Research Methods in Marketing Syllabus – MKT 450 – 0 Section 61 Room G 05 Summer Quarter – Monday & Thursday 15:00 – 16:40 Clinical Associate Professor Robert Schieffer E Mail is Office is Leverone 4 th Floor Home phone is Office hours are 12:00 – 15:00 Mondays and Thursdays or other times by appointment

Research Methods in Marketing Syllabus Course objective is to engage students in a thorough understanding and appreciation of the high impact of Marketing Research on strategic, marketing and product development decisions.The course has a strong focus on the application of Marketing Research tools rather than just the execution of these tools. The course is directed at the Manager who is the user of Marketing Research, rather than the Market Researcher One text will be utilized: Marketing Research, Seventh Edition, Aaker, Kumar and Day, 2001 A case packet is also required, which includes two cases and eleven articles. An IRIDIUM case was written by the Professor and will be posted on the Course Blackboard

Research Methods in Marketing Syllabus Grade calculation: A = 92 and above, B = 84 – 91, C = 83 and below All assignments are graded on a 100 point scale Grade composition: –10% Secondary Search Individual Assignment –10% Consumer Interview Individual Assignment –10% Errors in Research Design Team Assignment –10% Multiple Regression Team Assignment –10% Astra Merck Team Assignment –15% Zenith Case Team Assignment Questions 1-3 –25% Zenith Case Team Assignment and Presentation Questions 4-8 –10% Class Attendance and Participation EXPECTATIONS: Students are expected to attend all 20 classes and to come prepared to participate in class discussion. All assigned readings, articles, lecture notes and cases should be read prior to class. Students should raise questions on this material at the start of each class, since much class time will be spent applying the material to cases and hearing outside guest speakers.

Research Methods in Marketing Syllabus COURSE STRUCTURE – The first nine classes focus mainly on Marketing Research tools and techniques; the next nine classes focus mainly on the application of tools and techniques to key Marketing decisions. The final two classes will be devoted to team presentations and discussion of the Zenith High Definition T.V. Case. TEAMS -- Student teams will be 4-5 students and all students are expected to participate fully in the team assignments. Students will evaluate the contributions of fellow team members on the team assignments and grades will reflect these peer evaluations. COMMUNICATIONS – Students are expected to maintain an E mail address to which the professor can send assignments and notices. All lecture notes will be posted on the Course Blackboard prior to each class. HONOR CODE – All students will abide by the Kellogg Honor Code. The Errors in Research Design, Multiple Regression, Astra/Merck and Zenith assignments are team assignments where students are expected to work in teams; all other work is on an individual basis. It is a violation of the Honor Code to discuss any course assignments with students who have taken the course previously.

Syllabus - MKT 450 Section 61 Summer 2002 SCHIEFFER ClassDayDateTopicReadings (Text and Articles) Discussion Cases Guest Speaker Assignment Due 1 Th June 27 Introduction Marketing Research Process Chapter 1 Chapter 3 and Appendix VideoCart 3-1 Philips 3-3 (Cases in text) 2 M July 1 Research Designs Secondary Sources Syndicated Sources Chapter 4 and Appendix Chapter 5 Chapter 6 California Foods W July 3 Exploratory Research Chapter 8 P & G Checks Out … Does the Smell of Coffee Acura M July 8 Descriptive Research Chapter 9 Chapter 10 IRIDIUM CASE Iridium Questions 1 & 2 Secondary Search Individual Assignment 5 Th July 11 Attitude Measurement Chapter 11Reynolds Cigarettes 4-1

Syllabus - MKT 450 Section 61 Summer 2002 SCHIEFFER ClassDayDateTopicReadings (Text and Articles) Discussion Cases Guest Speaker Assignment Due 6 M July 15 Business to Business Marketing Research The Customer Visit Creating Breakthroughs Consumer Interview Individual Assignment 7 Th July 18 The Impact of the Internet on Marketing Research Chapter 7COMSCORE SPEAKER 8 M July 22 Causal Research, Sampling Methods Chapter 13 Chapter 14 Boost your Marketing ROI Errors in Research Design Team Assignment 9 W July 24 Analysis Tools: Correlation and Multiple Regression Models Chapter Th July 25 Market Segmentation Chapter 21Store Image Study

Syllabus - MKT 450 Section 61 Summer 2002 SCHIEFFER ClassDayDateTopicReadings (Text and Articles) Discussion Cases Guest Speaker Assignment Due 11 M July 29 Market Segmentation and Targeting Astra Merck CaseC & R SPEAKER Zenith Case Questions 1-3 Team Assignment 12 Th Aug 1 Positioning ToolsChapter 22 (1 st half) Perceptual Mapping 13 M Aug 5 Product Optimization and Trade Off Models Chapter 22 (2 nd half) Conjoint Analysis Multiple Regression Model Team Assignment 14 Th Aug 8 Discrete Choice Models After the Basics 15 M Aug 12 Applications: Advertising and Pricing Research Chapter 24 Predicting the Optimum Price Astra Merck Team Assignment

Syllabus - MKT 450 Section 61 Summer 2002 SCHIEFFER ClassDayDateTopicReadings (Text and Articles) Discussion Cases Guest Speaker Assignment Due 16 Th Aug 15 Applications: Customer Satisfaction and Brand Equity Chapter 25 Why Satisfied Customers Defect 17 M Aug 19 New Product Development Research and Forecasting Models Product DevelopmentA. C. NIELSEN VANTIS SPEAKER 18 Th Aug 22 Iridium Case Discussion IRIDIUM CASEIRIDIUM Questions 3, 4, 5 and 8 19 M Aug 26 Zenith Case Team Presentations Zenith Case Questions 4-8 Team Assignment 20 Th Aug 29 Zenith Case Team Presentations