BUS 462 BUS 462 Marketing ResearchMarketing Research

Yinghong (Susan) WeiYinghong (Susan) Wei

Day 1 - IntroductionDay 1 - Introduction

Agenda for Today:Agenda for Today: About MeAbout Me About YouAbout You About the ClassAbout the Class Form TeamsForm Teams DiscussionDiscussion For TomorrowFor Tomorrow

Day 1 – About MeDay 1 – About MeResearch InterestsResearch Interests

– Interface between Marketing Strategy and Management Interface between Marketing Strategy and Management StrategyStrategy

– Website: Website: http://intranet.kenanflagler.unc.edu/programs/phd/wei/Worhttp://intranet.kenanflagler.unc.edu/programs/phd/wei/Workingpaper_2.htmkingpaper_2.htm

Contact InformationContact Information– Email: Email: weiy@unc.eduweiy@unc.edu– Tel: 345-5075Tel: 345-5075– Office Hours: M/W 3:30-5:00 or By AppointmentOffice Hours: M/W 3:30-5:00 or By Appointment– Course Website: Course Website:

http://intranet.kenanflagler.unc.edu/programs/phd/wei/Teahttp://intranet.kenanflagler.unc.edu/programs/phd/wei/Teachingweb/MR-Index.htmchingweb/MR-Index.htm

Day 1 – About YouDay 1 – About You

Please fill out your personal information sheet:Please fill out your personal information sheet: Your name / nicknameYour name / nickname Phone / EmailPhone / Email Any experience in ResearchAny experience in Research HobbiesHobbies Description of yourselfDescription of yourself Your expectation for this classYour expectation for this class

Day 1 – About the ClassDay 1 – About the Class

Textbook: Textbook: – Marketing ResearchMarketing Research (Sixth Edition), 2004, Carl (Sixth Edition), 2004, Carl

McDaniel and Roger Gates.McDaniel and Roger Gates.

SoftwareSoftware– Excel and SPSSExcel and SPSS

Course StructureCourse Structure– Week 1: Introduction to Marketing ResearchWeek 1: Introduction to Marketing Research– Week 2: Research DesignWeek 2: Research Design– Week 3: Data collection techniquesWeek 3: Data collection techniques– Week 4: Data analysis techniquesWeek 4: Data analysis techniques– Week 5: Research Results and DiscussionWeek 5: Research Results and Discussion

Day 1 – About the ClassDay 1 – About the Class

Research Results on TeachingResearch Results on Teaching– How to Be effective?How to Be effective?

What are we going to do in each class?What are we going to do in each class?– Quiz (15 minutes) Quiz (15 minutes) – Lecture (45 minutes)Lecture (45 minutes)– In-class activities (30 minutes): cases, articles, In-class activities (30 minutes): cases, articles,

video, exercise, competition, computer lab, etc.video, exercise, competition, computer lab, etc.

Day 1 – About the ClassDay 1 – About the Class What will we learn in this class?What will we learn in this class?

– Develop ability to translate a management problem into a Develop ability to translate a management problem into a feasible research question.feasible research question.

– Provide advanced skills of data collection and research Provide advanced skills of data collection and research designsdesigns

– Increase your sensitivity to the bias and limitations of research Increase your sensitivity to the bias and limitations of research datadata

– Develop concrete techniques for analyzing dataDevelop concrete techniques for analyzing data

– Introduce most recent development of marketing researchIntroduce most recent development of marketing research

– Learn how to use research results to make better marketing Learn how to use research results to make better marketing decisions decisions

– Provide opportunities to work on real projectProvide opportunities to work on real project

Day 1 – About the ClassDay 1 – About the Class

Grading CriteriaGrading Criteria– Daily Quiz (20) and Self-EvaluationsDaily Quiz (20) and Self-Evaluations 20% 20%

– Class Attendance and Discussion QuestionsClass Attendance and Discussion Questions 10% 10%

– Peer EvaluationPeer Evaluation 10%10%

– Marketing Research Reading (2) Marketing Research Reading (2) 10% 10%

– ExamsExams (2) (2) 20% 20%

– Projects (4)Projects (4) 20% 20%

Lectures will cover things not in the Lectures will cover things not in the textbooktextbook

Participation plays an important roleParticipation plays an important role

Day 1 – Form TeamsDay 1 – Form Teams

Each Team: 3-4 studentsEach Team: 3-4 students

Team-based in-class activitiesTeam-based in-class activities

Team-based Projects Team-based Projects

Peer EvaluationPeer Evaluation

Day 1 – DiscussionDay 1 – Discussion

Test your knowledge about Marketing ResearchTest your knowledge about Marketing Research Top Ten Research ActivitiesTop Ten Research Activities % of Firms Doing% of Firms Doing

1. Industry characteristics and trends 92%1. Industry characteristics and trends 92%2. Product satisfaction2. Product satisfaction 87% 87% 3. Market share analysis 85%3. Market share analysis 85%4. Segmentation studies4. Segmentation studies 84% 84%5. Purchase behavior 80% 5. Purchase behavior 80% 5. Brand awareness 80% 5. Brand awareness 80% 7. Purchase intentions 79% 7. Purchase intentions 79% 8. Brand preference 78% 8. Brand preference 78% 8. Concept development and testing 78%8. Concept development and testing 78%8. Demand Analysis/Market potential 78%8. Demand Analysis/Market potential 78%

Day 1 – How to Search?Day 1 – How to Search?

List down potential marketing issues List down potential marketing issues that you are interested in?that you are interested in?

How to search academic readings on-How to search academic readings on-line?line?

– Library databasesLibrary databases

– Search EnginesSearch Engines

Day 1 – For TomorrowDay 1 – For Tomorrow

For TomorrowFor Tomorrow

– Make a name tagMake a name tag

– Read Chapter 1 & 2 and Prepare Quiz 1Read Chapter 1 & 2 and Prepare Quiz 1

– Start to search research papers for reading 1Start to search research papers for reading 1

– Each Team: Bring one article on any Each Team: Bring one article on any newspaper/magazine that used marketing newspaper/magazine that used marketing researchresearch