Papers
NEW YORK UNIVERSITY Leonard N. Stern School of Business B70.2327.10 INTRODUCTION TO MARKETING RESEARCH (course website: http://classes.nyu.edu with NYU ID or http://sternclasses.nyu.edu with Stern ID)
Spring 2007
Professor: Office: Office Phone: E-mail: A. Dawn Lesh Tisch Hall Room 803 212. 998. 0503 dlesh@stern.nyu.edu Office Hours: Tuesday 3:00 – 6:00 PM and by appointment
Course Description and Objectives
Market research is about providing relevant, accurate and timely information for marketing decisions. Whether or not you ever work in a marketing research function, at some time point in your career, you most likely will need to deal with marketing research, either as a producer or as a user. This course is designed to provide an overview of marketing research and its use in making more effective marketing decisions. The primary emphasis is on designing research studies so that the results are both valid and pertinent. It has four major themes: (1) (2) Taking general marketing problems and structuring them in terms of specific questions amenable to research. Understanding primary and secondary sources of marketing research information, including issues in data collection. Becoming familiar with specific techniques for analyzing marketing research data once it has been collected, and using those analyses to make better marketing management decisions. Managing a reasonably complicated research project, working in a group, and making effective oral and written presentations.
(3)
(4)
These skills are important not only to those directly involved in marketing research activities, but also to “consumers or users” of marketing research, particularly managers who commission and evaluate marketing research consulting studies. The course will enable you to effectively evaluate marketing research proposals, interpret, review and criticize the subsequent reports, and appraise its usefulness to management. The course will also provide a basis from which you
Spring 2007
Professor: Office: Office Phone: E-mail: A. Dawn Lesh Tisch Hall Room 803 212. 998. 0503 dlesh@stern.nyu.edu Office Hours: Tuesday 3:00 – 6:00 PM and by appointment
Course Description and Objectives
Market research is about providing relevant, accurate and timely information for marketing decisions. Whether or not you ever work in a marketing research function, at some time point in your career, you most likely will need to deal with marketing research, either as a producer or as a user. This course is designed to provide an overview of marketing research and its use in making more effective marketing decisions. The primary emphasis is on designing research studies so that the results are both valid and pertinent. It has four major themes: (1) (2) Taking general marketing problems and structuring them in terms of specific questions amenable to research. Understanding primary and secondary sources of marketing research information, including issues in data collection. Becoming familiar with specific techniques for analyzing marketing research data once it has been collected, and using those analyses to make better marketing management decisions. Managing a reasonably complicated research project, working in a group, and making effective oral and written presentations.
(3)
(4)
These skills are important not only to those directly involved in marketing research activities, but also to “consumers or users” of marketing research, particularly managers who commission and evaluate marketing research consulting studies. The course will enable you to effectively evaluate marketing research proposals, interpret, review and criticize the subsequent reports, and appraise its usefulness to management. The course will also provide a basis from which you