MKT3220

MARKETINGRESEARCH

WINTER2017

INSTRUCTOR:SANDEEPARORA

Contactinformation

Office:662DrakeCentre

Officephonenumber:204-474-8878

Email:Sandeep.Arora@umanitoba.ca

Officehours:Tuesday(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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Format

Wewillhavetwolectureseveryweekduringthesemester.Youwillbenefitfromreadingtheassignedtopicsinthetextbookbeforethelectures.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 (individualexercises)

Thepurposeofthesetoolkitsistogiveyouhands-onexperienceoftoolsthatyouwouldrequireforyourclassprojects.Youwouldworkontwotoolkitsduringthesemester.Theinstructorwillgiveyouahandoutwithadescriptionofthestepsforcompletingatoolkit.Tocompleteatoolkit,youwouldhavetojustfollowtheinstructionsgiveninthehandoutsandsubmittheresultstotheinstructor.

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%midtermexamand30%finalexam)

Theexamswillencourageyoutostudythebasicmaterial(definitionsandapplicationsofmarketingresearchconceptsandtechniques),i.e.,thetextandlectures.The exams may consist of a number of multiple choice and open-ended questions. Some open-ended questions may be more short answer-type questions and others may involve calculations. The distribution of points is indicated on the exam.

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.Toreceive full credit forparticipation,youneedtoactivelyparticipate in thediscussions.Your participation gradewill depend on howmany times you contribute in the class(quantityofparticipation); ifyourcontributiontotheclassdiscussionisproactive;andthe relevance & insightfulness of your contribution (quality of participation). 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

• Pleaserefrainfromconductingpersonalconversationduringthesessionsasitmaydistractothersaroundyou

• Ifyoumustmissaclass,itisyourresponsibilitytocontactaclassmatetocatch-uponwhathappenedinthatclass.YoucouldalwaysrefertothelecturenotesthatIwouldpostonD2L

Case,toolkit,andprojectpolicies

• Cases/toolkits:Allcasesandtoolkitsareindividualsubmissions.Pleasetheworkonthemindividually.Seekinghelpfromorcollaboratingwithanyoneconstitutesacademicdishonesty

• Teamprojectsandpresentations:Allteammembersareexpectedtocontributeequallytoteamassignments.Ifastudentisfoundnottobecontributingtothegroupatasufficientlevelasdeemedbyallremaininggroupmembersandtheinstructor–thegroupcanrequesttohavethatstudentremovedfromtheirgroup.Thisstudentwillthenhavetocompletetheteamprojectreportsandpresentationindividually

• Latesubmissions:Allthecasebriefs,toolkits,andprojectwrite-upssubmissionsaredueatthebeginningoftheclassontheirduedates.Unexcusedsubmissionsturnedinlatewilllose5%perdayorpartthereof.Threedayspasttheduedate,yourassignmentisnotworthanymarks

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UndergraduateBonusCreditResearchParticipationProgram

Studentscanparticipateinuptofouronlineresearchstudiesthistermtoearnbonuscredit.Eachstudytakesapproximately15minutestocomplete,andprovidesa0.5%bonustoyourcoursegrade.Thereisamaximumbonusof2%percourse.

Pleasenotethateachstudycanonlybecompletedonceforextracredit:completingthesamestudymorethanoncewillnotprovideadditionalcoursecredit.

BenefitsoftheProgram:

ThisprogramisdesignedtogivestudentsaglimpseintohowmarketingtheoryisdevelopedthroughparticipationinmarketingresearchstudiesconductedbyfacultyhereattheAsperSchoolofBusiness.

ParticipationinacademicresearchstudiesalsoenhancesthevalueofthedegreesfromAsper.Universityreputationsareaffectedbythequalityofresearchconductedbytheirfaculty:participatinginthesestudieshelpsAsperprofessorspublishinscholarlyjournals,consequentlyimprovingtheschool’sreputation.

Procedure:

Youwillbenotifiedviaemailpriortoeachstudysothatyoumayparticipateonline.Attheendofeachstudy,youcanchooseacoursetowhichyouassignthebonuscredit.Pleasetakeascreenshotofthepagewhereyouassignthebonuscredit,foryourrecords.

Attheendofeachstudysession,youwillbedebriefed,i.e.,youwillbeinformedastowhatwasbeingstudiedineachstudy.Thisdebriefingwillallowyoutoseehowmarketingtheoryisdevelopedthroughacademicresearch.

AllstudiesthatyouparticipateinareapprovedbythePsychology/SociologyResearchEthicsBoard,UniversityofManitoba.Ifyouhaveanyquestions,pleasefeelfreetocontactthesubjectpooladministratoratmktg_research@umanitoba.ca.

AlternativeAssignment:

Shouldyouwishtoearnbonuscredit,butnotwishtoparticipateinresearch,thefollowingoptionisofferedasanalternativeassignmentforbonuscredit.Thisalternativeassignmentisdesignedtotakeapproximately15minutesoftime,thesametimethatwouldbespentifyouwereparticipatingintheresearchprogram.

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StudentsaretofindoneshortresearchreportintheJournalofConsumerPsychologyorPsychologicalScienceandwillberequiredtoreadthearticleandsubmitaonepagesummaryofthemainfindingstomktg_research@umanitoba.cabytheendoftheparticularstudyperiodastudentchoosesnottoparticipatein(i.e.ifthestudyperiodisfromFeb1–15,thisistheperiodinwhichthealternativeassignmenthastobedoneandsubmitted).Creditwillbegiventothestudentasiftheyparticipatedintheresearchstudy.

Anyquestionsabouttheassignmentorsuggestionsforarticlesshouldbedirectedtomktg_research@umanitoba.ca.

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TentativeClassSchedule(examdatesnottentative)

L.No Date Topic Notes

1 Jan18 Courseintroduction

2 Jan23

Whatcomprisesmarketingresearch(Ch1)

Marketingintelligence(Ch2)

3 Jan25

Marketingintelligence(Ch2)

Marketingresearchprocessandproblemformulation(Ch3)

Lastdaytodroptheclass-Jan31

4 Jan30

Marketingresearchprocessandproblemformulation(Ch3)

Researchdesigns,exploratoryresearch(Ch4)

5 Feb1 Researchdesigns,exploratoryresearch(Ch4)

6 Feb6 Descriptiveresearch(Ch5)

Case1due

Deadlineforteamsignup

7 Feb8 Causaldesigns(Ch6)

8 Feb13 Causaldesigns-experimentation(Ch6)

9 Feb15 Causaldesigns–experimentation(Ch6) Case2due

Feb27 Labsession1–Experimentaldesign Room247Drake

Mar1 Midtermexam

10 Mar6DatacollectionI(Primary/secondarydata;communicationmethods)(Ch7/8)

11 Mar8DatacollectionII(Communicationmethods;questionnairedesign)(Ch7/8)

Teamproject1due

Team1&2present

12 Mar13 DatacollectionIII(Questionnairedesign)(Ch9)Toolkit1submissiondue(individual)

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13 Mar15DatacollectionIV(Questionnairedesign)(Ch9/10)

14 Mar20 SamplingI(Ch11)

15 Mar22 SamplingII(Ch11/12)

Teamproject2due

Team3&4present

Mar27 Labsession2-Sampling Room247Drake

16 Mar29 DataanalysisI(Ch14&15)

17 Apr3 DataanalysisII(Ch14,15,&Ch15Appendix)Toolkit2submissiondue(individual)

18 Apr5 DataanalysisIII(Ch17)

19 Apr10 DataanalysisIV(Ch17)

Teamproject3due

Team5&6present

20 Apr12 DataanalysisV(Ch17&Appendix)

Apr17 Labsession3-Regression Room247Drake

21 Apr19DataanalysisVIandcoursewrap-up(Ch17&Appendix)

TBA 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