Marketing Research Seminar/Thesis

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IBM 6094 (#5541) Marketing Research Seminar

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I. COURSE OBJECTIVE

This is a state-of-the-art course on Marketing Research. It attempts to impart a basic understanding of the various marketing research techniques currently employed by some of the major corporations as well as small and medium enterprises. Exposition of these techniques will be offered along two dimensions: theoretical and practical. The course surveys both qualitative (grounded theory, case study) and quantitative marketing methodology. Emphasis is on the selection and use of frameworks, constructs, or models to support managerial decisions concerning marketing strategy. Topics include: analytics of consumer behavior; potential market profile; segmentation, targeting, positioning, market forecasting methods; innovations and new product design; advertising decision models; database marketing, digital marketing, customer relationship management, and big data analytics. The course is designed to offer students hands-on experience in construction, operationalization, and interpretation of quantitative models for marketing decisions. The focus will be on the use of computer based models to formulate and solve marketing problems. The Interactive Questionnaire Design offers students to collect information online. The CD-ROM included with the textbook provides the software that allows students to apply the tools and models to real world examples. After taking this course, students should be able to: (1) demonstrate a good understanding of the marketing research concepts, and (2) apply them to address real-life marketing situations. This course is particularly valuable to students with primary interest in marketing and consulting, and to graduate thesis writing.

II. TEXTBOOK AND READING MATERIALS

1	Malhotra, H.K. (2019) Marketing Research: An Applied Orientation, 7^th edi.
2	Wedel & Kannan (2016), Marketing analytics for data-rich environments
3	Aster MapReduce Analytics Foundation User's Guide (2012)
4	Reading list in Marketing Theory; E3 Class Handouts

III. STUDENT RESPONSIBILITIES

1. Each student will write a term paper dealing with some aspect of marketing research. Students are encouraged to utilize the opportunity to develop the research methodology session of their theses. A typical term paper would include the following tasks: formulate a research problem, construct a research framework, design a questionnaire (or database), select (define) a sample frame, collect respondent data, code respondent data, analyze respondent data with SAS or SPSS, test research hypotheses, write a research report, and make a brief, in-class presentation. At a minimum, your term paper should include a description of your overall research problem, specific research questions and framework, and the data set. The research report should conform to the format and style required by the Journal of Marketing Research.

2. Academic dishonesty will not be tolerated in any form. Any student who engages in academic dishonesty will be penalized to the fullest extent allowed by university guidelines.

IV. EVALUATION

1	SAS Homework Assignment (individual)	60%
2	Research Topic Presentation (Team)	20%
3	Thesis Proposal (individual)	20%

V. CLASS SCHEDULE (Office Hours)

Date	Marketing Research Topic	Case/SAS/SPSS	HW/Thesis
09/12	Course overview (Chap. 1, 2)	Downloads	Team formation Thesis Topic Overview
09/19	Research Design I (3, 4)		Case writing skills
09/26	Research Design II (5, 6)	SAS Demo
10/03	Causal Research Design (7)	Basic Statistics	One Page Thesis Proposal
10/10	National Holiday	No Class
10/17	Causal Research Design (16)
10/24	Measurement & Scaling (8, 9)	SAS Survey

10/31	Questionnaire/Constructs design (10, 14)	Frequency Table	HW#0. Case 1.1 Dell Direct,p.479 (2, 4, 6)
11/07	Sampling design, Fieldwork, Data Preparation, & Hypothesis testing (11, 12, 13, 15)	Multivariate
11/14	ANOVA & Regression (16, 17)	Discriminant	HW#1. Nike (b, c, d, e, f, g, h)
11/21	Discriminant & Logit Analysis (18)	EFA or CFA?	HW#2,Wendy 14(7),15(1,4),16(2)
11/28	Factor Analysis, matrix algebra(19)	Intro to SEM	HW#3, Wendy 17 (1), 18(1)
12/05	Cluster Analysis (20) Structural Equation Modeling (22)	SAS 9.2 User's Guide	HW#4, Wendy, 19(1)
12/12	MDS and Conjoint Analysis (21)	GLM or CALIS	HW#5, Wendy 20(1)
			Optional: 22(1)
12/19	1. Consumer Behavior Science: Luxury products and branding, conspicuous consumption, Prospect Theory, Social Networks, WOM, e-Community ANOVA, CATMOD,	CDNOW	Proposal presentation I
12/26	2. Marketing Management and Modeling: Bass new product diffusion model, Disruptive Innovation, pricing theory, marketing analytics, Bayesian epistemology, social-metrics RHREG, MapReduce, Bayesian	BGS Hardie	Proposal presentation II
01/02	3. Strategic Marketing: Digital Marketing, platform and two-sided market, ecological niche & habitats; CRM, LTV, FMCG, cross-elastics, FACTOR, FASTCLUS, DID		Proposal presentation III
01/09	4. Finance, Organization, Strategy, and Innovation interfaces: Sustainable Competitive Advantage, Grounded Theory, Business model, Ambidextrous org., DISCRIM, FMM, LGM		Proposal presentation IV
01/12	學期考試 (01/7-01/11日)		Thesis Proposal due (Chapters 1, 2, & 3)