MRKT 472 MARKETING RESEARCH Dr Ugur Yucelt School

MRKT 472 -MARKETING RESEARCH Dr. Ugur Yucelt School of Business Administration Spring 2004 Room E 308 a. m. . . Penn State University, School of. TR: 9: 30 -10: 45 Business Administration 11/1/2020 1

REQUIRED TEXT n Naresh K. Malhotra. Basic. Marketing Research, Prentice-Hall, 2002. Penn State University, School of Business Administration 11/1/2020 2

OPTIONAL TEXT n Jeremy J. Foster. Data Analysis: Using SPSS for Windows, 2001. Penn State University, School of Business Administration 11/1/2020 3

SUPPLEMENTS n n n n SPSS for Window Made Simple. Discovering Statistics Using SPSS. Constructing effective Questionnaires. Writing Business Research Report. Designing and Conducting Survey Research Project Manual Multivariate Data Analysis. Penn State University, School of Business Administration 11/1/2020 4

COURSE DESCRIPTION Collection, processing, analysis and interpretation of information. n Practical and theoretical applications. n Covers research process, questionnaire design, sampling, data collection, coding, research methodology, interpretation, report writing and presentation. n Penn State University, School of Business Administration 11/1/2020 5

PREREQUISITES n MRKT 370 - Principles of Marketing Penn State University, School of Business Administration 11/1/2020 6

COURSE OBJECTIVES n n n Introduce field of marketing research. Develop problem analysis and decision making skills. Increase familiarity with the biases and limitations of marketing data. Show benefits of research models/techniques. Develop experiences in applying research techniques to current marketing problems. Through experiences, help to understand the usefulness/power of the computer. Penn State University, School of Business Administration 11/1/2020 7

EXAMINATIONS Two classroom examinations (Hour and fifteen minutes each). n Multiple choice questions. n Theory, applications, concepts and definitions. n Send e-mail, if you have any question. n Review chapters on weekly basis. n Penn State University, School of Business Administration 11/1/2020 8

ASSIGNMENTS Exams. n Comprehensive group project. n Cases. n SPSS software n Penn State University, School of Business Administration 11/1/2020 9

SOME DETAILS ABOUT COURSE PROJECT n n n Opportunity to learn how to do marketing research. A two/three-person group. Selection of a group leader who is responsible about group’s functions. Write 3 or 4 pages proposal not later than the 4 th week of this semester. In lieu of final exam; therefore, presentations are required. SPSS software must be used for data analysis Penn State University, School of Business Administration 11/1/2020 10

POSIBBLE DUE DATES FOR YOUR PROJECT n n n n Topic selection and proposal submission – Week IV. Design questionnaire/approval – Week VII. Collect data/data entry – Week IX, Analysis of data – Week XI Project completion – Week XIII. Final reviews/presentations – Week XIV and XV. Final report due –Week XV. Penn State University, School of Business Administration 11/1/2020 11

CASE ASSIGNMENTS AND DISCUSSIONS Short cases from the chapters. n Answer the questions at the end of each case. n Class discussion is required. n Written answers and class discussion are required from the three cases (see the syllabus). n Penn State University, School of Business Administration 11/1/2020 12

OTHER REQUIREMENTS n PEER REVIEW: • Evaluate each other at the end of this semester. n ATTENDANCE: • Attendance is expected, and periodically check on weekly basis. n MAKE-UP EXAMS: • Please inform me about a personal problem if you cannot take the test. No make-up otherwise. n ACEDEMIC INTEGRITY: • See the course syllabus for details. n STUDENTS WITH DISABILITIES: • See the syllabus for details. Penn State University, School of Business Administration 11/1/2020 13

GRADING Exam I……………. 25% n Exam II…………… 25% n Project/presentations/ Peer review………………… 35% n Cases participation………… 15% n Penn State University, School of Business Administration 11/1/2020 14

GRADING POLICY 94 AND UP…………. . A 94 -93. 9………………. A 87 -89. 9………………. B+ 83 -86. 9………………. B 80 -82. 9………………. B 77 -79. 9………………. C+ 70 -76. 9………………. C 60 -69. 9………………. . D Below 60………………F Penn State University, School of Business Administration 11/1/2020 15

TIME TABLE FOR COURSE PROJECT Week 1 -3 Topic selection n Week 4 Proposal due n Week 7 Questionnaire Design and 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 Final Reviews Penn State University, School of Business Administration 11/1/2020 n Week 15 Presentations / Report Due 16 n

OUTLINE OF THE COURSE* n n n Weeks 1 -3 Chapters 1 -3 Week 4 Chapter 4 -5 - Proposals Due Week 5 Chapter 6 -7 Week 6 Chapter 8/ Exam I Weeks 7 -8 Chapters 9 -11 Spring Break March 10 -14 Penn State University, School of Business Administration 11/1/2020 17

OUTLINE (CONT. ) n n n n Week 9 Chapters 12 -13 Week 10 Chapter 14 Week 11 Chapter 15 Week 12 Chapter 16/Exam II Week 13 Chapter 17 -18 Week 14 Chapter 19 Week 15 Presentations/Project Due *Tentative list, subject to change. Penn State University, School of Business Administration 11/1/2020 18