Marketing Research
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Prof. Scott M. Smith   634 TNRB, Brigham Young University,   Provo, UT 84602      801.422.5569       smsmith@byu.edu

 
MBA 650 Marketing Research

Course Overview:
The general objective of this course is to examine marketing research as a tool for providing information for marketing decision making. The broad course objectives are to help students to understand the central concepts of marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by a marketing manager.

Learning Context: The marketing research course is to be taken concurrently with MBA 693R, Marketing Field Studies. These separate required courses provide students with the principles and concepts of marketing research (650) and a survey based marketing field studies project for applying this information (693R).

Course Objectives:
The specific objectives of the course include:

  1. Identify the marketing research process, the kinds of information it can provide, and how it is used by marketing management.
  2. Study, model and measure concepts in market, product and consumer research.
  3. Provide a general understanding of the survey research process by which information is obtained from respondents.
  4. Develop an in-depth understanding of how to conduct Market Segmentation research and surveys.
  5. Develop an in-depth understanding of how to conduct Customer Satisfaction research and surveys.
  6. Develop an in-depth understanding of how to conduct Concept Test research and surveys.
  7. Understand how to avoid errors when conducting research, including the selection of appropriate research designs.
  8. Understand how to select a sample and develop a sampling plan.
  9. Develop skills in measurement and analysis in marketing research. This includes completing data analysis using Univariate, Bivariate and multivariate techniques.

This course provides a broad overview of marketing research from a practical and applied perspective. Students will learn the basics of research and how to conduct a research project.




Class Schedule


Date


Description


Assignment

Jan. 7 

Course Overview:  The Nature of Marketing Research,
The Research Process,  Problem Formulation

 

Jan. 9

Defining Problems and Modeling Marketing Concepts

Chapter 1

Jan.14

The Sources of Marketing Information: Primary and Secondary Data,  Exploratory and Descriptive Research
Types of Interviews, Panels, Primary data from Respondents

Chapter 2
Paper 1: Project Review

Jan. 16

How Not to Make Errors in Research
Types of Errors, Dealing with Potential Errors,
Choosing a Research Design, The Research Process

Chapter 3

Jan. 21-25

No Class (Holiday and MBA Recruiting week)

No Class

Jan. 28-30

Qualitative Research and Hierarchical Value Mapping

Chapter  4,  Quiz

Feb. 4

Planning the Sample, Determining Sample Size

Chapter 5
2/4 Paper: Sample Size

Feb. 6

Rules for Asking Good Questions
Concepts of Measurement

Chapter 6

Feb. 11-13

Introduction to Qualtrics

 

Feb. 18-20, 25

Market Segmentation Concepts, Tools and Techniques
Frequency, Past and Future Purchases

Chapter  7
2/20: Segmentation Survey

Feb. 27, Mar. 3-5

Market Segmentation Analysis
Bivariate Analysis

Chapter 8,  Stat. Guide;
3/3 Paper Bivariate Analysis
3/5 Paper: Correlation-Regression

Mar.
10, 12, 17

How to Measure Attitudes, Satisfaction, Intentions, Loyalty: Scaling Stimuli and Respondents

Chapter 9
3/12: Satisfaction Survey

Mar.
19, 24, 26

Psychographics, Life Styles, AIO Scales

Factor Analysis

Mar. 31, Apr. 2,7,9

Conducting Concept Tests
Benefits, Value, Quality, Brand Personality

Chapter 10
4/7 Survey: Concept Test
Conjoint Analysis

Apr. 14

Wrap-Up

 

22 April

Final Examination,  11:00a - 2:00p,  130 TNRB