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Robert Schieffer
Robert Schieffer

MARKETING
Senior Lecturer of Marketing

Print Overview
Bob Schieffer joined the Kellogg faculty in June of 1997, and is a Senior Lecturer of Marketing. Bob is also the Academic Director of the Customer Insight Tools executive program at Kellogg.

Prior to joining the Kellogg faculty, Bob held Senior Marketing positions in successful global corporations. Positions held incude Director, Global Marketing Research, at Abbott Laboratories in Chicago, Illinois, and Director, Marketing Research, at Adolph Coors in Golden, Colorado.

Bob teaches Research Methods in Marketing at Kellogg and has developed and led Kellogg Executive Education seminars for GE, Ashland, Grupo Modelo and International Paper.

Bob also teaches Customer Insight Tools in the Masters of Product Development Program in the McCormick School at Northwestern University.

Bob earned his Masters Degree in Business Administration from the University of Wisconsin, where he graduated with honors. His areas of expertise include market segmentation, product optimization, global marketing research and customer satisfaction and loyalty measurement.

Bob is the author of Ten Key Customer Insights (2005), and is the President of Schieffer and Associates, a Marketing Consulting and Development firm.

Areas of Expertise
Marketing Research
Marketing Strategy/Planning/Policy
New Product Development
New Product Forecasting
Print Vita
Education
MBA, 1976, Marketing, University of Wisconsin, Milwaukee
BBA, 1972, Marketing, University of Wisconsin, Milwaukee, Honors

Academic Positions
Senior Lecturer, Marketing, Kellogg School of Management, Northwestern University, 2008-present
Academic Director of Customer Insight Tools, Executive Education, Kellogg School of Management, 2006-present
Clinical Associate Professor, Masters of Product Development Program, McCormick School of Engineering, Northwestern University, 2006-present
Clinical Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2002-2008
Adjunct Professor, Marketing, Kellogg School of Management, Northwestern University, 1997-2002

Other Professional Experience
Director of Worldwide Marketing Research, Abbott Laboratories, 1987-2002
Director of Marketing Research, Coors Brewing Company, 1984-1987

Service
Habitat for Humanity - Lake County, Board Member
1/01/1996

Consulting
President of Schieffer and Associates, a marketing consulting and development firm

Develops and leads Kellogg custom executive education seminars for GE, Ashland, Grupo Modelo, Nortel and International Paper, 2005-present  
Print Research
Research Interests
Market segmentation, product optimization, global marketing research and customer satisfaction and loyalty measurement

Cases
Schieffer, Robert and Min Chen. 2005. Iridium Global Satellite Phone System: Lost in Space?. Case 5-404-751 (KEL135).
Abstract

 
Print Teaching
Teaching Interests
Research methods in marketing
Full-Time / Part-Time MBA
Research Methods In Marketing (MKTG-450-0)

This course counts toward the following majors: Analytical Consulting, Marketing, Marketing Management

The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course also examines the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

Consumer Insight Tools (MKTG-452-0)

This course counts toward the following majors: Marketing, Marketing Management

Uncovering insights about customers is essential for developing products and services that deliver value to the customer and generate profit for the organization. Many firms spend millions of dollars on market research without creating actionable insight into the motivations and needs of target customers. Building a marketing strategy based upon deep customer insight can give a firm a powerful competitive advantage. This course focuses heavily on the qualitative tools that marketers use to uncover deep customer insights: observation, ethnography, depth interviews using projective techniques, group sessions and archetype research. Qualitative tools used in B to B markets, such as customer visit programs and customer advisory panels, are also covered. Students will have the opportunity to apply many of these tools during the course. Students seeking the Marketing Management major will find it useful to take this course concurrently with Models of Consumer Behavior (MKTG-458-0).

Executive MBA
Marketing Research (MKTGX-450-0)
The goal of this course is to introduce you to the essentials of marketing research. The course is aimed at the manager who is the ultimate user of the research and the person responsible for determining the scope and direction of research activities. This course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions. The emphasis of the course, therefore, is on the interpretation and application of research results in making real-life marketing decisions, with less focus on the mathematical and statistical properties of the techniques used to produce these results.