Marketing Research
Marketing Research Peking University
Class meetings: Tue &Thur 10:30a.m-12:20p.m HSBC Business School
Classroom: C107 Fall 2011(2nd)
Instructor: Yeujun(Jun) Yoon
Email:yoony@phbs.pku.edu.cn
Office: C318
Office hours: Tue &Thur 2:00~3:00 p.m. or by appointment
I. Course Description
Every day marketing managers make decisions to increase sales, launch a new product, and allocate marketing resources. What information do they need to make better decisions? How do they obtain high quality data and analysis? This course teaches contemporary marketing research concepts and methodology as an aid to management decision-making, with an emphasis on the real market place. Topics covered will include data collection methods, such as survey and experiment, and data analysis techniques such as ANOVA, conjoint analysis, and regression methodology. Students are given the opportunities to get their hands dirty with actual market data. In addition, we will discuss more advanced topics to help students prepare to complete their theses.
II. Objective of the course
1) Provide students with a working knowledge of the concepts and methods of marketing research
2) Understand the data collection process and increase sensitivity to the biases and limitations of marketing data
3) Develop the students’ problem analysis skills, and ability to translate a management problem into a feasible research question.
III. Course Design
1. Textbook
“Marketing Research (2010” by Dvid A. Aaker, V. Kumar, George S. Day, and Robert P.
Leone, Wiley (ISBN: 978-0-470-31725-9)
Additional reference
* “Econometric Theory and Methods” (2004) by Russell Davidson and James G.
MacKinnon, Oxford
* “Microeconometrics: methods and applications” by A. Colin Cameron and Pravin K.
Trivedi, Cambridge
Marketing Research Peking University
Class meetings: Tue &Thur 10:30a.m-12:20p.m HSBC Business School
Classroom: C104 Fall 2011(2nd)
2. Course Assignments
1) Cases & Data analysis: There are two kinds of course assignments. i) Case studies (3~4): team project. ii) Data analysis problems (3~4): individual project. Studentsare expected to submit their final version of reports by the specified due date; we will discuss each assignment once it is completed.
2) Project proposal: students must prepare their project proposals and present them during the semester. The topic can be freely chosen from any business field as long as it is related to the research methods we discuss in the class. The proposal should not exceed 10 pages (12 font size, double-space). During the midterm session, students will present their project objective, research model, methodology, and execution plan. Even though students are permitted to choose any topic, it is recommended that the research topic selected be closely tied to their thesis.
3) Final exams: there is a comprehensive class-room exam at the end of the semester. The exam will cover the material you learned in the class.
3. Grading
% | |
Participation | 10 |
Team project | 15 |
Individual project | 15 |
Project proposal | 25 |
Final | 35 |
4. Class Participation
You are neither expected to have all the right answers in every class nor to dominate every in-class discussion. However, you are required to be prepared and contribute regularly to our class discussion. Learning depends heavily upon thorough and lively participation. It is particularly important that your comments fit into and build on previous comments. This requires that we all listen carefully to each other. Therefore, from time to time it may be necessary for your classmates or me to keep the discussion moving (i.e., please don’t take our moving the conversation along or keeping it on track personally). All students will be given full point of participation in each session if our discussion is satisfied. However, if the class discussion would not be active enough, students who contribute most during the discussion would only get extra points while others get nothing.
Marketing Research Peking University
Class meetings: Tue &Thur 10:30a.m-12:20p.m HSBC Business School
Classroom: C104 Fall 2011(2nd)
4. Class Participation (Cont’d)
Since I may from time to time call on individuals even when their hands are not raised, you should let me know before the start of class if some emergency has made it impossible for you to be prepared adequately for that class. Naturally, there are students who do not feel comfortable contributing verbally in the classroom. We should all try to make the classroom atmosphere as congenial as possible to assist all of our colleagues in the class participation process. This does not, however, mean that you must agree with every comment offered by your classmates (i.e., it’s ok to disagree). Students are also encouraged to meet regularly outside of class to discuss assignments before the scheduled class activity. This will help students in the overall preparation of class material and give students more confidence in contributing in class.
5. Class Room Policies
- Please do not bring a laptop to class. I find that this is a distraction to students, and inhibits your learning.
- Additionally, please display the name card. My classes are very interactive, and so it is important for me to know who you are.
- Do not come to class late or leave early. Once the class starts you are expected to stay in your seat. Of course, I understand that there are special circumstances that can make this necessary; if you do need to come to class late, or leave early, please let me know ahead of time.
- Do not disturb other classmates with distracting devices such as cell phones and laptops.
- Finally, please remember that we have a strict academic dishonesty program here. For example, you need to be careful not to plagiarize from other sources (including information gathered from the web, or notes taken from students who took this course in the past). Failure to adhere to these policies will result in a failing grade.
Marketing Research Peking University
Class meetings: Tue &Thur 10:30a.m-12:20p.m HSBC Business School
Classroom: C104 Fall 2011(2nd)
6. Course Schedule
week | Contents | Reading |
1 | - Introduction of Marketing Research - Marketing Research Procedure / Marketing Data | Ch. 1 - Ch. 6 |
2 | - Qualitative Research : Primary Data Collection /Survey Design | Ch. 8 – Ch. 12 |
3 | -Experimental Design - Sampling | Ch.13 – Ch. 15 |
4 | Data Analysis: Hypothesis test | Ch. 16 - Ch. 17 |
5 | Midterm | |
6 | Data Analysis : Analysis of Variance (ANOVA)/ Regression Analysis | Ch. 18 |
7 | Data Analysis: Regression Analysis | CH.19 |
8 | Data Analysis: Conjoint Analysis | Ch. 21, Ch.22 |
9 | Advanced Data Analysis |
* This syllabus is tentative. (subject to change)