BUS 153a: Marketing Research SYLLABUSCourse Description and ObjectivesCourse description: Marketing research is critical for leaders to make informed business decisions for their company's success. This course is for individuals who want to be good leaders or marketing managers: individuals who can make informed decisions of how to obtain the data they need to answer their questions, who can ask intelligent and pertinent questions of marketing research professionals, who are able to assess the quality of marketing research conducted, and who are able to understand and interpret the research data and results they encounter.The first half of the course includes learning about and experience with important marketing research tools such as interviews, focus groups, and questionnaires. This knowledge will come from lectures, cases, readings, and discussions in class, but also from hands-on experiential learning through your involvement in a semester-long group project. In the second half of the course we will cover a variety of statistical tests that you will use to analyze the data that you collect in your group project. You should aim for a high-level integrated understanding of the topics we cover, combined with a deeper detailed knowledge and understanding of the specific topics and tools that we examine. You have a big part to play in your learning – you need to work hard, read carefully, think about the material, complete the assignments, and ask questions in class.Finally, I want to emphasize that in our class we are a learning community. We will learn together and from each other. Your experiences and your voice are important and relevant: you belong in the class. You will, of course, need to work: you share responsibility for your learning in this class. However, you will be supported in that work by me and by your classmates. I welcome feedback from you on ways to improve our processes and our sense of community in class while achieving our learning goals.Learning Goals: You will learn how to:1) clearly define research problems2) apply a research process to solve a marketing problem3) apply qualitative and quantitative methods to gain marketing intelligence4) use Qualtrics software to collect data from consumers5) use Excel to analyze your data6) critically assess data and results7) present research findings in a formal presentation and in writing.PrerequisitesBUS 152a is required. Expected: Familiarity with some basic statistics from an introductory statistics course; some familiarity with Excel.Course MaterialsAll materials listed below are required. The assigned readings are central to the learning in this class. They will form. the basis of the two exams and of many discussions in class. They should be completed BEFORE class. We will typically use time in class to discuss and explore some (but not all) of the concepts covered in the readings in greater detail. You may also be given other questions to think about as you are reading to help you to process and learn from the reading, and to help you prepare for class discussion.Textbook: Marketing Research (12th edition ISBN-13: 9781119716310; or 11th edition ISBN-13 9781119392019) by McDaniel and Gates (listed as “MG” in schedule below) and published by Wiley is required for the course. This textbook is available at the Brandeis bookstore. E-rentals, used books, etc are all available for this book at Brandeis or from other sources like Amazon, Barnes and Noble, and the publisher Wiley. (Note: Do NOT get this textbook confused with the simpler textbook by the same authors named Marketing Research Essentials.) Reserve copies are also available at Brandeis library.Software. 1) Qualtrics is used in this course and 代 写BUS 153a: Marketing Research SYLLABUS is available to use for free through Brandeis. You will need to register for an account AND request an upgrade code via the Brandeis Information Technology Services website (www.brandeis.edu/its/service…). 2) Excel and is also required for this course. Brandeis provides free licenses for Excel to students. For instructions regarding downloading and obtaining the software license, visit brandeis.onthehub.com/. You will need to log in using your UNet ID. After logging in, follow the downloading steps as instructed. If you have questions or problems, please contact LTS or the IBS IT office. The course includes homework exercises, videos and workshops to help you with the software. In addition, you can contact the TA (or me) for assistance.Harvard cases: The case from Harvard publishing is contained in an electronic “coursepack” I have set up there. The link is provided on the course website on Latte. Using this link, please go to the website to purchase and download the case. The discounted price is around $4 for the case. You will need to register on the site. If you have any problems call the Harvard Business Publishing customer service at (800) 988-0886. Let me know too that you are having difficulties.Remaining readings: These will be electronic files and will be posted on the Latte site for the class for you to download at least a week in advance of the relevant class. (Most of these readings are available for free to the Brandeis community through the Brandeis Library electronic sources, e.g., Wall Street Journal, New York Times, and other media articles. The remaining files consist of shorter excerpts, e.g., a single chapter, from other books. I am providing them on Latte for your convenience.)If you are having difficulty purchasing course materials, please make an appointment with your student financial services or academic services adviser to discuss possible funding options and/or textbook alternatives.Assignments and Class SlidesAll exercises and questions that you need to prepare will be posted on Latte at least 48 hours before class. I will provide a paper copy of the slides for each topic in class for you to use for note-taking in class, and an electronic copy on Latte shortly before class. (Computers are not allowed during lectures so cannot be used for note-taking during class.) These slides provide an outline of the class discussion, but you will need to take additional notes to capture more fully the material discussed in class.Note that the materials provided by the instructor in this course are for the use of the students enrolled in the course. Copyrighted course materials (this includes class slides) may not be disseminated further. Course Requirements and EvaluationSuccess in this four-credit course is based on the expectation that students will spend a minimum of nine hours of study time per week in preparation for class (readings, videos, completion of questions and exercises, team project work, and preparation for cases and exams).Course requirements include (1) attendance, in-class participation, and homework, (2) two in-class midterm quizzes, and (3) a team project.These requirements will be weighted as follows: Class ElementGrade Percentage1) Participation, homework, problem sets24%a) Attendance, in-class participation15%a) Homework (TQs and Exercises)5%b) Data analysis problem sets4%1) Exams52%a) Midterm 126%b) Midterm 226%2) Team Project (includes: interviews, survey, presentation, and submission of presentation with statistical analysis appendix).24%Participation and HomeworkFor us to learn from each other, everyone needs to participate in clas WX：codehelp
