• Multiple choice questions.
• Theory, applications, concepts and definitions.
• Send e-mail, if you have any question.
• Review chapters on weekly basis.

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ASSIGNMENTS

• Exams.
• Comprehensive group project.
• Cases.
• SPSS software

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SOME DETAILS ABOUT COURSE PROJECT

• Opportunity to learn how to do marketing
  research.
• A two/three-person group.
• Selection of a group leader who is responsible
  about groups functions.
• Write 3 or 4 pages proposal not later than the
  4th week of this semester.
• In lieu of final exam therefore, presentations
  are required.
• SPSS software must be used for data analysis

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POSIBBLE DUE DATES FOR YOUR PROJECT

• Topic selection and proposal submission Week
  IV.
• Design questionnaire/approval Week VII.
• Collect data/data entry Week IX,
• Analysis of data Week XI
• Project completion Week XIII.
• Final reviews/presentations Week XIV and XV.
• Final report due Week XV.
  

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CASE ASSIGNMENTS AND DISCUSSIONS

• Short cases from the chapters.
• Answer the questions at the end of each case.
• Class discussion is required.
• Written answers and class discussion are required
  from the three cases (see the syllabus).

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OTHER REQUIREMENTS

• PEER REVIEW
• Evaluate each other at the end of this semester.
• ATTENDANCE
• Attendance is expected, and periodically check on
  weekly basis.
• MAKE-UP EXAMS
• Please inform me about a personal problem if you
  cannot take the test. No make-up otherwise.
• ACEDEMIC INTEGRITY
• See the course syllabus for details.
• STUDENTS WITH DISABILITIES
• See the syllabus for details.

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GRADING

• Exam I.25
• Exam II25
• Project/presentations/
• Peer review35
• Cases participation15

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GRADING POLICY

• 94 AND UP..A
• 94-93.9.A-
• 87-89.9.B
• 83-86.9.B
• 80-82.9.B-
• 77-79.9.C
• 70-76.9.C
• 60-69.9..D
• Below 60F

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TIME TABLE FOR COURSE PROJECT

• Week 1-3 Topic selection
• Week 4 Proposal due
• Week 7 Questionnaire Design and approval
• Week 9 Collect data and data entry
• Week 11 Analysis of collected data
• Week 13 Completion of project
• Week 14 Final Reviews
• Week 15 Presentations / Report Due

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OUTLINE OF THE COURSE

• Weeks 1-3 Chapters 1-3
• Week 4 Chapter 4-5 - Proposals Due
• Week 5 Chapter 6-7
• Week 6 Chapter 8/ Exam I
• Weeks 7-8 Chapters 9-11
• Spring Break
• March 10-14

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OUTLINE (CONT.)

• Week 9 Chapters 12-13
• Week 10 Chapter 14
• Week 11 Chapter 15
• Week12 Chapter 16/Exam II
• Week 13 Chapter 17-18
• Week 14 Chapter 19
• Week 15 Presentations/Project Due
• Tentative list, subject to change.