Marketing Research Fall 2009

Mondays at 6pm

Week 2:

Course Introduction

Video: The Simpsons Episode “Oh Brother, Where Art Thou?” (start scene 3, 8:30)

Video: Welcome to Macinstosh (start 1:04:25)

Introduction to Marketing Research

Website: Wikipedia – Marketing Research

Ethics and The Use of Human Subjects in Marketing Research

Websites: Wikipedia – Human Subject Research, SSU’s Office of Research and Sponsored Programs

Videos: The Milgram Experiment (1, 2), The Stanford Prison Experiment (1, 2, 3)

Video: 60 Minutes Episode “Do you want fries with that?”

Video: The Persuaders

Week 3:

Labor Day

Week 4:

Books: How Customers Think: Essential Insights into the Mind of the Market (Preface, Ch1, Ch 2) by Zaltman, Anytime Playdate: Inside the Preschool Entertainment Boom, or, How Television Became My Baby’s Best Friend (Ch 3) by Hayes

Types of Marketing Research

Website: Wikipedia – Types of Marketing Research

Week 5:

Qualitative Marketing Research – Interviews

Websites: Wikipedia – Qualitative Marketing Research, Social Research Methods – Interviews

Book: The Consumer Society Reader (Ch 3: “The Sexual Sell” by Betty Friedan), But Enough About Me by Dunn

Podcast: On The Media: Star Reporter

Qualitative Marketing Research – Focus Groups and Projective Techniques

Websites: Wikipedia – Qualitative Marketing Research, Wikipedia – Focus Group, Wikipedia – Projective Techniques

Books: Coercion by Rushkoff (Ch 4), Anytime Playdate by Hayes (Ch 6)

Week 6:

Test 1

Film Interviews During Class

Film Focus Groups During Class

Week 7:

Edit Interviews and Focus Groups in Library

Week 8:

On The Media Podcast: The Amygdala Goes Hollywood

Share Interviews and Focus Groups in Class

Books: Words That Work (Ch 4) by Luntz, The Emperor of Wine (Ch 3) by Elin McCoy, The Lovemarks Effect (Ch 4) by Roberts, The Ultimate Question (Ch 4 and 5) by Reicheld.

You are going to gather scale data and survey data!  These are two separate assignments.  You are going to design/construct two questionnaires:

Scale Questionnaire Assignment – Use a multiple-item scale developed by someone else.  Add two additional questions for a validity check.

Survey Questionnaire Assignment – Ask whatever questions you want.  Include both multiple-item scales and single items in your questionnaire.

Scale Questionnaire Assignment

A multiple-item scale is a part/subset/piece of a survey (like self-esteem, service quality, etc.).  In the Rec Center Questionnaire that I used in a previous class.  The 3 satisfaction items are the only part of the survey that is a multiple-item scale.

Wikipedia – Quantitative Marketing Research, Questionnaire Construction, Scale, Level of Measurement

Social Research Methods: Scaling, Level of Measurement

For your Scale Questionnaire Assignment, use Likert or semantic differential scaling.

Social Research Methods Validity (concurrent and discriminant)

For your Scale Questionnaire Assignment, add two additional items to your questionnaire.  One item that will correlate positively with your scale and item that will correlate negatively with your scale.

Bring 40 hard copies of you Scale Questionnaire to class next week (in the lab).

Survey Questionnaire Assignment

Which questions do I include in my survey?  Content analysis of qualitative research results.

Example of content analysis: Brady and Cronin 2001 (Journal of Marketing)

You can use the same Rec Center Questionnaire to put together your questionnaire for your Survey Questionnaire Assignment.

Bring 40 hard copies of you Survey Questionnaire to class in two week (in the lab).

Use the extra time at the end of class to get started on your questionnaires.

Week 9:

In the lab (Schulz 2010)

On the Media Podcast – Game Theory

Born to Buy (Ch Eight) by Schor

Scale Attendance Assignment: Fill out Scale Questionnaires

Quantitative Marketing Research – Scale Data Collection and Coding

Quantitative Marketing Research – Scale Data Entry

Data Entry, Codification, and Respecification: Wikipedia

Quantitative Marketing Research – Scale Analysis – Reliability, Validity, and Factor Analysis

Reliability and Validity in Wikipedia

Validity in SocialResearchMethods.net (Content/Face Validity and Concurrent/Discriminant)

In lab: Discriminant and convergent validity test.  Does your scale correlate positively with your convergent validity test item(s) and negatively with your discriminant validity test item(s)?

Reliability overview in SocialResearchMethods.net Reliability Types in SocialResearchMethods.net: Inter-rater, Test-retest, Parallel-forms, Internal Consistency

In lab: Internal consistency reliability analysis.  Is your coefficient alpha above 0.7?

Factor Analysis in Wikipedia

Factor analysis in SocialResearchMethods.net

In lab: Factor analysis.  Does your scale items measure the dimensions they intend to measure?  Do your factors (dimensions) have eigenvalues greater than 1 and do the items for each factor load strongly on the factors in your pattern matrix results?

Week 10:

In the lab (Schulz 2010)

Who wants a signed copy of Crushit?  Who is going to start the coolest blog?

Survey Attendance Assignment: Fill out Survey Questionnaires

Quantitative Marketing Research – Surveys and Sampling

Sampling

Social Research Methods: Sampling Wikipedia: Sampling

Survey Questionnaire Design

Website: Wikipedia – Statistical Survey. Advantages and disadvantages of surveys.

Levels of measurement.  Why worry about this?  Because in order to analyze the data with the appropriate statistical technique we have to know the level of measurement of our variables.

Quantitative Marketing Research – Survey Data Collection and Coding

Survey Data Entry

Quantitative Marketing Research: Data Analysis – Descriptive and Inferential Statistics

Data Analysis in SocialResearchMethods.net

Inferential Statistics:

a) Crosstab (cross tabulation, contingency table)

b) t-test

c) ANOVA (analysis of variance)

d) correlation

e) regression

When to use each statistical test: SocialResearchMethods.net, My PowerPoint slide

Week 11:

Podcast: ‘Googled’: Biography Of A Company, And An Age

My signed copy of Crushit…

Test 2 Review (Review sheet in WebCT Course Content)

Ethnography and Observational Techniques

Books: Born to Buy (Ch 6) by Schor, Why We Buy (Part I) by Underhill, Buying In (Ch 7)

Videos: The West, The Merchants of Cool.

Wikipedia: Ethnographic studies, ethnography, and observational techniques

Web Analytics

Start a blog with Tumblr (free), Squarespace (paid), Wordpress.com (free, pay to upgrade), Wordpress.org (requires server space, students in my Intro to Marketing class have used justhost.com).

This week I’ll show you how to install some of the following services: Google Webmaster, Feedburner, Google Analytics, Twitter/Tweetmeme/Bit.ly analytics, Facebook analytics, AddThis/ShareThis analytics, Tubemogul analytics, and Blip.tv analytics.

Next week we’ll be in the lab for you to learn how to use these services.  Try to install these and other Web analytic services on your blog before next week!

These are some helpful sites I used to learn html and css.  Another great Web design site with great video tutorials is css-tricks.  Websites are doing some amazing stuff with javascript/jQuery, but learn html and css first.  If you’re not into this kind of stuff, then think about what you’re interested in–writing, images, audio, video, etc.–and get some content on your blog!

Week 12:

Test 2 (In classroom)

Web Analytics (In lab: Schulz 2010)

You should all own a domain name and server space if you want to get a job that involves marketing and the Internet:  #46: Domains, DNS, Hosting and Google Apps.

Here is my previous post on Web Analytics that we will go over in the lab.

Week 13:

Podcast: 40 Years Of Lessons On ‘Sesame Street’

After class if anyone wants to work on Web analytics stuff in the lab let me know.  You should know the difference between Google Webmaster, Google Analytics, and Google Feedburner.

What do you think of my marketing 2.awesome model?  It’s an exciting time to learn html, css, php, wordpress, and more!  There are lots of great videos out there to help you get started and lots of great forums where you can ask people for help.

Experiments

Books: Elephants on Acid (Ch 2) by Alex Boese, The Tipping Point (Ch 3) by Malcolm Gladwell, What Sticks (Ch 10) by Briggs and Stuart, The Wine Trials (Ch 1-3, 7).

Marketing Research Methods

Wikipedia – Experimental techniques, Double-blind experiments

Social Research Methods – Design, Two-Group Experimental Design, Two-Group Pretest-Posttest Randomized Experimental Design,  Threats to Internal Validity, Factorial Design.

The Wine Clip – How can we design a two-group experimental design experiment using the Wine Clip?  How can we design a factorial design experiment using the Wine Clip?

How can we design an study to determine whether or not the Wine Clip works? An Experiment! (Not interviews, focus groups, a survey, or an ethnography)

A/B testing with Google.  A video demonstration of how to set up a Google A/B test.

Check out this article and video of A/B testing.

Week 14:

Review experimental design.

The Wine Clip experiment in class.  We will conduct a  two-group experimental design experiment using the Wine Clip?  How can we design a factorial design experiment using the Wine Clip?

Week 15:

Furlough Day, no class.

Week 16:

Test 3

Final Review