Penn State University, School of Business Administration 11/12/20151 MRKT 572-MARKETING RESEARCH Dr. Ugur Yucelt School of Business Administration Spring 2003 Room E309 M:6:00-8:30 p.m...

Penn State University, School of Business Administration 11/12/20152 TEXT BOOKS n Required Text: Joseph F. Hair, P. P. Bush and D. J. Ortinau. Marketing Research (2 nd Edit.), McGraw-Hill/Irwin, 2003Joseph F. Hair, P. P. Bush and D. J. Ortinau. Marketing Research (2 nd Edit.), McGraw-Hill/Irwin, 2003 n Optional Text: Brenda McCormack and Elizabeth Hill. Conducting a Survey: The SPSS Workbook, Thomson Business Press, 1997.Brenda McCormack and Elizabeth Hill. Conducting a Survey: The SPSS Workbook, Thomson Business Press, 1997.

Penn State University, School of Business Administration 11/12/20153 SUPPLEMENTS n Writing Business Research Report n Multivariate Data Analysis n Discovering Statistics Using SPSS n SPSS for Window Made Simple n Designing and Conducting Survey Research. n Marketing Research: An Aid to Decision Making (Second Edition) n Survey Research Project Manual (4 th Edit.) n Data Analysis Using SPSS for Windows.

Penn State University, School of Business Administration 11/12/20154 COURSE DESCRIPTION n Graduate Level Marketing Research Course. n Collection, processing, analysis and interpretation of information. n Practical and theoretical applications and aligned with scientific, scholarly and logical truth. n Covers research process, questionnaire design, sampling, data collection, coding, research methodology, interpretation, report writing and presentation. n Prerequisite: MRKT 520- Marketing ManagementMRKT 520- Marketing Management

Penn State University, School of Business Administration 11/12/20155 COURSE OBJECTIVES n Introduce field of marketing research. n Develop problem analysis and decision making skills. n Theory, applications, concepts and definitions. n Increase familiarity with the biases and limitations of marketing data. n Show relative benefits of research models/techniques. n Develop experiences in applying research techniques to current marketing problems. n Through experiences, help to understand the usefulness/power of the computer.

Penn State University, School of Business Administration 11/12/20156 COURSE STRUCTURE n Proceeds by a combination of lectures, take-home course project/assignment, class presentations/discussions/contributions, take-home examination, research illustrations and class participation/contribution. n Two/three persons group/team assignments. n SPSS Window version (11.0) will be used. n Send , if you have any question. n Review chapters on weekly basis. n Use course Web for class lectures. n You can also use Angel for communication with me and each other.

Penn State University, School of Business Administration 11/12/20157 COURSE EVALUATIONS n Course project/assignment (two persons group): Problem identification.Problem identification. Questionnaire design.Questionnaire design. Sampling.Sampling. Data collection and analysis.Data collection and analysis. Research findings, conclusions, recommendation.Research findings, conclusions, recommendation. Managerial Implications.Managerial Implications. Communication of research findingsCommunication of research findings

Penn State University, School of Business Administration 11/12/20158 STEPS TO FOLLOW FOR COURSE PROJECT n Select a partner-First week. n Select a topic/company/product-Second week. n Decide to use primary or secondary data-Third week. n Write two/three pages short proposal- Fourth week. n Questionnaire design-Sixth week. n Collect data-Ninth week. n Analyze data using SPSS-Eleventh week. n Write the first draft-Thirteenth week. n Complete the final copy and present in class- Fifteenth week.

Penn State University, School of Business Administration 11/12/20159 SOME DETAILS ABOUT COURSE PROJECT n Opportunity to learn how to do marketing research. n A Two/three person group. n Selection of a group leader who is responsible about group’s functions. Group leader has the right to purge the member at any time. n Write 3 or 4 pages proposal not later than the 4 th week of this semester. n Follow recommended steps to finish it in time. n Presentation of your project is required at the end of this semester.

Penn State University, School of Business Administration 11/12/ SOME DETAILS ABOUT COURSE PROJECTS (CONT.) n Practical and theoretical aspects of marketing research. n Topics must be related to consumer attitudes/ behaviors toward product/company or service industries. n Each group is responsible for drawing up questionnaire, data collection and analysis and writing conclusion and managerial implications. n SPSS software (11.0)must be used for data analysis.

Penn State University, School of Business Administration 11/12/ SOME DETAILS ABOUT COURSE PROJECT (CONT.) n Final report will be 15 pages excluding appendix. Reports will not be returned; therefore, make your own copy. n Final report will be presented in class. Presentations should take minutes. n Each member should look professional at the presentations.

Penn State University, School of Business Administration 11/12/ A TYPICAL OUTLINE OF YOUR PROJECTS n Title n Table of Contents n Brief Introduction of the topic/- company/product. n Research objectives/hypothesis or questions. n Methodology: Questionnaire DesignQuestionnaire Design Sampling PlanSampling Plan Data Collection MethodData Collection Method Method used in the AnalysisMethod used in the Analysis

Penn State University, School of Business Administration 11/12/ A TYPICAL OUTLINE OF YOUR PROJECT (CONT.) n Findings: FrequenciesFrequencies Hypothesis TestingHypothesis Testing ResultsResults Conclusion/RecommendationConclusion/Recommendation Managerial ImplicationsManagerial Implications n Bibliography/References

Penn State University, School of Business Administration 11/12/ RESEARCH ILLUSTRATIONS AND DISCUSSIONS n Short practical illustrations from each chapter. n Answer the questions at the end of each illustration. n Class discussion/contribution is required.

Penn State University, School of Business Administration 11/12/ OTHER REQUIREMENTS n PEER REVIEW: Evaluate each other at the end of this semester.Evaluate each other at the end of this semester. –Following evaluation scale will be used: A: group member did much more than his/her share.A: group member did much more than his/her share. B: group member did somewhat more than his/her share.B: group member did somewhat more than his/her share. C: group member did exactly his/her share.C: group member did exactly his/her share. D: group member did somewhat less than his/her share.D: group member did somewhat less than his/her share. F: group member did much less than his/her share.F: group member did much less than his/her share. n ATTENDANCE: Participation/contribution to the course is expected every class.Participation/contribution to the course is expected every class. Attendance is expected, and periodically checked on weekly basis.Attendance is expected, and periodically checked on weekly basis.

Penn State University, School of Business Administration 11/12/ OTHER REQUIREMENTS (CONT.) n TAKE HOME FINAL EXAM: Take home final will be given at the end of this semester.Take home final will be given at the end of this semester. It will cover materials, which will be covered in class.It will cover materials, which will be covered in class. Library research may also be useful to do well in this exam.Library research may also be useful to do well in this exam. Take home final must be submitted in final week on May 6, 2003.Take home final must be submitted in final week on May 6, n ACEDEMIC INTEGRITY: See syllabus for details.See syllabus for details. n STUDENT WITH DISABILITIES: See syllabus for details.See syllabus for details.

Penn State University, School of Business Administration 11/12/ GRADING n Course project/assignment..40% n Take Home Exam….………30% n Research Illustration/discussion contribution………………….15% contribution………………….15% n Participation/contribution.…15%

Penn State University, School of Business Administration 11/12/ GRADING POLICY 94 AND UP…………..A ……………….A ……………….B ……………….B ……………….B ……………….C ……………….C ………………..D Below 60………………F

Penn State University, School of Business Administration 11/12/ TIME TABLE FOR COURSE PROJECT n Week 1-3 Topic selection n Week 4 Proposal due n Week 7 Questionnaire Design and approval approval n Week 9 Collect data and data entry n Week 11 Analysis of collected data n Week 13 Completion of project n Week 14 Presentations n Week 15 Presentations / Report Due

Penn State University, School of Business Administration 11/12/ OUTLINE OF THE COURSE n Weeks 1-2 Chapters 1-2 Selection a topic/company/product Selection a topic/company/product Research Illustrations Research Illustrations n Week 3 Chapters 3-4 Research Illustrations n Week 4 Chapters 6-7 Proposals Due Proposals Due n Week 5 Chapter 8 Research Illustrations n Week 6 Chapters 9,11 n Week 7 Chapter 12 n Week 8 Chapters Research Illustrations Spring Break (March 10-14) Spring Break (March 10-14)

Penn State University, School of Business Administration 11/12/ OUTLINE (CONT.) n Week 9 Chapter 15 Data collection should be completed Data collection should be completed n Week 10 Chapter 16 Research Illustrations SPSS for data Analysis SPSS for data Analysis n Weeks Chapters SPSS for data Analysis SPSS for data Analysis n Week 13 Chapter 19 n Week 14 Reviews/Project Presentations SPSS for data Analysis SPSS for data Analysis n Week 15 Project Presentations/Project Due Due Take Home Exam Due on May 6, 2003 Take Home Exam Due on May 6, 2003