Lecture 11MKF2121Marketing Research MethodsDr. Junzhao (Jonathan) Ma1Today’s Class•What the unit is like, and a few tips/shortcuts onhow to survive/excel•Introduction to marketing research•A few words on the assessment tasks2Learning objective•Provide a working knowledge of key concepts and methodsused in marketing research•Develop a capability in formulating a theoretical frameworkfor a marketing problem/opportunity•Provide an understanding of how to formulate a researchdesign•Develop an ability to apply SPSS statistical software•Develop an ability to interpret statistical output from amarketing perspective3
Lecture 12The main goal of this unit will be to teach howto usesurvey methodto understandcustomerattitudes and behaviorsand theirrelationships•Examples of customer attitudes: satisfaction, brandperception, loyalty, etc•Examples of customer behavior: purchase frequency,spending per shopping trip, media viewing habits, etc•Most marketing research is undertaken to better understandconsumer attitudes and behavior•Customer survey is the most commonly used instrument toobtain measures of customer attitudes and behavior56The semester is organized around achieving thisgoal1.Formulate, develop and refineresearch questionsandhypothesis(week 1, 2 and 3)2.Design a survey to obtain quantitative measures of the keyideas/variables(week 4, 5)3.Analyze data withSPSStoconfirm or reject the hypotheses(week 6, 8, 9, 10)Unit Schedule7WeekActivitiesAssessmentWeekActivitiesAssessment0See extended schedule for lectures and tutorials on MoodleNo formal assessment or activities are undertaken in week 01Introduction. Marketing research processMini task 0 due.2Planning for research3Secondary data methodsFinalise groups for assignment 1 (in tutorial)4Questionnaire design, Measurement and ScalingMini-task 1 due.5SamplingMini-task 2 due.6Intro to data analysis and SPSSMini-task 3 due. Research participation A (week TBD)7No lecture, but the tutorials take place as usualMini-task 4 due.Assignment 1 due8Hypothesis testing 1 - test of differencesMini-task 5 due. Research participation A - (week TBD)9Hypothesis testing 2 - test of associationMini-task 6 due.10Hypothesis testing 3 - linear regressionMini-task 7 due. Research participation A - (week TBD)11Causal and Experimental ResearchMini-task 8 due.Assignment 2 due12Report preparation and SummaryMini-task 9 due.
Lecture 13This unit is arguably the most “scientific” unit inmarketing•What makes it “scientific”?8What is the unit like?•Need to be veryprecisewith your motion (statements)9What is the unit not like?10•It isnota free expression of your opinion or individuality
Lecture 14Another metaphor of the unit11Shrouded in a fogCrystal ClearWhy go through all these trouble?
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