1. Research Methods in Marketing Syllabus MKT 450 – 0 Sections 63 and 64 Spring Quarter 2005 – Tuesday and Friday 10:30 AM and 1:30 PM Clinical Associate Professor Robert Schieffer E Mail is r-schieffer@kellogg.northwestern.edur-schieffer@kellogg.northwestern.edu Office is Jacobs Center 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 Tuesdays and Fridays after class, or other times as required by students

2. Research Methods in Marketing 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 5 cases and 13 articles Customer Insight, Schieffer, 2005, is the required book for this course The first recommended text is Marketing Research Essentials, McDaniel and Gates, Fourth Edition, 2004. 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 computer lab The second recommended text is How Customers Think, Zaltman, 2003, which is an excellent book for understanding how the unconscious mind impacts consumer behavior

3. Research Methods in Marketing Syllabus Grade calculation: A = 94 and above, B = 87– 93, C = 86 and below All assignments are graded on a 100 point scale Final grade composition: –15% Individual Depth Interview Individual Assignment –10% Astra Merck Case Team Assignment –10% Zenith HDTV Case Team Assignment –10% Contadina Pizza Case Team Assignment –10% Iridium Team Assignment –40% Marketing Research Team Project –5% Class Participation and Attendance 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. 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 current issues.

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 me 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. 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. CASE DISCUSSION – Students should deal with the situation in the cases as presented and not seek post-case data on the firm or industry. If you have inside information, you can share it at the end of our discussion. “Valuable class participation in cases is characterized by: relevance, advancement, fact-based, logical and originality” (David Besanko)

5. Marketing Research Project Guidelines 1)Student teams are responsible for identifying the sponsor for their Marketing Research project. An ideal sponsor has an important marketing decision to make, needs customer insight to decide between several decision alternatives, and is willing to provide financial resources for sample frame and respondent incentives. 2)All communications and negotiations with the project sponsor will be with the student team, not with the Professor. 3)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. 4)Students who plan to collect data via the Internet can access surveyz.com from KIS 5)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. Marketing 450 Marketing Research Project Timing Weeks 1 & 2 Identification of Research Project Sponsor Problem Formulation: Description of Problem/Opportunity, Management Decision, and Decision Alternatives Week 3 Research Design Week 4 Secondary Research Exploratory Research Week 5 Data Collection Plan and Analysis Plan Week 6 Sample Design Questionnaire Pre-Test Week 7 Data Collection Week 8 Data Analysis Weeks 9 & 10 Preparation of Findings and Recommendations Preparation of Project Critique Presentation during Week 10 or Finals week

7. Syllabus - MKT 450 Sections 63 & 64 Spring 2005 SCHIEFFER ClassDayDateTopicReadingsDiscussion Cases Guest Speaker Assignment Due 1 T Mar. 29 Introduction to Marketing Research Read Introduction to Customer Insight Review Essentials Ch. 1 2 F Apr. 1 Marketing Research Process Problem Formulation Read New Coke case Read “Backward Market Research” Review Essentials Ch. 2 NEW COKE (Questions are at the end of the case) 3 T Apr. 5 Research Designs Secondary Data Read Customer Insight Chap. 1 Review Essentials Chaps. 3 & 5 4 F Apr. 8 Sources of Standardized Data Review How Customers Think Chaps. 1 & 2 Dan Hess, ComScore 5 T Apr. 12 Exploratory Research Read Customer Insight Chaps. 2 & 3 Read “Does the Smell of Coffee….” Read“P & G Checks Out Real Life” Read “The ZMET Alternative” Proj. Ass. 1: Research Project Problem Formulation Prof. Meeting

8. Syllabus - MKT 450 Sections 63 & 64 Spring 2005 SCHIEFFER ClassDayDateTopicReadings Discussion Cases Guest Speaker Assignment Due 6 F Apr. 15 Applied Exploratory Research Read “The Customer Visit” 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 T Apr. 19 Descriptive Research Primary Data Collection Review Essentials Chap. 6 Proj. Ass. 2: Research Design 8 F Apr. 22 Attitude Measurement Sampling Methods Review Essentials Chaps. 8, 9, 10 and 11 Individual Depth Interview Due 9 T Apr. 26 Causal Research: Experimentation Data Analysis Overview Read “Boost Your Marketing R.O.I.” Review Essentials Chaps. 7, 12 & 13 10 F Apr. 29 Market Segmentation Read Customer Insight Chap. 4 Proj. Ass. 3: Secondary and Exploratory Research Summary Due

9. Syllabus - MKT 450 Sections 63 & 64 Spring 2005 SCHIEFFER ClassDayDateTopicReadingsDiscussion Cases Guest Speaker Assignment Due 11T May 3 Market Segmentation and Targeting Cluster Analysis Read Astra/Merck case (See Blackboard for questions) Proj. Ass. 4: Data Collection and Analysis Plans Due 12F May 6 Positioning Perceptual Mapping Factor Analysis Read Customer Insight Ch. 5 Read “Perceptual Mapping” ASTRA/ MERCK ASTRA/MERCK Assignment Due (Questions on Blackboard) 13T May 10 Product Optimization and Conjoint Analysis Models Read Customer Insight Ch. 6 Read “Conjoint Analysis” (No Assignment Due, but Sample Design and Questionnaire Pre-Test Should be Completed) 14F May 13 Product Optimization Examples and Discrete Choice Modeling 15T May 17 Case Discussion -- Zenith Read Zenith Case ZENITH (Questions on Blackboard) Zenith Case Questions

10. Syllabus - MKT 450 Sections 63 & 64 Spring 2005 SCHIEFFER ClassDayDateTopicReadings Discussion Cases Guest Speaker Assignment Due 16F May 20 New Product Forecasting Read Customer Insight Ch 10 Read “Product Development” Read “Information Acceleration” Ed Wolkenmuth, IPSOS Vantis Data Collection Completed and Prof. Review Meeting 17T May 24 Case Discussion – Contadina Pizza Ad Research Brand Equity Read Customer Insight Ch. 7 Read Contadina Pizza Case Review How Customers Think Chap. 10 Contadina Pizza Case (Questions on Blackboard) Contadina Forecast 18F May 27 Pricing Research B to B Research Packaging and Name Research Read Customer Insight Ch. 8 Read “How Much are Customers willing to Pay?” Read “The Price is Right (or is it?)” (Data Analysis Completed on Team Project) 19T May 31 Case Discussion -- Iridium Read IRIDIUM Case IRIDIUM (Questions at end of case) IRIDIUM CASE Questions 20F June 3 Customer Satisfaction and Loyalty Research Implementation of Marketing Research Read Customer Insight Ch. 9 Read Customer Insight Conclusion Read “Why Satisfied Customers Defect” Review Essentials Ch. 14 Larry Chandler, Solution Partners