FISHER COLLEGE OF BUSINES, THE OHIO STATE UNIVERSITY



FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY

BUS M&L 4210: ADVANCED MARKETING RESEARCH, SPRING SEMESTER 2016

Monday, Wednesday and Friday, 3:00 PM- 3:55 PM

A. COURSE SYLLABUS

Instructor: Vasu Unnava, Ph. D. Office: 544 Fisher Hall

Office Hours: By Appointment, multiple time Telephone: (614) 292 3212

slots are made available every week URL: Carmen.osu.edu

Email: unnava.2@osu.edu Class: SB 200, 3:00 PM – 3:55 PM

Required Text:

“Marketing Models: Multivariate Statistics and Marketing Analytics” by Dawn Iacobucci, published by Dawn Iacobucci and copies can be ordered at:

Amazon Link:

Amazon lists Kindle Version for $9.99

Supplementary Course Material

All other course materials such as class slides, lab instructions and study guides will either be made available on CARMEN or given out in the class.

Course Objectives:

Advanced Marketing Research course introduces multivariate marketing models to a variety of marketing problems. Multivariate models in marketing are very important as they provide support to marketing decisions based on data analysis using statistical techniques. They help in structuring marketing problems and assess importance of various factors such as consumers, competitors, business environment or factors external to business. The objective of advanced marketing research course is to introduce modern statistical techniques.

As a student of advanced marketing research course, you will:

1. Develop a strong understanding of modern research techniques,

2. Applications of these cutting edge analytical procedures to real world marketing problems, and

3. Gain a competitive advantage in the market place.

Class Format

Class sessions will be utilized to summarizing the important concepts and discuss their applications. Reading relevant assignments before the class and active participation will lead to enriched learning experience in this classroom. Lectures will focus on main parts of the material and typical class session involves lecture, discussion and group activities. Lab sessions will be typically application of course material to analyze the data.

Course Evaluation

Your grades will be evaluated as follows:

1. Quizzes, Best three out of Four 30%, (10% each Quiz)

2. Class Attendance 10%

3. Lab Submissions, Best Five out of Six 30%, (6% each Lab)

4. EXAM 30%

TOTAL 100%

Bio BONUS 1%

TOTAL 101%

IMPORTANT NOTE: Re-grading requests will be accepted in writing on a paper (emails are NOT accepted) within 1 week of receipt of the grade.

Grading Scale

The grading scale, and point conversion that will be utilized for the final grade is as follows:

Grade GPA Grade GPA

A = 93-100 % 4.0 C+ = 77-79.9 % 2.3

A- = 90-92.9 % 3.7 C = 73-76.9 % 2.0

B+ = 87-89.9 % 3.3 C- = 70-72.9 % 1.7

B = 83-86.9 % 3.0 D+ = 67-69.9 % 1.3

B- = 80-82.9 % 2.7 D = 63-66.9 % 1.0

E = below 62.9 %

1. Quizzes: 30%, (10% each Quiz, Best THREE scores out of FOUR Quizzes)

There will be 4 online quizzes during the semester and best THREE scores will be counted. The dates for quizzes are given in the syllabus. Questions will come from the lecture and textbook topics. Each quiz will contain about 10 multiple choice questions. You will need a calculator. The quizzes open at 5 pm on Fridays and close at 11 pm on the following Tuesdays.

2. Attendance (10%):

Your attendance will count for 10% of your grade. Your attendance will be noted during the class time. Lab sessions do not count for attendance credit and are not included.

3. Lab Sessions: 30%, (6% each lab, Best Five scores out of Six Lab submissions)

In Advanced Marketing Research, various multivariate models are analyzed using data. You will use EXCEL and SPSS packages to conduct data analysis. There are six lab sessions in the course. Lab procedures and data sets will be posted on CARMEN. After each lab, you will submit your lab files in a drop box on CARMEN. You can work in a group of two or three students for lab assignments.

4. EXAM: 30% of total points

The final EXAM will consist of multiple choice questions based on lecture notes, class discussions, lab sessions and the required textbook. Students are responsible for all topics in the assigned chapters of the textbook whether or not they were discussed in class. Final exam will contain about 40 multiple choice questions. You will need a calculator.

.

FIRST BONUS OPPORTUNITY:

You can earn one bonus point when you will turn in bio-sheet (emails do not get credit) with your picture by Jan 20, 2016.

WORKLOAD EXPECTATION ABOUT BUS ML 4210, 7 WEEK, 1.5 Credit Course:

The University and College expectation is that students spend two hours outside of class for every hour spent in class. So, for our course, you would about spend two hours and forty minutes on the course outside class room every week.

FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY

BUS M&L 4210: ADVANCED MARKETING RESEARCH

B. IMPORTANT NOTES

Important Notes

• All quiz dates, exam dates, and assigned reading due dates are included in the Course Outline. Please make note of these dates and plan your semester accordingly. With a valid written excuse, missed exams or quizzes will be dealt with on an individual basis. Without a valid written excuse, missed exams, quizzes or class attendance will be recorded as zero points.

• You are encouraged make use of the office hours. Besides office hours, you are welcome to set-up an appointment. E-mails should not be seen as an alternative to class participation. Not all questions can be effectively answered by e-mail. The response to any e-mail question can be suggesting a one-on-one meeting, or by addressing the question during next class session.

• You would include “Course title and Class time” in the subject of your email.

• You are responsible for everything that takes place in class, including changes to assignments or schedules, whether you are present or not. If you must miss class, please arrange with a classmate to share notes and insights.

• You are expected to be in class on time. Do not engage in side conversations. Turn off your cell phones, mp3 players and pagers before you come to class. Do not take calls. No texting is permitted in the class. Do not use your laptops while class is being conducted. They cause the class to become distracted from the main issues.

• Important NOTE: Use of laptop computers, or electronic tablets is NOT allowed in the class.

Academic Integrity or Misconduct:

All students are expected to abide by the university’s Code of Student Conduct which may be found on the website of the Office of Academic Affairs, Committee on Academic Misconduct (COAM):

. Your attention is particularly called to guidance on plagiarism:

. The instructor is obligated by University policy to report to COAM all suspected cases of academic misconduct. If you are unclear regarding any aspect of University policy on the above matters, discuss your questions with the instructor.

Disability:

Every effort will be made to provide each student with a meaningful learning opportunity. If there are any obstacles that could prevent you from learning effectively, please set an appointment with the instructor so that we might jointly figure out how to circumvent those obstacles. Any student who feels s/he may need an accommodation based on the impact of a disability should contact the instructor privately to discuss specific needs. The Office for Disability Services, 614-292-3307, in room 150 Pomerene Hall can assist with coordinating reasonable accommodations should there be a need.

Course Outline* for BUS ML 4210 MWF

VASU UNNAVA, Advanced Marketing Research in Spring Semester 2016

|Item |DATE |Content |Readings/Assignments |

|1 |Jan 11 (M) |Introduction, Syllabus, Marketing Models |Chapter 1 |

|2 |Jan 13 (W) |Segmentation and Cluster Analysis |Chapter 2 |

|3 |Jan 15(F) |Hierarchical Clustering |Chapter 2 |

| |Jan 18 (M) |No Class on Martin Luther King, Jr. Day | |

|4 |Jan 20 (W) |Hierarchical Clustering & K-Means |Chapter 2, Bio Sheet |

| | |FORD KA |Read Ford KA Case and Article on CARMEN |

|5 |Jan 22 (F) |Lab 1, MH 405 |QUIZ 1 (Ch. 2) |

|6 |Jan 25 (M) |Brand Choice and Logit Models |Chapter 3 |

|7 |Jan 27 (W) |Brand Choice and Logit Models |Chapter 3 |

|8 |Jan 29 (F) |Lab 2, MH 405 |QUIZ 2 (Ch.3) |

|9 |Feb 1 (M) |Guest Speaker: Mr. Brent Badger, Vantiv, Inc. | |

|10 |Feb 3 (W) |Measuring Customer Satisfaction and Factor Analysis |Chapter 4 |

|11 |Feb 5 (F) |Lab 3, MH 405 | (NO QUIZ) |

|12 |Feb 8 (M) |Measuring Customer Satisfaction and Factor Analysis |Chapter 4 |

|13 |Feb 10 (W) |Perceptual Maps and Multi-Dimensional Scaling |Chapter 6 |

|14 |Feb 12 (F) |Lab 4, MH 405 |Quiz 3 (Ch. 4) |

|15 |Feb 15 (M) |Perceptual Maps and Multi-Dimensional Scaling |Chapter 6 |

|16 |Feb 17 (W) |Guest Speaker: Keith Budzynski, JP Morgan Chase | |

|17 |Feb 19 (F) |Lab 5, MH 405 |QUIZ 4 (Ch.6 & Guest Speaker Presentation) |

|18 |Feb 22 (M) |New Products and Conjoint Analysis |Chapter 7 |

|19 |Feb 24 (W) |New Products and Conjoint Analysis |Chapter 7 |

|20 |Feb 26 (F) |Lab 6, MH 405 | |

|Final Exam |Feb 29 (M) |In Class EXAM |Chapters 2-4, 6 and 7 |

*Note: Subject to change if necessary. Please check CARMEN for lecture slides, lab files and announcements.

Due: Jan 20 (Wednesday), by start time of the class.

BUS M&L 4210: ADVANCED MARKETING RESEARCH, MWF

SPRING SEMESTER 2016

BIO SHEET: Bonus Opportunity

Name: __________________________________________

(e-mail):___________________________________

(phone). ( ) - .

Major:

Work experience in marketing or marketing analytics, if any:

What are your career goals?

One interesting fact about yourself:

Please attach your photo in the upper right and corner of this sheet.

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