Kellstadt Graduate School of Business Linda F. Alwitt
Department of Marketing Office: DPC7521
Wednesday-Loop Phone: 312/362-8646
E-mail: lalwitt@wppost.depaul.edu FAX: 312/362-5647
Course page: http://www.depaul.edu/~lalwitt and click on Courses - MKT525
MARKETING 525: MARKETING RESEARCH I
Course Objectives and Approach
This course reviews marketing research and its role within the marketing decision-making process. Upon completion of this course, you should be able to make informed decisions about the selection, interpretation and evaluation of marketing research. Specifically, you should be able to:
Sudman, S. & Blair, E., Marketing Research, McGraw-Hill, 1998
The MKT525 course web page. On www.depaul.edu/~lalwitt, click on COURSES and then MKT525. The course web page includes this syllabus, assignments, practice problems and links to web pages relevant to this course.
I communicate with you between classes via e-mail, so be sure you include an e-mail address you regularly access on the student information sheet of this syllabus. Web addresses of the class notes (on PowerPoint) and other course information will be sent to you via e-mail.
You are required to review basic statistics (descriptive statistics, chi square, t-tests, regression) early in this course. Statistics are not taught in this course, but rather, they are applied and results are interpreted.
Course Evaluation:
25% Midterm exam
35% Group Project: preliminary papers, final paper and presentation
15% Assignments and class participation
25% Final exam
100%
Office Hours:
Wednesday 4-6PM and by appointment. Leave a phone message or e-mail if I am not available and I will return your message as promptly as possible.
Assignments:
Assignments are described on the course
web page and due dates are listed on this syllabus. Make two copies
– hand in one in class on the due date, and keep the other for class discussion
and feedback.
Grading Guidelines
A is reserved for excellent performance. In written assignments, excellent performance includes making connections between class content, text, and the specific assignment. Bringing in relevant information from other sources such as the Internet or business publications will almost always result in a higher grade. A grade of A is not possible when papers are badly written. For participation, excellent performance includes regular and relevant contributions to most class discussions.
B is for good performance. Turning in a paper that fulfills the assignment adequately without going a bit deeper will usually result in a B, if there are no major writing problems. For participation, good performance means relevant contributions to class discussions, but not as frequently as A level performance.
C is for average performance. A paper that fulfills the assignment in a minimal way or has major writing problems even if the assignment is fulfilled well will usually result in a C. Infrequent contribution to class discussion, even with regular attendance, is considered average performance.
D is for poor performance. Papers that do not fulfill the assignment or that have severe writing problems will result in a D. If you do not contribute to class discussion, but attend regularly you will receive a D for participation.
F is failing performance. Missing assignments and poor attendance are likely to lead to this grade.
Group Project
Each student works with a group of no more than 6 students to complete a group research project. The group selects a research issue of interest to a consumer goods or services firm. This may be a topic of concern to a firm for which one of you works, or to a firm which interests the group. Use a consumer good or service so that each group member will be able to gather primary data from consumers about the issue. The project requires the group to: identify the managerial issue and the need for information; specify research objectives; develop a research proposal; carry out secondary source research; develop a research design; do qualitative research; design a questionnaire; collect data; analyze and interpret the data; prepare a presentation of the results, their implications for actions, and recommendations.
Data is entered using SPSS statistical software, which is available at the microcomputer labs at O’Hare, the Loop and other DePaul campuses. Data is analyzed using SPSS statistical software. The results, conclusions and recommendations with regard to the managerial issue are presented to the class and in a written report. The appendix of the written report should include the questionnaire, bibliography of cited secondary sources, and all SPSS printouts that support the conclusions.
Due Dates for Group Project
A list of members of your research group is due on 4/5.
The research proposal is due on 4/12. Its purpose is to indicate the marketing management issue, the research objectives, offer a rationale for the study, and outline the proposed research approach. In addition to handing in a written copy in class, attach a copy in an e-mail to me, in Word. Remember "Backward marketing research"!
The background based on secondary sources, results of the qualitative research, the research design, and the questionnaire are due on 5/3. In addition to handing in a written copy in class, attach a copy in an e-mail to me, in Word. Remember "Backward marketing research" – create a plan of analysis that addresses the management issue.
The final report is presented to the class in an oral presentation, and handed in as a written paper on 5/31. Each person in the group must participate in the class presentation.
MARKETING 525 MARKETING RESEARCH I Spring, 2000
Session Date Topic Reading
Sudman & Blair
1 3/29 Introduction and ResearchProcess Ch. 1 - 3
2 4/5 Secondary sources; Qualitative Research Ch. 4-6, 8
RESEARCH GROUP SELECTED
ASSIGNMENT 1 DUE
3 4/12 Research design; ethical issues Ch. 9, 22
RESEARCH PROPOSAL DUE
4 4/19 Research measurement and
Questionnaire design Ch. 10,11, pp.448-9
ASSIGNMENT 2 DUE
5 4/26 MIDTERM EXAM; Research group meetings
6 5/3 Data collection and Sampling Ch. 7,13,14, pp.672-674
BACKGROUND AND QUESTIONNAIRE DUE
7 5/10 Data analysis I Ch. 16*
ASSIGNMENT 3 DUE
8 5/17 Data Analysis II Ch. 17*
Meet at PC Lab- Lewis1309
9 5/24
Data Analysis III
pp.516-526, Ch. 20
Meet at PC Lab -Lewis 1309
ASSIGNMENT 4 DUE
10 5/31 Final Report Presentations
FINAL PRESENTATIONS AND REPORT DUE
6/7
FINAL EXAM
*See ‘Author notes’ in Sudman & Blair in chapters 15, 16 and 17 for instructions for using SPSS. SPSS will be demonstrated in class and used during class in computer labs.
MARKETING 525 STUDENT INFORMATION
Name__________________________________________
Address________________________________________
___________________________________________
Phone(day)________________(evening)_______________
E-mail:___________________________________________
Student ID No._____________ Concentration:_______________
When do you expect to complete the MBA?_____________ Concentration:_________________
Where do you work and what kind of work do you do (or did, if not currently employed)?
__________________________________________________________________________
__________________________________________________________________________
Where did you go to college and when did you graduate?_____________________________
What was your major?_________________________________________________________
Which marketing courses have you taken
in the DePaul MBA program?
What statistics courses have you taken
and when did you take them?
How do you expect to use this course in your career?
____________________________________________________________________________________
What do you want me to know about you?