Faculty
Professor Kusum L. Ailawadi
Objectives
This course is intended to make you a well-informed user of state-of-the-art marketing research. By “user”, I mean someone who can formulate and structure marketing problems, recommend the marketing research that should be undertaken, appreciate what can and cannot be learned from marketing research, gather and analyze quantitative marketing data, and make effective decisions based on those data. You will not become a methodological expert in this course but you will be able to design and conduct some important analyses yourself. The skills covered in this course are applicable to marketing problems encountered in both consumer and business-to-business markets, and public and private sectors. These skills are particularly useful if you plan to go into a consulting or marketing career.
Although the technical nature of the course will often require the use of a mini-lecture, the class sessions will mainly be discussions. My role will be to help you explore and understand the issues for the day by asking questions that you may not have asked yourself, and trying to answer those that you have raised but not been able to answer. Some of your notes from "Statistics for Managers" will come in handy, especially those on hypothesis testing and regression. So, dig them out!
Requirements
The course utilizes four tools: a textbook, selected cases and readings, homework assignments and, most importantly, two "hands-on" projects. You will need to use SPSS for Windows, Excel, and Sawtooth conjoint analysis software. The course requirements are described below in some detail.
1. Squid Project:
The research problem is to determine whether there is strong potential for a mass-marketed domestic seafood product made from squid. The project entails the analysis of data from a professionally administered survey as well as collection of secondary information. This is a major project designed to enhance your analysis skills. It requires you to conduct a detailed market analysis using sophisticated techniques, synthesize the findings from that analysis and couple them with creative thought to make a marketing decision. You will work in pairs on this project. It will culminate in a double-spaced, typed report of at most six pages (excluding charts and other appendices), due in the fifth week of the course, at the beginning of class on Monday, April 20th. There will be a grade penalty for exceeding the page limit.
2. Squid Homework Assignments:
Three short homework assignments will be due on March 30, April 7 and April 13, respectively. These assignments relate to the squid project, and will involve interpreting cross-tabulations, factor analysis, regression, and discriminant analysis. You can hand these assignments in jointly with your partner on the squid project. The purpose of these homework assignments is to ensure that any confusion you might have in interpreting these analyses is cleared up before you use them in your final squid project report.
3. Conjoint Project:
Working in teams of 4-5 students, you will design and execute a conjoint analysis survey on a topic to be provided in class. Analysis of the conjoint data will require the use of Sawtooth and SPSS software. The conjoint survey and the final report will be due by 3.00 pm on Friday, May 1 and Friday, May 22 respectively. Details on the conjoint project are in the course packet.
4. Readings:
I have assigned readings from the text and some other sources for each class meeting. They provide necessary background for class discussion and the completion of assignments. Descriptions of some advanced analytical methods may be difficult to grasp fully at the first reading. Please skim those sections before class to acquaint yourself with the topic and then go back and work through the details after we discuss them in class.
5. Cases:
We will discuss four cases that illustrate some of the Marketing Research concepts and techniques covered in the course. I expect you to come to class fully prepared with a comprehensive analysis of each case and your recommendations. Discussion questions for each case are included in the course packet.
6. Class Participation:
The learning experience in any course depends, in large part, upon the quality of class discussion. Please read and give some thought to each day's assigned material and come to class with your notes properly organized, ready to participate in the discussion. Clearly, I do not expect you to always have the right answers when we are discussing a new analytical technique. Evidence that you have done the reading and absorbed it to the best of your ability is all I ask for. Remember that thoughtful questions leading to a rich class discussion are often as valuable as thoughtful answers.
My expectations are different for the discussion of cases. You should be able to lead the case discussion with carefully thought through answers to the assigned discussion questions. These answers should be backed up by quantitative analysis where applicable. Please note that participation in case discussions will be weighted more heavily than other class sessions in determining your class participation grade.
Materials
REQUIRED MATERIAL:
1. Text:
Title: Marketing Research: Methodological Foundations
Authors: Gilbert A. Churchill and Dawn Iacobucci
Edition: Ninth edition, 2005
Publisher: Thomson South-Western Publishers
2. Cases, Readings and Assignments:
Included in course packet or will be distributed in class.
SOME ADDITIONAL REFERENCES:
I. General Textbooks
Aaker, David, V. Kumar and George Day (1995), Marketing Research, 8th edition, John Wiley & Sons.
Dillon, William R., Madden, Thomas J., and Firtle, Neil H. (1993), Essentials of Marketing Research, 1st edition, Richard D. Irwin, Inc.
Malhotra, Naresh (2004), Marketing Research: An Applied Orientation, 4th edition, Pearson/Prentice Hall.
II. Research Design
Assael, Henry, and John Keon (1982), "Non-Sampling vs. Sampling Errors in Survey Research", Journal of Marketing, 46, 114-123.
Greenbaum, Thomas L. (1998), The Handbook for Focus Group Research, Sage Publications.
Kerlinger, Fred N. (1986), Foundations of Behavioral Research, 3rd edition, Holt, Rinehart & Winston.
Stewart, David, and Michael A. Kamins (1993), Secondary Research: Information, Sources and Methods, Applied Social Research Methods, Volume 4, Sage Publications.
Sudman, S., and Bradburn, N. (1982), Asking Questions, Jossey-Bass Publishers.
Sudman, Seymour (1976), Applied Sampling, Academic Press.
III. Measurement
Bearden, William O., Richard Netemeyer, and Mary F. Mobley (1993), Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research, Sage Publications.
Bohrnstedt, G.W. (1970), "Reliability and Validity Assessment in Attitude Measurement", Chapter 3 in Attitude Measurement, ed. G.F. Summers, Rand McNally.
Campbell, D.T., and Fiske, D.W. (1959), "Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix", Psychological Bulletin, 56, pp. 81-105.
Thurstone, L.L. (1927), "The Law of Comparative Judgement", Psychological Review, Vol. 34, pp. 273-286.
Torgerson, W.S. (1958), Theory and Method of Scaling, Wiley & Sons.
IV. Analysis
Hair, Joeseph, Rolph Anderson, Ronald Tatham, and William Black (1995), Multivariate Data Analysis, 4th edition, Prentice-Hall Publishers.
Dillon, W.R, and M. Goldstein (1984), Multivariate Analysis: Methods and Applications, Wiley & Sons.
Elrod, Terry, Louviere, J.J., and Davey, K.K. (1992), "An Empirical Comparison of Ratings-Based and Choice-Based Conjoint Models", Journal of Marketing Research, Vol. XXIX, pp.368-377.
Johnston, J. (1984), Econometric Methods, McGraw Hill Book Co.
Morrison, D.G. (1969) "On the Interpretation of Discriminant Analysis", Journal of Marketing Research, pp. 156-163.
Stewart, David W. (1981), "The Application and Misapplication of Factor Analysis in Marketing Research", Journal of Marketing Research, Vol. XVIII, pp. 51-62.
Tabachnik, Barbara G., and Fidell, L.S. (1983), Using Multivariate Statistics, Harper & Row.
HONOR CODE
In general, group discussion is encouraged for class preparation and assignments, but, ultimately, any work to which you put your name must reflect your understanding of the material. The squid project has specific honor code instructions that are provided separately.
ATTENDANCE POLICY
Much of the learning in this course will occur in class as we understand how to use some important marketing research techniques and as you share your analyses and questions with each other. Therefore, attendance at all class sessions is expected, and you cannot “make up” for class participation with written work. Except in an unforeseen emergency, I expect to be informed beforehand if you need to miss a class. Please note that missing more than two class sessions for unexcused reasons (i.e., reasons other than family emergency, illness, or religious observance) will entail a grade penalty over and above the direct impact on class participation.
Grading
Class Participation 20%
Squid Project 35%
(Survey document 15%; Final report 20%)
Conjoint Project 35%
(Survey document 15%; Final report 20%)
Homework 10%
Schedule
03/24/2009
The Research Process - Measurement Scales
Chapter 3, Chapter 4 (pp. 74-78), Chapter 10 (pp. 267-269), Chapter 15 (pp. 457-460) in Marketing Research: Methodological Foundations (MRMF).
Scan Squid #0 through #4.
03/25/2009
Questionnaire Design
Chapters 8, 9, 10 (MRMF)
Review Squid #1 (Questionnaire)
03/30/2009
Basic Data Analysis - Crosstabs
Chapter 14 (MRMF) pp. 408-418; 420-425
Review Squid #5, #11, #12, #13
HW 1 (Squid #6) due at beginning of class.
Squid project partner preferences due to Annette.Lyman@dartmouth.edu by 3:00 PM
03/31/2009
Finding Commonalities Among Variables - Factor Analysis
Chapter 18 (pp. 568-585) (MRMF)
Review Squid #14.
04/06/2009
Factor Analysis (contd.) - Using Factor Scores
M. Lieberman, "Key Driver Analysis," Quirk's Marketing Research Review, Feb. 2001, pp. 48-51.
Squid #14 (continued)
04/07/2009
Predicting Group Membership - Discriminant Analysis
Chapter 18 (pp. 554-568) (MRMF)
Review Squid #5 & #15
HW #2 (Squid #8) due at beginning of class.
04/13/2009
Catch-up Session - Squid Review
Review Squid #10, #16
HW #3 (Squid #9) due at beginning of class.
04/14/2009
Sampling Issues
Chapter 11, Chapter 13 (MRMF)
Bachmann et al. "E-mail and Snail Mail Face Off in Rematch;"Marketing Research, Winter 1999, pp. 11-15.
Tuten, et al. "Banner-Advertised Web Surveys,"Marketing Research, Winter 1999, pp. 17-21.
Case: NORML
04/20/2009
Research Design Summary
Chapter 5 and review of Questionnaire design and sampling readings.
Case: Springfield Nor'easters
Squid final paper due at beginning of class.
04/21/2009
Introduction to Conjoint Analysis
Appendix of Chapter 17 (MRMF)
P. Green et al., "Evaluating New Products," Marketing Research, Winter 1997, pp. 12-21.
J. Curry, "After the Basics," Marketing Research, Spring 1997, pp. 6-11.
Conjoint Analysis Overview
04/24/2009
Conjoint Project Group Preferences due to Annette Lyman in Tuck 310 by 3:00 PM
04/27/2009
Variations in Conjoint Analysis
Full Profile Approach to Conjoint Analysis
ACA Approach to Conjoint Analysis
Please read article titled "The price of prejudice" from Economist.com. URL below.
04/28/2009
Market Simulation with Conjoint Analysis
Case: Colgate Wave Pricing Study
05/01/2009
Conjoint survey documents due to Annette Lyman in Tuck 310, by 3:00 PM
05/04/2009
Qualitative Research - Guest Speaker
Elyse Kane is World Wide Director Consumer Insights for the Global Toothbrush Division at Colgate Palmolive. Elyse joined this group in January 2006. In this position, Elyse manages the research for worldwide toothbrush new product development, advertising and equity. Her research responsibilities include equity management, identifying consumer insights for new product development, concept and product testing and advertising development and evaluation. Prior to this, Elyse had been the Director of Consumer Insights for the US Oral Care division of Colgate Palmolive since January 1998.
Elyse joined Colgate Palmolive in 1986 as an Associate Research Manager on Personal Care. Since then, she has contributed to all of the business units in the US Company including Oral Care, Fabric Care, Hard Surface Care, and Personal Care. Before joining Colgate, Elyse was a Market Research Manager at Weight Watchers. Before that, she was involved in psychopharmacological studies at Einstein School of Medicine and the Bronx VA.
Chapter 4 (MRMF)
G. Zaltman, "Metaphorically Speaking," Marketing Research, Summer 1996, pp. 13-20.
C. Sweet, "Anatomy of an On-Line Focus Group," Quirk's Marketing Research Review, December 1999, pp. 57-60.
J. Langer and N. Brody, "Mix or Match," Quirk's Marketing Research Review, 1999, pp. 43-45.
Collage exercise is due in class.
05/05/2009
Cluster Analysis
Chapter 18 (pp. 585-603) (MRMF)
05/07/2009
Final conjoint survey live on Thursday, May 7th, by 3:00 pm. Start data collection immediately.
05/11/2009
Measuring Emotions - Guest Speaker
Steve Gang (Founder, President & CEO) of Resonance Group is a consultant and entrepreneur who recognized the commercial potential of Resonance in 1990. After developing Resonance into a commercially useful tool Steve founded Gang & Gang to realize that potential. Steve has started other successful businesses, was a partner in the Boston Consulting Group and Towers Perrin, and has experience in a wide range of consumer and industrial businesses. Steve holds law and business degrees from Harvard University and a degree in economics from Amherst College. The bio in the course folder provides additional interesting information about Steve.
Steve Gang's company has created a survey for us to measure emotions towards squid. It is available at (TBD).
In preparation for his session, please complete the survey. As you complete it, please think about the main sections of the survey, what information is being obtained in each section, and why. Please come to class prepared to discuss the survey.
05/12/2009
Cluster Analysis Continued
Continuation of Cluster Analysis. Please bring your conjoint job choice utilities and cluster analysis handouts to class. Professor Ailawadi will summarize the Contadina Case on the last day of the course.
Wrap up conjoint project data collection and start analysis.
05/18/2009
Conjoint Project Workshop
I will answer questions on conjoint projects analysis.
Ensure that all conjoint project questions are cleared up by this day.
05/19/2009
Course Review
Course wrap-up and Q&A.
05/26/2009
Exam
Conjoint Final Paper Due to Annette Lyman in Tuck 310 by Tuesday, May 26th, by noon (changed from Friday, May 22nd, by 3:00 pm).
