1. Research Methods in Marketing Syllabus MKT 450 – 0 Sections 61 Winter Quarter 2006 – Monday and Thursday 10:30 AM Clinical Associate Professor Robert Schieffer E Mail is r-schieffer@kellogg.northwestern.edur-schieffer@kellogg.northwestern.edu Office is Jacobs Center Leverone Hall 489 Phones: 847-491-7109 (office), 847-816-3522 (home) and 847-212-2479 (cell) Administrative Assistant is Subarna Ranjit –(s-ranjit@kellogg.northwestern.edu) Office hours are Mondays and Thursdays after class, or other times as required and scheduled by students

2. Research Methods in Marketing Syllabus Marketing Research is not about collecting and analyzing data Marketing Research is about gaining customer insight and making winning Marketing decisions 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 A case packet is required, which includes 4 cases and 16 articles Ten Key Customer Insights, Schieffer, 2005, is the required book The first recommended text is How Customers Think, Zaltman, 2003, which is an excellent book for understanding how the unconscious mind impacts consumer behavior The second recommended text is Marketing Research Essentials, McDaniel and Gates, Fifth Edition, 2005. Students seeking an excellent reference for marketing research methods should invest in this text. This text includes SPSS statistical software that will be used in class; this software is also available to students in the Kellogg computer lab

3. Research Methods in Marketing Syllabus Grade calculation: A = 94.0 and above, B = 87.0– 93.9, C = 86.9 and below All assignments are graded on a 100 point scale Final grade composition: –15% Individual Depth Interview Individual Assignment –10% Regression Analysis Team Assignment –10% Zenith HDTV Case Team Assignment –10% Nestle Contadina Pizza Case Team Assignment –45% Marketing Research Team Project –10% Class Participation and Attendance –10% Iridium Team Assignment ( This is an optional assignment – should a team elect to skip this assignment, their grade will be calculated on the 6 items above; teams that elect to complete this assignment can drop their lowest graded team assignment) EXPECTATIONS: Students are expected to attend all classes and to come prepared to participate in class discussion. All assigned readings, articles, lecture notes and cases should be read prior to class. STUDENT SIGN-IN SHEET: Students are asked to initial the sign-in sheet as the enter they classroom. Should a student forget, e mail the professor to have your class attendance recorded

4. Research Methods in Marketing Syllabus COURSE STRUCTURE – The course is broadly structured to follow the steps of the marketing research process, and the content will parallel student’s work on their team project. The finals week will be devoted to team presentations of the findings and recommendations of their Marketing Research team project. TEAMS – Students will organize themselves into teams of 4-5 students and need to notify the professor of the names on their team by the end of the day of the first class. 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. To avoid surprises, students are strongly encouraged to use TeamNet throughout the quarter. NO LAP TOP USE IN CLASS – Please leave your lap top in its case during class. COMMUNICATIONS – All lecture notes and assignments will be posted on the Course Blackboard prior to each class. Students are strongly encouraged to meet with the professor after class or in his office for depth discussions. HONOR CODE – All students will abide by the Kellogg Honor Code. It is a violation of the Honor Code to discuss any course assignments with students who have taken the course previously. SPSS SOFTWARE – Specialized software developed for Marketing Research applications will be used in this class. Students have three options to access this software: 1) SPSS Version 13.0 is included with the Marketing Research Essentials recommended text, 2) SPSS can be accessed in the Kellogg Computer Lab, or 3) a 30 day free trial can be found on the SPSS web page

5. Marketing Research Project Guidelines 1)Student teams are responsible for identifying the sponsor for their Marketing Research project. An ideal sponsor: 1) has an important marketing decision to make, 2) needs customer insight to decide between several decision alternatives, and 3) is willing to provide financial resources for purchase of a sample frame and for respondent incentives. 2)Students should review projects posted at http://www.kellogg.northwestern.edu/corporate/studentprojects.htm 3)All communications and negotiations with the project sponsor will be with the student team, not with the Professor. 4)Student teams are responsible for designing and executing all phases of the project. Teams should avoid sponsors who have the project designed and want students to execute it for them. 5)Students who plan to collect data via the Internet can access surveyz.com from the KIS web page 6)Respondents to your survey are to remain anonymous. 7)While students are expected to calculate the required sample size for their project, it will sometimes be difficult to complete large numbers of interviews in the course of a 10 week quarter. Students should discuss this in their project critique.

6. Winter 2006 Marketing Research Project Plan DATE and PHASEWritten Assignment DueProfessor Meeting W J 4 Th J 5 PROJECT SPONSOR IDENTIFIED M J 9 SPONSOR MEETINGS Th J 12 SPONSOR DECISION IDENTIFIED M J 16 (MLK DAY – Short Class)PROBLEM FORMULATIONMonday or Tuesday JAN. 16,17 Th J 19 RESEARCH DESIGN M J 23RESEARCH DESIGNMonday or Tuesday JAN. 23, 24 Th J 26 SECONDARY RESEARCH M J 30 EXPLORATORY RESEARCH Th F 2SECONDARY and EXPLORATORY RESEARCH SUMMARY M F 6 PLAN for DATA COLLECTION and ANALYSIS Th F 9 SAMPLE DESIGNDATA COLLECTION and ANALYSIS PLANS M F 13 QUESTIONNAIRE DESIGN and PRE-TEST Th F 16 QUESTIONNAIRE REVISEDPRETESTED QUESTIONNAIRE M F 20 DATA COLLECTION BEGUN Th F 23 M F 27 DATA COLLECTION COMPLETEDMonday or Tuesday FEB. 27, 28 Th M 2 DATA ANALYSIS COMPLETED M M 6 PREPARATION of FINDINGS and RECOMMENDATIONS Th M 9 SCHEDULING of RESEARCH PRESENTATIONS (March 8 – 16)

7. Syllabus - MKT 450 Section 61 Winter 2006 SCHIEFFER ClassDayDateTopicReadingsDiscussion Cases Guest Speaker Assignment Due 1 W JAN 4 Introduction to Marketing Research Read Introduction to TKCI book Review Essentials Ch. 1 Read “ P & G Chief’s…” 2 Th JAN 5 Marketing Research Process Problem Formulation Read “Backward Market Research” Read New Coke case Review Essentials Ch. 2 NEW COKE (Questions are at the end of the case) 3 M JAN 9 Research Designs Secondary Data Read Chap. 1 of TKCI Review Essentials Chaps. 3 & 5 4 Th JAN 12 Sources of Standardized Data Review How Customers Think Chaps. 1 & 2 Dan Hess, ComScore 5 M JAN 16 Exploratory Research Read Chaps. 2 & 3 of TKCI Read “Does the Smell of Coffee….” Read “P & G Checks Out Real Life” Read “The ZMET Alternative” Research Project Problem Formulation & Prof. Meeting

8. Syllabus - MKT 450 Section 61 Winter 2006 SCHIEFFER ClassDayDateTopicReadings Discussion Cases Guest Speaker Assignment Due 6 Th JAN 19 Applied Exploratory Research Review “The Customer Visit” Read “In Search of…” Review Essentials Chap. 4 Review How Customers Think Chaps. 3, 4 & 8 Susan Lazar, The Lazar Group (Find respondent for individual depth interview and ask them to begin collage) 7 M JAN 23 Descriptive Research Attitude Measurement Review Essentials Chap. 6 & 8 Research Design & Prof. Meeting 8 Th JAN 26 Causal Research: Experimentation Sampling Methods Read “Boost Your Marketing R.O.I.” Review Essentials Chaps. 7, 10 & 11 Individual Depth Interview Due 9 M JAN 30 Data Analysis Overview Review Essentials Chaps. 12 & 13 10 Th FEB 2 Primary Data Collection Questionnaire Development Review Essentials Chap. 9Secondary and Exploratory Research Summary Due

9. Syllabus - MKT 450 Section 61 Winter 2006 SCHIEFFER ClassDayDateTopicReadings Discussion Cases Guest Speaker Assignment Due 11M FEB 6 Market Segmentation and Targeting Read Chap. 4 of TKCITeam Regression Assignment Due 12Th FEB 9 Cluster Analysis Tutorial Data Collection and Analysis Plans Due 13M FEB 13 Positioning Perceptual Mapping Factor Analysis Read Chap. 5 of TKCI Review “Perceptual Mapping” (No Assignment Due, but Sample Design and Questionnaire Pre-Test Should be Completed) 14Th FEB 16 Product Optimization and Conjoint Analysis Models Read Chap. 6 of TKCI Read “Conjoint Analysis” Pre-tested Questionnaire Due 15M FEB 20 Product Optimization and Conjoint Analysis Models

10. Syllabus - MKT 450 Section 61 Winter 2006 SCHIEFFER ClassDayDateTopicReadings Discussion Cases Guest Speaker Assignment Due 16Th FEB 23 Case Discussion -- Zenith Pricing Research Read Zenith Case Read Chap. 8 of TKCI Read “How Much are…” Read “The Price is Right (or is it?)” ZENITH (Questions on Blackboard) Zenith Case Questions Due 17M FEB 27 New Product Forecasting Read Chap. 10 of TKCI Read “Flops…” Review “Product Develop.” Review “Information Acceleration” Jason Brown, IPSOS Vantis Data Collection Prof. Review Meeting 18Th MAR 2 Case Discussion – Contadina Pizza B to B Research Packaging and Name Research Read Contadina Pizza CaseContadina Pizza Case (Questions on Blackboard) Contadina Forecast Due (Data Analysis Completed on Team Project) 19M MAR 6 Ad Research Brand Equity Customer Satisfaction and Loyalty Research Read Chap. 7 of TKCI Read Chap. 9 of TKCI Review How Customers Think Chap. 10 Review “Why Satisfied Customers…” 20Th MAR 9 Case Discussion – Iridium TCE Read IRIDIUM Case Read Customer Insight Conclusion Review Essentials Ch. 14 IRIDIUM (Q’s are at end of case) Optional Assignment: IRIDIUM CASE Questions