Dr. H. H. Friedman

Marketing Research Seminar

TEXTBOOK: Marketing Research by Alvin C. Burns and Ronald F. Bush, 1998, Prentice-Hall

SOFTWARE: The Text comes with a CD-ROM version of SPSS 7.5 for Windows 95.

COURSE OBJECTIVES: To integrate material learned in prior courses, especially marketing and statistics. Students will learn how to conduct original research, and will use the computer for analyzing data.

RESEARCH PROJECTS: Students will work in groups of two on original research projects. These projects will involve problem formulation, gathering data, analysis, and writing a report. Topics for the research project will be jointly decided upon by the group and the professor.



Topics (Chapters)
1. Nature of marketing research and qualitative research (Chapters1-4, 8)
2. Experimental design (Chapter 5)
3. Constructing the questionnaire (Chapter 11)
4. Measurement: Rating scales and attitude scales (Chapter 10)
5. Surveying techniques (Chapter 9)
6. Secondary data (Chapters 6, 7)
7. Using a computer package (SPSS/PC)
8. Analyzing data--t-test, ANOVA, correlation, crosstabs (Chapters 15-17)
9. Sampling (Chapter 12)
10. Writing the report (Chapter 19)


OFFICE HOURS: Tuesday: 6:45 a.m. - 8:00 a.m. and 12:10 - 2:00
Wednesday by appointment
Thursday: 6:45 a.m. - 8:00 a.m. and 12:10 - 2:00
Room 215B (Whitehead)
(718) 951-5119
E-mail: X.FRIEDMAN@WORLDNET.ATT.NET


GRADING: Project = 40% to 50%
Exam = 50% to 60%