Penn State University, School of Business AdministrationPenn State University, School of Business Administration04/19/2304/19/23 11

MRKT 472-MARKETING MRKT 472-MARKETING RESEARCHRESEARCH

Dr. Ugur YuceltDr. Ugur Yucelt

School of Business AdministrationSchool of Business Administration

Spring 2002Spring 2002

Room E316Room E316

MW:3:30-4:45 p.m...MW:3:30-4:45 p.m...

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TEXT BOOKSTEXT BOOKS

Required Text:Required Text:• Burns, Alvin and Ronald F. Bush Burns, Alvin and Ronald F. Bush Marketing Marketing

Research (Third Edition)Research (Third Edition), Prentice-Hall, 2000., Prentice-Hall, 2000.

Optional Texts:Optional Texts:• G.R.Jarboe. G.R.Jarboe. Survey Research Project Manual Survey Research Project Manual

(Fourth Edition)(Fourth Edition), West Publishing, 1999., West Publishing, 1999.• Jeremy Foster. Data Analysis Using SPSS for Jeremy Foster. Data Analysis Using SPSS for

Windows, Sage, 2001.Windows, Sage, 2001.

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SUPPLEMENTSSUPPLEMENTS

SPSS for Window Made Simple.SPSS for Window Made Simple. Discovering Statistics Using SPSS.Discovering Statistics Using SPSS. Constructing effective Questionnaires.Constructing effective Questionnaires. Writing Business Research Report.Writing Business Research Report. Designing and Conducting Survey Designing and Conducting Survey

Research.Research. Multivariate Data Analysis.Multivariate Data Analysis.

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COURSE DESCRIPTIONCOURSE DESCRIPTION

Collection, processing, analysis and Collection, processing, analysis and interpretation of information.interpretation of information.

Practical and theoretical applications and Practical and theoretical applications and aligned with scientific, scholarly and logical truth.aligned with scientific, scholarly and logical truth.

Covers research process, questionnaire design, Covers research process, questionnaire design, sampling, data collection, coding, research sampling, data collection, coding, research methodology, interpretation, report writing and methodology, interpretation, report writing and presentation.presentation.

MRKT 370- Principles of Marketing MRKT 370- Principles of Marketing

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COURSE OBJECTIVESCOURSE OBJECTIVES

Introduce field of marketing research.Introduce field of marketing research. Develop problem analysis and decision making Develop problem analysis and decision making

skills.skills. Increase familiarity with the biases and Increase familiarity with the biases and

limitations of marketing data.limitations of marketing data. Show benefits of research models/techniques.Show benefits of research models/techniques. Develop experiences in applying research Develop experiences in applying research

techniques to current marketing problems.techniques to current marketing problems. Through experiences, help to understand the Through experiences, help to understand the

usefulness/power of the computer.usefulness/power of the computer.

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EXAMINATIONSEXAMINATIONS

Two classroom examinations (1 hour Two classroom examinations (1 hour and fifteen minutes each).and fifteen minutes each).

Multiple choice questions.Multiple choice questions. Theory, applications, concepts and Theory, applications, concepts and

definitions.definitions. Send e-mail, if you have any question.Send e-mail, if you have any question. Review chapters on weekly basis. Review chapters on weekly basis. Use course Web for class lectures.Use course Web for class lectures.

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ASSIGNMENTSASSIGNMENTS

Two exams:Two exams:• Entire class time.Entire class time.• Multiple choice questions.Multiple choice questions.• It is not comprehensiveIt is not comprehensive

Comprehensive group project.Comprehensive group project. Cases.Cases. SPSS softwareSPSS software

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SOME DETAILS ABOUT SOME DETAILS ABOUT COURSE PROJECTCOURSE PROJECT

Opportunity to learn how to do marketing Opportunity to learn how to do marketing research.research.

A Two/three person group.A Two/three person group. Selection of a group leader who is responsible Selection of a group leader who is responsible

about group’s functions. Group leader has the about group’s functions. Group leader has the right to purge the member at any time.right to purge the member at any time.

Write 3 or 4 pages proposal not later than the Write 3 or 4 pages proposal not later than the 44thth week of this semester. week of this semester.

In lieu of final exam, presentation of your In lieu of final exam, presentation of your project is required.project is required.

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SOME DETAILS ABOUT SOME DETAILS ABOUT COURSE PROJECTS (CONT.)COURSE PROJECTS (CONT.)

Topics must be related to a product/company or Topics must be related to a product/company or service industries.service industries.

Each group is responsible for drawing up Each group is responsible for drawing up questionnaire, data collection and analysis and questionnaire, data collection and analysis and writing conclusion and managerial implications.writing conclusion and managerial implications.

SPSS software must be used for data analysis.SPSS software must be used for data analysis. Final report will be 15 pages excluding Final report will be 15 pages excluding

appendix. Reports will not be returned; appendix. Reports will not be returned; therefore, make your own copy.therefore, make your own copy.

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SOME DETAILS ABOUT SOME DETAILS ABOUT COURSE PROJECT (CONT.)COURSE PROJECT (CONT.)

Final report will be presented in class. Final report will be presented in class. Presentations will take 20-25 min. and Presentations will take 20-25 min. and each member should wear business like each member should wear business like suit/dress.suit/dress.

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A TYPICAL OUTLINE OF A TYPICAL OUTLINE OF YOUR PROJECTSYOUR PROJECTS

TitleTitle Table of ContentsTable of Contents Brief Introduction of the company/product.Brief Introduction of the company/product. Research objectives/hypothesis/- questions.Research objectives/hypothesis/- questions. Methodology:Methodology:• Questionnaire DesignQuestionnaire Design• Sampling PlanSampling Plan• Data Collection MethodData Collection Method• Method used in the AnalysisMethod used in the Analysis

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A TYPICAL OUTLINE OF A TYPICAL OUTLINE OF YOUR PROJECT (CONT.)YOUR PROJECT (CONT.)

Findings:Findings:• FrequenciesFrequencies• Hypothesis TestingHypothesis Testing• ResultsResults• Conclusion/RecommendationConclusion/Recommendation

Bibliography/ReferencesBibliography/References

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POSIBBLE DUE DATES FOR POSIBBLE DUE DATES FOR YOUR PROJECT (CONT.)YOUR PROJECT (CONT.)

Topic selection and proposal submission – Topic selection and proposal submission – Week IV.Week IV.

Design questionnaire/approval – Week VII.Design questionnaire/approval – Week VII. Collect data/data entry – Week IX,Collect data/data entry – Week IX, Analysis of data – Week XIAnalysis of data – Week XI Project completion – Week XIII.Project completion – Week XIII. Final reviews/presentations – Week XIV and Final reviews/presentations – Week XIV and

XV.XV. Final report due –Week XV. Final report due –Week XV.

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CASE ASSIGNMENTS AND CASE ASSIGNMENTS AND DISCUSSIONSDISCUSSIONS

Short cases from the chapters.Short cases from the chapters. Answer the questions at the end of each Answer the questions at the end of each

case.case. Class discussion is required.Class discussion is required. Written answers and class discussion Written answers and class discussion

are required from the three cases (see are required from the three cases (see the syllabus).the syllabus).

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OTHER REQUIREMENTSOTHER REQUIREMENTS

PEER REVIEW:PEER REVIEW:• Evaluate each other at the end of this semester.Evaluate each other at the end of this semester.

– Following evaluation scale will be used:Following evaluation scale will be used:• A: group member did much more than his/her share.A: group member did much more than his/her share.• B: group member did somewhat more than his/her share.B: group member did somewhat more than his/her share.• C: group member did exactly his/her share.C: group member did exactly his/her share.• D: group member did somewhat less than his/her share.D: group member did somewhat less than his/her share.• F: group member did much less than his/her share.F: group member did much less than his/her share.

ATTENDANCE:ATTENDANCE:• Part of participation/contribution to the course.Part of participation/contribution to the course.• Attendance is expected, and periodically checked. Attendance is expected, and periodically checked.

on weekly basis.on weekly basis.

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OTHER REQUIREMENTS OTHER REQUIREMENTS (CONT.)(CONT.)

MAKE-UP EXAMS:MAKE-UP EXAMS:• Please inform me about a personal Please inform me about a personal

problem if you cannot take the test. No problem if you cannot take the test. No make-up otherwise.make-up otherwise.

ACEDEMIC INTEGRITYACEDEMIC INTEGRITY

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GRADINGGRADING

Exam I……………………….25%Exam I……………………….25% Exam II………………………25%Exam II………………………25% Project/presentations/-Project/presentations/-

contribution/Peer Review…35%contribution/Peer Review…35% Cases/participation/-Cases/participation/-

contribution…………………15%contribution…………………15%

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GRADING POLICYGRADING POLICY

94 AND UP…………..A94 AND UP…………..A94-93.9……………….A-94-93.9……………….A-87-89.9……………….B+87-89.9……………….B+83-86.9……………….B83-86.9……………….B80-82.9……………….B-80-82.9……………….B-77-79.9……………….C+77-79.9……………….C+70-76.9……………….C70-76.9……………….C60-69.9………………..D60-69.9………………..DBelow 60………………FBelow 60………………F

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TIME TABLE FOR COURSE TIME TABLE FOR COURSE PROJECTPROJECT

Week 1-3 Topic selectionWeek 1-3 Topic selection Week 4 Proposal dueWeek 4 Proposal due Week 7 Questionnaire Design andWeek 7 Questionnaire Design and approvalapproval Week 9 Collect data and data entryWeek 9 Collect data and data entry Week 11 Analysis of collected dataWeek 11 Analysis of collected data Week 13 Completion of projectWeek 13 Completion of project Week 14 PresentationsWeek 14 Presentations Week 15 Presentations / Report Due Week 15 Presentations / Report Due

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OUTLINE OF THE COURSEOUTLINE OF THE COURSE

Weeks 1-3 Chapters 1-4Weeks 1-3 Chapters 1-4 Week 4 Proposals DueWeek 4 Proposals Due

Chapter 5-6 Chapter 5-6 Week 5 Chapter 7/Case I dueWeek 5 Chapter 7/Case I due Week 6 Exam IWeek 6 Exam I Week 7-8 Chapters 9-10Week 7-8 Chapters 9-10

Spring Break(March 4-8)Spring Break(March 4-8)

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OUTLINE (CONT.)OUTLINE (CONT.)

Week 9 Chapter 11/Case II dueWeek 9 Chapter 11/Case II due Week 10 Chapter 12Week 10 Chapter 12 Week 11-12 Chapters 13-16/Exam IIWeek 11-12 Chapters 13-16/Exam II Week 13 Chapters 17/ Case III due Week 13 Chapters 17/ Case III due Week 14 Project PresentationsWeek 14 Project Presentations Week 15 Project Presentations/ProjectWeek 15 Project Presentations/Project

DueDue