Download On Campus Week 1 Friday, February 8, 2013 Market

The College of St. Catherine
Buyer Behavior and Market Research - MKTG 3350
Spring 2013
Instructor:
Telephone:
Sarah Rand
Office: 651-690-6986
Cell: 612-590-1040
Home: 612-381-1467
Email:
[email protected]
Course Hours: Friday, 6:00-9:30 p.m. in Mendel Hall room 101 and on-line.
Office Hours: Before or after class and by appointment. I am also on campus during the work
week. I am flexible when it comes to scheduling in person meetings or phone
calls. My first priority is to make sure you feel comfortable with the course
material. Do not hesitate to call me anytime.
Books:
Why We Buy: The Science of Shopping, By Paco Underhill
The Experience Economy, By B. Joseph Pine and James Gilmore
Born to Buy: The Commercialized Child and the New Consumer Culture, By Juliet Schor
Primis Custom Market Research Text
Course Description
This course explores key marketing concepts in consumer behavior and marketing research.
Students will develop and understanding of the customer decision making process and learn
fundamental market research strategies by conducting market research for a non-profit
organization. Students in this course will partner with a non-profit organization to conduct
original research.
Course Objectives
 To understand the principles of marketing research: determining the research problem,
selecting the research design, executing the research design, and communicating the
results.
 To understand factors influencing consumer and organizational buying behavior.
 To understand the role of marketing research in managerial decision making.
 To understand how knowledge gathered through research is used in developing a
marketing strategy.
 To understand the societal impact of marketing activities and the ethical implications.
 To use critical thinking skills to evaluate and develop marketing strategies.
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Meeting Times
Evening/Weekend/Online Spring 2013 includes eight scheduled face-to-face meeting times and
six off-campus meeting sessions. The on-line component is largely “ asynchronous,” meaning
you can complete the work when it makes the most sense for your schedule during the assigned
week.
Meeting Dates: 2/8, 2/22, 3/8, 3/22, 4/5, 4/19, 5/3, 5/17
On-Line Sessions: 2/15, 3/1, 3/15, 4/12, 4/26, 5/10
Final Research Reports Due 5/24
DESCRIPTION OF ASSIGNMENTS
Course Assignments (some have points assigned and some are considered a component of
class participation).
Assignments
Due Date
Upload Photo on D2L/Collage Introduction: 5 bonus points 2/8
Article Presentation: 10 points
TBD
Why We Buy Summary: 25 points
2/22
Customer Observation Assignment: 25 points
2/22
The Experience Economy Summary: 25 points
3/8
Customer Interview Assignment: 25 points
4/5
Born to Buy Summary: 25 points
4/19
Draft Presentations: 25 points
5/3
Draft Report: 25 points
5/10
Client Presentations: 75 points (20 for draft)
5/17
Peer/Project Review: 25 points
5/24
Final Marketing Research Report: 50 points
5/24
On-line Assignments/Participation: 6x50 = 300 points (3 book summaries at 25 points each are
included in this 300 points)
Class Participation: 50 points
Total Points: 610
Book Summaries
Book summaries are to be uploaded on the D2L drop box prior to the class session they are due
(5:30 p.m. or earlier). Also bring a hard copy to class. The book summaries and discussions are
included in the 50 points for the online session that week.
Customer Observation Assignment (25 points) (1 page write-up + bring handwritten notes
taken during your observation to class)
Spend 15 minutes observing someone you do not know in a retail environment.
Describe the demographics of consumer you observed.
Does this person fit the store’s target market? Continued on next page…
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How did the consumer interact with the merchandise?
How did the consumer interact with the sales staff?
Was the store layout conducive to maximizing sales and customer satisfaction?
How long did the consumer stay in a given spot?
Can you make any inferences about the buyer’s decision making process?
Customer Interview Assignment (25 points)
Your task is to analyze the consumer decision making process by interviewing a consumer about
an important recent purchase. Hand in your written notes along with a 2 page report. Answer
the following three questions in your report:
How do you think the person you interviewed fits into the overall market segmentation strategy
of the seller?
What was the decision making process of the person you met with (see below)?
How can this information be helpful to the seller/marketer?
Take detailed notes during your conversation using the questions provided below:
Problem Recognition
1. Who was responsible for deciding what to purchase?
2. Who actually bought the product or service?
3. Identify everyone involved in the decision making process. What role did they play?
4. What problem/need did the product or service solve?
5. What attributes seemed important?
6. Was this a first-time decision?
7. Which came first: what to buy or where to buy?
Information Search
1. Was there an information search?
2. How was the search conducted?
3. How much information was collected?
4. What sources were used?
Alternative Evaluation
1. Was the amount of deliberation appropriate to the decision?
2. How many alternatives were evaluated?
3. Why those?
Purchasing Decision
1. Where did you buy? Why there?
2. How was the final choice determined?
3. What concerns did you have?
Post-Purchase Analysis
1. Was he/she satisfied with the product/service’s performance?
2. Would he/she purchase the product/service again?
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Market Research Project (200 points)
You will be conducting original research for the benefit of a “real” client. Our clients will be
connected to us through the Center for Community Work and Learning at St. Kate’s. Students
will have more than one project to choose from.
Class Participation 50 points
The grade for class participation must be earned through a combination of assignment
preparation and contributions to class discussions. It is important that you are able to offer an
informed point of view concerning the class discussion/topics. Let me know before the start of
class if something has made it impossible for you to be prepared adequately for class.
Readings, activities, case studies and/or questions for review will be assigned for most class
meetings. Be prepared to discuss them and keep track of your notes. It’s expected that you will
have successfully completed the assignments before the class discussion. Expect to be called on
in class. Consider each class as a business meeting; prepare fully and participate energetically.
If you miss more than 2 on-campus sessions you will not pass the course. Participation points
will be deducted for every class missed (20).
NOTE: Assignments are late if not completed by the beginning of class on the due date.
Late assignments will be marked down by 50% and must be deposited on the D2L Digital
Drop Box (Late Assignments) within 7 days past the due date to receive any credit. Book
Summaries must be turned in on the class session they are due – they are not eligible for
late credit.
Grading Scale
94% + =A
90-93%=A85-89%=B+
83-84%=B
80-82%=B76-79%=C+
72-75%=C
70-71%=C60-69%=D
59% or below=F
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DISABILITIES STATEMENT: If you feel that you need special accommodations to
participate fully in the course and its assignments/projects, please see me at the beginning of the
semester to discuss the possibilities.
ACADEMIC INTEGRITY: Refer to St. Kate’s Guidelines in LeGuide
COURSE SCHEDULE
On Campus Week 1
Friday, February 8, 2013
Market Research Project Phase I: Determine the Research Problem
OPTIONAL PRE-ASSIGNMENTS:
Collage Assignment and D2L Picture Posting (5 bonus points)
1. POST A PICTURE OF YOURSELF ON THE COURSE D2L SITE
2. CREAT A COLLAGE USING MAGAZINE CLIPPINGS
1. PURCHASE A PIECE OF POSTER BOARD OR USE CONSTRUCTION PAPER
2. ON 1 SIDE CREATE PASTE PICTURES AND SYMBOLS THAT REPRESENT
YOUR SELF-CONCEPT, PURCHASING BEHAVIOR, AND OVERALL LIFESTYLE
3. ON THE OTHER SIDE PASTE PICTURES AND SYMBOLS THAT DESCRIBE
YOUR DESIRED SELF-CONCEPT, PURCHASING BEHAVIOR, AND LIFESTYLE
4. PLAN TO INTRODUCE YOURSELF USING THIS VISUAL
What does this activity tell you about the difference between actual and desired selfconcept? Why is this important for marketers to understand?
On-Line Week 2
Friday, February 15
Read: Why We Buy
Chapter 1: Marketing Research for Managerial Decision Making
Page 5
On Campus Week 3
Friday, February 22
Meet the Clients
Chapter 2: The Marketing Research Process and Proposals
Customer Observation Assignment and Book Summary Due
On-Line Week 4
Friday, March 1
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
Read: The Experience Economy
On Campus Week 5
Friday, March 8
Market Research Project Phase II: Select the Research Design
Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches
Book Summary Due
On-Line Week 6
Friday, March 15
Market Research Project Phase III: Execute the Research Design
Chapter 6: Sampling: Theory and Methods
Chapter 8: Designing the Questionnaire
On Campus Week 7 Friday, March 22
Guests: Ginger Consulting
Market Research Project Phase IV: Analyze the Research Results
Chapter 9: Qualitative Data Analysis
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On-Campus Week 8
Friday, April 5
Market Research Project Phase IV: Analyze the Research Results
Chapter 10: Preparing Data for Quantitative Analysis
Customer Interview Assignment Due
Research Updates
On-Line Week 9
Friday, April 12
Chapter 11: Basic Data Analysis for Quantitative Research
Read: Born to Buy
On Campus Week 10
Friday, April 19
Book Summary Due
Research Updates
On-Line Week 11
Friday, April 26
Market Research Project Phase V: Communicate Research Results
Chapter 13: Communicating Marketing Research Findings
On Campus Week 12
Friday, May 3
Draft Presentations Due
On-Line Week 13
Friday, May 10
Draft Presentation Revisions
Draft Report Due
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On Campus Week 14
Friday, May 17
Client Presentations
Final Exam Week
Friday, May 24
Final Research Reports Due
Peer Evaluation and Project Review Due
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