University of California at Santa Barbara
Bren School of Environmental Science and Management
Survey Design and Environmental Public Opinion
ESM 269, Spring 2014
Class Room: TBD
Instructor: Michael Henderson, Ph.D.
Vice President, Full Service Research
Ipsos Observer
Office Hours: By appointment
Mobile Phone: 657.464.0275
Email:
Course Description
Course covers research methodology, including quantitative and qualitative research, survey design, sampling, data collection, data processing, and data analysis. Students will design a research study, and develop a quantitative and qualitative data collection instrument.
Learning Objectives
· Understand the marketing research discipline and how it applies to your discipline
· Define relevant research questions/hypotheses for defining and targeting customers for a new product/service
· Develop the skills to design and execute a research program to guide your business model
Assignments and Grading
IndividualContribution / Team
Contribution
Participation / 10%
Customer Research Plan / 45%
Research Instruments / 45%
TOTAL / 100%
Description of Course Assignment
Customer Research Plan
The purpose of this assignment is to demonstrate your understanding of the research planning process and to develop your hypotheses/research questions, target population, sampling plan, and methodology. You also will be asked to describe your intended data collection plan. You should include background information on your topic, as well.
This assignment covers the following steps in the marketing research process:
· Step 1 – Problem Definition
· Step 2 – Development of an Approach to the Problem
· Step 3 – Research Design Formulation
· Step 4 – Data Collection
A completed hard copy must be turned in by email () on Friday, April 25.
Questionnaire and Moderator’s Guide
The purpose of this assignment is to demonstrate your ability to create data collection instruments, as well as determine an analysis plan.
This assignment should contain the following:
1. A qualitative research discussion guide (for in-depth interviews or focus groups)
2. A quantitative survey instrument (for collecting quantitative data on your customer group or user group)
3. A description on how each will be analyzed
This assignment covers the following steps in the marketing research process:
· Step 3 – Research Design Formulation
· Step 5 – Data Preparation and Analysis
A completed soft copy must be emailed to me () on Friday, May 23.
Course Schedule
Session / Class Date/Time / Class Topic1 / Sat 4/5/14
10:00 AM – 12:00 PM / · Overview of Marketing Research
· Research Approaches
2 / Tues 4/15/14
4:30 PM –
7:00 PM / · Defining Research Questions and Establishing Hypotheses
· Sampling Strategy
· Developing Research Instruments
3 / Sat 4/19/14
10:00 AM –
12:00 PM;
1:00 – 3:30 PM / · Data Collection
· Data Analysis
4 / Sat 5/10/14
Individual meetings will be scheduled / · Linking Data to Individual Projects
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