| Week | Topic | Reading and exercises |
| 1: September 10 | Introduction to course Scope of Research and Research Process |
Chapters 1 and 2 |
| 2: September 17 | Research Design, Ethical issues, and Secondary Research |
Chapters 3, 4, Reading 1 |
| 3: September 24 | Research Methodologies: Observation, survey, experimentation, depth interviewing |
Chapters 5, 6, 7 Reading 2, 3 Ex. Internet and computer exercise 3, p.133 |
| 4: October 1 | Methodologies, continued
Sampling Issues |
Chapters 11, 12 Reading 4, 5 Ex. Internet and computer exercise 1, p.164 |
| 5: October 8 | Sampling, Continued | Chapters 8, 9, Reading 6 |
| 6: October 15 | Questionnaire design | Chapter 10, Reading 7 Ex. Problem 4, p. 364 |
| 7: October 22 | Midterm Examination (hints) | bring Scantron, |
| 8: October 29 | Data preparation and Introduction to SPSS |
Chapter 14 |
| 9: November 5 | Data Analysis | Chapter 15,16 Ex. E-mail your answer to the previous week's handout by today's classtime |
| 10: November 12 | Data Analysis | Chapter 17, 18 Ex. Prepare data from problem 1, p. 464, we will do part (a through d) of problem one on the same page, the one with the Nike data. Note that reading the chapter will give you insight into the solution of the problem. Hints: a. Do all that is asked for. Remember descriptives only appropriate for certain types of variables.b. remember to compute a chi-square with the crosstab.c. awareness as a single variable, so use 1-sample test.and choose “3” as test value. d. treat males and females as independent samples (grouping variable is sex) |
| 11: November 19 | Data Analysis | Chapter 19, 21(pp. 608-621) Ex. Problems 1 and 3 from p. 530 |
| 12: November 26 | Reporting the Findings | Chapter 22 Critical paper due |
| 13: December 3 | Project Presentations | Submit written report |
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Our textbook (referred to by "chapter" in the schedule above) is Marketing Research: An Applied Orientation (4th Ed.) by Naresh Malhotra, available at the bookstore or other vendors (ISBN 0-13-033716-1).
Its companion website has some useful materials for the student, including chapter summaries and practice quizzes, at: http://myphlip.pearsoncmg.com/faculty/mpbookhomestudent.cfm?vbookid=546 |
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Readings for this course (referred to by "reading" in the schedule above) have been left on reserve in the Vasche library.
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| Additional readings may be placed on reserve later in the semester. When developing your term project, you may also wish to refer to these websites: |