MKTG 3010 MARKETING RESEARCH

Session 1. Course Overview & Introduction

About me

2012 now Hong Kong

2003 2012 USA

PhD at Stern Business School, New York

University
Research Analyst at Cannondale
Associates, CT
Research Analyst at Compete Inc, MA
MA at Tufts University

Research Interest

Assistant Professor at CUHK

Social Network, Telecommunication, Wordof-Mouth, Empirical modeling

Communication is vital!

Contacting me:

Office location: 1105 Cheng Yu Tung Building

MandyHu@baf.cuhk.edu.hk
Tel: 3943 5908
Office Hour: Any time by appointment

Teaching Assistant: DANG, Chu (Ivy)

Rm1149-1151, 11/F, Cheng Yu Tung Building, CUHK

dangchu@baf.cuhk.edu.hk
Tel: 6436-0831

Objectives

Learn to conduct rigorous marketing research

in a team environment

Learn how to define the marketing research

problem and to determine what information is
needed;
Learn how to acquire trustworthy and relevant
data;
Learn different preliminary data analysis techniques;
Learn to do all those above as a team.

Prerequisite Courses
MKTG 2010 and DSME2010 or DSME2011 or STAT2006

Course Resources
Required Textbook:

Marketing Research: An Applied Orientation, 6th

ed., by Naresh K. Malhotra, Pearson, 2009

PPT

All course materials will be

uploaded there

Readings and Videos

Class Session
9:30 10:45

Lecture

11:00 12:15

Flipped Classroom
(https://www.cuhk.edu.hk/clear/new/1516-s1-03.htm)
Work in groups
One week to prepare for the presentation
20 min presentation
3-4 questions and lead the discussion
Start from Week 4

Student Evaluation
Class commitment: 30%
Final Exam: 40%
Group Project: 30%

Teamwork is the key

Group formation is based on mutual interests

Form your own group of 6 to 8 students
Submit group form by 6pm on Sep 20
Free rider? Group member
evaluation form (People do use it!)
No group? I cant help. Sorry!

Class Commitment (30%)

You are a very important part of course
Lets minimize distractions

No cell phones, text-messaging, instant messaging,

no ipads(You get the picture )
Show respect to people who are presenting

Reading/ Watching material presentation

10

the summary of the content of the material;

how it links to the knowledge points covered in the
class;
your comment or thought on the material;
how it links to the local business in HK.

Final Exam (40%)

Final Exam

11

Closed book
Short answers and essay questions
All the materials covered in the class

Marketing Research Project(30%)

Include

12

Project proposal
Exploratory Research
Questionnaire and Sampling Strategy
Data Analysis Plan
Final presentation (week 12)
Final report (week 14)

VeriGuide

Final report will be submitted electronically via

VeriGuide (no exceptions)

13

https://veriguide1.cse.cuhk.edu.hk/cuhk/

Dates

Mark those 2 dates on your calendar

Nov 22 Group Project Presentation
Nov 29 Final Exam ( 6:30 pm 8:30 pm)
No make-up exam unless you have a legitimate
reason. And conflicting with another exam doesnt
count.

14

Last but not the least

No SPSS
Email from the Computer Officer

Your booking is confirmed:

MKTG3010 Room 410 Sessions 789
Sep 6 13 20
Nov 1 8
Not available:
Sep 27
Oct 4 11 18 25
Nov 15 22 29
15

16

Reading And Watching

17

The Science of Shopping

Boost Your Marketing ROI with Experimental Design
Self-Reports: How the Questions Shape the Answers
Market Research The Inside Story (BBC Documentary)
(https://www.youtube.com/watch?v=Eirq6hdiJbU)
Majority Illusion A quick puzzle to tell whether you know what
people are thinking
(https://www.washingtonpost.com/graphics/business/wonkblog/majorit
y-illusion/)
(https://www.technologyreview.com/s/538866/the-social-networkillusion-that-tricks-your-mind/)
The See-through consumer
(https://www.youtube.com/watch?v=-AkVX25adEo)
How Companies Learn Your Secret

18

BlackBoard Introduction
By Ivy

19

Self Introduction

20