MKT 352 Marketing Research Syllabus
Workkk new assistant professor
If you have COVID, email and you will get reasonable recommendations
Jihoon Hong
Worked in industrial engineering in Korea and then worked as a Future Product Planner
Researched Quantitative Marketing Research, innovation, new product development and
crowdfunding
Course Goals
1. Define the managerial decision to be addressed
2. Identify the data required to provide actionable information to guide the managerial
decision
3. Conduct research using methods including surveys, secondary data analysis, etc.
4. Implement a marketing research project, including data collection and statistical
analysis, etc.
5. Effectively communicate the results of marketing research study
Project based course
1. Define question and info needed
2. Acquire data
3. Evaluate data
4. Communicate results
5. Incorporate into decision making
Uploading slides on canvas for later
Textbook: “MR2, 2nd edition” by Tom J. Brown/Tracy A Suter
Office hours Tues/Thurs 10:30 AM-12:00 PM or by appointment on zoom
https://asu.zoom.us/j/8033603018
Email: jihoon.hong@asu.edu (include MKT 352 in subject)
Exams might be online not certain
Software:
1. Qualtrics (https://asu.qualtrics.com/)
2. MS Exce; (with analysis Toolpack) and powerpoint
3. SPSS (Statistical software, http://myapps.asu.edu/)
4. Zoom?
Typical course grading
Attendance 10%
Assignments 20%
Midterm Exam 20%
Final exam 20%
Group Project 25%
Extra Credit 3%
Attendance
Can miss up to 2 classes
From 3rd missed class, penalty of 1% deduction
Excused absences
University-sanctioned events, religious events, work performed in the line of duty
Illness, quarantine or self-isolation
Assignments
5 assignments throughout the semester
Late submission leads to 20% deduction of total points
Announcement 1 week before its due
Midterm and Final exams (20%, 25%)
Closed book (possible cheat sheet)
Dates are fixed
Midterm – October 7th
Final
oDecember 7th: 3 PM
oDecember 9th : 4:30 PM
Group Project
5-6 students per group
oContribute equally to group work
oPeer evaluation within groups
oEvaluation from instructor
Timeline
oMidterm presentation: September 30th
oFinal presentations: November 18th and 23rd
Survey
Excel or any other record of the statistical analysis you did
Final deliverables
oSlides and any other presentation materials
oGroup peer evaluations
What makes a good project?
Clear links between managerial question, research questions, methods, results and
recommendations
Right methods
Results are correctly interpreted and applied
Presentation is professional, engages the class
Question responses are thoughtful and on point
Extra Credit
You may participate in the marketing research lab up to 3 times
o1 percent for each visit
Questions or issues
oSienna Cadena (srvasqu4@asu.edu)
What is marketing research?
Data-> information-> action
To make information-based claims that can be used as input for decisions
What’s the Problem with Managerial Intuition and Judgment
People are bad at learning from experience
People have poor intuitive senses for dollar value of information
People are biased information processors
Session 2- 8/24/21
Collecting the data and how to find information form the data, and how to link it to marketing
What is marketing?
An organizational function and a set of processes for creating, communicating and
delivering values to customers, and for managing customer relationships in ways that
benefit the organization and its stakeholders
Creating value, serving needs, customer relationships, profitably
What is value?
Subjective satisfaction (professor’s definition)
oHeterogeneous (by individual), time-varying (by individual), different by products
Create your own definition of what value is
Four P’s= Product, Price, Place, Promotion
Marketing decisions are difficult
Marketers “need information” about “uncontrollable” environemnts in order to make
good marketing decisions
Need for Info= Need for research
Marketing research
oGather data
oTransform data into useful information for marketing decisions = actions
Why study marketing research?
Marketing research is difficult
MAC vs PC
Among asu students, what’s the percentage of mac users and the percentage of PC users
How are the two groups different?
What would you do different if you have a month for the research
Mac- 86%
Non-mac 14%
Skewed towards business/marketing majors from in class observations
More likely that mac – 60%, non mac- 40%
Engineers are more likely to have no mac computers for software
People buy macs because its accessible, easier to use. “cuter” most people have iPhones,
software is the same
Month- send out a survey or survey people on campus, going to different parts of campus to
survey, get more data in order to have a more accurate result/answer
How to conduct marketing research?
Formulate problem
Determine research design
oPrimary data
Determine data collection method
Design data collection forms
Design sample
Collect data
oSecondary data
Identify data source
Aggregate data
Analyze and interpret data
Prepare the research
Class 8/31/2021
September 30th, Midterm presentation
Identify research question
Learning Objectives
1. Major emphasis of each of the three basic types of research design
2. Key characteristics and basic uses of exploratory research and introduce techniques
3. Difference between cross-sectional and longitudinal studies in descriptive research
4. Understand the concept of causality and clarify the difference between lab experiments
and field experiments
Research design
The framework or plan for a study used as a guide in collecting and analyzing data
Good research design ensures
oThe information collected will be relevant and useful to management
oAll of the necessary information will be obtained
oThe marketing research project will be conducted effectively and efficiently
Types of research design
oStep 1: Search for clues
Exploratory research
Discover ideas and insights
oStep 2: Interview witnesses and suspects
Descriptive research
Describing a population with respect to important variables
Frequency with which something occurs or the extent to which two
variables covary
oStep 3: sufficient evidence to convict suspect of a crime
oCausal research
oEstablish cause-and-effect relationships between variables
Correlation vs Causation
Causation
oany change in the value of one variable will cause a change in the value of
another variable
Types of research design (again)
Exploratory
oGoals
To provide a better understanding of a situation
Produce hypotheses about what is going on
Help define research problem
Increase a researcher’s familiarity with a problem
oWhen?
Realizes a problem exists, but does not understand why
oHow
Anything works (a process of informal discovery)
Literature search, interview, focus group, case study
oFindings
Tentative
Providing directions to more formal, conclusive research
Descriptive
oA type of conclusive research that has its major objective “the description of
market characteristics or functions
oLongitudinal analysis
Repeated measures over time of a fixed sample
Brand loyalty for
Brand B? 13/27=
48.1%
Brand A market
shares for April and
may = 19% and
15%
Conditional
probability that
someone bought
brand C in may
given that he/she
bought brand B in
April? 11/27= 40.1%
9/2/21
Descriptive research
Example: brand-switching matric
Sun devil panel (above)
Type of Research design
Causal Research
DP: “how can we improve the students satisfaction”
RP: “Examine the important factors that determine the level of student satisfaction”
Exploratory research: a focus group suggests the following factors to be considered
Self-confidence, curriculum, satisfaction with teaching in subject matter, extra-curricular
activities, career opportunities, advising, quality of teaching and feedback, computing
resources, fellow students
A B C
A 10 4 5
B 3 13 11
C 2 21 31
A cross-sectional survey shows that having a close mentorship with a professor is
positively correlated with higher level of satisfaction
Causal research?
oDefinition
A type of conclusive research whose major objective is to obtain evidence
regarding cause-and-effect relationships
oWhen
When managers need stronger evidence that a particular action is likely
to produce a particular outcome
When need to test cause and effect relationships
oMethod
Experiment
Correlation vs Causation
Causation: any change in the value of one variable will cause a change in the value of
another variable
Concept of Causality
Necessary conditions for inferring causality
oConcomitant variation
oTime order of occurance
oAbsence of other possible causes
Example “x is a cause of Y”
oVariation in X is observed to be associated with variation in Y in a consistent
manner
oX should precede Y
oThe occurrence of variation in Y is because of X only
Example 2: advertisement will lead to an increase in sales
oSpending on Advertisement (x) Sales (y)
Causality by experiment
oCondition X causes event Y
oExperiments are often used to isolate relationships between independent and
dependent
Laboratory experiment vs field experiment
Experiments as causal research
A/B testing is jargon for a randomized experiment with two variants A and B
Exploratory
Discovery of ideas and insights
oInfo need to be loosely defined
oFlexible and unstructured process
oSmall samples
oQualitative analysis
oTentative findings
Methods
oDepth interview
oFocus group
oLiterature search
oCase analyses
Descriptive
Describe market characteristics or fucntions
oInformation needs to be clearly defined
oFormal structured process
oQuantitative data analysis
oConclusive findings
oLarge representative samples
oCross-sectional study
Types of Data
Marketing research data
Secondary data
oInformation not gathered for immediate study at hand but for some other
purpose
oOften give good background information and fill in some gaps in the researchers
understanding
oAdvantages
Relevant and useful info
Time and money saving
oDisadvantages
Problems of fit
Different units of measurement
Different class definitions
Too general
Age of the data
Problems of accuracy
Primary Data
oInformation collected specifically for the investigation at hand
oVery decision-focused and are tailored with a specific business issue in mind
9/14/21
Scales of measurement
Ratio
Comparison of absolute magnitudes
Comparison of intervals
Order
Identity
Ex
oUnits sold
oIncome
Central tendency
oGeometric mean
oHarmonic mean
oMean
oMedian
oMode
Reliability
oThe extent to which a scale produces consistent results if repeated measurements are
made on the characteristic
oRelated to random error
oA necessary, but not sufficient, condition for validity
Validity
oThe extent to which differences in observed scale scores reflect true differences among
objects on the characteristic being measured, rather than systematic or random errors
oRelated to both systematic and random error
oPerfect validity (=no measurement error) -> perfect reliability
Developing a questionnaire
1. Specify what information will be sought
2. Determine method of administration
3. Determine content of individual questions
4. Determine form of response to each question
5. Determine wording of each question
6. Determine question sequence
a. Use simple and interesting opening questions
i. Start with simple interesting, nonthreatening questions
ii. Question order bias
iii. Ask for classification information last
iv. Place difficult or sensitive questions late in the questionnaires
7. Determine physical characteristics of questionnaire
8. Develop recruiting message or script
a. Good cover letters and scripts
i. Who youa re, why you are contacting, your request for their help, how
long it will take
9. Reexamine steps 1-8 and revise if necessary
10. Pretest questionnaire and revise if necessary
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