Class assignments/exams based on assigned compulsory pre-readings
(5 assignments, 5% each = 25% of the final grade)
These assignments can be anything from short essays or article analyses to reflecting the most important things to you learned, or to multiple-choice quizzes. The assignments can be open-book or closed-book assignments; you should always bring a copy of the reading(s) (hard copy or/and electronic) to class. However, even if the assignment is open-book, doing well requires that you have read the assigned readings before class. We will spend 20 to 30 minutes on the assignments, and that will not be enough to find answers in class without prior knowledge of the reading(s).
These assignments are done during classes, so if you miss a class you will miss the points. In case of an acceptable reason (see syllabus) for the absence, you may complete an alternative assignment, which will be more extensive in length and depth. If you miss the class for any other reason, no alternative assignments will be available, and you will not get the points towards your final grade.
Unless otherwise indicated, the assignments are done individually, but they may also require working with a pair or a small team.
(25% of the final grade, done in groups)
During one of the classes, your group will facilitate a group-discussion/practical exercise/demonstration/etc. based on a theory/reading/issue/method relevant to the topic of the class. You may choose the type of exercise you want to facilitate, but it must be educational in the sense that they increase and/or deepen the other student’s understanding of the topic.
You will come up the idea for the exercise yourselves, but before your assigned class, you will also have to consult the instructor/course assistant, and get approval for the exercise.
5% of the grade you receive will be based on peer-review.
(50% of the final grade)
During the course, you will be working on developing consumer-research idea with practical and/or policy implications for a for-profit or not-for-profit organization (see details below), pitching your idea, and writing a full, theory-based (i.e. academic) research plan.
Your group will have two different options for topics:
Option 1: A real world marketing problem
For this option, you will have to find a company to work with
- it can be whichever company you choose, as long as you have an access
to a person that is in a position to buy marketing research. You will
assume the role of research consultants.
- Together with the company representative, you will identify an actual marketing problem that can be solved through consumer research.
- Conduct any necessary desk research (library and firm-related research), and report the findings.
- Write a detailed research plan
this option, you will complete a comprehensive analysis of a
specific consumer phenomenon that relates to social problems.
- Obesity and lack of exercise
- Body shame
- Food; food insecurity/GMOs/food waste
- Consumer education (children/youth)
- Consumer safety (unsafe products)
- Psychological and social well-being (quality of life, maternity/paternity leave)
- Vulnerable groups (poor, elderly, illiterate, etc.)
- Gun ownership
- Compulsive consumer behaviors (substance abuse, gambling, shoppaholism, gaming addictions etc.)
This list is not comprehensive of all the possible topic areas.
a detailed report on the social problem at hand. Include statistics and
other relevant backgroud info. You aim is to convice the grant
committees that this is an important social issue to study.
- Write a comprehensive reseach proposal related to this topic - a concrete empirical study with a specific method(s) of your choice, that would increase policymakers' knowledge of your topic.
- Detail the kind of social and policy implications the findings could potentially have. Again, you are applying for funding, so empasize the social importance of the study.
The group project has four deliverables, due in this order:
session and an idea paper (5% of the final grade) (on October 8)
A maximum 6 minute presentation followed by 5 minutes a Q&A where the instructor and fellow classmates probe your initial idea and give suggestions. In this pitch presentation you should:
- Outline the consumer-behavior phenomenon your group has chosen (scale of the phenomenon, market structure, etc. relevant information)
- Convince the importance of the topic for your chosen organization
- Why should they be interested in the topic; why is it relevant to their organization’s operation, agenda, goal, bottom-line etc.?
- What kind of practical, actionable, relevant insights and recommendations your research is going to produce?
- Provide you initial idea on how you would carry out the research in practice
Before the class, the previous day at the latest, submit a preliminary idea paper with the following information to MyCourses
- a cover sheet containing a) the names and student numbers of each of your group members, b) your tentative project title;
- a max two-page (double spaced) containing a) your tentative project title (again); b)the option you are choosing; c) the specific topic of your project; and d) your agument for the importance of the topic.
Attending the pitch session is compulsory for everyone, even if not all memebers group participates in the pitch (highly recommended that you choose 2-3 people). Attendance will be taken. After the class, your group can meet briefly with the instructor for further comments.
2. Poster session (5% of the final grade) (on December 4, 2018)
A free-form poster, in which you present a summary of the
project. All groups hang their posters on the wall. You will select 2 members
of the group who are responsible for presenting your work to others. The other
2 to 4 members will review and comment on other groups' posters.
Attending the poster session is compulsory for everyone. Attendance will be taken.
3. A full research plan (40% of the final grade)
Two consecutive deliverables/versions
1. First, you submit a full research
plan (25% of the final grade), for which you get feedback from the instructor(s). Deadline December 15 2019, 4pm
2. Second, you submit the final full
research plan (15% of the final grade), which is edited based on the feedback you got. Deadline January 10 2019, 4pm
Standard length is 15 pages, double-spaced, 1” margins, 12-point font, Times New Roman, not including references and possible appendices.