Download MIB502F16

MSc in Marketing and International Business
Course Title
Course Code
No of Credits/Term
Mode of Tuition
Teaching Hours
Category in Major Programme
:
:
:
:
:
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Applied Marketing Research (2016-17 First Term)
MIB502
3
Sectional approach
42 hours / 3 hours per week
Required Course
Instructor
Office
Prof. Geng Cui
SEK101-10
Class Time
Classroom
Tel
2616-8245/8239
Office hours
E-mail
[email protected]
Wed 10:00-13:00
SEK 206 and
Computer Lab
Wed 14:30-15:30, 17:0017:30,
Fri 14:00-16:30
Brief Course Description:
The purposes of marketing research are to better marketing phenomena and to support
managerial decision making. In this course, students will be introduced to the different types
of marketing research. The focus will be on (1) improving students’ analytical and problemsolving skills, 2) introducing students to different stages of the marketing research process
including problem definition, research design, data collection and analyses, and report writing,
3) demonstrating the use of marketing research in informing managerial decision making.
Aims:
This course will help students to
1. Comprehend the key functions of marketing research in organizations and critically
review marketing research proposals and designs,
2. Plan quality data collection and develop research instruments,
3. Select proper sampling design and determine the appropriate sample size,
4. Conduct appropriate data analysis,
5. Draw managerial implications for business applications,
6. Appreciate ethic issues in marketing research, and
7. Encourage collaboration with other students through group work.
Learning Outcomes:
On completion of this course, students will be able to:
1. Have a solid understanding of the impact marketing research has on managerial decisions,
2. Comprehend various types of marketing research and related methodologies,
3. Propose and design a marketing research, and
4. Conduct a marketing research project, perform data analyses, and report research
findings
Indicative Content:
Marketing Research and Decision Making
The nature and scope of marketing research, Basic research vs. applied research, Use of
theoretical framework in applied research, International marketing research, Marketing
research and marketing management, Marketing information system, Organization of
marketing research functions, Marketing research suppliers in Hong Kong, and Value and
cost of information.
The Research Process and Research Design
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MSc in Marketing and International Business
Overview of various steps in a research process, Problem formulation and research
objectives, Theoretical framework and hypotheses development, Types of research designs:
exploratory research, descriptive research, and experimental designs.
Sampling
Probability and non-probability sampling, Types of sampling plans including simple
random sampling, stratified sampling and cluster sampling, Applications and limitations of
various sampling plans in Hong Kong, Sample size determination.
Data Collection
Secondary data and primary data, Qualitative methods, Survey methods, Observational
methods, Projective techniques, personal interview, telephone interview and mail
questionnaire method, Field procedures and non-sampling errors, and Ethical issues in data
collection.
Measurement
The meaning of measurement, conceptual definition vs. operational definition, Scales of
measurement, Questionnaire design, Attitude measurement and scaling techniques, Validity and
reliability, the process of measurement development.
Analysis and Interpretation of Data
Editing, coding and data processing, preliminary analysis such as the analysis of
frequencies, cross tabulations, Applications of statistical techniques in marketing research
analysis: correlation and regression, statistical tests of significance, the analysis of variance,
simple non-parametric analysis.
Preparation of Research Proposal and Research Report
Problem definition, research objectives, research justification, budget and time constraints,
research report criteria, forms and format of report, presentation of results.
Teaching Method:
The course will be conducted using the following modes of teaching and learning.
1. Lecture/Seminar
Concepts and knowledge of marketing research are explained and discussed. To assist
students in understanding the taught concepts, discussion exercises are used in every
lecture. Students are given exercises that cover relevant topics and are encouraged to
work-along with the lecturer and their peers. These exercises help students to visualize
the applications of the concepts.
2. Readings
Students are required to pre-read the assigned chapters and also other relevant materials
provided by the lecturer before coming to classes. These readings provide students
opportunity to think through the marketing research concepts and their applications.
3. Computer Workshops
Computer workshops are provided to increase students’ knowledge on marketing
research concepts and how they are being applied to solve business problems.
Assessment:
Academic dishonesty and plagiarism will automatically result in a failing grade
Continuous Assessment as follows
Class Participation
Individual Assignments
Group Project
Final Exam
Total
70%
15%
20%
35%
30%
100%
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MSc in Marketing and International Business
1.
2.
3.
4.
Class Participation (15%)
Class activities such as individual/group class exercises are arranged to provide students
the opportunity to communicate ideas effectively. Class discussion exercises are given to
assess students’ understanding and knowledge on marketing research concepts. Within
group peer evaluation will be conducted (Appendix).
Individual Assignments (IAs: 20%)
Real life case studies are provided to students. Students need to apply marketing research
concepts to analyze the case and develop recommendations the data from the running
case (IBM case and Appendix A.).
The individual assignments (IA) will be based on the running case of the required
textbook or based on a case and datasets provided by the instructor. Each student will
complete a series of IAs independently based on the class schedule below.
Group Project (GP: 35%)
The project is to assess students’ competence level to apply the learnt marketing research
concepts and methods to a real business situation. Students are required to conduct
research design, perform data analysis, and provide recommendation through a series of
group project activities (GPAs) in and outside the classroom. Peer evaluation will be
conducted within the groups. Students need to present to the class a summary of the
group project within a time limit. The presentation is designed to gauge students’
communication and presentation ability on marketing information as well as working
effectively as a team.
The group project will be based on a topic selected by or assigned to the groups. If each
instructor can make the initial contact with the company sponsoring the MScMIB
program consulting project and clarify the overall research problem facing the company,
the group project can be based on the consulting project and will be used to produce an
initial research proposal for the consulting project.
Final Examination (30%)
The examination is designed to assess the student’s grasp on marketing research concepts
and knowledge, as well as the ability to apply them to solve business problems.
Measurement of Learning Outcomes:
Specific assessment methods/tasks
Weighting
Intended subject learning
outcomes to be assessed
1
2
3
4
Participation in Lectures/Seminars
15%
2
2
1
1
Individual Assignment
20%
2
2
1
1
Group project (report & presentation)
35%
2
2
2
2
Exam
30%
1
1
1
1
TOTAL
100%
Note: 1: Minor focus on the learning objective/outcome 2: Main focus on the learning
objective/outcome
Rubrics for Measuring Learning Outcomes
Learning
2 (very good)
Outcomes/Evaluation
1 (satisfactory)
3
0
(unsatisfactory)
MSc in Marketing and International Business
1. Have a solid
understanding of the
impact marketing
research has on
managerial decisions,
2. Comprehend
various types of
marketing research
and related
methodologies
3. Propose and
design a marketing
research
4. Conduct a
marketing research
project, perform data
analyses, and report
research findings
Can derive
comprehensive
managerial insights
from marketing
research findings to
assist decision making
in the relevant areas of
marketing operations.
A clear understanding
of different marketing
research, their
objectives, purposes,
strengths and
weaknesses
Adopt the relevant
method(s) and research
to solve the research
problems
Be able to adopt
relevant analytical
methods to derive at
meaningful results and
draw conclusions
Can draw some
lessons for
managers from
marketing research
findings in terms of
identifying specific
factors
Cannot relate marketing
research to management
problems and decisions.
Be able to identify
with limited
discussion of the
uses of different
types of marketing
research
Be able to identify
the relevant
method(s) given the
research problems
Knowledge in is
proficient enough to
use various
analytical methods
to answer the type
of research
questions
Fail to identify different
types of marketing research
or their purposes
Fail to identify suitable
method(s) given the research
problems
Unable to identify the
relevant analytical
procedures to address the
research problem(s).
Required/Essential Reading:
Malhotra, Naresh K. (2012), Marketing Research: An Applied Orientation, 6th edition (global
edition), Prentice Hall.
Recommended/Supplementary Readings:
Darren, G., SPSS for Windows Step by Step: A Simple Guide and Reference, 16.0 Update,
Pearson Education, 2009.
Journal of Marketing
Journal of Marketing Research
Journal of Marketing Research Society
Journal of Advertising Research
Journal of Consumer Research
Journal of Retailing
Marketing News
Marketing Intelligence and Planning
Academic Integrity
As a program which helps to create business and government leaders, the Faculty of
Business has an obligation to ensure academic integrity is of the highest standards. All cases
of cheating or plagiarism, and any variations thereof, will be immediately referred to the
Chair, B. Com. Committee. Students who participate in any form of cheating and/or
plagiarism may be required to withdraw from the Faculty of Business. Students are expected
to carefully review the following points discussing academic integrity and group projects that
have been adopted by our Faculty. Acts of academic dishonesty include, but are not limited to,
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MSc in Marketing and International Business
the following:
•
using the exact words of a published or unpublished author without quotation marks
and without referencing the source of these words.
•
duplicating a table, graph or diagram, in whole or in part, without referencing the
source.
•
paraphrasing the conceptual framework, research design, interpretation, or any other
ideas of another person, whether written or verbal (e.g. personal communication,
ideas from a verbal presentation) without referencing the source.
•
copying the answers of another student in any test, examination, or take-home
assignment.
•
providing answers to another student in any test, examination, or take-home
assignment.
•
taking any unauthorized materials into an examination or term test (crib notes).
•
impersonating another student or allowing another person to impersonate oneself for
the purpose of submitting academic work or writing any test or examination.
•
stealing or mutilating library materials.
•
accessing test prior to the time and date of the sitting.
•
changing name or answer(s) on a test after that test has been graded and returned.
•
submitting the same paper or portions thereof for more than one assignment, without
discussions with the instructor(s) involved.
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MSc in Marketing and International Business
Class Schedule (may be adjusted on coursed website)
Week Lecture
1.
24/8
2.
31/8
Readings/Activities/Assignments
Introduction to Marketing Research
Types of marketing research
Marketing research process
Marketing decision making
International marketing research
Digital marketing research
Careers in marketing research
Defining the Marketing Research Problem
Process of defining the problems
Developing a research approach
Developing a research proposal
Marketing decision problems
Marketing research problems
Ethics in marketing research
Research Design, Exploratory and Qualitative
Research
3.
7/9
4.
14/9
5.
21/9
Components of research design
Decision makers perspective
Types of research designs
Errors in research design
Sources of secondary data
Syndicated and omnibus research
Internal sources of data
Qualitative research: observation
Research Methods
Descriptive Research design: survey
Types of survey and interviews
Causal Research Design: Experimentation
Concepts of causality and control
Types of experimental designs
Lab vs. field experiments
Measurement, Scaling and Questionnaire
Design
Concepts, constructs and variables
Measurements and scales
Fundamentals and comparative scaling
Noncomparative scaling techniques
Ch. 1
Cases-in-point: New Coke, Mazda
Miata
Group Formation and Project
Assignment (Appendices B).
Group project (GP) Research on the
sponsor
Ch. 2
Cases-in-pint: Gamania, Vegimite
Group project activity (GPA1): Problem
definition for the project and the
company given the marketing and IB
problems
Ch. 3, 4 & 5
Library workshop
Group project activity (GPA2): brief
literature review, desktop research and
secondary data from the library and the
Internet, plus an exploratory framework
including a flowchart with the major
concepts
Ch. 6 & 7
Group project activity (GPA3):
Preliminary research design including
the method(s)
Ch. 8 & 9
Group project activity (GPA4):
Concepts, Framework, and scales
Likert scale, semantic differential, etc..
Items selection and evaluation
Questionnaire and Form Design
6.
28/9
7.
5/10
Questions and scale types
Questionnaire design process
Structure, wording
Respondent characteristics and ability
Improving response rate
Ch. 10
Group project activity (GPA5):
instrument and questionnaire design,
coding sheet
Sampling Theory and Field Work
Sampling Design and Procedures
Types of sampling
Ch. 11, 12
Group project activity (GPA6): Sample
and Sampling Method
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MSc in Marketing and International Business
Sampling techniques
Final and initial sample size determination
Field Work and Preparing Data
8.
12/10
Data collection fieldwork
Training and supervising fieldworkers
Ethics in data collection
Data preparation, formats, files and software
Error checking and cleaning
Coding, transcribing and transformation
Missing values
9..
19/10
10.
26/10
11.
2/11
12.
9/11
Descriptive Statistics and Bivariate Analyses
Frequency distribution
Skewness and kurtosis
Mean, medium, standard deviations
Cross-tabulations
Hypothesis Testing: types of variables and
relationships
Propositions and hypotheses
Confidence interval and level of significance
T-test, Analysis of Variance and Covariance,
Correlation
Group mean comparisons
Types of T-tests and evaluations
One way ANOVA
Correlations and Regression
16/11
14.
23/11
Multidimensional Scaling
Conjoint Analysis
Data mining and machine learning
Reporting and Presenting Results
Group Project Presentation
Groups 1, 2, 3 & 4
25 minutes for each group followed by Q&A
Critique and peer evaluation
Group Project Presentation
Groups 5, 6, 7 & 8
25 minutes for each group followed by Q&A
Critique and peer evaluation
Individual assignments (IAs) due
Final exam: Comprehensive exam of 2 hours
16.
Computer Lab:
Computer/SPSS Workshop
Individual assignment (IA3):
T-test, ANOVA, corr. of selected
variables from the running case.
Computer Lab:
Chap. , 18, 19, & 20
Computer/SPSS Workshop
Individual assignment (IA4): multiple
regression analysis of selected variables
from the running case.
Ch. , 21, 23 & 24
Computer/SPSS Workshop NAB213
Individual assignment (IA5):
multidimensional scaling, perceptual
mapping, spider web analysis
of selected variables from the running
case.
Multivariate Statistics and Analysis:
Discriminant analysis and Logit
Factor analysis
Cluster analysis
International Marketing Research
13.
Computer Lab:
Ch. 13 & 14
Computer/SPSS Workshop
Individual assignment (IA1): data
validation and cleaning, recoding
including collapsing, generating new
variables using data from the running
case (IBM and Appendix A)
Computer Lab:
Chap. 15, 16 & 17
Computer/SPSS Workshop
Individual assignment (IA2):
Descriptive statistics, frequency charts
histograms of the selected variables
from the running case.
Time & Venue: TBA
Group project (GPs): Marketing research
proposals and group peer evaluation due in one
week (Appendices B & C).
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Softcopies of group projects in Word
should bear all your full names on the
front page. A softcopy of your group
project report and the PDF file of your
ppt (all under 5MB) should be emailed
to me by the end of the day on Nov. 30th
(24:00PM).
MSc in Marketing and International Business
Appendix B. Group Project and Guidelines
The purpose of this group project is to develop your research skills using real-life cases.
Each group will be assigned to a case study and required to proceed progressively to answer the
questions provided. You are encouraged to do the assignment on weekly basis according to the
learning materials we covered in class. The complete report of maximum 30 pages in length (A4
size, font 12, double space) is due one week after the final exam and should be emailed to me by
the end of the day on Nov. 30th (24:00PM).
The report will consistent of two parts: 1) desktop research using secondary
information and data including interviews to develop the research background and to
determine the research problems’ 2) a research proposal outline the design, instrument and
methodology.
Outlines of Research Proposal
1. Research Problems and Objectives:
Company/Industry Background
Definition of Problems
Purpose and Research Objectives
2. Research Design:
Definition of Variables
Framework of Relations
Research Method
Target population, Sampling, and sample size or other data sources
Research instruments and Measures
Proposed analytical procedures
Expected results
Potential managerial benefits
Proposed cost for total project
Group Project Presentation and Research Proposal (35%, including the report)
Students need to present to the class a summary of the group project within a time limit. The
presentation is designed to gauge students’ communication and presentation ability on
marketing information as well as working effectively as a team. Peer evaluation will be
conducted. Specifically,
 Groups will be formed with each group consisting of no more than 6 students. The
presentation will be 30-minute long followed by a Q&A session. The power-point
materials for the oral presentation should be distributed to the class prior to the
presentation (e.g., each group should have at least one copy of your presentation PPT).

The students are expected to conduct their own research on the company’s problems and
industry background, etc..

Presentation and written report will be weighted equally but account for 35% of the
course evaluation.
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MSc in Marketing and International Business
Appendix C. Peer Evaluation of Group Project
Your Name: ______________________
Suppose your efforts in the term project are worth 100 points. A colleague of yours who put
in twice as much effort than you should be assigned 200 points maximum. On the other hand,
a colleague who put in only half as much effort as you did would be 50 points. Use other
numbers to indicate the level of efforts that each group number put in for the term project
based on your own best judgment. Please take into account both the quality and quantity of
effort in adjusting marks for yourself and other group members. Those who assign extremely
low or high marks may be required to submit additional information.
Names of other students in your group
Group Work
(Points)
Yourself as indicated above______
_____100_______
___________________________
_______________
___________________________
_______________
___________________________
_______________
___________________________
_______________
___________________________
_______________
COMMENTS:
Please explain reasons for any significant differences in marks given to yourself or other
group members in the space below and, if necessary, on the back of this sheet.
Note: This evaluation will be held in strict confidence and only the course instructor will
review it. You will NOT have your peer evaluation scores unless you complete and
turn in the form yourself.
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