Heineken N.V Global Branding and Advertising by ega15544

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									                                             NEW YORK UNIVERSITY
                                          Leonard N. Stern School of Business

                                    C55.0009.001 MARKETING RESEARCH

                                           (course website: classes.nyu.edu)

                                                (Professor Yuxin Chen)

                                                       Fall 2003


Office K-MEC 9-78                                                        Office Hours:
Office Phone (212) 998 0511                                              Wednesday 4:00 – 4:45 p.m.
E-mail ychen@stern.nyu.edu                                               [and by appointment]


Course Overview and Objectives

Market research is about providing relevant, accurate and timely information for marketing decisions. Whether or
not you ever work in a marketing research function, at some time point in your career, you most likely will need to
deal with marketing research, either as a producer or as a user.

This course focuses on understanding marketing research, its process, its outputs, and its applications. The aim is to
enable you to develop the ability to be a good user of marketing research and to provide you with a foundation from
which you can pursue further training to become a research specialist.

By the end of the semester you should be able to

    1.  Taking general marketing problems and structuring them in terms of specific questions amenable to
        research.
    2. Evaluating alternative research approaches and designs, and selecting the most appropriate one for a
        particular problem situation.
    3. Understanding primary and secondary sources of marketing research information, including issues in data
        collection.
    4. Becoming familiar with specific techniques for analyzing marketing research data, and using those analyses
       to make better marketing management decisions.


Course Prerequisites

   C55.0001 (Introduction to Marketing)

   C22.0103 (Statistics for Business Control and Regression and Forecasting Models)
   or C22.0001 (Statistics for Business Control)


Course Material

   Textbook:                Aaker, Kumar, and Day (2001), Marketing Research (Seventh Edition), John Wiley &
                            Sons. It comes with SPSS Student Version.

   Harvard Business
   Cases:                   Heineken N.V.: Global Branding and Advertising, Boston Fights Drugs (A)(B).

   Handouts to be distributed in class.
Course Format

Lectures, class discussions, project assignments and text reading will form the major learning vehicle. The lectures
are designed to reinforce and expand upon the material in the text. Discussions are aimed at bringing new
perspectives to the material in the text and fostering the application of text and lecture content to marketing
management situations. Some of the discussions will arise during the lectures, others will be based on cases. Each
student is expected to prepare the assigned material, to attend class and to actively participate in class discussions.

Grading

The grades for the course will be computed from the following components:

         Two Exams                                                55%
         Group Project                                            30%
                 ---Questionnaire (10%)
                 ---Final Report (12%)
                 ---Presentation (8%)
         Two Case Synopses                                        5%
         Class Participation                                      10%

                                             Total              100%

The final grade is calculated on the weighted value of all the components.

Each of these components is described below.

Exams:             There will be two exams consisting of multiple choice and short answer questions. They will
                   cover all material discussed in class. The exams are closed book and closed notes, but you may
                   bring one sheet of paper (8½ x 11 inches, one side) on which you may write anything you like.
                   You should also bring a calculator. The exam in which you score higher will contribute 35% to
                   your final grade and the other one will contribute 20% to your final grade. The total contribution
                   of the exams to your final grade is 55%.

Group Project:     During the course of the semester, you will be involved in a group project. As the first step, you
                   must form teams. The size of the teams will depend on class enrollment and will be announced in
                   class.

                  Each group will work on a project. The primary objective of the project is to provide you with
                  experience in applying the concepts and methods of marketing research.

                  The project will be completed in two stages:

                   Stage 1 will involve defining the marketing research problem and designing the questionnaire;

                   Stage 2 will involve conducting the survey, analyzing the data, writing the report, and presenting
                           the results.

                  Detailed requirements of the group project are provided in Appendix B and C.

                  Note on Statistical Analysis: You may use any software package you like to analyze your data.
                  You are responsible for learning how to use the package on your own. The textbook comes with
                  Student Version of SPSS. Several other statistical packages are available in the NYU computer
                  labs. Depending on what analyses are required for your project, some spreadsheet packages may
                  suffice. If you need any help, please consult me.
                  At the end of the semester, each group member will rate the performance of him/herself and every
                  other group member on both the time (i.e., effort) and the quality of the work put into the project
                  (see Appendix D – Peer Evaluation Form).

                  Note that all relevant deadlines for group project are indicated in the course schedule.


Class
Participation:     Each one of you is expected to contribute to class discussions. Please do your assigned readings
                   for the scheduled lecture days so that you are in a better position to ask questions and comment
                   on the material covered in class. This will make the learning process much more enjoyable for
                   both you and me!

                  Class attendance and participation will be monitored. Attendance is a necessary but not sufficient
                  condition for a good participation grade. Credit will be given more on the basis of quality than
                  quantity.

                  It is your responsibility to ensure that you hand back the student information sheet that will be
                  distributed on the first day of class (attached in the end of this syllabus) with a recognizable
                  photograph of yourself. If I do not know who you are, I cannot vouch for your class attendance
                  and participation. Also, it is strongly recommended that you use name cards regularly in class.

Case Synopses :   You are required to hand in a one page synopsis for two out of the three cases (Heineken N.V.,
                  Boston Fights Drugs A and B) we are going to discuss in class. The synopsis must be typed,
                  double-spaced, and use a reasonable font (10-12 pt). Please refer to Appendix A of this syllabus
                  for the questions to be addressed in the synopses. You may choose any two out of the three
                  cases to write synopsis.


Class Policy

You are expected to:

    •   be prepared: if you for some reason failed to prepare yourself for class, please notify me before the
        beginning of the class period. This avoids embarrassment as I will be cold-calling students.
    •   attend regularly: try to attend each class as absences will lower your class participation grade. Also, if
        changes in exam procedure, exam date, exam coverage, assignments, etc. are announced in class you are
        responsible for knowing this information.
    •   arrive on time : late-comers are very disturbing. Tardiness will have a significant negative impact on your
        participation grade.
    •   respect assignment deadlines: assignments have to be submitted at the beginning of a class period on the
        due date. If you do not submit on time, you forfeit a grade on the assignments.
    •   be honest: cheating and plagiarism will result in a grade of "F" for the assignment/test for all parties
        involved.


New School Policy on Course-Faculty Evaluations (CFE)


    The quantitative CFE (old Scantron form) will be administered online at the end of the semester. You should go
    to the Student Information System page (http://ais.stern.nyu.edu/) and click on the CFE link. CFE "turned on"
    for one week ending at midnight before the first day of final exams.
Feedback

If you have any question or concerns about the course content, teaching, grading or if you have any suggestions for
improvement in the above area, please do not hesitate to discuss them with me.




                                            Tentative Course Schedule


Week    Date            Topic                                                    Readings/Deadlines

1       9/3    W        Introduction                                                    Ch. 1,2


2       9/8    M        Marketing Research Process                                     Ch. 3
                        Value of Information

        9/10 W          Research Designs and Data Sources                               Ch. 4


3       9/15 M          Secondary and Standardized Data Sources                         Ch. 5, 6

        9/17 W          Qualitative Research (I)                                      Ch. 8
                                                                     (Due: List of group members)


4       9/22 M         Qualitative Research (II)                                      Ch. 8
                       CASE DISCUSSION                                             Heineken N.V.
                                                                                (Due: Case Synopsis)

        9/24 W          Experimentation                                               Ch. 13
                                                                          (Due: Problem selection)


5       9/29 M          Survey Research                                                 Ch. 9,10

        10/1 W          Attitude Measurement                                            Ch. 11


6       10/6 M          Questionnaire Design                                            Ch. 12

        10/8 W          Questionnaire Design Workshop                                   Ch. 12


7      10/ 13 M          Sampling Procedures                                             Ch. 14

       10/ 15 W          Sample Size Determination                                      Ch. 15
                        (Won't be covered in the midterm exam)                   (Due: Questionnaire)


8      10/ 20 M        CASE DISCUSSION                                           Boston Fights Drugs (A)
                       Review for Exam One                                        (Due: Case Synopsis)

       10/ 22 W         Fundamentals of Data Analysis (I)                             Ch.16
9    10/27 M    Exam One

     10/29 W    Fundamentals of Data Analysis (II)       Ch.16


10   11/3 M     Examination of Difference                Ch. 17 p443-p449
                                                         Ch. 18 p463-p471

     11/5 W     Investigation of Association             Ch. 17 p449-p454
                                                         Ch. 19 p501-p505


11   11/ 10 M   Regression Analysis                       Ch. 19 p505-p525
                CASE DISCUSSION                       Boston Fights Drugs (B)
                                                        (Due: Case Synopsis)

     11/ 12 W   Discriminant Analysis &                   Ch. 20 p532-p545
                Cluster Analysis                          Ch. 21 p566-p577


12   11/ 17 M   Factor Analysis &                         Ch. 21 p554-566
                Multi-Dimensional Scaling                 Ch. 22 p583-594

     11/ 19 W   Conjoint Analysis                          Ch. 22 594-602


13   11/24 M    Report Preparation and Presentation        Ch. 23
                Project Help Session (I)

     11/ 26 W   Project Help Session (II)


14   12/1   M    Interactive and Database Marketing        Ch. 26
                 Recap

     12/3   W    Presentation Day 1


15   12/8   M    Presentation Day 2                        (Due: Project Report)


                 (Exam Two: Date to be announced)
                                                    Appendix A

                                   Case Descriptions and Preparation Questions




Heineken N.V.: Global Branding and Advertising

In this case, senior managers at Heineken headquarters are reviewing two cross-national research projects
commissioned to clarify Heineken’s brand identity and the implications for advertising copy strategy and execution.
They are interested in assessing whether the findings of the two studies are mutually consistent and in determining
whether Heineken’s brand image and advertising can be standardized around the world.

Preparation questions:

1.       Is Coca-cola a global brand? Is Heineken a global brand? Why or why not?

2.       Is the focus groups research the right choice for project Mosa? Why or why not?

3.       Do you think Heineken’s brand image and advertising can be standardized around the world?


Boston Fights Drugs

This case is about the de-marketing of drugs to youths in the city of Boston. In the (A) case focus groups have been
employed to explore young people’s attitudes about illegal substances, as well as the credibility of various attempts
to persuade them to avoid or abandon drugs. In the (B) case teenagers are shown three proposed anti-drug
advertisements in an experimental setting.

Preparation questions:

(A) case:

1.      Would you have selected focus groups as your research methodology? Why or why not?

2.       What do you think of the design of the pre-screening questionnaires and the focus group interview
         protocols?

3.       What do you think of the sampling plan? Do you think they captured the views of all the "customers" for
         the de-marketing campaign?


(B) case:

1.       What do you think of the design of the advertising pretest?

2.       What conclusions, if any, can we draw from the results?

3.       Exactly what do you recommend for the de-marketing communications campaign?
                                                    Appendix B

                                         Guidelines for the Group Project

                                                     Overview

The project is intended to provide you with first-hand research experience and to illustrate the concepts and methods
discussed in the classroom. It involves:

(a)      selecting research problem
(b)      determining the information needed
(c)      designing a questionnaire to obtain the necessary information,
(d)      collecting, coding and analyzing the data,
(e)      writing a report and presenting the findings.

Some sample research problems may be

             1.   Factors influencing students’ movies watching behavior.
             2.   Students satisfaction to NYU library
             3.   Students’ attitude towards buying books online.

Once you select a research problem, you may want to examine secondary sources such as magazines and
newspapers to get some background information. This may give you some ideas regarding basic information that
you may need for designing the questionnaire. You should plan on collecting data from at least 40 respondents.
Note that this need not be a random sample or even a representative sample of the target population. A convenience
sample may be used. Then you should analyze the data and use the results to address the research problem you have
selected.
                                                   Appendix C

                                         Project Report and Presentation

This should be no more than 8 pages long (typed, double-spaced, 10-12pt). Note that the page limit does not include
the appendices. The report should consist of:

1    Executive Summary (1 page)

         This is a one page non-technical summary of the whole project, including the methodology used and major
         findings/implications.

2   Introduction (1 page)

         This should explain the context of the study and include a clear statement of the research objectives. That
         is, why was the study needed. In addition, you need to mention the scope of the study (i.e., what are the
         limitations – e.g., any issues that, though important to the marketing decision, are not addressed in the
         study).

3   Research Design (2 pages)

    a.   Sampling Technique

                 Briefly describe the sampling technique you have used (don’t just give a general description,
                 describe it as YOU have used it). Justify using it in the context of your application.

                 Identify any inadequacies that may exist in your sampling technique, and briefly describe how you
                 would modify it to make it better (for example, if you had more, resources i.e. time/money).
                 Again, this should be specific to your application.

    b.   Data Collection Method

                 Describe how you collected the data for this study (e.g., face-to-face, telephone, mail, web-based),
                 why you selected this method, and changes you would make if you had more time/money.
                 Identify any limitations to your selected method.

    c.   Measurement

                 In this section, specify the kinds of information you needed to address the research objectives of
                 this study. Attach a copy of the questionnaire and cover letter (if applicable) in an appendix.

    d.   Analysis Procedures

                 Briefly describe the analytic procedures you used, the statistical package, and any coding
                 procedures which may be important (e.g.: coding open-ended questions). Do not present any
                 research findings here.

4   Results (4 pages)

         This should indicate the main findings. The complete results need not be discussed here but rather can be
         presented in the Appendix. For example, if you are discussing the responses to a question such as “how
         often do you surf web?”, it is sufficient to summarize the responses with a statement like “Over 40% of the
         respondents surf web more than an hour a day, while 10% surf more than 2 hours a day.” The complete
         information, of course, can be presented the Appendix.
        Make sure to interpret and discuss the findings that you describe in this section, rather than merely reciting
        the numbers. Indicate, where appropriate, whether your findings are statistically significant.


5   Appendices

        There is no page limit for this section.

        Note: You need to number, title your appendices, and reference them in the text.

        The report will be graded on (i) quality of data analysis and interpretation of results, and (ii) readability
        (clarity of writing and organization of material).


Project Presentation

Ground Rules:
       • Aim for a 15-minute presentation. The exact amount of time will depend on class enrollment and will
           be announced in class.
       • Use PowerPoint, transparencies (overheads), or handouts to summarize what you plan to say.
       • Be prepared for questions from the audience.

Suggested outline of presentation:
1.      Background (on the industry/company/product—as appropriate)
2.      Research purpose and information needs
3.      Survey methodology: sampling procedure, sample size
4.      Results (main findings)
5.      Managerial recommendations (if any)
                                                    Appendix D

                                               Peer Evaluation Form

Please fill out the following form to determine each person’s contribution. Rate yourself and each of your group
members on the following parameters:

•   the time and effort spent on the project
•   the quality of inputs

Use the following 5-point scale for this purpose. Enter the number from this scale that you think most appropriately
describes each person’s contribution on the two parameters.


                 1                  2                   3                 4                    5

                 _________________________________________________
        Poor                                                                               Excellent



                                                     Effort            Quality of inputs

Your name:       ________________________            ______            ______

Member #1:       ________________________            ______            ______

Member #2:       ________________________            ______            ______

Member #3:       ________________________            ______            ______

Member #4:       ________________________            ______            ______




Please make any comments that you have regarding this group on the back of this sheet. This is due with your final
exam.
                            Student Information Sheet


Name: _______________________________________


SS# (Last 4 Digits): ____________________________


E-mail: ______________________________________


Year:   __Freshman
        __Sophomore
        __Junior
        __Senior
        __Other (specify)_______________________

                                                                  Picture

Major: ______________________________________


Marketing and Statistics Courses Taken So Far:

__________________________              ____________________________

__________________________              ____________________________

__________________________              ____________________________


Your Expectations to This Course:

________________________________________________________________________

________________________________________________________________________

								
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