Marketing Research (BUSML 4202) - Ohio State University



Marketing Research (BUSML 4202)Instructor: David A. Norton, Ph.D. (Dave)Office: 530A Fisher Hall Office hours: Thursdays, 12-2pm (or by appointment)Email: norton.253@osu.edu (this is the best way to reach me)Course website: Class Schedule (location)Section 004TuTh 3:55- 5:15PM (Shoenbaum 305)Section 005TuTh 5:30- 6:50PM (Shoenbaum 215)Section 008TuTh 2:20- 3:40PM (Gerlach 265)Course Overview and ObjectivesBUSML 4202 is designed to provide a basic understanding of the marketing research process and help students develop skill in the analysis and communication of marketing data. In this course, students will learn how the marketing research process is carried out through study and practice. The course will help students learn to analyze marketing data to make informed decisions that arise in a manager’s day-to-day role. At the end of this course, students should be able to decide what marketing research to conduct, how to conduct it, how to analyze the data collected, and draw conclusions from the analyses to aid marketing management.Course MaterialsHair, Celsi, Ortinau, and Bush, 2017, “Essentials of Marketing Research,” 4th edition.ISBN: 978-1-259-89451-0Other course material will be uploaded to CARMEN ()SPSS- Statistical software (see below)SPSSWe will use SPSS for the lab assignments. While we will use the lab or mobile lab for the scheduled lab session, I recommend that you also install it on your own personal computer. Both PC and OSX versions are available for free through the OCIO. Please follow the steps in the OCIO self-service () to obtain a license and download link.Course Format and GradingThe course will cover various aspects of marketing research. It will involve lectures, class discussions, computer classes, and exams. There will be both individual and team assignments.You are expected to read the designated chapter(s) in the text book prior to the corresponding class session. In class, we will go through key aspects of the designated topics. There will be room for classroom discussion and questions, as research has shown that discussion is very effective in supporting the learning process. Class attendance and active participation thus complements (NOT: substitutes) reading the chapters.Final grades consist of the following components:ExamsExam 130%Exam 230%ProjectResearch Proposal5%Questionnaire Design5%Final Presentation15%Class preparationLab Assignments/ Participation15%ExamsBoth exams will include material from the textbook (indicated chapters only), classroom discussion, slides, or other supplemental material provided by the instructor. You are responsible for all material in the assigned chapters, even if we do not cover it explicitly in class. The final exam will NOT be comprehensive (i.e., it only covers topics covered after the midterm).Lab AssignmentsThere will be four (4) lab assignments throughout the semester to help familiarize you with the software and the analyses you’ll be using for the project. Instructions for these assignments will be posted to Carmen. Class ParticipationRegular attendance is expected and you will be tested on material covered in class. Student participation is actively encouraged. Adequate class participation is not merely showing up to class. Nor does adequate class participation involve saying something just to get air-time. Adequate class participation involves intelligent questioning, thoughtful responses to instructor and classmate questions, and comments that advance the discussion. As such, exceptional participation requires preparation beyond merely skimming the required readings before class.ProjectThe group project for this class will give you hands-on experience in conducting primary marketing research. Your group will write a research proposal, do exploratory research, design a questionnaire, collect, analyze, and communicate research results. Not all questions are suitable for survey research, so keep this in mind when you pick a problem.You need to form teams of 4. As a team, you will work together to Find a relevant issue/problem that can be informed by marketing researchDevelop a proposal that details your plan for adequately answering your research question(s)develop a questionnaire collect and analyze dataprepare and present a final presentation to communicate your findingsSome examples of typical management decisions problems are:The introduction of a new product (what features are important? What price to charge? Who will buy the product?)The introduction of an existing product to a new market (Is there demand in the new market?)Discovering new business opportunities (Are there unfulfilled needs?)Improving customer satisfaction (Measure satisfaction and discover reasons for dissatisfaction)Managing the brand image (Assess the current brand image and brand images of competitors)Peer evaluationAt the end of the term, team members will rate one another in terms of their relative contribution in team projects. Peer evaluations will be treated as confidential and will not be disclosed to students. Grades on group work will be adjusted if peer evaluations do not indicate that everyone contributed equally. Tentative ScheduleThe schedule may still change, depending on the needs/pace of the class. Also make sure you check the official final exam schedule for the corresponding time slot of this class.Wk#DateTopicAssignment11Aug-21Introductions/course overview2Aug-23Research for decision makingCh. 123Aug-28Research Process and ProposalsCh. 24Aug-30Team project organizationProject Overview (Carmen)35Sep-4Secondary data and Literature ReviewsCh. 36Sep-6Exploratory research Ch. 447Sep-11Descriptive research Ch. 5 (pp-107-122)8Sep-13Causal researchInstagram “experiment”; Ch. 5 (pp122-127)59Sep-18SamplingCh. 610Sep-20Measurement and scalingCh. 7; Project Proposals Due611Sep-25Questionnaire designCh. 812Sep-27Lab 1-Qualtrics QNR design713Oct-2Midterm Exam Study Chapters 1-814Oct-4Qualitative Data AnalysisCh. 9815Oct-9[Project WorkDay]-Oct-11Fall Break (No Class)916Oct-16Lab 2- Intro to SPSS Project QNR due17Oct-18Prepping Data for AnalysisCh. 101018Oct-23Basic Stats ReviewCh. 11 (pp 274-285)19Oct-25T-tests Ch. 11 (pp 286-287; 293-296)1120Oct-30Cross Tabulation and Chi- squareCh. 11 (pp 287-292)21Nov-1Lab 3- Basic Data Analysis1222Nov-6ANOVA Ch. 11 (pp 297-304)23Nov-8Correlation and RegressionCh. 12 (pp 318-338)1324Nov-13Lab 4- Interpretation of Data Analysis25Nov-15Communicating Research FindingsCh.131426Nov-20[Project Workday]-Nov-22Thanksgiving (No Class)1527Nov-27Review/Catchup (*if necessary)28Nov-29Project Presentations1629Dec-4Project PresentationsFinal Exam (Check the Final exam schedule for the appropriate day and time)Honor CodeAcademic integrity is essential to maintaining an environment that fosters excellence in teaching, research, and other educational and scholarly activities. Thus, The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students have read and understand the University’s Code of Student Conduct and that all students will complete all academic and scholarly assignments with fairness and honesty. Students must recognize that failure to follow the rules and guidelines established in the University’s Code of Student Conduct and this syllabus may constitute “Academic Misconduct.”The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct as: “Any activity that tends to compromise the academic integrity of the University, or subvert the educational process.” Examples of academic misconduct include (but are not limited to) plagiarism, collusion (unauthorized collaboration), copying the work of another student, and possession of unauthorized materials during an examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you review the Code of Student Conduct, specifically, the sections dealing with academic misconduct.If I suspect that a student has committed academic misconduct in this course, I am obligated by University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM determines that you have violated the University’s Code of Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a failing grade in this course and suspension or dismissal from the University.In this course, it is also expected that each student will behave in a manner that is consistent with the Fisher Honor Statement, which reads as follows: “As a member of the Fisher College of Business Community, I am personally committed to the highest standards of behavior. Honesty and integrity are the foundations from which I will measure my actions. I will hold myself accountable to adhere to these standards. As a future leader in the community and business environment, I pledge to live by these principles and celebrate those who share these ideals.”STUDENTS WITH DISABILITIESAny student who feels she/he may need an accommodation based on the impact of a disability should contact the Office for Disability Services at 614-292-3307 in room 150 Pomerene Hall to coordinate reasonable accommodations. It is your responsibility to discuss this with me well in advance of an assignment due date or an exam. ................
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