Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall.

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1 Course Syllabus Course Description Introduction to the marketing research process. Exploration of the many ways that marketing researchers gather information and utilize technology and the Internet in marketing research. Global marketing research is explored in detail and includes the ethical, social, political, and legal implications to research activities. Course Textbook Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle River, NJ: Prentice Hall. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Define marketing research and distinguish between problem identification and problem solving. 2. Illustrate the nature and scope of marketing research as well as the six steps of the marketing research process. 3. Illustrate the importance of and the process used for defining the marketing research problem. 4. Compare and contrast the basic research designs: exploratory, descriptive, and casual. 5. Explain the difference between qualitative and quantitative research in terms of the objectives, sampling, data collection and analysis, and outcomes. 6. Differentiate nominal, ordinal, interval, and ratio scales within the primary scales of measurement. 7. Explain the criteria used for scale evaluation and how to assess reliability, validity, and generalization. 8. Explain the purpose of a questionnaire and its objectives of asking questions that the respondents can and will answer, encouraging respondents participation, and minimizing response error. 9. Describe the probability sampling techniques of simple random, systematic, stratified, and cluster sampling. 10. Illustrate the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project. 11. Explain the fieldwork process, including the selection, training, supervision, and evaluation of field workers, as well as the validation of fieldwork. 12. Explain the significance of data analysis and the insights that can be obtained from such an analysis. 13. Explain the data analysis associated with cross-tabulations and the associated statistics: chi-square, phi coefficient, contingency coefficient, Cramer's V coefficient, and lambda coefficient. 14. Explain key factors pertaining to the interpretation of results with emphasis on interactions, relative importance of factors, and multiple comparisons. 15. Explain the nature and methods of bi-variant regression analysis and describe the general model, estimation of parameters, standardized regression coefficient, significance testing, prediction accuracy, residual analysis, and model cross-validation. 16. Discuss the basic requirements of report preparation, including report format, report writing, graphs, and tables. Credits Upon completion of this course, the students will earn three (3) hours of college credit. MBA 5851, Marketing Research 1

2 Course Structure 1. Unit Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 2. Unit Lesson: Each unit contains a Unit Lesson, which discusses unit material. 3. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook. Chapter presentations are provided in each unit study guide as Suggested Reading to aid students in their course of study. 4. Key Terms: Key terms are intended to guide students in their course of study. Students should pay particular attention to key terms as they represent important concepts within the unit material and reading. 5. Discussion Boards: Discussion Boards are a part of all CSU term courses. Information and specifications regarding these assignments are provided in the Academic Policies listed in the Course Menu bar. 6. Unit Assessments: This course contains seven Unit Assessments, one to be completed at the end of Units I-VII. Assessments are composed of multiple-choice questions and/or written response questions. 7. Unit Assignment: Students are required to submit for grading a Unit Assignment in Unit VIII. Specific information and instructions regarding this assignment is provided below. A grading rubric is included with the assignment. Specific information about accessing this rubric is provided below. 8. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 9. Student Break Room: This communication forum allows for casual conversation with your classmates. CSU Online Library There is a virtual library with resources, including both journals and ebooks, to support your program and your course at Columbia Southern University. eresources are accessible 24 hours a day/7 days a week from the CSU Online Library gateway page. To access the library, log into mycsu, and then click on CSU Online Library. Resources are organized in the library by title, but if you click on Research Guides, you will find eresources arranged by subject. The Library Reference service is available 7 days a week; you can reach CSU s virtual librarians by ing These professional librarians will be glad to help you develop your research plan or to assist you in any way in finding relevant, appropriate, and timely information. Librarian responses may occur within minutes or hours, but it will never take more than 24 hours for a librarian to send a response to the address you have provided. Replies to reference requests may include customized keyword search strategies, links to videos, research guides, screen captures, attachments, a phone call, live screen sharing, meeting room appointments, and other forms of instruction. Unit Assignment Unit VIII Course Project Live Research You should work on this project throughout the course. The Course Project is a research report you prepare based on your live research. To complete this project, you will work through the Six Steps of the Marketing Research Process as described in the textbook, beginning on page nine. Use this project to demonstrate what you have learned throughout the course, and have some fun with the process. Step 1: Problem Definition Select a research problem you would like to address. This can be something relevant to your career or your personal life. For example, it might relate to a business you have started, or have always wanted to start. It could relate to your current employment. You might want to research what other parents think of the quality of schools in your area, or some other subject of concern to you. Step 2: Development of an Approach to the Problem Use what you have learned in Unit I to formulate your research objectives and strategy. MBA 5851, Marketing Research 2

3 Step 3: Research Design Formulation Using what you have learned in Units II, III, and IV, design your questionnaire. Step 4: Fieldwork or Data Collection Administer your survey to at least 20 people. These can be friends, family, colleagues, members of a group of which you are a member, or any other group of people you choose. You can administer your research instrument in person, by , by Internet (see the bottom of page 325 of the textbook for free services available), or by any other method you choose. Step 5: Data Preparation and Analysis Using what you have learned, analyze your data and relate what you have learned from your research to the marketing research problem you have identified. Step 6: Report Preparation and Presentation This step involves the composition of the written report of the Course Project to be submitted at the end of Unit VIII. Prepare a report on your marketing research that conforms to the format specified on page 730 of your textbook. (Omit the Letter of transmittal, the Letter of authorization, and the lists of tables, graphs, appendices and exhibits). Use what you have learned in Unit VIII to prepare an effective report. Include your questionnaire and statistical output as exhibits in your report. Information about accessing the Blackboard Grading Rubric for this assignment is provided below. APA Guidelines CSU requires that students use APA style for papers and projects. Therefore, the APA rules for formatting, quoting, paraphrasing, citing, and listing of sources are to be followed. Students can find CSU s Citation Guide in the mycsu Student Portal by clicking on the Citation Resources link in the Learning Resources area of the mycsu Student Portal. This document includes examples and sample papers and provides information on how to contact the CSU Success Center. Blackboard Grading Rubrics Assignment Rubrics One or more assignments in this course utilizes a Blackboard Grading Rubric. A rubric is a tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of an assignment. Your professor will use the Blackboard Grading Rubric to assign points and provide feedback for the assignment. You are encouraged to view the assignment rubric before submitting your work. This will allow you to review the evaluation criteria as you prepare your assignments. You may access the rubric in My Grades through the Tools button in your course menu. Click the View Rubric link to see the evaluation criteria for the assignment. Upon receiving your assignment grade, you may view your grade breakdown and feedback in the rubric. CSU Grading Rubrics for Papers/Projects, Discussion Boards, and Assessments The Learning Resource area of the mycsu Student Portal provides the rubrics, and information on how to use them, for Discussion Boards, written response questions in Unit Assessments, and Research Papers/Projects. The course writing assignments will be graded based on the CSU Grading Rubric for all types of writing assignments, unless otherwise specified within assignment instructions. In addition, all papers will be submitted for electronic evaluation to rule out plagiarism. Course projects will contain project specific grading criteria defined in the project directions. To view the rubrics, click the Academic Policies link on the Course Menu, or access it through the CSU Grading Rubric link found in the Learning Resources area of the mycsu Student Portal. MBA 5851, Marketing Research 3

4 Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to your professor. Responses to your post will be addressed or ed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers. Grading Discussion Boards 2%) = 16% Unit Assessments 9%) = 63% Course Project = 21% Total = 100% Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted. MBA 5851, Marketing Research 4

5 Course Schedule By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I Introduction to Marketing Research Chapter 1: Introduction to Marketing Research Chapter 2: Defining the Marketing Research Problem and Developing an Approach Suggested Reading: PowerPoint presentations for Chapters 1 and 2 Assessment by Unit II Research Design Chapter 3: Research Design Chapter 4: Exploratory Research Design: Secondary Data Suggested Reading: PowerPoint presentations for Chapters 3 and 4 Assessment by MBA 5851, Marketing Research 5

6 Course Schedule Unit III Exploratory and Descriptive Research Design Chapter 5: Exploratory Research Design: Qualitative Research Chapter 6: Descriptive Research Design: Survey and Observation Suggested Reading: PowerPoint presentations for Chapters 5 and 6 Assessment by Unit IV Causal Research Design and Scaling Chapter 7: Causal Research Design: Experimentation Chapter 8: Measurement and Scaling: Fundamentals and Comparative Scaling Suggested Reading: PowerPoint presentations for Chapters 7 and 8 Assessment by MBA 5851, Marketing Research 6

7 Course Schedule Unit V Scaling and Questionnaire Design Chapter 9: Measurement and Scaling: Noncomparative Scaling Techniques Chapter 10: Questionnaire and Form Design Suggested Reading: PowerPoint presentations for Chapters 9 and 10 Assessment by Unit VI Sampling Chapter 11: Sampling: Design and Procedures Chapter 12: Sampling: Final and Initial Sample Size Determination Suggested Reading: PowerPoint presentations for Chapters 11 and 12 Assessment by MBA 5851, Marketing Research 7

8 Course Schedule Unit VII Fieldwork and Data Preparation Chapter 13: Fieldwork Chapter 14: Data Preparation Suggested Reading: PowerPoint presentations for Chapters 13 and 14 Assessment by Unit VIII Report Preparation and Presentation Chapter 23: Report Preparation and Presentation Chapter 24: International Marketing Research Suggested Reading: PowerPoint presentations for Chapters 23 and 24 Course Project by MBA 5851, Marketing Research 8

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