Subtitle:	Topic 1 - Global Marketing Research
Instructors:	Dr. Barbara Brenner
Type:	PI
Weekly hours:	2
Members (max.):	20
Registration period:	09/18/08 to 09/25/08

Class objective(s) (learning outcomes)

This course aims at developing a sound understanding of international marketing research issues. Students will work on a 'real world' marketing research project, which comprises all steps in an international marketing project starting from secondary research, sampling, data collection and data analysis.

The data analysis will be done with the help of SPSS, thus, all students of this course are required to learn basic applications of SPSS data analysis during the course. Therefore it is ESSENTIAL that STUDENTS brush up their STATISTICAL KNOWLEDGE - as acquired in Statistics 1 - prior to the course. Basic statistical knowledge is EXPECTED and the course will BUILD on this knowledge. (This is not a statistics class but we will use some statistical analysis methods for our data analysis).

Upon completion of this course, students should be able to conduct, evaluate and monitor marketing research projects in an international setting.

Prerequisites according to degree program

Statistic I

Teaching and learning method(s)

The course readings and activities are designed to blend theory and practice. Students will engage in a 'real world' research project that requires conducting focus groups and/or depth interviews, the development of a questionnaire, the data collection and analysis, and the presentation of the results.

In case of restricted admission; selection criteria

It is HIGHLY RECOMMENDED to take an SPSS course parallel to this course.

Criteria for successful completion

Group Assessment (60%):
- Secondary Research (10%)
- Fokus groups (10%)
- Final Presentation (=Research Report) (30%)
- Peer Evaluation (10%)

Individual Assessment (40%):
Mini exam (40%)

In order to pass GMR your written exam must be positive !

Availability of instructor(s) for contact by students

Barbara Brenner:
mailto:Barbara.Brenner@wu-wien.ac.at

Day	Date	Time	Room
Thursday	10/09/08	09:00 AM - 12:00 PM	SR 1.12 (B)
Thursday	10/16/08	09:00 AM - 12:00 PM	SR 5.46 (C)
Monday	10/20/08	09:00 AM - 12:00 PM	Festsaal
Tuesday	10/21/08	09:00 AM - 12:00 PM	H 4.39 (B)
Thursday	10/23/08	09:00 AM - 12:00 PM	SR 1.12 (B)
Monday	10/27/08	09:00 AM - 12:00 PM	SR 1.12 (B)
Friday	10/31/08	09:00 AM - 11:00 AM	SR 5.48 (D)
Thursday	11/06/08	09:00 AM - 12:00 PM	SCHR 1 (UZA 2)
Monday	12/22/08	09:00 AM - 12:00 PM	SR 1.12 (B)

Unit	Date	Contents
1	09.10.2008	09:00 - 12:00 AM S. 1.12 (B) - Introduction to the course - Personal introduction and team building - The Need for (International) Marketing Research - Principal Problems in International Marketing Research - The Marketing Research Process - Secondary Research Learning Objectives: After this session you should be able to... - Describe and explain the impact of marketing research on decision-making - Provide examples of types of research studies - Explain problems in Marketing Research - Determine when to conduct Marketing Research - Describe steps in the Research Process Reading Assignment: • Hair: Chapter 1: Pages 3-16: Marketing Research for Managerial Decision-Making • Hair: Chapter 2: Pages 44-69: The Marketing Research Process • Hair: Chapter 3: Pages 78-89: Secondary Research Project Assignment: Conduct secondary research
2	16.10.2008	09:00 - 12:00 AM S. 5.46 (C) Qualitative Research Creating Hypothesis Quantitative Data analysis: Refresh assignment Learning Objectives: After this session you should be able to... - Understand how secondary data fits into the Marketing Research Process - List traditional variables to be found in secondary data - Identify the fundamental differences between qualitative and quantitative research - Explain how and when focus groups and in-depth interviews are used Reading Assignments for session 2: • Hair: Chapter 6: Pages 167-199: Qualitative Research • Diamantopoulos: Chapter 10: Pages 130-150 – Hypothesizing Project Assignments for session 2: Formulate your research question and hypothesis Conduct focus groups on your topic
3	20.10.2008	09:00 - 12:00 AM Festsaal Guest lecture from Nielsen Quantitative Research I - Hypotheses - Measurement and Scaling Learning Objectives: After this session you should be able to... - Explain what hypotheses are and what types exist - How hypothesizing fits into the Research Process - Link hypothesizing to measurement and scaling issues - Explain what constructs and scales are - Understand what attitudes are and how they can be measured - Basic Statistical Analysis techniques review I
4	23.10.2008	09:00 - 12:00 AM S. 1.12 (B) Quantitative Research II - Questionnaire Design - Discussion of groups' project hypotheses - Basic statistical analysis techniques review II Learning Objectives: After this session you should be able to... - Discuss the principles of questionnaire design - Explain the flowerpot approach
5	27.10.2008	09:00 - 12:00 AM S. 1.12 (B) Quantitative Research III - Sampling - Data gathering / survey methods - Introduction to data analysis Learning Objectives: After this session you should be able to... - Discuss the concept of sampling - Understand sources of error in sampling - Discuss the issue of sample size - Distinguish types of sampling approaches - Discuss types of surveys, their pros and cons
6	31.10.2008	09:00 - 12:00 PM S. 5.48 (D) Mini-Exam Feedback sessions on questionnaire for all groups
7	06.11.2008	9:00-12:00 SCHR 1 (UZA2) Computerlab Introduction into some basic analysis techniques on SPSS (Data entry, cross-tables, regression)
8	22.12.2008	09:00-12:00 S 1.12 (B) Final Project Presentations by Student Groups - Discussion

Hair, J., Bush, R. & Ortinau, D.: Marketing Research within a changing environment, McGraw Hill, 3, 2006; Content relevant for class examination: Ja; Content relevant for degree examination: Ja; Recommendation: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)

Diamantopoulos, A. and Schlegelmilch, B.: Taking the fear out of data analysis, Business Press, Thompson Learning, 2000; Content relevant for class examination: Ja; Content relevant for degree examination: Keine Angabe; Recommendation: Stark empfohlen (aber nicht absolute Kaufnotwendigkeit)

Field, Andy: Discovering statistics using SPSS (Second Edition), Sage London, 2, 2005; Content relevant for class examination: Nein; Content relevant for degree examination: Nein; Recommendation: Referenzliteratur

Churchill, Jr., Gilbert A. and Iacobucci, Dawn: Marketing Research (Methodological Foundations), Thomson, Ninth Edition, 2005; Content relevant for class examination: Ja; Content relevant for degree examination: Keine Angabe; Recommendation: Referenzliteratur

Craig, D.C, Douglas, S.P.: International marketing research, Wiley, 3. ed., repr., 2005; Content relevant for class examination: Ja; Content relevant for degree examination: Keine Angabe; Recommendation: Referenzliteratur

Hair, J., Black, W., Babin, B, Anderson, R., Tatham, R.: Multivariate Data Analysis, Pearson - Prentice Hall, 6, 2006; Content relevant for class examination: Ja; Content relevant for degree examination: Keine Angabe; Recommendation: Referenzliteratur

Diekmann, A.: Empirische Sozialforschung, Rowohlt, 12, 2004; Content relevant for class examination: Nein; Content relevant for degree examination: Nein; Recommendation: Referenzliteratur