1. BUS 462 Marketing Research Yinghong (Susan) Wei

2. Day 1 - Introduction Agenda for Today:  About Me  About You  About the Class  Form Teams  Discussion  For Tomorrow

3. Day 1 – About Me Research Interests –Interface between Marketing Strategy and Management Strategy –Website: http://intranet.kenanflagler.unc.edu/programs/phd/wei/Wor kingpaper_2.htm http://intranet.kenanflagler.unc.edu/programs/phd/wei/Wor kingpaper_2.htm http://intranet.kenanflagler.unc.edu/programs/phd/wei/Wor kingpaper_2.htm  Contact Information –Email: weiy@unc.edu weiy@unc.edu –Tel: 345-5075 –Office Hours: M/W 3:30-5:00 or By Appointment –Course Website: http://intranet.kenanflagler.unc.edu/programs/phd/wei/Tea chingweb/MR-Index.htm

4. Day 1 – About You Please fill out your personal information sheet:  Your name / nickname  Phone / Email  Any experience in Research  Hobbies  Description of yourself  Your expectation for this class

5. Day 1 – About the Class  Textbook: –Marketing Research (Sixth Edition), 2004, Carl McDaniel and Roger Gates.  Software –Excel and SPSS  Course Structure –Week 1: Introduction to Marketing Research –Week 2: Research Design –Week 3: Data collection techniques –Week 4: Data analysis techniques –Week 5: Research Results and Discussion

6. Day 1 – About the Class  Research Results on Teaching –How to Be effective?  What are we going to do in each class? –Quiz (15 minutes) –Lecture (45 minutes) –In-class activities (30 minutes): cases, articles, video, exercise, competition, computer lab, etc.

7. Day 1 – About the Class  What will we learn in this class? –Develop ability to translate a management problem into a feasible research question. –Provide advanced skills of data collection and research designs –Increase your sensitivity to the bias and limitations of research data –Develop concrete techniques for analyzing data –Introduce most recent development of marketing research –Learn how to use research results to make better marketing decisions –Provide opportunities to work on real project

8. Day 1 – About the Class  Grading Criteria –Daily Quiz (20) and Self-Evaluations 20% –Class Attendance and Discussion Questions 10% –Peer Evaluation 10% –Marketing Research Reading (2) 10% –Exams(2) 20% –Projects (4) 20%  Lectures will cover things not in the textbook  Participation plays an important role

9. Day 1 – Form Teams  Each Team: 3-4 students  Team-based in-class activities  Team-based Projects  Peer Evaluation

10. Day 1 – Discussion  Test your knowledge about Marketing Research  Top Ten Research Activities % of Firms Doing % of Firms Doing 1. Industry characteristics and trends 92% 2. Product satisfaction 87% 3. Market share analysis 85% 4. Segmentation studies 84% 5. Purchase behavior 80% 5. Brand awareness 80% 7. Purchase intentions 79% 8. Brand preference 78% 8. Concept development and testing 78% 8. Demand Analysis/Market potential 78%

11. Day 1 – How to Search?  List down potential marketing issues that you are interested in?  How to search academic readings on- line? –Library databases –Search Engines

12. Day 1 – For Tomorrow  For Tomorrow –Make a name tag –Read Chapter 1 & 2 and Prepare Quiz 1 –Start to search research papers for reading 1 –Each Team: Bring one article on any newspaper/magazine that used marketing research