(74-532 & 74-332)

Course Objectives
This first course in Marketing Research is intended to develop (a) a broad understanding of the uses of research in marketing and (b) a specific understanding of the marketing research process through classroom lectures as well as a practical marketing research project.

Prerequisites
Business Data Analysis I (73-105)
Marketing Problems-Applications and Decisions(74-232)


Required Text: Marketing Research - Methodological Foundations, Gilbert Churchill, Jr., Sixth Edition. Hinsdale, IL.: The Dryden Press, 1995.

Grading Criteria

Case Analyses (2x12.5%)	= 25%
Quizzes (2x12.5%)	= 25%
Research Project	= 40%
Class Participation	= 10%

Office Hours

• 10:00a.m. - 03:00p.m. Mondays and Wednesdays
  
• 03:00p.m. - 06:00p.m. Tuesdays and Thursdays
  

Detailed Topics

• 01/09 - Introduction to and outline of course
  
• 01/11 - The nature of Marketing Research. Chp. 1
  
• 01/16 - Scientific method in marketing. Chp. 3 (pp. 79-87) and Chp. 4
  
• 01/18 - Decision-making concepts. Chp. 3 (pp. 87-112). Choice criterion models.
  
• 01/23 - Statistical decision-making. Chp. 3 (pp. 113-134)
  
• 01/25 - Causal designs and confounding factors. Chp. 5
  
• 01/30 - Causal designs and confounding factors (cont'd)
  
• 02/01 - Case analysis. Big Brothers of Fairfax County, (pp. 135-136)
  
• 02/06 - Overview of data collection methods. Chps. 6 & 7
  
• 02/06 - Research Project proposals due
• 02/08 - Overview of data collection methods (cont'd)
  
• 02/13 - Questionnaire design. Chp. 8
  
• 02/15 - Attitude measurement. Chp 9
  
• 02/20 - Attitude measurement (cont'd)
  
• 02/22 - Measurement errors. Appendix 9c and Chp. 12
  
• 03/05 - Sampling procedures. Chp 10
  
• 03/07 - Case due - Chestnut Ridge Country Club, (pp. 246-254)
  
• 03/12 - Sample size determination. Chp. 11
  
• 03/14 - Sample size determination (cont'd)
  
• 03/19 - Hypotheses testing. Appendix 14a & Chp. 15
  
• 03/21 - Hypotheses testing (cont'd)
  
• 03/26 - Choosing data analysis procedure. Chp. 14 & Chp 15(pp. 837-839)
  
• 03/28 - One-way tabulations. Chp 13 (pp. 736-784)
  
• 04/02 - Crosstabulation analysis. Chi-square test. Appendix 16a(pp. 921-926)
  
• 04/04 - Case due - Bakhill Foods, (pp. 254-256)
  
• 04/09 - Bivariate regression analysis. Chp. 16 (pp. 887-905)
  
• 04/11 - Multiple regression analysis. Chp. 16 (pp. 905-916)
  
• 04/16 - Research Project Reports due

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