COURSE SYLLABUS & OUTLINE. X 466 Consumer Market Research (Online)

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1 COURSE SYLLABUS & OUTLINE Course Title: Quarter: Instructor: Meeting Times: Location: Office Hours: X 466 Consumer Market Research (Online) Fall 2012, Reg#Y6495 Keith Gosselin Five modules, each one beginning on a Tuesday at 12:01 a.m. PST and ending two weeks later on a Monday night at 11:59 p.m. PST, as indicated next. Online Via online chat upon student request Course Description: Studies the nature and scope of research techniques employed in gathering information concerning marketing and advertising practices and procedures. Subjects include use of secondary sources, collection of primary data, sampling, interpretation of data, and communication of research results. Also includes class performance of an actual Business-to-Consumer marketing research project. Goals & Objectives: (a) Ability to understand the need for marketing research, the role it plays in the development of marketing activities and its affect on the structure of product development. (b) Capability of selecting applicable market research tools for different types of projects. (c) Ability to interpret raw research data into meaningful information to aid in determination of marketing strategies. Required Readings: Marketing Research Essentials (7 th Edition) by Carl McDaniel, Jr. and Roger Gates; Wiley & Sons Publishing; ISBN: 13:

2 % Grade Research Project Secondary Data Collection Summary (see Research Paper guidelines) Research Project Final Paper (see Research Paper guidelines) The students will work on a research project based on a case study from the text. For the first part of the project, each team will be conducting secondary research. Students can use the UCLA library to access current business periodicals if they purchase a library card at the library loan desk for $20 upon presentation of current enrollment and photo identification. 20 Module Assignments There will be four module assignments, each worth up to 25 points. 40 Quiz #1 Quiz #2 Quiz #3 Quiz #4 Quiz #5 Quizzes will be open-book and open-notes and will cover content from the text and presented in supplemental notes written by the instructor and contained in the the Since each quiz has a strict time limit, students wishing to do well will need to study each chapter covered CLOSELY beforehand, as you will not have time to look up answers. The quizzes will only be available on Mondays as listed next from 3:00 a.m. (PST) to 11:59 p.m. (PST). Each quiz will be available to the person taking it for 60 minutes and will NOT allow students to save the quiz before completion. Once you start the quiz you must finish. You will be given a warning when the quiz is nearing its time limitation. Answers submitted after the time limit will not be accepted. Quizzes MUST be taken individually without any aid from other students or outside resources during the quiz. Any student found not adhering to this requirement will be given a zero for their quiz score this score cannot be dropped, as described next. Each student will have their lowest quiz score dropped at the end of the course when their final grade is determined. This way, if a student misses one of the quizzes, they can use this for their dropped score and not have an adverse effect on their final grade. 2

3 Please note that ALL COURSE GRADES ARE FINAL. Availability: Please do not hesitate to if there are questions about assignments, concerns about grading, or problems with the technology. It is the student s responsibility to address such issues within the time frame offered during the course. In other words, it will not be acceptable for a student to tell me they had trouble getting access to the site to obtain that week s assignment after the assignment is due! I plan on responding to all s within 24 hours. Since we are not meeting physically, I realize that my availability via is critical to the student s success in this course. Thus, I will be checking my continually! Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student s responsibility to discuss with the instructor the possibility of receiving an I grade as opposed to a non-passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an I does not entitle a student to retake all or any part of the course at a later date. Student Behavior involving cheating, copying other s work, and plagiarism are not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at Grading Scale: A: A-: B+: B: B-: C+: C: C-: D+: D: D-: F: <60.0 3

4 COURSE OUTLINE Date/Topic Assignments Readings Module One: (10/02 to 10/15) Take Practice Quiz provided in the Course Documents Students can take this more than once to familiarize them with the quiz format. This is NOT graded. Post a comment on the Course Expectations discussion board by 11:59 pm on October 8 th. Conduct online chat interview of instructor about the research project scheduled for Tuesday, October 9 th from 6:30 7:30 pm Take Quiz #1 The quiz will be p.m. (PST) on October 15 th. Review Welcome announcement on site home page and Course Discussion & Quiz Studying Tips postings in Read Chapter One The Role of Marketing Research in Management Decision Making and accompanying instructor notes provided in Course Documents Read Appendix 1B Marketing Research Ethics and Read Chapter Two Problem Definition, Exploratory Research and the Research Process and Module Two: (10/16 to 10/29) Submit Assignment #1 via by 11:59 pm on October 22 nd. Take Quiz #2 The quiz will be pm (PST) on October 29 th. Read Chapter Three Secondary Data and Databases and Read Chapter Four Qualitative Research and accompanying Read Chapter Five Traditional Survey Research and Module Three: Submit Assignment #2 via by Read Chapter Six Online Market 4

5 (10/30 to 11/12) 11:59 pm on November 5 th. Submit Secondary Research Summary Paper via by 11:59 pm on November 5 th. Take Quiz #3 The quiz will be pm (PST) on November 12 th. Research and accompanying Read Chapter Nine The Concept of Measurement and Attitude Scales and accompanying Read Chapter Ten Questionnaire Design and accompanying Module Four: (11/13 to 11/26) Module Five: (11/27 to 12/10) Submit Assignment #3 via by 11:59 pm on November 19 th. instructor your survey draft via by 11:59 pm on November 19 th. Take Quiz #4 The quiz will be pm (PST) on November 26 th. Submit Assignment #4 by 11:59 pm on December 3 rd. Submit Research Report via by 11:59 pm on December 10 th. Read Chapter Eleven Basic Sampling Issues and Chapter Twelve Sample Size Determination and Chapter Thirteen Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences PAGES ONLY and Read Chapter Seven Primary Data Collection: Observation and accompanying instructor notes provided in Course Documents Take Quiz #5 The quiz will be pm (PST) on December 10 th. Read Chapter Eight Primary Data Collection: Experimentation and 5

6 Read Chapter Fifteen Communicating the Research Results and Managing Marketing Research and accompanying 6

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