Marketing Research

(Mgmt 333), Fall Semester 2005
Dr. Paul A. Scipione


Dates, Times & Places
Tuesdays & Thursdays, 3:25-4:40, Welles 121

Course Objectives
There are eight (8) course objectives: (1) give students perspective on how MR has historically developed in response to business needs; (2) give students a broad overview of the vast MR field, so that they will see the values to and connections between research and other aspects of business; (3) provide students with hands on, practical MR skills -- e.g. writing proposals and reports; writing questionnaires; developing samples; running tabulations and statistical analysis; (4) give students the opportunity to work in teams on actual MR projects; (5) introduce students to specialized applications of MR -- e.g. single source/UPC based MR; advertising & physiological MR; site location research; litigation MR; secondary MR via the internet; (6) provide students with a good research foundation for going on to graduate school; (7) provide students with information on career opportunities in MR; and (8) at least partially make up for our current lack of a Consumer Behavior course.

Most of my MR students will become purchasers/users of MR rather than MR practitioners. But I have designed the course to properly prepare you for both kinds of careers.

Student Responsibilities
1. Try not to miss a single class. Every lecture will cover important material & you can't trust others to take good notes.

2. Do not miss our orientation session in Milne Library. This is the orientation you should have gotten as a freshman. Mr. Dreifuss and Dr. Scipione will provide key information that will lead directly to your Census data & spreadsheet modeling assignment.

3. Set aside 90-120 minutes weekly to read Dr. Scipione's textbook PMR and Zaltman's book How Customers Think during the second half of the course. At least I try to keep the chapters short!

4. Expect the quizes to include material from Dr. Scipione's lectures, the textbook PMR, and any guest speakers.

5. Start work on your research project as early as possible. The library & computer labs are a lot less busy early in the semester.

6. Come see Dr. S (in confidence) if a Team Member isn't doing their fair share. Team members can (and will) get different final grades. No one gets a free ride!

7. If you are confused about something, don't feel nervous about raising your hand in class. Or see Dr. S during advisement hours.

Textbooks
Scipione, Paul A. Practical Marketing Research. Princeton, NJ: Prometheus Press, 2005 11th edition.

PMR is available only in CD-format (MS Word; MS Excel; and is continually updated. Cost: $50.

Zaltman, Gerald. How Customers Think (Essential Insights into the Mind of the Market). Boston: Harvard Business School Press, 2003.

Computation of Final Grades
Your final grade will directly reflect how much study and work you put into the course. Cheating or plagiarizing "earns" you an automatic "F".

Quizzes must be taken with non-erasable ink pens. Make-Up quizes are all-essay and more difficult.

Formula used to compute final grades: Quiz #1 (20%); Spreadsheet Model Assignment using Census data (20%); Metaphor Paper (20%); MR Team Project (40%).

Student Advisement
Dr. Scipione's office is in South Hall 117A. (585-245-5088 Direct; 585-245-5367 Dept)
In emergencies only: 585-346-2204
Tuesdays & Thursdays from 1:30 until right before our MR class.
Making an appointment will get you more time with Dr. S
scipione@geneseo.edu or scipione@frontiernet.net