BA 531 

Survey Methods in Marketing Research

Spring, 2010

Office:  428B Wohlers Hall

Phone:  333-0784

Email:  shavitt@illinois.edu

Office hours: Mondays, 2:00-4:00 p.m., or by appt. 

Email:  jswong2@illinois.edu 

 1. Sudman, S, Bradburn, NM and Schwarz, N (1996) Thinking About Answers: The Application of Cognitive Processes to Survey Methodology. San Francisco:  Jossey-Bass.

 2. Fowler FJ (2009). Survey Research Methods, 4th Edition. Applied Social Research Methods Series, Vol. 1. Thousand Oaks: Sage.

3.  A set of required journal articles & book chapters will be on reserve in the BEL Library.  Some of these readings will be downloadable from the course website, or from BEL online resources (EBSCO etc.). It is recommended that you print or photocopy all of these materials.

Recommended resource (not required):

Bradburn Norman M, Sudman, Seymour, and Wansink, Brian (2004).Asking Questions, Revised Edition, San Francisco: Jossey-Bass. ISBN 0-7879-7088-3.
　

 This seminar will provide an overview of current advances in survey research methodology and theory.  We will strive for both a theoretical understanding on which methodological developments are based, and a toolkit approach in which specific skills are taught.  However, because this is a doctoral-level seminar intended for students interested in research careers, we will favor the former (theoretical) orientation.  Primary objectives include the following: (1) developing an understanding and appreciation of appropriate survey data collection methods, as well as sources of error that may influence survey data quality; (2) developing knowledge about the theoretical foundation for recommended survey methods; (3) developing skills in applying this knowledge to the interpretation of existing research; (4) developing skills in the design and application of survey research methods to investigate a variety of research hypotheses.