MKT-IB Department | Frank G. Zarb School of Business | Hofstra University

MKT 144

Marketing Research

Dr. Boonghee Yoo, Associate Professor of Marketing

DESCRIPTION:

Design and implementation of market research investigations to help solve conceptual and operational marketing problems. Topics include development of research proposals, sources of primary and secondary data, questionnaire construction, sampling considerations, application of statistical analysis including computer-based techniques, and report writing.

PREREQUISITES: MKT 124 and QM 122.

REQUIRED TEXTS: MaDaniel and Gates, Marketing Research.

OBJECTIVES AND METHODS OF ACHIEVING THE OBJECTIVES

The primary objective of this course is to help you be a wise buyer and user of marketing research and the secondary objective is to help you be a capable marketing researcher. The course is designed to provide an introductory conceptual framework for understanding theories and practices of marketing research process. In particular, at the end of the semester,

· You should be able to design, conduct, analyze, interpret, and present marketing research to provide valuable information for a particular marketing decision problem. Various projects from the real world marketing problems are designed to help you build these capabilities.

· You should be able to apply statistics and statistical software to analyze marketing data. Through the course, SPSS will be run for various analytical tasks. SPSS is available in the computers of the campus. But you are free to use other software such as Mini Tab and SAS for your convenience. The statistical techniques you will learn and apply in this course include descriptive statistics, t-tests, and ANOVA.

· You should be able to understand the role and importance of marketing research in decision making in marketing.

TOPICS

The marketing research process

Research proposal

Exploratory research

Descriptive research

Causal research

Measurement

Questionnaire design

Hypothesis testing

SPSS

Descriptive statistics

Graphs

t-test

ANOVA

Chi-square test

Correlations

Regression

COMPETITIVE TEAM PROJECTS (Example):

□ Competition 1: Why and how do people use social networking sites?

□ Competition 2: Who are the social networking site users?

□ Competition 3: How can a firm market to the social networking site users successively?

□ Data Criteria: Following guidelines of measurement development and survey design, make a survey that collects data that can produce useful information for all three competition projects. The survey should not exceed 45 questions. Based on the survey, survey and interview users and nonusers of social networking sites until colleting over 30 responses for each of the user and nonuser groups.

□ Team Formation: This competition is team-based. Exercise great leadership, citizenship, and ethics by working as a team. Find team members of your choice. The maximum number of members per team is five. Note that you will evaluate each team member for his/her contribution after each competition. Then, the grade will be adjusted by the evaluation (e.g. 85 as the raw competition score x 75% as the peer evaluation score = 64 as your final competition score). If you do not agree with the peer evaluation score, you may share the same data set and start your own team by yourself.

□ Report Submission: You should submit one report per team through Turnitin by the due. The report should be three single-spaced pages with one-inch margins in the MS Word doc-extension format. Type in 14-font size Arial for the title only and all the rest of the report should be 12-font size Times New Roman. Write the title and names of the team members on the first page and start the content right after them on the first page. The format of the content is up to you, but it should clearly report the data collection process and the result of the data analysis (e.g., descriptive statistics, methods used, p-values, and statistical conclusions) and convincingly communicate the findings and implications. The report will be distributed to the class on the presentation date. If you submit the report late, the class will be informed of it and will consider it in evaluations.

□ Presentation: The format is free except all team members should participate. If you want to use the PowerPoint, you should email the file to the instructor one day before the presentation date. Otherwise, the time spent to open the file on the podium will be part of your presentation time. See the time limit allowed at the table of the next page.