Download Applied Marketing Research

APPLIED MARKETING RESEARCH
[MK 562]
28 September – 2 October, 2009
Syllabus
Purpose of the Course
Today’s business world is data rich, but information poor. Research is undertaken and data are routinely
being collected on the socioeconomic environment, competition and the customer and are available through existing
internal and external databases. Many times, however, the research is done incorrectly or inappropriately and the
results are interpreted incorrectly and/or misused. Additionally, the data are not fully analyzed/interpreted and, most
importantly, are not converted into actionable decision-making intelligence. Traditionally, a number of statistical
programs are run providing complex output (e.g., regression equations, statistical models, matrices) that mean very
little to the client. It is only when these results are interpreted and presented to the audience in a meaningful and
usable manner that they become actionable marketing intelligence.
This course is intended to be a hands-on application course. Its primary goal is help you gain experience
and develop skills in providing your (future) clients with intelligible and applicable marketing information (research
and analytics) that can be used in the business decision-making process. By having these skills in your marketing
toolbox, you will be able to enter into businesses or entrepreneurial projects with a strong competitive advantage
over others. In today’s business environment it is essential that you understand how to provide your client or
business with the market intelligence (research) it needs and, most importantly, be able to take that information,
analyze and interpret it and then present it to the client a way that they can act upon it.
The Instructors
This course will be team taught by Dr. Bill Hauser and Dr. AnneMarie Scarisbrick-Hauser. Dr. Hauser is
currently an associate professor of Marketing & International Business at The University of Akron (Akron, Ohio).
He is also the Director of the Suarez Applied Marketing Research Laboratories. Prior to joining the faculty fulltime, Hauser served for two decades in various marketing research management positions at U.S. Fortune 500
companies (Rubbermaid, Inc., Little Tikes, KeyCorp). At KeyCorp (Key Bank), Hauser was the Senior Vice
President/Director of Marketing Research & Planning. Hauser served as a consultant for numerous research projects
across a wide variety of clients from national corporations to local non-profit agencies. Currently, Hauser’s research
emphasis is in the new area of neuro-marketing.
Dr. AnneMarie Scarisbrick-Hauser is currently an independent consultant and an adjunct instructor in the
Marketing Department at The University of Akron. A nationally recognized expert in database hygiene (e.g.
quality, applications), Dr. Scarisbrick-Hauser has worked with numerous national and regional clients. Prior to
becoming a consultant, Scarisbrick-Hauser was the Senior Vice President, Client Experience Program at KeyCorp
(Key Bank). Currently, Scarisbrick-Hauser is completing a national program evaluation of innovation-focused
summer camps for primary school students.
Both Hauser and Scarisbrick-Hauser have published in numerous business and sociological journals and
trade publications in the U.S. and internationally. Both are currently members of the Marketing Institute of Ireland.
The Course
By definition, marketing research and analytics is meant to be practiced and applied. It is the science
(although some say art) of applying the right techniques to the right situation to find the most actionable answers.
While statistical analysis has always been a major component of market research, in the last decade analytics has
come to mean much more than just running a battery of statistics on the data. It actually now involves a four step
process of mining the data, analyzing the data, interpreting the data, and presenting the results. Without anyone of
these steps the analysis is incomplete.
This course will endeavor to present and discuss the latest thinking and practices in marketing research and
especially, marketing analytics. The different modules will be either lectures/discussions or laboratory work. A
database will be made available for students to practice and hone their skills using such tools as SPSS. In order to
simulate a real-world environment, students will be divided into small teams which will work together during the
week to take mine data from the database, analysis and interpret the information and then present it to the class as
actionable intelligence.
Learning Modules
Monday, 28 September, 2009
Session 1- What is Marketing Analytics?
Session 2 – Data Familiarisation Lab
Time: 11:00a.m. – 1:00p.m.
Time: 2:00p.m. – 4:00p.m.
CA002
Room 241
Time: 9:00a.m. – 11:00a.m.
Time: 2:00p.m. – 4:00p.m.
Time: 4:00p.m. - 6:00p.m.
Room 241
Room 242
MY 124 Room 1
(Aras Moyola)
Tuesday, 29 September 2009
Session 3 – Datamining & Analytics Lab
Session 4 – Datamining & Analytics Lab
Tutorial [Obligatory]
Wednesday, 30 September 2009
Session 5 – Interpretation
Session 6 – Team Project Work Lab
Tutorial [Obligatory]
Time:
Time:
Time:
11:30a.m. – 1:30p.m.
2:00p.m. – 4:00p.m.
4:00p.m. – 6:00p.m.
MY337 Room 5
Room 241
CA 107, LH 3
Time:
9:00a.m.-11:00a.m.
CA117
Time:
3:00pm. – 5:00p.m.
LH 2
Time:
9:00a.m. – 11:00a.m.
CA002
Thursday, 1 October 2009
Session 7 – ST: Direct Marketing
Session 8 - ST: Blended Segmentation &
Neuro-marketing
Friday, 2 October 2009
Session 9 – Team Final Presentations
Assessment
In order to allow students to be assessed across a number of areas or touchpoints, the overall assessment will
consist of:
In-class SPSS assignment
10%
Team final plan outline
10%
Final Presentation
30%
Final Written Examination 50% (December time and date to be determined)
Total
100%