Course Description:

As smart and successful companies know, marketing is (or should be) all about knowing thy
customer. The everdeveloping field of marketing research and the technological tools used to assist
!ustomer "elationship #anagement (!"#) have greatly e$panded the possibilities for knowing about
customers and using this knowledge to predict attitude change, buying intentions, and other outcome
measures.
As we all know, in the new millennium, information is power. #arketing research is the central
nervous system of any !"# initiative, since collecting data from customers allows managers to build
profiles of buyers, integrate information, and utili%e information technology (&T) to know more about
company markets and customers.
Think of #'T (() as an applicationcentered course. That is, most of our attention will be given to the
uses of marketing research to improve management decisionmaking. *owever, applications only come
about because somebody thought of them. Therefore, theoretical aspects of research (such as sampling
theory) must be covered as well.
&n #'T ((), we will e$plore applications of &T and research methods widely used in marketing.
Throughout the course, we will e$amine the use of marketing research, through its scientific and
+uantitative approach, to improve the +uality of decisions.
Introduction:
#'T ((), #arketing "esearch and Technology, is intended as a graduatelevel course introducing a variety of
researchrelated methods and tools commonly used in the disciple of marketing. The goal of #arketing "esearch
is always to enhance the +uality, efficiency, and effectiveness of the manager,s decisionmaking, and to use
research tools to find the best answer to marketing managerial problems.
As a result, much of the course will be devoted to the different methods for conducting research and other
methodological issues, as well as techni+ues for analy%ing marketingrelated data. -iew this course as an
e$ploration into the fascinating world of marketing decisionmaking. & think you will find that the course
assignments will be en.oyable and help you develop better research skills.
Credit Hours: 4
Course Objectives and Learning Outcomes:
Objectives:
The ma.or ob.ective of this course is the understanding and application of emerging trends and new
skills associated with marketing research. /pecific ob.ectives include0
1nderstanding how the marketing research process works
2eing able to analy%e data to test for significant differences and association (relationships
between variables)
1nderstanding the use (advantages and disadvantages) of several types of univariate and
multivariate methods for +uantitative data analysis
3
MKT 550
Mareting !esearc" and
Tec"no#og$
Dr% &o"n '% (arnes
)ssociate *ro+essor
Tuesda$, -:00 . /:45 *M
Donovan 0001
2a## 3004
1nderstanding and being able to develop and implement e$ploratory research designs (focus
group and indepth interviews)
2eing able to use a variety of computer applications with /4//

for application of marketing

research methods
1nderstanding database development and the role of marketing research in developing 5ecision
/upport /ystems (5//) and 2usiness &ntelligence.
Outcomes:
6utcomes testing mastery of the above ob.ectives will be assessed as follows. (3) 7$aminations will cover
relevant lecture8discussion as well as te$tbook material. (9) The outside assignments, such as evaluation of
researchbased articles, online surveys, and videotaped focus groups, will assess the student,s ability to analy%e
how research is done and to gain e$perience with research methods. (:) &nclass cases and role plays will peer
below the surface into research situations involving organi%ations, and lead to a greater insight into pertinent
research issues.
!e4uired Te5t and Materia#s:
Te5t: #alhotra, ;aresh '. (9))<), Marketing Research: An Applied Orientation, <
th

7dition. 4earson84rentice*all.
O++ice Hours and Contact In+o:
Mon/Wed/Fri 2:00 4:00 pm Donovan Ha##, !m 035/)
And by appointment Phone: 792-7807
Email !": barnesj2@sunyit.edu Email #ome: $A
Web"ite: %%%&"!nyit&ed!/'barne"(2
Tentative Course 6c"edu#e:
DATE TOPIC RELATED READING
Aug 31 !ourse 6verview= &ntroduction to #arketing
"esearch= 5efining the #arketing "esearch
4roblem and 5eveloping an Approach
Video Case 1: Burke: Growing and
Learning troug !arketing Resear" !hapters 3, 9
#e$t % "esearch 5esign= 7$ploratory "esearch
5esign0 /econdary 5ata
Dis"ussion Cases 1&1 and 1&3 Due !hapters :, <
In'C(ass Ro(e P(a) 1 (page >>)
#e$t 1* 7$ploratory "esearch 5esign0 ?ualitative !hapters (, @
"esearch, /urvey, and 6bservation
Dis"ussion Case +&+ Due
Aste" Case: Ca$ter * ,uestions Due
In'C(ass Grou$ Dis"ussion 3 (page 3@@)
#e$t +1 7$perimental 5esign !hapter A
Aste" Case: Ca$ter - ,uestions Due
9
In'C(ass Ro(e P(a) 1. + (page 9::)
#e$t +/ #easurement and /caling !hapters B, >
Aste" Case: Ca$ter % ,uestions Due
In'C(ass Grou$ Dis"ussion 1. + (page 9AA)
O"t 0 /ampling !hapters 33, 39
Aste" Case: ,uestions 1or Ca$ter / 2 3 Due
On(ine #ur4e) Assign5ent Due
O"t 1+ 666 !ID'#E!E#TER BREA7
O"t 13 !ID'TER! E8A! 9Ca$ters 1'3:
O"t +- !ollecting and 4reparing 5ata !hapters 3:, 3<
In'C(ass Ro(e P(a) 1 (page :@<)
Arti"(e Assign5ent Due
No4 + Cre+uency distributions, crosstabulation,
and hypothesis testing (ttests0 parametric
and nonparametric)
Aste" Case: Ca$ter 1* ,uestions Due
#P## Co5$uter A$$(i"ations !hapter 3(
No4 3 A;6-A, 'ruskalDallis test, and
A;!6-A= !orrelation (4earson and
/pearman "ank) and "egression
Aste" Case: Ca$ter 10 ,uestions Due
;o"us Grou$ Assign5ent Due
#P## Co5$uter A$$(i"ations !hapters 3@, 3A
No4 1- Cactor and !luster Analysis
Dis"ussion Case 3&1 Due
#P## Co5$uter A$$(i"ations !hapters 3>, 9)
No4 +3 5iscriminant Analysis= #5/ !hapters 3B, 93
Dis"ussion Case 3&+ Due
#P## Co5$uter A$$(i"ations
No4 3< !on.oint Analysis= "eport 4resentation !hapters 93, 99
Aste" Case: Ca$ter 1/ ,uestions Due
De" % Last C(ass Da): /47!&AE T64&!0
!"# and 5atabase #arketing
Data=ase !arketing Assign5ent Due
De" 1* ;INAL E8A! 9Ca$ters 1<'1/:
Met"od o+ 7va#uation:
:
8rading, 75ams, Cases:
CO>R#E EVAL>ATION #?#TE!:
There are four components of student evaluation in the class0
Froup and &ndividual Assignments and &n!lass Activities (3( percent)
5iscussion !ases (3( percent)
/4// !omputer Applications (3) percent)
#idterm 7$am (:) percent)
Cinal 7$am (:) percent)
A##IGN!ENT#
#arketing research focuses on both understanding and application. To that end, a variety of both
outside and inclass pro.ects will be assigned.
In'C(ass A"ti4ities: Throughout the semester, various inclass activities will be assigned, based on your
assigned reading for that class period. These will normally take the form of inclass role plays and small
group discussions. These activities critically depend on class participation. They will be considered
part of the overall assignment grade (3( percent) for the course.
Outside Assign5ents:
1& Arti"(e Assign5ent 9Indi4idua(:
Cor this assignment, you are to locate two articles from any issue of Journal of Marketing, Journal of
Marketing Research, Journal of Consumer Research, or Journal of the Acadmey of Marketing Science.
7ach of these .ournals should be available at the university library. 6ne of the articles should involve
the use of +uantitative research (Gournal of #arketing, Gournal of #arketing "esearch, or GA#/ is
recommended), and one should involve the use of +ualitative research (Gournal of !onsumer #arketing
is recommended).
Cor each article, prepare a :( page typed report for each article in which you (3) e$plain the theory or
concept that the researchers are trying to test or analy%e, (9) the method used to test their theory or
concept, (:) an e$planation of what the researchers found in their study, and (<) what you learned from
your review and evaluation of the article.
+& On(ine #u4e) Assign5ent 9Indi4idua(:
Fo to www.zoomerang.com. !lick on pricing, and you will see that the %oomerang basic
membership is free of charge. 6nce you are a basic member, you have the opportunity to do design and
implement online surveys, with a sample si%e limited to not larger than 3)). H4ro is a more
sophisticated product (note the comparison of the two options), but is subscriptionbased.
Cor this assignment, select a research topic important to you. 5esign an online survey +uestionnaire to
measure the topic and test its relationship to related variables. Administer the +uestionnaire online,
using Hoomerang. Analy%e your results, and present a typed report (with supporting analysis tables) that
summari%es your findings.
3& ;o"us Grou$ Pro@e"t 9Grou$:
Cocus groups are an important research tool for obtaining +ualitative data concerning consumer
preferences. #any multinational corporations, such as ;ike, Feneral 7lectric, and others e$tensively
use focus groups to test consumer responses to new product ideas. Cor this assignment, you will plan a
focus group (for a new product which you decide on), implement, videotape, and criti+ue8evaluate the
<
focus group using guidelines we will discuss in class. !onsumers in your focus group could be fellow
classmates, friends, or coworkers.
*& Data=ase !arketing Assign5ent 9Indi4idua(:
Fo to http://crm.ittoolbox.com. !lick on #arketing. /elect any two of the #arketing Dhite 4apers (in
pdf format) dealing with !"# issues. Type up a :page analysis of the two white papers. &n your
report, (A) summari%e the key points of each article, and (2) discuss what you learned about !"# as a
result of reading each article.
Co5$uter Ana()sis A$$(i"ations using #P##

9Indi4idua(:
#uch of this class will involve computer work. Typically, we will e$plore a procedure in class (using
my dataset as an e$ample), and you will then be assigned the procedure using the datasets on the !5 or
other datasets (if available). Iou will then turn in your individual analysis to me by the assigned date.
/4// (Statistical Package for the Social Sciences or Statistical Product and Serice Solutions) is a
widelyused package for parametric and nonparametric statistical analysis of marketing data. De will
e$plore a number of /4// applications in #'T ((), including analysis of data distribution and
descriptive statistics, tests of association, as well as both dependent and interdependent multivariate
tests.
& will use a dataset of my own (ATT.dat), based on a sample of computer salespeople for a large
multinational corporation to illustrate many of these procedures in class. A !5"6# containing the
student version of /4// comes with our te$tbook, and also contains two of the authors, data sets. Any
dataset used in class will be made available to you, either on my Deb site or folder.
CA#E# 9Indi4idua(:
2ecause of the analytical nature of this class, casework is an important element of the course. All
discussion cases are found within the #alhotra te$t
Cor each assigned case, you will read and study the case, and submit a typed report (usually : to (
pages) of your analysis of the case discussion +uestions. These will then be used as the basis for class
discussion on the days that the case assignments are due...
5iscussion !ases
These are typically short, focused case studies intended primarily as a vehicle for case discussion of
pertinent research topics on the days when they are due.
3. 3.30 Eife in the Cast Eane0 CastCood !hains "ace to 2e ;umber 6ne, pp. @3@9. Answer the
+uestions at the end of the case in a :page typed brief.
9. 3.:0 Ee$us0 &mparting -alue to Eu$ury and Eu$ury to -alueJ pp. @<@(. Answer the +uestions
at the end of the case in a :page typed brief.
:. 9.90 Dho &s the *ost with the #ostK pp. :@B:A). Answer the +uestions at the end of the case
in a :page typed brief.
<. :.30 &s !elebrity Advertising Dorth !elebratingK pp. @B3@B:.
(. :.90 The 5emographic 5iscovery of the ;ew #illenium, pp. @B<@B@.
!omprehensive !ase0 Astec: Regaining the !op Spot= pp. @>(@>@ The case is followed by sets of
discussion +uestions for each chapter of the #alhotra te$t (pp. @>@@>B), as well as +uestionnaire and
codebook (pp. @>>A)9). ?uestions will be assigned to you to turn in for each of the chapters we cover
in class. The /4// dataset for this case is available from my Deb site or folder.
(
JOHN W. BARNES !h.". A##ociate !ro$e##or o$ %ar&eting ' A BR(E) B(O
(Fraduate Caculty= /chool of #anagement, /1;I &nstitute of Technology)
A*A"E%(* BA*+,RO-N"
133+ Do"tor o1 Pi(oso$) A !ollege of 2usiness= Ari%ona /tate 1niversity (minor area0 /ocial 4sychology)=
5issertation0 /alesforce !ulture /trength and "ole /tress as 5eterminants of /alesperson "ole /tress
and Gob /atisfaction.
13/3 !aster o1 Business Ad5inistration= !ollege of 2usiness= Ari%ona /tate 1niversity= concentration area0
Cinance
13-3 Ba"e(or o1 Arts in !usi"A #usic performance and composition= !ollege of Cine Arts= Ari%ona /tate
1niversity
.E*AH(N, E/!ER(EN*E
Lo)o(a >ni4ersit) New Or(eans (3>>>9))<) (Fraduate Caculty)
#arketing #anagement (#'T @)3)= /ales Corce #anagement (#'T B>:)= Advanced #arketing /trategy (#'T
<())= 2usinessto2usiness /elling and /ales #anagement (#'T :B()= 7!ommerce (#'T8#FT <@))= #usic
#arketing and 4romotion (#12H 9())= &nternational #arketing (&;T28#'T ::))= 2asic #arketing (#'T 9B))
Te >ni4ersit) o1 TeBas at E( Paso (3>>93>>>) (Fraduate Caculty)
!onsumer 2ehavior= #arketing /ystems= #arketing #anagement (graduate)= /trategic #arketing #anagement
(undergraduate)
AriCona #tate >ni4ersit) (3>B(3>>3)
4rinciples of #arketing= 4rinciples of "etailing= "etail #anagement= /trategic #arketing #anagement
Selecte0 !1blication#
1nderstanding the 5omain of !ross ;ational 2uyer/eller &nteractions, with /.*.'ale, Jo1rnal o$
(nternational B1#ine## St10ie#, 3>>9, -ol. 9:, ;o. 3, pp. 3)33:9.
L#easuring the 4rototypicality and #eaning of "etail &nstitutionsL (3>>9), with G.!. Dard and #.G. 2itner,
Jo1rnal o$ Retailing, @B (9), 3><99).
!ontrol and Affect0 The &nfluence of Ceeling in !ontrol of the "etail 7nvironment on Affect, &nvolvement,
Attitude, and 2ehavior (9))3), with Games !. Dard, Jo1rnal o$ B1#ine## Re#earch, (< (9), 3:>3<<.
7$amining the /alesforce !ulture0 #anagerial Applications and "esearch 4ropositions (3>><), with 5.D.
Gackson, Gr. and /./. Ta$, Jo1rnal o$ !er#onal Selling an0 Sale# %anagement, 3< (<), 33< (lead article).
"etailing to the Coreign ;ational !onsumer in the 2order Hone0 The &mpact of !urrency 5evaluation and
!ross2order !ompetition, with G. *ad.imarcou (3>>B), Jo1rnal o$ ,lobal %ar&eting, 33 (:), B(3):.
Dhy 6ur "ussian Alliances Cail, with 7.". /tafford, #.*. !rook, and T. 'oybaeva, 2ong Range !lanning,
3>>A, :) (<), pp. (<)(().
Additional research by 5r. 2arnes has been published in0 Journal of Small "usiness Strategy, Journal of
#ospitality and $eisure Management, Journal of %nternet Marketing, Serices Marketing &uarterly, Journal of
Customer Serice in Marketing and Management, 'rontiers of (ntrepreneurship Research, Journal of Marketing
for #igher (ducation, and numerous conference proceedings.
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