University of
Colorado 每 Boulder
Leeds School of Business 每
Marketing Division
MKTG 3350 每 Marketing Research
Spring Semester, 2011
GENERAL INFORMATION - PREREQUISITES
- COURSE DESCRIPTION - TEXTBOOKS
- SUGGESTED READINGS - CALENDAR
- DOWNLOAD -
RELIGIOUS OBSERVANCES AND DISABILITIES - ACADEMIC MISCONDUCT - CLASSROOM BEHAVIOR - COURSE GRADE - COURSE LEARNING COMPONENTS
GENERAL INFORMATION
|
Section Meets |
Tuesday and Thursday, Koebel 102 3:30pm每 4:45pm (section 003) |
|
Professor |
|
|
Office |
KOBL 461 |
|
Telephone |
(303)-4926211 |
|
Email address |
Yacheng.Sun@Colorado.edu |
|
Office hours |
Wed/Fri 1-2 pm and by appointment |
PREREQUISITES
These requirements for prerequisites will be strictly enforced. Please do not take this course unless you have taken the following three prerequisites 每 failure to meet this requirement can result in an administrative drop at any point during the semester.
- BCOR 1020
- BCOR 2050
MKTG 3350 is offered to students with a formal major in Marketing at Leeds School of Business, University of Colorado at Boulder. MKTG 3350 does not provide credit toward a degree in non-Business major.
COURSE DESCRIPTION
Market research is about
providing relevant, accurate and timely information for marketing decisions.
The emphasis of this course is on marketing research as an aid to managerial
decision-making. The course is primarily aimed at prospective users of
marketing research. It will be a useful preparatory course for prospective
practitioners of marketing research. Students will obtain a broad understanding
of the purposes and principles that underlie the practice of marketing
research. Upon successful completion of the course, students should be able to
ask appropriate research questions, collect and analyze the necessary
information, and provide recommendations that help resolve the issues when
confronted with a business problem.
TEXT
REQUIRED TEXT: Basic Marketing Research 每
Naresh K. Malhotra (Third edition), Prentice Hall, 2009.
(e-book
available at http://www.coursesmart.com)
SUGGESTED READINGS
Various journal articles: Throughout the semester, I will assign non-technical articles from various business journals (e.g., Harvard Business Review, Sloan Management Review and Journal of Marketing) that are most useful for enhancing our understanding of certain topics that are not thoroughly discussed in the classroom. Some of the exam questions will be derived from the assigned journal articles. Appendix C gives a list of reference articles that might appeal to further interests of the students. The students are also expected to find articles relevant to their projects from various journals when they start working on the term project.
COURSE GRADE DETERMINATION
|
Course
Learning Component |
Points |
Tentative
Date |
|
Exam 1 |
250 points |
February 22nd |
|
Exam 2 |
250 points |
April 19th |
|
Team Project |
300 points |
See CALENDAR |
|
Homework Assignment |
100 points |
|
|
Participation scores |
100 points |
Entire semester |
|
Total |
1000 points |
COURSE LEARNING COMPONENTS
- Exams. Two examinations are scheduled throughout the entire semester and each exam is worth 250 points. Both exams are closed-book .
- Group project. The group project is worth 300 points. Students will self-select into 3-4 people teams to work on a term project throughout the semester.
- Participation scores. Students can earn up to 100 classroom participation points. These extra points are made available to each student for speaking out and sharing their thoughts with the classmates.
Important: It is the student＊s responsibility to check the full syllabus for details of the above course learning components.
MKTG 3350 Spring 2011 Calendar
|
Week |
Date |
Day |
Schedule |
Reading |
Download
Materials |
|
|
1 |
Jan 11 |
Tuesday |
Overview |
Syllabus |
||
|
Jan 13 |
Thursday |
Role of Research in Marketing |
Slides & Handout |
|||
|
2 |
Jan 18 |
Tuesday |
Marketing Research Industry |
Slides &
Handout |
||
|
Jan 20 |
Thursday |
Marketing Research Process |
Chapter 2 |
|||
|
3 |
Jan 25 |
Tuesday |
Research Design |
Chapter 3 |
||
|
Jan 27 |
Thursday |
Qualitative research I |
Slides & Handout |
|||
|
4 |
Feb 1 |
Tuesday |
Qualitative research II Guest speaker |
Slides & Handout |
Additional
Readings Focus Group
Videos Women Shoes Part1 Women Shoes Part2 |
|
|
Feb 3 |
Thursday |
Survey Research and Interviews |
Chapter 7 |
|||
|
5 |
Feb 8 |
Tuesday |
Measurement |
Chapter
9 & 10 |
||
|
Feb 10 |
Thursday |
Questionnaire Design |
Chapter 11 |
|||
|
6 |
Feb 15 |
Tuesday |
Sampling I |
Chapter 12 |
|
|
|
Feb 16 |
Thursday |
Review |
|
|
||
|
7 |
Feb 22 |
Tuesday |
Exam 1 |
|
|
|
|
Feb 24 |
Thursday |
Sampling II |
Chapter 13 |
|
||
|
8 |
Mar 1 |
Tuesday |
Experimental Research |
Chapter 8 |
|
|
|
Mar 3 |
Thursday |
Secondary and syndicated data
sources |
Chapter 5 |
|
||
|
9 |
Mar 8 |
Tuesday |
Data collection and Preparation |
Chapter 14 |
|
|
|
Mar 10 |
Thursday |
Data Analysis I Guest Speaker |
Chapter 15 |
|
||
|
10 |
Mar 15 |
Tuesday |
Data Analysis II |
Chapter 16 |
|
|
|
Mar 17 |
Thursday |
Hypothesis Testing |
Slides |
|
||
|
11 |
Spring break |
|||||
|
12 |
Mar 29 |
Tuesday |
Hypothesis Testing II |
Slides |
|
|
|
Mar 31 |
Thursday |
Correlation Analysis |
Chapter 18 |
|
||
|
13 |
Apr 5 |
Tuesday |
Regression Analysis |
Chapter 18 |
|
|
|
Apr 7 |
Thursday |
Conjoint Analysis |
Slides & Handout |
|
||
|
14 |
Apr 12 |
Tuesday |
Research Proposal |
Slides & Handout |
|
|
|
Apr 14 |
Thursday |
Review |
|
|
||
|
15 |
Apr 19 |
Tuesday |
Exam 2 |
|
||
|
Apr 21 |
Thursday |
Presenting Research Findings |
Slides & Handout |
|
||
|
16 |
Apr 26 |
Tuesday |
Project day |
|
|
|
|
Apr 28 |
Thursday |
Project Presentation |
|
|
||
|
17 |
||||||
|
End of Semester |
||||||
|
Important: Dates on the course calendar are subject to change at the instructors＊ discretion. |
||||||
OTHER DOWNLOADS
You need Acrobat Reader to view the .pdf files.
http://www.adobe.com/products/acrobat/readstep2.html
RELIGIOUS OBSERVANCES AND DISABILITIES
I will try my best to
accommodate religious observance and qualified disabilities. However, both
advance notice (written or in email) and supporting documents are required in
order for any observance to be accommodated. If you qualify for accommodations
because of a disability, please submit to me a letter from Disability Services
in a timely manner so that your needs may be addressed. Disability Services
determines accommodations based on documented disabilities. (303) 492-8671,
Willard 322,
www.Colorado.EDU/disabilityservices.
ACADEMIC MISCONDUCT
All students in this course are expected to abide by the provisions of University of Colorado at Boulder Code of Student Rights, Responsibilities, and Conduct, which states:
※All students of the
University of Colorado at Boulder are responsible for knowing and adhering to
the academic integrity policy of this institution. Violations of this policy
may include: cheating, plagiarism, aid of academic dishonesty, fabrication,
lying, bribery, and threatening behavior. All incidents of academic misconduct
shall be reported to the Honor Code Council (honor@colorado.edu; 303-725-2273).
Students who are found to be in violation of the academic integrity policy will
be subject to both academic sanctions from the faculty member and non-academic
sanctions (including but not limited to university probation, suspension, or
expulsion).
CLASSROOM BEHAVIOR
University of Colorado policy states that: ※Students and faculty each have responsibility for maintaining an appropriate learning environment. Students who fail to adhere to such behavioral standards may be subject to discipline. Faculty have the professional responsibility to treat all students with understanding, dignity and respect, to guide classroom discussion and to set reasonable limits on the manner in which they and their students express opinions. Professional courtesy and sensitivity are especially important with respect to individuals and topics dealing with differences of race, culture, religion, politics, sexual orientation, gender variance, and nationalities. § (http://www.colorado.edu/policies/classbehavior.html)
In order to make the learning experiences as rewarding and enjoyable as possible, please make sure that you abide by the following classroom norms:
Class Norms
- Be on time for class! Late entrance into the classroom results in a serious distraction of the entire class, and, as stated below, the late student might forfeit the attendance score for the class.
- Cell phones / Pagers - Please keep them TURNED OFF during the entire class session of 1 hours and 15 minutes. It is an unwanted intrusion into the classroom. This disturbs your classmates and me.
- Laptop use is not allowed in this class without explicit consent of the instructor. Use disturbs others around you, and me.
- Non-Academic Activities during Class - Please do not indulge in activities such as reading non-class related material (e.g., newspaper), eating, etc. during class. That disturbs students around you and me.
It is a joint responsibility for everyone in the classroom, students and instructor alike, to create and maintain the best environment for learning. As you know, improper laptop usage and other improper activities like reading non-class material during a class session (e.g., newspaper) or eating any food cause severe disturbance/distraction for your fellow students and for me. It is simply unfair to others who are engaged in activities relevant to that class session. Your cooperation is of utmost importance to me and I thank you in advance for that.