Marketing Research

Concepts and Techniques

Course Instructor Marketing Analytics; Course contents Stephan Sorger UC Berkeley Extension EDP 301754; Fall 2011 Stephan Sorger Phone: 650.455.4411 email: stephan@stephansorger.com (also stephan_sorger@yahoo.com)

www.stephansorger.com
Meetings Sep. 7, 2011 Oct. 26, 2011; Wed., 6PM9:30PM; San Francisco Downtown Some class meeting dates subject to change

Course Description Learn how to conduct and interpret marketing research to solve business problems. You will find out how to design effective marketing research campaigns. Through hands-on case studies, you will practice designing questionnaires and other research instruments to gather market data. The course covers the statistical foundation for sound research, such as sampling, confidence intervals, and hypothesis testing. Applications for marketing research will be covered, such as developing new products and services, as well as improving existing ones. Course Goals and Learning Objectives On successful completion, participants will: Find out how to apply marketing research techniques to solve business problems Learn essential concepts and techniques of marketing research Understand qualitative and quantitative research methods Intended Audience This course is intended for two groups of people. The first group is people considering a career in marketing or related areas who need an understanding of marketing research essentials. The second group is working professionals seeking to gain a competitive advantage for enhanced career opportunities. Prerequisites Essentials of Marketing or equivalent Basic computer spreadsheet expertise, e.g., Microsoft Excel Instructional Methodology Lectures on essential areas of marketing research Case studies of marketing research applied toward practical problems Videos highlighting areas of marketing research Exams to test marketing research concepts and terminology Research project to exercise topics taught in course Textbooks Required: Course Reader: Lecture slides provided by publisher Peason Prentice Hall Print version: Reader handouts will be distributed at beginning of class. Online version: Not permitted by publisher Required:

2011 by Stephan Sorger

www.stephansorger.com

Textbook: Burns and Bush, Basic Marketing Research, Prentice Hall, 2012, 3rd edition, ISBN # 0135078296

Grading and Course Components Grading is calculated from the components shown below, using standard grading cutoff points: 100 94 = A, 93 90 = A-, 89 87 = B+, 86 84 = B, 83 80 = B-, 79 77 = C+, etc. Midterm Exam Final Exam Research Project Total Percent 30% 30% 40% 100%

Midterm Exam The midterm is closed-book, and tests the following chapters: 3, 4, 5, 6, 7, 8. Final Exam The final exam is closed-book, and tests the following chapters: 9, 10, 11, 12, 13, 14. Research Project Students apply what they learn in class by forming teams and completing a research project. Project team members will select the topic for the project. Topic should address a specific business problem addressable by marketing research. - Teams must be 3 7 members in size. 5 is ideal. - All projects and data must be non-confidential. - At least 20 data points should be collected (preferably more). - Teams must create their own original project and not re-purpose or modify an existing one. - Each team member will receive the same team grade for the project. - Research Project grades are calculated according to the attached Project Grading Sheet. - Project will be graded during presentation, so clearly state all required elements. - Report will be presented during a 20 minute presentation (e.g., Microsoft PowerPoint). - Team may select presenters. Not all team members are required to speak. Project Deliverables - Hardcopy of report, following outline given in course (give to instructor before presentation). - Hardcopy of presentation, printed 2 slides per page (give to instructor before presentation). - Softcopy of report and presentation, loaded on CD/DVD or USB flash drive (instructor to keep). Project Ideas (not an exhaustive list) - Determine likely market acceptance to new product or service - Assess market desire for existing product/service features, or for new features - Research market impact of proposed price increase - Gauge usage rate of existing product or service; which users consume the most? - Determine awareness level of product/service, before and after an advertising campaign - Assess customer satisfaction with product/service, customer service, pricing, or other area Class Participation: Lectures & Weekly Cases Class participation is encouraged. Students must not miss more than 2 class sessions. If a class is missed, please make it up by completing that week's case outside of class. Students expecting to miss an exam must make alternate exam arrangements before the scheduled exam date.

2011 by Stephan Sorger

www.stephansorger.com

Schedule September 7, 2011: Meeting 1 Administration Review syllabus; Introduce class members; Set up teams Project Sample project Chapter 15 Marketing Research Report: Preparing & presenting research projects Chapter 3 Marketing Research Process: Defining the problem and objectives Video Burke: Full-service marketing research company (09:03) Case Project selection and problem definition September 14, 2011: Meeting 2 Chapter 4 Research Design: Understanding research design & qualitative research Chapter 5 information Types: Collecting secondary data & standardized information Video Wild Planet: Marketing research in the toy market (09:23) Case Ethnographic research for the toy market September 21, 2011: Meeting 3 Chapter 6 Data Collection Methods: Gathering different types of data Chapter 7 Measurement Scales: Understanding scale levels and types Video eGo Bikes: Market research for new product development (07:18) Case Data collection for new product development September 28, 2011: Meeting 4 Chapter 8 Data Collection Forms: Developing questionnaires Video Subaru: Surveying customers to collect market feedback (09:30) Case Questionnaires for new product development Exam Midterm Examination (Ch. 3 8); Students may leave class when finished October 5, 2011: Meeting 5 Chapter 9 Determining Sample Size: Determining sizes and sample plans Chapter 10 Data Issues: Screening and coding data Video JC Penney: Research-based advertising (06:57) Case Sample sizing for the retail sales market

October 12, 2011: Meeting 6 Chapter 11 Summarizing Your Data: Gaining an overview of the data Chapter 12 Generalizing Your Findings: Estimating confidence intervals Video American Express: Extending the brand based on research (09:02) Case Data analysis for the credit card market October 19, 2011: Meeting 7 Chapter 13 Finding Differences: Segmenting the market via differences in responses Chapter 14 Determining Relationships: Understanding how data is connected Video Marriott: Segmenting the hotel market based on research (09:37) Case Difference testing for the hospitality market October 26, 2011: Meeting 8 Project Presentation of team research projects Exam Final Examination (Ch. 9 14); Students may leave class when finished

2011 by Stephan Sorger

www.stephansorger.com

Marketing Research
Date: Topic: Members: No. Project Grading Sheet ___________ ___________ __________________________________________________________________ Score: 1-5 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 12345 100 max Total ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____ ____

Grading Criterion

Deliverables 1. Time: 30 (20) min. max; Start: ________; End: ________; ____min 2. Electronic copy of presentation on CD/ USB Flash Drive 3. Hardcopy of presentation Introduction 4. Situation: Background situation explained Comments: ______________________________________________ 5. Problem Statement: Problem defined clearly Comments: ______________________________________________ 6. Research process: Clear explanation of research process Comments: ______________________________________________ Research Objectives 8. Research objectives: Specific goals of the research Comments: ______________________________________________ Method 9. Approach: Explain how research was conducted Comments: ______________________________________________ 10. Collection: Explain how data was collected Comments: ______________________________________________ 11. Questionnaire: Explain how questionnaire was designed Comments: ______________________________________________ 12. Sample Plan: Explain how sample was selected Comments: ______________________________________________ 13. Sample Size: Explain how sample size was calculated Comments: ______________________________________________ 14. Analysis overview: Explain how analysis was performed Comments: ______________________________________________ Findings 15. Objectives: Show how research met objectives Comments: ______________________________________________ 16. Results: Results of research logical and follow objectives Comments: ______________________________________________ 17. Visuals: Tables, charts, figures, and other tools are used Comments: ______________________________________________ Limitations 18. Limitations: Explain research issues and potential sources of error Comments: ______________________________________________ Conclusions & Recommendations 19. Conclusions: Explain deductions and inferences based on the findings Comments: ______________________________________________ 20. Recommendations: Provide suggestions on how to proceed Comments: ______________________________________________ Total Total Score: 20 criteria x 5 pts each = 100 points max Comments: ______________________________________________

2011 by Stephan Sorger

www.stephansorger.com