Marketing 470 - Marketing Research
Syllabus Office Grading Elements Attendance Grading Send Me Your Picture Term Paper Instructions 2005 Project Download
See Your Classmates Scantron Class Participation How to print notes Project Teams Peer Review Form Get Your Grades 200 Project Download
Date Topic Cases Readings
1/23 Introduction   syllabus
1/28 Basics of Using SPSS SPSS-1-5 [skim] and install SPSS
1/30 Introduction to Marketing Research Hummer
Nike		 MR-01
2/4 Research Process Donuts
L&H		 MR-02
2/6 Types of Marketing Research Aleve
grants.gov		 MR-03
2/11 Secondary Data and Secondary Sources of Information Time, Inc
Harley
 MR-04
2/13 Primary Data Collection National Geographic
Colgate Mexico		 MR-06

Proposals Due
2/18 Exam 1 using Scantron F-289-PAR-L  
2/20 Qualitative Research Burger King
Hallmark		 MR-07
2/27 Questionnaire Design This Study
Burdines-Macys		 MR-10
3/3 Measurement and Scaling Don’s Auto Detail
Ruby’s Cyber Cafe		 MR-09
3/5 Sampling Nike Chainsaw
Exit Polls		 MR-11
3/10 Data Preparation and Initial Data Analysis Puma
Rockbridge—A		 MR-12
3/12 SPSS-6, 7    
3/17 Exam 2 using Scantron F-289-PAR-L  
3/19 Survey Pretest Bring your survey draft
3/24 Hypothesis Testing Rockbridge—B
Pankey—A		 MR-13
3/26 SPSS-9, 11, 12    
3/31 spring_break.jpg (110871 bytes)
4/1
4/7 Examining Association of Variables Athenaeum
Pankey—B		 MR-14
4/9 SPSS-10, 15, 16    
4/14 Experimentation Polaroid
Land’s End		 MR-08
4/16 Overview of Multivariate Analysis Athenaeum - B
Pankey - C		 MR-15
4/21 GIS Applications in Marketing Gold’s Gym
Mammography		 MR-05
4/23 Research Results National Insurance
Pankey - D		 MR-16
4/28 Presentation planning Projects Due at midnight
Presentation Schedule
Date Group Team Project Instructions
4/30 D Boyce, Brookey, Diaz, Hagelin, Hirn, Jonsrud, Morgan, Sandberg Bring A SCANTRON!!
C Fulton, Koval, Olson, Pappas, Phippen, Steuer, Twyford
5/5 B Dorber, Godinez, Gonzales, McCollam, Schupp, Schupp, Soriano
E Beesley, Brandmeier, Isom, Lopez, Mitchell, Parshall, Terzic, West
5/7 A Bernal, Dashevsky, Lane, Ockey, Paterson, Sealey, Shropshire, West
5/14 Exam 3 Wednesday , May 17 1900-2100 using Scantron F-289-PAR-L
Textbooks
Book 
Marketing Research
 SPSS for Windows parasuraman.jpg (60728 bytes)
Author Parasuram, Grewal and Krishnan George and Mallery
Pub Houghton Mifflin Allyn and Bacon, 4th Edition
Objectives
  • To familiarize students with a variety of popular techniques used in the collection and analysis of marketing research information and, within the constraints of the course, to develop their proficiency in their use and interpretation.
  • To provide students with an understanding of what marketing research can and cannot realistically achieve for management decisions.
  • To have students gain perspective and practice in applying techniques and interpreting findings.
  • To develop the ability to apply marketing research knowledge in particular and concrete situations.
  • To Gain adequate experience in designing and executing marketing research projects.
  • To study emerging trends in marketing research and understand the applications of database marketing, e-commerce and relationship marketing in the area of marketing research.
  • To implement the process of research design through collection of data. " Provide a basic understanding of common statistical techniques commonly used in marketing research and analyze data using SPSS statistical software.
    To improve effectiveness in written and verbal communication through reasoned argument