Marketing: Survey methods


Dr. Kelli Frias

Assist. Prof. of Marketing

• Office: W350, RCOBA
• Office Hours: Tuesday 2PM-4PM; (By appointment)

SYllabus - View / Download

Course Reference

• Harvard Business Review
• Fortune
• The Economist

Course Objective

The primary purpose of this course is to provide students with opportunities to apply their knowledge via scenarios, cases, and projects to the design and implementation of surveys and their resulting data. The course aim is to equip students with skills to thrive in a field that is has expanding opportunities for data collection and analysis in the context of marketing.

The course will focus on the study survey research and design. We will examine such topics as: sampling, question design, question order, missing data, modes of data collection, response rate and response error, constructing the questionnaire, post-data collection survey processing and analysis.

Learning Outcomes

• The ability to discern among sampling methods and sampling errors
• The ability to analyze question design and order
• The ability to discern among different approaches to handling missing data within and across respondents
• The ability to apply survey data as an approach for gaining market intelligence.
• The ability to deeply think about modes of data collection and their impact on the resulting data
• The ability to demonstrate higher order thinking and critical thinking
• The ability to realize ethical dilemmas in marketing and apply decision data collection approaches
• The ability to work in teams
• The ability to construct a survey questionnaire and analyze the resulting data

Course Requirements

• Groves, R. M., Fowler, F. J. J., Couper, M. P., Lepkowski, J. M., Singer, E., & Tourangeau, R. (2004). Survey Methodology. Hoboken, NJ: Wiley-Interscience.
• Dillman, D. A. (2006). Mail and internet surveys: The tailored design method (2nd ed.). New York: John Wiley and Sons. (Note: You may buy the 2000 edition.)

Tentative Course Schedule

Topics of Discussion
1. How to design surveys
2. How to sample in surveys
3. How to develop, evaluate, and ask survey questions
4. How to measure survey reliability and validity
5. How to conduct self-administered and mail surveys
6. How to decrease survey nonresponse
7. How to reduce error in survey research
8. How to do post-collection survey data processing
9. How to conduct survey research with integrity
10. Methods of Analysis