Marketing Research B.A. 462 Spring 1999 Instructor: Dr. T.K. Clarke Office: 2015 Stevenson TK.Clarke@sonoma.edu Prerequisites: Principles of Marketing, Statistics, and Consumer Behavior. Course Description This course will investigate the theory and application of research for management decision making. Emphasis will be on developing the problem definition, understanding what options are available in research to deal with specific problems, (including secondary, qualitative and quantitative approaches), and on interpreting the results obtained. Course Objectives 1. For you to understand the basic role and purpose of research. 2. For you to recognize the value and role of qualitative research. 3. For you to appreciate the role of secondary research. 4. For you to understand the place of quantitative methods in research. Texts for Course Marketing Research, by Sudman & Blair, McGraw-Hill Publishing, 1998 Student Systat Ver. 6.0, IBM Ed., SPSS Inc. 1998. (A limited supply of Mac versions should be available) General 1. I enjoy discussing research concepts, marketing, and generally any other topic with students. Although I have set office hours, feel free to come visit anytime you see me. If I am really too busy I will let you know, but generally I love an opportunity to break away from what I am supposed to be doing. 2. You are expected to have basic math, statistics, and computer skills. 3. All papers are to be on only one side of 8 1/2 x 11 paper, properly collated. All out of class assignments are to be typed. Anything else is a zero. 4. I am not responsible for handouts or returned assignments once I have presented them to the class. If you miss one, see someone from the class or look through the `used papers' selection in my office. 5. Cheating is unacceptable behavior. If I find anyone cheating I will do what I can to have that individual dimissed from the University. 6. Successful group work requires participation from all group members. Any group may elect to fire any member of their group, at any time, for non- participation. Fired members will be responsible for their own projects. Intra-group grading may be utilized by the instructor. 7. Life consists of making decisions. You are responsible for yours. If you elect to put other priorities ahead of this class, that is your right. Your responsibility is to accept the consequences. You may fail the course if work, play, or other concerns take too much of your time. 8. Project papers will not be returned. If you want a copy, make one. 9. If you have a learning disability that you want to be considered by me in this class, please see me within the first two weeks of class. If I don't hear from you within the first two weeks, no consideration will be given. Grading 1. All papers will be due at the beginning of class periods on the day they are assigned due. Late will not be accepted, full stop. No makeups, No extra credit, No exceptions. 2. This course will be taught by lecture and discussion. Grades will be based on the following: Qualitative Report..............................20% Secondary Report................................20% 6 Quizzes average...............................30% Class Participation.............................10% Final Exam (Quantitative Report)................20% 3 The grading scale will be: A = 90 B = 80 C = 70 D = 60 F <60 4. You must pass the final to pass the course. 5. All papers turned in are at student's risk until graded. That means make a copy of everything in case of loss. 6. I am going to be using the 4 C's approach to grading reports. This is a non-compensatory system in which each C must be successfully passed before the next C is considered. They are as follows: C1 Composition Required to pass. C2 Content Required to get a C C3 Conceptual framework Required to get a B C4 Convincing Required to get an A Composition refers to the grammar, spelling and general rules of English. If you do not know the difference among to, too, and two, or between our and are, you will fail the paper. It does not matter how well the rest of the paper is, if the composition is unsatisfactory, the paper is unacceptable for a university student. Content refers to the basic level of learning. You must demonstrate that you read the required material, and can at least recite back relevant pieces of information. This level means that you at least attempted the work required and can demonstrate a `book report' level of understanding. Conceptual framework refers to a higher level of understanding than mere content. At this level you must demonstrate the ability to put a structure on the material you have studied. This is where you show the ability to analyze and synthesize material and show what the `facts' mean. Convincing refers to the style of your writing. This is more than being merely grammatically correct; it must foresee objections, answer them, and demand to be accepted. At this level you are communicating as a marketer, not a student. Your paper must `sing' to be truly convincing. The reader must come away from the reading knowing that you have provided them with C2 and C3 above and be convinced that your interpretation is correct. Secondary Report Your assignment will be a report to management based on secondary sources. Groups of no more than two people may work on this report together. This assignment will indicate your ability to make use of secondary sources, creatively combine secondary data into information, and make managerial recommendations based upon that information. You may also need to include sources that have information, though not obtainable on your time or financial budget. (Why not select something about an area in which you would like to be employed?) Copies of all reasonable sources are to be included with the paper. (This means copies of tables, articles, etc. It does not mean an entire book [though a copy of the titile page, copyright data, and perhaps relevant pages is] should be copied). Assignments from the Exercise text may form part of this project. Qualitative Report You will write a report based upon a qualitative study. This project may be done in groups of two people (no more).This report will indicate your understanding of the role of qualitative research and your ability to derive meaning from non quantitative interviews. You should also indicate where caution from the information is necessary. The data for this report will come from an all class project to be formulated during the course. Final Exam (Quantitative Report) Your final exam will be a written report showing your ability to interpret quantitative data and communicate your findings. The data will probably be from a case presented to the class and your analysis will be based on computer work that you do. It should include both interpretation of the data and managerial recommendations. Class Participation Students are expected to have read the required material prior to the first class in which it is to be covered. Students may be asked any questions dealing with the reading material including summarizing or critiquing. Students are expected to display clear and logical thinking. Participation is expected to be thoughtful and reasoned. In all cases, common sense is required. I wish to make it clear that grading in this area is not dependent upon agreeing with the instructor but rather in having support for whatever position the student elects to take. At any time students may be selected to present items before the class. That is, in front of the class, not merely from your seat. Presentation skills only improve with practice. As well, this will require you to be prepared for all material to be covered. When out of class assignments are used, students may be selected to present their work to the class. Generally, more than one person will show their work and the class will decide whose work they felt was superior and why. As much of the work required can make good use of visual aids, it is expected that you will use whatever items will help you in this regard. I suggest that you purchase a few overhead transparencies and do your work on them with water soluble ink. You can then photocopy your work as a permanent record and then reuse the transparency. Some of the handout assignments may require the preparation of more than one visual.