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MRKT 572-MARKETING MRKT 572-MARKETING RESEARCHRESEARCH

Dr. Ugur YuceltDr. Ugur Yucelt

School of Business AdministrationSchool of Business Administration

Spring 2003Spring 2003

Room E309Room E309

M:6:00-8:30 p.m...M:6:00-8:30 p.m...

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TEXT BOOKSTEXT BOOKS

Required Text:Required Text:• Joseph F. Hair, P. P. Bush and D. J. Joseph F. Hair, P. P. Bush and D. J.

Ortinau. Ortinau. Marketing Research (2Marketing Research (2ndnd Edit.) Edit.), , McGraw-Hill/Irwin, 2003McGraw-Hill/Irwin, 2003

Optional Text:Optional Text:• Brenda McCormack and Elizabeth Hill. Brenda McCormack and Elizabeth Hill.

Conducting a Survey: The SPSS Conducting a Survey: The SPSS WorkbookWorkbook, Thomson Business Press, , Thomson Business Press, 1997.1997.

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SUPPLEMENTSSUPPLEMENTS

Writing Business Research ReportWriting Business Research Report Multivariate Data AnalysisMultivariate Data Analysis Discovering Statistics Using SPSSDiscovering Statistics Using SPSS SPSS for Window Made SimpleSPSS for Window Made Simple Designing and Conducting Survey Research.Designing and Conducting Survey Research. Marketing Research: An Aid to Decision Marketing Research: An Aid to Decision

Making (Second Edition)Making (Second Edition) Survey Research Project Manual (4Survey Research Project Manual (4 thth Edit.) Edit.) Data Analysis Using SPSS for Windows. Data Analysis Using SPSS for Windows.

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COURSE DESCRIPTIONCOURSE DESCRIPTION

Graduate Level Marketing Research Course.Graduate Level Marketing Research Course. Collection, processing, analysis and interpretation Collection, processing, analysis and interpretation

of information.of information. Practical and theoretical applications and aligned Practical and theoretical applications and aligned

with scientific, scholarly and logical truth.with scientific, scholarly and logical truth. Covers research process, questionnaire design, Covers research process, questionnaire design,

sampling, data collection, coding, research sampling, data collection, coding, research methodology, interpretation, report writing and methodology, interpretation, report writing and presentation.presentation.

Prerequisite:Prerequisite:• MRKT 520- Marketing ManagementMRKT 520- Marketing Management

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COURSE OBJECTIVESCOURSE OBJECTIVES

Introduce field of marketing research.Introduce field of marketing research. Develop problem analysis and decision making skills.Develop problem analysis and decision making skills. Theory, applications, concepts and definitions.Theory, applications, concepts and definitions. Increase familiarity with the biases and limitations of Increase familiarity with the biases and limitations of

marketing data.marketing data. Show relative benefits of research Show relative benefits of research

models/techniques.models/techniques. Develop experiences in applying research techniques Develop experiences in applying research techniques

to current marketing problems.to current marketing problems. Through experiences, help to understand the Through experiences, help to understand the

usefulness/power of the computer.usefulness/power of the computer.

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COURSE STRUCTURECOURSE STRUCTURE

Proceeds by a combination of lectures, take-home Proceeds by a combination of lectures, take-home course project/assignment, class course project/assignment, class presentations/discussions/contributions, take-home presentations/discussions/contributions, take-home examination, research illustrations and class examination, research illustrations and class participation/contribution.participation/contribution.

Two/three persons group/team assignments.Two/three persons group/team assignments. SPSS Window version (11.0) will be used.SPSS Window version (11.0) will be used. Send e-mail, if you have any question.Send e-mail, if you have any question. Review chapters on weekly basis. Review chapters on weekly basis. Use course Web for class lectures.Use course Web for class lectures. You can also use Angel for communication with me You can also use Angel for communication with me

and each other.and each other.

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COURSE EVALUATIONSCOURSE EVALUATIONS

Course project/assignment (two persons Course project/assignment (two persons group):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

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STEPS TO FOLLOW FOR STEPS TO FOLLOW FOR COURSE PROJECTCOURSE PROJECT

Select a partner-First week.Select a partner-First week. Select a topic/company/product-Second week.Select a topic/company/product-Second week. Decide to use primary or secondary data-Third week.Decide to use primary or secondary data-Third week. Write two/three pages short proposal- Fourth week.Write two/three pages short proposal- Fourth week. Questionnaire design-Sixth week.Questionnaire design-Sixth week. Collect data-Ninth week.Collect data-Ninth week. Analyze data using SPSS-Eleventh week.Analyze data using SPSS-Eleventh week. Write the first draft-Thirteenth week.Write the first draft-Thirteenth week. Complete the final copy and present in class- Complete the final copy and present in class-

Fifteenth week.Fifteenth week.

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SOME DETAILS ABOUT SOME DETAILS ABOUT COURSE PROJECTCOURSE PROJECT

Opportunity to learn how to do marketing research.Opportunity to learn how to do marketing research. A Two/three person group.A Two/three person group. Selection of a group leader who is responsible about Selection of a group leader who is responsible about

group’s functions. Group leader has the right to group’s functions. Group leader has the right to purge the member at any time.purge the member at any time.

Write 3 or 4 pages proposal not later than the 4Write 3 or 4 pages proposal not later than the 4thth week of this semester.week of this semester.

Follow recommended steps to finish it in time.Follow recommended steps to finish it in time. Presentation of your project is required at the end of Presentation of your project is required at the end of

this semester.this semester.

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SOME DETAILS ABOUT SOME DETAILS ABOUT COURSE PROJECTS (CONT.)COURSE PROJECTS (CONT.)

Practical and theoretical aspects of marketing Practical and theoretical aspects of marketing research.research.

Topics must be related to consumer attitudes/ Topics must be related to consumer attitudes/ behaviors toward product/company or service behaviors toward product/company or service industries.industries.

Each group is responsible for drawing up Each group is responsible for drawing up questionnaire, data collection and analysis and questionnaire, data collection and analysis and writing conclusion and managerial implications.writing conclusion and managerial implications.

SPSS software (11.0)must be used for data SPSS software (11.0)must be used for data analysis.analysis.

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SOME DETAILS ABOUT SOME DETAILS ABOUT COURSE PROJECT (CONT.)COURSE PROJECT (CONT.)

Final report will be 15 pages excluding Final report will be 15 pages excluding appendix. Reports will not be returned; appendix. Reports will not be returned; therefore, make your own copy.therefore, make your own copy.

Final report will be presented in class. Final report will be presented in class. Presentations should take 20-25 Presentations should take 20-25 minutes.minutes.

Each member should look professional Each member should look professional at the presentations.at the presentations.

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A TYPICAL OUTLINE OF A TYPICAL OUTLINE OF YOUR PROJECTSYOUR PROJECTS

TitleTitle Table of ContentsTable of Contents Brief Introduction of the topic/- Brief Introduction of the topic/-

company/product.company/product. Research objectives/hypothesis or questions.Research objectives/hypothesis or questions. Methodology:Methodology:• Questionnaire DesignQuestionnaire Design• Sampling PlanSampling Plan• Data Collection MethodData Collection Method• Method used in the AnalysisMethod used in the Analysis

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A TYPICAL OUTLINE OF A TYPICAL OUTLINE OF YOUR PROJECT (CONT.)YOUR PROJECT (CONT.)

Findings:Findings:• FrequenciesFrequencies• Hypothesis TestingHypothesis Testing• ResultsResults• Conclusion/RecommendationConclusion/Recommendation• Managerial ImplicationsManagerial Implications

Bibliography/ReferencesBibliography/References

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RESEARCH ILLUSTRATIONS RESEARCH ILLUSTRATIONS AND DISCUSSIONSAND DISCUSSIONS

Short practical illustrations from each Short practical illustrations from each chapter.chapter.

Answer the questions at the end of each Answer the questions at the end of each illustration.illustration.

Class discussion/contribution is Class discussion/contribution is required.required.

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OTHER REQUIREMENTSOTHER REQUIREMENTS

PEER REVIEW: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: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.

ATTENDANCE:ATTENDANCE:• Participation/contribution to the course is expected Participation/contribution to the course is expected

every class.every class.• Attendance is expected, and periodically checked on Attendance is expected, and periodically checked on

weekly basis.weekly basis.

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OTHER REQUIREMENTS OTHER REQUIREMENTS (CONT.)(CONT.)

TAKE HOME FINAL EXAM: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, Take home final must be submitted in final week on May 6,

2003.2003. ACEDEMIC INTEGRITY:ACEDEMIC INTEGRITY:

• See syllabus for details.See syllabus for details. STUDENT WITH DISABILITIES:STUDENT WITH DISABILITIES:

• See syllabus for details.See syllabus for details.

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GRADINGGRADING

Course project/assignment..40%Course project/assignment..40% Take Home Exam….………30%Take Home Exam….………30% Research Illustration/discussionResearch Illustration/discussion

contribution………………….15%contribution………………….15% Participation/contribution.…15%Participation/contribution.…15%

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GRADING POLICYGRADING POLICY

94 AND UP…………..A94 AND UP…………..A94-93.9……………….A-94-93.9……………….A-87-89.9……………….B+87-89.9……………….B+83-86.9……………….B83-86.9……………….B80-82.9……………….B-80-82.9……………….B-77-79.9……………….C+77-79.9……………….C+70-76.9……………….C70-76.9……………….C60-69.9………………..D60-69.9………………..DBelow 60………………FBelow 60………………F

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TIME TABLE FOR COURSE TIME TABLE FOR COURSE PROJECTPROJECT

Week 1-3 Topic selectionWeek 1-3 Topic selection Week 4 Proposal dueWeek 4 Proposal due Week 7 Questionnaire Design andWeek 7 Questionnaire Design and approvalapproval Week 9 Collect data and data entryWeek 9 Collect data and data entry Week 11 Analysis of collected dataWeek 11 Analysis of collected data Week 13 Completion of projectWeek 13 Completion of project Week 14 PresentationsWeek 14 Presentations Week 15 Presentations / Report Due Week 15 Presentations / Report Due

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OUTLINE OF THE COURSEOUTLINE OF THE COURSE

Weeks 1-2 Chapters 1-2 Weeks 1-2 Chapters 1-2 Selection a topic/company/productSelection a topic/company/product Research IllustrationsResearch Illustrations Week 3 Chapters 3-4 Research IllustrationsWeek 3 Chapters 3-4 Research Illustrations Week 4 Chapters 6-7Week 4 Chapters 6-7 Proposals DueProposals Due Week 5 Chapter 8 Research IllustrationsWeek 5 Chapter 8 Research Illustrations Week 6 Chapters 9,11Week 6 Chapters 9,11 Week 7 Chapter 12 Week 7 Chapter 12 Week 8 Chapters 13-14 Research IllustrationsWeek 8 Chapters 13-14 Research Illustrations Spring Break (March 10-14)Spring Break (March 10-14)

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OUTLINE (CONT.)OUTLINE (CONT.)

Week 9 Chapter 15 Week 9 Chapter 15 Data collection should be completedData collection should be completed Week 10 Chapter 16 Research IllustrationsWeek 10 Chapter 16 Research Illustrations SPSS for data AnalysisSPSS for data Analysis Weeks 11-12 Chapters 17-18Weeks 11-12 Chapters 17-18 SPSS for data AnalysisSPSS for data Analysis Week 13 Chapter 19Week 13 Chapter 19 Week 14 Reviews/Project PresentationsWeek 14 Reviews/Project Presentations SPSS for data AnalysisSPSS for data Analysis Week 15 Project Presentations/ProjectWeek 15 Project Presentations/Project DueDue Take Home Exam Due on May 6, 2003Take Home Exam Due on May 6, 2003