1. Research Methods in Marketing Syllabus MKT 450 – 0 Section 61 Fall Quarter 2007 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), 847-212-2479 (cell) Administrative Assistant is Subarna Ranjit –(s-ranjit@kellogg.northwestern.edu) Office hours are Tuesdays and Fridays 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 OBJECTIVE: 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 user of Marketing Research, rather than the Market Researcher

3. Research Methods in Marketing Syllabus A case packet is required, which includes 4 cases and 23 articles Ten Key Customer Insights, Schieffer, 2005, is the required book The first recommended text is The Culture Code, Rapaille, 2006, which is an excellent book for understanding how we acquire a silent system of codes as we grow up within a culture, and how these unconscious codes guide our actions and purchase behavior The second recommended text is Marketing Research Essentials, McDaniel and Gates, Sixth Edition, 2008. Students seeking a good reference for marketing research methods can invest in this text. This text includes SPSS statistical software that will be used in class. EXPECTATIONS: Students are expected to attend all classes and to come prepared to participate in class discussion. Assigned readings, articles, lecture notes and cases should be read prior to class Pre-requisites: MKTG 430 and DECS 434 or DECS 437 or IEMS 471-2

4. Research Methods in Marketing Syllabus Grade calculation: A = 95.0 and above, B = 90.0– 94.9, C = 89.9 and below All assignments are graded on a 100 point scale Final grade composition: –Class Participation and Attendance – 10% –Individual assignments – 25% 15% Individual Depth Interview Individual Assignment 10% MP3 Player Conjoint Individual Assignment –Team assignments – 65% 10% Iridium Conjoint Team Assignment 10% Nestle Contadina Pizza Case Team Assignment 45% Marketing Research Team Project STUDENT SIGN-IN SHEET: Students are asked to initial the sign-in sheet as they enter the classroom. Should a student forget, an e mail to the professor can have your class attendance recorded

5. Marketing 450 Class Attendance and Participation Grades Very Good Student Participation Good Student Participation Fair Student Participation 20 Classes 1059585 19 Classes 1009080 18 Classes 958575 17 Classes 857565 16 Classes 756555 Less than 16 Classes 605040

6. 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 the Marketing Research team projects. TEAMS – Students will organize themselves into teams of 4-5 students and need to notify the professor of the name of 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 unpleasant surprises, students are strongly encouraged to use TeamNet throughout the quarter NO LAP TOP USE IN CLASS – Please keep your lap top computer closed during class; paper copies of lectures will be distributed before class for note taking purposes

7. Team Peer Evaluation Impact on Grade of Final Team Assignment Scale Used is 7 = Contributed Greatly to Quality, 1 = Did Not Contribute at All to Quality of Assignment Adjustment is Made Only if a Student Receives a Rating Below 6 From More Than One Team Member Average of Ratings% of Team Grade 5.5 and above97% 5.0 – 5.494% 4.5 – 4.990% 4.0 – 4.486% 3.5 – 3.981% 3.0 – 3.476% Below 3.070%

8. Research Methods in Marketing Syllabus COMMUNICATIONS – All lecture notes and assignments will be posted on the Course Blackboard prior to each class. For depth discussions, students are encouraged to meet with the professor in his office rather than in the classroom. 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 four options to access this software: –1) SPSS Student Version (50 variables limit) is included with the Marketing Research Essentials recommended text, –2) SPSS can be accessed in the Kellogg Computer Lab, –3) the SPSS software can be purchased from SPSS for $619 or –4) a 14 day free trial can be accessed by searching the SPSS web page

9. 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 potential 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 qualtrics.com from the KIS web page 6)Respondents to your survey are to remain anonymous.

10. Fall 2007 Section 61Marketing Research Project Plan DATE and PHASEWritten Assignment DueProfessor Meeting T Sept 25 F Sept 28 PROJECT SPONSOR IDENTIFIED T Oct 2 SPONSOR MEETINGS F Oct 5 SPONSOR DECISION IDENTIFIED T Oct 9 PROBLEM FORMULATIONMonday Oct 8 or Tuesday Oct. 9 F Oct 12 RESEARCH DESIGN T Oct 16 RESEARCH DESIGNMonday Oct. 15 or Tuesday Oct. 16 F Oct 19 SECONDARY RESEARCH T Oct 23 EXPLORATORY RESEARCH (Individual Depth Interview Assignment) F Oct 26 SECONDARY RESEARCH SUMMARY T Oct 30 Plan DATA COLLECTION and ANALYSIS EXPLORATORY RESEARCH SUMMARY F Nov 2 SAMPLE DESIGN DATA COLLECTION PLAN T Nov 6 QUESTIONNAIRE DESIGN and PRE-TEST F Nov 9 QUESTIONNAIRE REVISED PRETESTED QUESTIONNAIRERecommended T Nov 13 DATA COLLECTION BEGUN F Nov 16 (MP3 Player Conjoint) (Iridium Conjoint) T Nov 27 DATA COLLECTION COMPLETED Monday Nov. 26 or Tuesday Nov. 27 F Nov 30 DATA ANALYSIS COMPLETED (Nestle Contadina Pizza Case) T Dec 4 PREPARATION of FINDINGS and RECOMMENDATIONS F Dec 7 SCHEDULING of RESEARCH PRESENTATIONS

11. Syllabus – MKTG 450 Section 61 Fall 2007 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 1 Tuesday Sept 25 Introduction to Marketing Research P & G Chief’s Turnaround Recipe: Find Out What Women Want Introduction to TKCI book Essentials Ch. 1 2 Friday Sept 28 Marketing Research Process Problem Formulation New Coke Case (Questions are at the end of the case) Misconceptions about Market Orientation Backward Market Research Essentials Ch. 2 3 Tuesday Oct 2 Sources of Standardized Data comScore Guest Speaker comScore Web Site 4 Friday Oct 5 Research Designs Secondary Data TKCI Chapter 1 Intelliseek Case Essentials Ch. 3 Introduction to Culture Code

12. Syllabus – MKTG 450 Section 61 Fall 2007 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 5 Tuesday Oct 9 Exploratory Research TKCI Chapters 2 & 3 The ZMET Alternative Does the Smell of Coffee…? P & G Checks Out Real Life The Science of Desire Culture Code Chaps. 1,4,7,9,10 & 12 Spend a day in the Life of Your Customer Problem Formulation 6 Friday Oct 12 Exploratory Research Guest Speaker Essentials Chaps. 4 & 6 (Find respondent for individual depth interview and ask them to begin collage) 7 Tuesday Oct 16 B to B Exploratory Causal Research – Experimentation The Customer Visit: Qualitative Research for B2B Boost Your Marketing R.O.I…. Neuromarketing: Brain Scam or Valuable Tool? Essentials Chap. 7 Research Design 8 Friday Oct 19 Descriptive Research Attitude Measurement Placebo Effects of Marketing Actions Essentials Chaps. 5 & 8

13. Syllabus – MKTG 450 Section 61 Fall 2007 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 9 Tuesday Oct 23 Primary Data Collection Sampling Methods Individual Depth Interview Assignment Essentials Chaps. 10 & 11 Individual Depth Interview 10 Friday Oct 26 Questionnaire Development Qualtrics.com survey tool on KIS web page Essentials Chap. 9 Summary of Secondary Research 11 Tuesday Oct 30 Market Segmentation and Targeting TKCI Chap. 4Summary of Exploratory Research 12 Friday Nov 2 Market Segmentation Tutorial – Cluster Analysis Exploratory Research on your Project Iridium Case Data Collection Plan

14. Syllabus – MKTG 450 Section 61 Fall 2007 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 13 Tuesday Nov 6 Positioning Tools – Perceptual Mapping Analyzing Customer Perceptions TKCI Chap. 5 14 Friday Nov 9 Analysis of Survey Data Essentials Chaps. 12 & 13 Pre-tested Questionnaire 15 Tuesday Nov 13 Product Optimization Models – Conjoint Analysis TKCI Chap. 6 Conjoint Analysis: A Manager’s Guide Defeating Feature Fatigue Eager Sellers Stony Buyers 16 Friday Nov 16 Product Optimization Models – Choice Models Zenith CaseMP3 Player Conjoint Iridium Conjoint

15. Syllabus – MKTG 450 Section 61 Fall 2007 Schieffer CLASSDAY and DATE TOPICBE PREPARED TO DISCUSS OTHER READINGS ASSIGNMENT DUE 17 Tuesday Nov 27 New Product Forecasting Guest Speaker Iridium Conjoint Chap.10 of TKCI Flops Product Development 18 Friday Nov 30 Customer Satisfaction and Loyalty Research Nestle Contadina Pizza Recommendation TKCI Chap. 9 Why Satisfied Customers Defect Customer Satisfaction and Stock Prices Nestle Contadina Pizza Case 19 Tuesday Dec 4 Pricing Research Communications Research TKCI Chaps. 7 & 8 How Much are Customers Willing to Pay? The Price is Right… or is it? Essentials Chap. 14 20 Friday Dec 7 TCE Iridium Wrap-up Re-read Iridium Case TKCI Conclusion Marketing Research Project Presentation Due on Date of Presentation