The University of
Illinois at Chicago
College Of Business
Administration
FALL 1998
MARKETING RESEARCH (MKTG 462)
Session 1: Mondays & Wednesdays 11:00p -12:15p BH 308
Session 2: Mondays & Wednesdays 12:30p -1:45p BH 308
K. Sivakumar
Office: UH 2214; Phone:
(312) 996-6229/2680; Fax: (312)
996-3559; Email: sivakuma@uic.edu
Office Hours: Wednesdays 1:50p - 2:50p
or by appointment
Home page: http://www.uic.edu/~sivakuma/
Text: William Zikmund (1997), Exploring
Marketing Research. 6th edition, The Dryden Press.
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INTRODUCTION
Welcome to MKTG 462!
This course will introduce you to the subject of Marketing Research
from a managerial perspective. The following questions give an idea of
the topics to be discussed in the course:
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What is marketing research?
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When is marketing research needed?
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How much should we spend on marketing research?
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How do we prepare a marketing research proposal?
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How do we conduct marketing research?
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What are the ethical issues in marketing research?
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How do we analyze data?
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How do we present the results of marketing research?
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How do we evaluate marketing research?
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How do we use marketing research?
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How is marketing research useful for small businesses & new ventures?
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Are the principles of marketing research valid globally?
Our ability to do and/or use marketing research depends upon our
understanding of theoretical concepts as well as practical insights from
real life situations. Throughout the semester, this course will try to
achieve this blend of theory and practice.
CLASS ORGANIZATION
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A typical group project will involve the preparation of a proposal for
a market research study, data collection on a pilot basis (a sample size
of at least 40), analysis of collected data and oral and written presentation
of your project. Detailed guidelines will be provided later in the semester.
Some of these projects are expected to fulfill the research needs of actual
organizations. In such instances, some modification in the mix of project
elements may be allowed.
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Regarding group projects, an important point worth noting is that it is
in your own interest to start early and get my feedback at various stages
of the project and on as many preliminary drafts as possible because the
final draft will be the basis for evaluation. For most groups (based on
my past experience), comments on the project and your attempts to improve
the project are expected to result in a better project report and therefore
a better grade.
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You are expected to read the material assigned for a particular session
before coming to the class. This will help to concentrate on explaining
difficult concepts and generating discussion.
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All assignments & papers submitted as part of this course must be typed.
Of course portions that are too difficult to type (e.g., some complex formulas)
may be handwritten.
EVALUATION
| Six quizzes @12.5% each |
75 points |
| Group project |
25 points |
| Total |
100 points |
Attendance
for the final three sessions of the course is mandatory.