0531 - Specialization in Business Administration Course III - International Management and Marketing
Subject(s) Diploma Programs
Specialisation in BA EM A: Advanced Topics I - International Marketing and Management
Subtitle:Topic 1 - Global Marketing Research
Instructors:Univ.Prof. Dr. Phillip C. Nell
Type:PI
Weekly hours:2
Members (max.):25
Registration period:09/18/08 to 09/25/08
Class objective(s) (learning outcomes)
The aims of the course are:
- To introduce the student to the theory and practice of (international) marketing research
- To develop a critical appreciation of the existing research into marketing research
- To illustrate the central role of (international) marketing research and its relevance to marketing
- To learn to work together as a team
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
There is a Reading Assignment already for the first session!
Be prepared!
Criteria for successful completion
Group Assessment (40%)
- Research Proposal (15%)
- Final Presentation of Marketing Research Project (=Research Report and presentation of the report) (15% + 10% = 25%)

Individual Assessment (60%):
- Mini exam 1 (15%)
- Mini exam 2 (15%)
- Mini exam 3 (15%)
- Peer Evaluation (10%)
- Class Participation (5%)

Availability of instructor(s) for contact by students
Phillip Nell:
mailto:phillip.nell@wu-wien.ac.at
Detailed schedule
Day Date Time Room
Friday 10/03/08 09:00 AM - 12:30 PM SR 5.43 (A)
Friday 10/10/08 09:00 AM - 12:00 PM H 3.31 (A)
Friday 10/17/08 09:00 AM - 12:00 PM H 2.21 (A)
Monday 10/20/08 09:00 AM - 12:00 PM Ort nach Ankündigung
Friday 10/24/08 09:00 AM - 12:00 PM H 2.18 (A)
Friday 10/31/08 09:00 AM - 12:00 PM H 2.18 (A)
Friday 11/07/08 12:30 PM - 04:00 PM SCHR 4 (UZA 2)
Friday 12/19/08 08:30 AM - 12:30 PM SR 5.46 (C)
Contents

The increasing complexity and globalization of industry and commerce and the ensuing competitiveness means that companies must take a more sophisticated approach to appraising their existing markets and developing new ones – (global) marketing research is the first step in that process. The course addresses the discovery, evaluation and design of goods/services requirements for the international market place and demonstrates the role of international marketing research within the context of an organization. Marketing research has been defined as the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services. With this definition in mind, the course has been designed to achieve the following:
- To provide a basic appreciation of the information requirements in various marketing situations,
- To provide a systematic methodology for gathering, recording and analyzing marketing information, and
- To show how market research can be utilized by management in order to improve the effectiveness of the marketing decision making process.
- To provide detailed insight into complexities of conducting marketing research in an international context

Unit Date Contents
1 3.10. 9-12:30, Room:S. 5.43 A

- 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
- Understad how secondary research fits into the marketing 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

2 10.10. 9-12:00; Room:H 3.31 A

Mini-Exam 1

- Qualitative Research
- Hypotheses

Learning Objectives: After this session you should be able to...
- Identify the fundamental differences between qualitative and quantitative research
- Explain how and when focus groups and in-depth interviews are used
- Explain what hypotheses are and what types exist
- How hypothesizing fits into the Research Process

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:
•    Start with Group Project and conduct some basic secondary research

3 17.10. 9-12:00; H 3.21 A

Mini-Exam 2

Quantitative Research I
- Hypotheses
- Measurement and Scaling

Learning Objectives: After this session you should be able to...

- Link hypothesizing to measurement and scaling issues
- Explain what constructs and scales are
- Understand what attitudes are and how they can be measured

Reading Assignments for session 3:
•    Diamantopoulos: Chapter 3: Pages 21-38 – Measurement
•    Hair: Chapter 11: Pages 350-358 – Measurement
•    Hair: Chapter 12: Pages 388-410 – Attitude measurement

Project Assignments for session 3:
•    Conduct one focus group or some interviews

4 20.10. 9-12:00; Room: "Festsaal"

Guest Speaker from AC Nielsen

Assignments for session 4:
•    Familiarize yourself with AC Nielsen through secondary research
•    Read Davis/Young article: Davis/Young (2002): International Marketing Research: A Management Briefing, Business Horizons.

5 24.10. 9-12:00; Room: H 2.18 A

Mini-Exam 3

Quantitative Research III
- Sampling
- Data gathering / survey methods

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

Reading Assignments for session 5:
•    Hair: Pages 426-465 – Questionnaire Design
•    Diamantopoulos: Part I: Pages 10-20 – Sampling

Project Assignments for session 5:
•    Create and discuss hypotheses for your research topic.
•    Look up scales / create additional scales that you need

6 31.10. 9-12:00; Room H 2.18 A

Individual feedback sessions for all groups
Basics regarding statistical analysis

Reading Assignments for session 6:
•    Hair: Chapter 7: Pages 218-254 – Survey Methods and Errors
•    Hair: Chapter 14: Coding, Editing, and Preparing Data for Analysis
•    Conduct SPSS tutorial on data description and exploration (crosstabs, frequencies, descriptives)

7 7.11. 12:30 - 16:00; Room "SCHR4" (UZA2)

•    Learn how to file data in SPSS and how to prepare it for analysis
•    Get familiar with some selected basic statistical tests and how they are carried out in SPSS (e.g. t-tests, ANOVA)
•    Learn how to interpret statistical results of some basic statistical tests (exercise data will be provided later)

Reading Assignments for session 7:
•    Diamantopoulos: Chapter 15 and 16

Project Assignments:
•    Improve your questionnaire / scales

8 19.12. 08:30 - 12:30; Room S 5.46 C

Business Breakfast with student presentations and detailed feedback and discussion on their research project.

Reading Assignments for session 8:
Hair: Chapter 18: Pages: 623-638 – Marketing Research Report

Project Assignments:
•    Improve your questionnaire
•    Compose your questionnaire online (Optional)
•    Collect data
•    Analyze own project data
•    Prepare Marketing Research Report (PowerPoint format).

Literature

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



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