THE PETER J



THE PETER J. TOBIN COLLEGE OF BUSINESS

DEPARTMENT OF MARKETING

Dr. A.N. Doherty

Bent Hall 365

(718) 990-7370

E-mail dohertya@stjohns.edu

Marketing Research 601

COURSE DESCRIPTION:

Marketing Research is a scientific approach commonly used to identify problems and their causes, collect relevant information, analyze and present this information within the management decision making process. General research procedures are examined, including experimental design, test marketing, data collection sources and procedures, internet data banks, questionnaire design, measurement scales, sampling and various statistical techniques, used for information analysis. In addition, forecasting methods and the quantification of cause/effect relationships are examined. Finally, ethical issues, models and cases associated with the practice of marketing research will be reviewed.

A large number of cases will be presented and analyzed by student teams in the class. This will afford students the opportunity to apply concepts and practices developed in the course work. Students will present and write papers on one cased and one project assignment. Case presentations should make use of POWERPOINT (or a similar presentation format). In addition, students will solve a number of problems and mini-cases including computer software assisted problem solutions.

Use of computers is an integral part of the Marketing Research process. Students should be familiar with standard software packages used in Marketing Research. Software is available in the MICROLABS to solve assigned problems and cases including SPSS, Minitab, Access and EXCEL. Students will also have access to the Internet to discover relevant data sources and download appropriate data.

COURSE OBJECTIVES:

1. Familiarize students with the breadth and depth of Marketing Research and how it plays a vital role in the management decision making process.

2. Develop the tools and methods necessary to do a research study and to perform a critical analysis of secondary research studies.

3. Apply marketing research methods to the identification and measurement of critical variables associated with developing an optimum marketing and promotional mix.

4. Consider important ethical issues associated with the performance of marketing research studies.

5. Develop an extensive secondary data source base both on-line and off-line.

PREREQUISITE:

DS 504 and MKT 508 or equivalent

TEXT:

TITLE: Marketing Research: Methodological Foundations (Ninth Edition)

AUTHOR: Gilbert Churchill, Jr. and Dawn Iacobucci

PUBLISHER: Dryden Press HRW

COURSE REQUIREMENTS AND GRADING:

Midterm Exams 20%

Final Exam 30%

Questionnaire Design 10%

Case Study Report 40%

100%

TOPICS AND ASSIGNMENTS:

• Internet Data Source Review

• Bayesian Decision Making Problem

• Mini Cases

• Questionnaire Design Application

• Sample Size Design and Determination

• Statistical Analysis

• Forecasting Problems

• Case Presentation and Written Report

BIBLIOGRAPHY

REFERENCE AND TEXT BOOKS

Addison – Wesley Publishing Company, Reading, (Refer Ch. 19, Other Multivariate Techniques)

David Aaker & George Day, Marketing Research, John Wiley & Sons, New York, 1986. (Read Ch. 16, Factor Analysis, Ch. 17, Multi-dimensional Scaling & Cluster Analysis, Ch. 18, conjoint Analysis and Ch. 19, Regression Analysis).

Donald S. Tull and Del I. Hawkins, Marketing Research: Measurement and Method, Macmillan Publishing company, New York, 1999.

Miller, Delbert V., Handbook of Research Design and Social Measurement, 5th ed., Sate Publications, 1991.

Sharma, Subhash, Applied Multivariate Techniques, John Wiley and Sons, Inc., 1996.

SPSS For Windows, Version 9, 2000.

Thomas C. Kinnear & James r. Taylor, Marketing Research, McGraw-Hill Book Company, New York, 1999.

William G. Zikmund, Exploring Marketing Research, The Dryden Press, Chicago, 1999.

ETHICS SOURCES

Armstrong, Robert W., “The Relationship Between Culture and Perception of Ethical Problems in International Marketing,” Journal of Business Ethics (November 1996), pp. 1199-1208

Kim, Sang Yong, and Chun, Sung Yong, “A Study of Marketing Ethics in Korea: What do Koreans Care About?,” International Journal of Management, Sep. 2003, Vol. 20, Iss. 3, pp. 377-383

McNair Jr., Robert M., “Will the New Standards Stick?,” Pharmaceutical Executive, Oct. 2003, pp 8-13

ARTICLES

Bell, Gordon H., “Beyond the A/B Split,” Target Marketing, Oct. 2003, Vol. 26, Iss. 10, pp. 111-114

Bhat, Subodh et. al., “Measuring Users’ Web Activity to Evaluate and Enhance Advertising Effectiveness,” Journal of Advertising, Vol. 31, Iss. 31; Fall 2002, pp. 97-106.

Bichcart, Barbara A., “Carryover and Backfire Effects in Marketing Research,” Journal of Marketing Research, V. 30, No. 4, (July/August 1997), pp. 14-20

Briesch, Richard A. et. al., “A Comparative Analysis of Reference Price Models,” Journal of Consumer Research, Vol. 24, No. 2 (Sept. 1997), pp. 202-214.

Carmaker, Day S., “Integrative Research in Marketing and Operations Management,” Journal of Marketing Research, v. 34 (May 1996), pp. 125-133.

Cooke, Alan et. al., “Marketing the Unfamiliar: The Role of Context and Item-Specific Information in Electronic Agent Recommendations,” Journal of Marketing Research, Vol. 39, Iss. 4; November 2002, pp. 288-497

Crispell, Diane, “Dual Earner Diversity,” American Demographics, (July 1995), pp. 32-36.

Estelami, Hooman, “The Effect of Price Presentation Tactics on Consumer Evaluation Effort of Multi-Dimensional Prices,” Journal of Marketing Theory and Practice, Spring 2003, Vol. 11, Iss. 2, pp. 1-16.

Ford, John B., et. al., “Perception of Marital Roles in Purchase-Decision Processes: A Cross-Cultural Study,” Journal of the Academy of Marketing Science, Spring 1995, pp.120-131

Gold, Lawrence, N. “High Technology Data Collection for Measurement and Testing,” Marketing Research, (March 1992), pp. 29-38.

Gould, Lawrence, “What you need to know about Data Warehousing,” Automotive Manufacturing and Production, June 1998

Homer, Pamela, “Ad Size As An Indicator of Perceived Advertising Costs and Effort: The Effects on Memory and Perceptions,” Journal of Advertising, Vol. 24, No. 4 (Winter 1995), pp. 1-17.

Jones, John Philip, “What Does Effective Frequency Mean in 1997?” Journal of Advertising Research, Vol. 37, No. 4 (July/August 1997), pp. 14-20.

Lee, Angela Y. “Effects of Implicit Memory on Memory-based Versus Stimulus-based Brand Choice,” Journal of Marketing Research; Nov. 2002; 39,4

Mason, Charlotte, “Optimal Database Marketing: Strategy, Development, and Data Mining,” Journal of Marketing Research, Vol. 39, Iss. 4; November 2002, pp. 499-502.

Moon, Youngme, “Intimate Exchanges: Using Computers to Elicit Self-Disclosure From Consumers,” Journal of Consumer Research, Vol. 26, Iss. 4; March 2000, pp. 323-339.

Nijssen, Edwin, et. al., “Investigating Industry Context Effects in Consumer-Firm Relationships: Preliminary Results From a Dispositional Approach,” Academy of Marketing Science, Winter 2003, Vol. 31, Iss. 1, pp. 46-60.

Pham, Michael Twan and G.V. Johom, “Contingent Processes of Source Identification” Journal of Consumer Research, Vol. 24, No. 3 (Dec. 1997), pp. 249-265.

Schall, Mathew, “Best practices in the Assignment of Hotel-Guest Attitudes,” Cornell Hotel and Restaurant Administration quarterly, Apr. 2003, vol. 44, Iss2, pp51-65

Traynor, Timothy K., “Marketing Convergently, Consider This?,” Traynor, Timothy K., “Marketing Convergently, Consider This?,” National Underwriter, May 26, 2003, vol. 107, Iss. 12, p. 12.

Trip, Hans, C.M., et. Al., “Why Switch? Product Category – Level Explanation’s for True Variety – Seeking Behavior,” JMR, V. 33 (Aug. 1996, pp. 281-292.)

Von Gonten, Michael F. and James F. Donius, “Advertising Exposure and Advertising Effects: New Panel-based Fundings,” Journal of Advertising Research, Vol. 37, No. 4 (July/August 1997), pp. 51-60.

Waldrop, Judith, “Markets with Attitudes,” American Demographics, (July 1994), pp. 22-32.

Wind, Jerry and Mahajan, Vijay, “Issues and Opportunities in New Product Development: An Introduction to the Special Issue,” Journal of Marketing Research, v. 34 (Feb. 97), pp. 1-12.

ONLINE DATABASES

1. ABI/INFORM (BRS,DIALOG)

2. Business Periodicals Index (BRS, WILSONLINE)

3. Business Week (DIALOG)

4. F&S Index (DIALOG)

5. Harvard Business Review (BRS ................
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