NEW YORK UNIVERSITY
Leonard N. Stern School of Business
C55.0009.001 MARKETING RESEARCH
(course website: classes.nyu.edu)
(Professor Yuxin Chen)
Office K-MEC 9-78 Office Hours:
Office Phone (212) 998 0511 Wednesday 4:00 – 4:45 p.m.
E-mail email@example.com [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
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
4. Becoming familiar with specific techniques for analyzing marketing research data, and using those analyses
to make better marketing management decisions.
C55.0001 (Introduction to Marketing)
C22.0103 (Statistics for Business Control and Regression and Forecasting Models)
or C22.0001 (Statistics for Business Control)
Textbook: Aaker, Kumar, and Day (2001), Marketing Research (Seventh Edition), John Wiley &
Sons. It comes with SPSS Student Version.
Cases: Heineken N.V.: Global Branding and Advertising, Boston Fights Drugs (A)(B).
Handouts to be distributed in class.
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.
The grades for the course will be computed from the following components:
Two Exams 55%
Group Project 30%
---Final Report (12%)
Two Case Synopses 5%
Class Participation 10%
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
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
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.
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
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.
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
• 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
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.
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
12/3 W Presentation Day 1
15 12/8 M Presentation Day 2 (Due: Project Report)
(Exam Two: Date to be announced)
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.
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.
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
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?
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?
Guidelines for the Group Project
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
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
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
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.
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.
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).
• 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)
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
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
Student Information Sheet
SS# (Last 4 Digits): ____________________________
Marketing and Statistics Courses Taken So Far:
Your Expectations to This Course: