Instructor: Course Description

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1 Course Title: Marketing Research Course Number: Marketing 3511 Section Number: 001, 00 Prerequisites: MKT 101 (0081) or MKT 901 (0091) Statistics 101 (C01) and 10 (00) or Statistics 103. Semester: Spring, 011 Location: Main Campus, Alter Hall, Room 035 Day/Time: Monday, Wednesday, Friday, 1:00-1:50 p.m. (Section 001) Monday, Wednesday, Friday, :00-:50 p.m. (Section 00) Instructor: Assistant Professor Department of Marketing and Supply Chain Management (Preferred Option) Tel: (610) Office: Alter Hall, Room 55 Office Hours: Monday, Wednesday, Friday, 1:00-1:00 and by appointment Course Description Marketing 3511 (formerly Marketing 10), Marketing Research, is an upper-level marketing course designed to present a managerial perspective of marketing research. Students must have both a well-rounded background in marketing and a firm foundation in statistical analysis. The course focuses on structuring marketing problems in terms of specific research questions, understanding sources of marketing research data (including issues in data collection), using specific techniques for analyzing marketing research data, and using analyses to make better marketing management decisions. The design of this course helps students develop methods for collecting, analyzing, and interpreting data relevant to the marketing decision-making process. Required Text: Essentials of Marketing Research, nd Edition Joseph F. Hair, Jr., Mary F. Wolfinbarger, David J. Ortinau, and Robert P. Busch (010) McGraw-Hill/Irwin, New York, NY ISBN: Learning Objectives Learn how marketing research fits into the marketing planning process. Learn when to use different methods of marketing research. Learn the process of conducting marketing research. Learn how to identify and use secondary market research data. Learn how to conduct observational and exploratory research. Learn how to conduct a quantitative market research study. 1

2 LEARNING ASSESSMENT Students will be assessed in the following areas: o Group Projects (50% of grade) 1 Focus Group Moderator s Guide 1 Quantitative Market Research Study (Proposal, Questionnaire, Report) o Knowledge of Market Research Concepts (30% of grade) 6 separate exams Exams will cover assigned reading material and class discussions. Exam questions will include multiple choice, short answer and short essays. o Assignments (0% of grade) separate assignments designed to develop secondary and observational research skills. Assignment Instructions Instructions for each individual assignment and group assignment will be posted on Blackboard. Instructions will be posted on the dates listed on the course schedule. Calculation of Final Numeric Grades Group Projects Assignments Knowledge Area of Assessment Weight Focus Group Moderator s Guide 10% Quantitative Research: Proposal 10% Quantitative Research: Questionnaire 15% Quantitative Research: Final Report 15% Assignment 1: Desk Research 10% Assignment : Observational Research 10% Exam 1: Decision Making, Marketing Information, Types of Market Research 5% Exam : Measurement and Scaling Techniques 5% Exam 3: Questionnaire Design 5% Exam 4: Sampling 5% Exam 5: Preparing Data for Analysis/Basic Statistical Analysis 5% Exam 6: Advanced Statistical Analysis 5% 100% Alpha grades will be awarded. Conversion of Final Numeric Grades will be as follows: Final Grades Alpha Grade Numeric Grade A A B B B C C C D D D F 0-59

3 LEARNING ASSESSMENT Individual and Group Assignments The major purpose of these assignments is to provide practical experience in applying the concepts and principles found in the text and/or covered in class discussions. Written work must be prepared in a professional manner. It is to be typed, with proper grammatical construction and correct spelling. All work must be generated with word processing software. The grade assigned to written work will reflect its analytical soundness as well as grammar/spelling. Unless otherwise stated, all assignments must be turned in at the start of class on the due date. o An assignment turned in after the start of class, but on the deadline day, will be marked down 5 points. o Assignments handed in after the deadline day will be marked down 5 points for each late day. Please notify me in advance if you would like to submit an assignment by . The dates and times of submissions will serve as the basis for determining the satisfaction of deadlines. o To avoid a zero grade, if you miss a deadline due to an emergency, you must notify me within 4 hours to make other arrangements. Severe illness or an unplanned and unavoidable emergency situation is the only legitimate reason for not submitting an assignment: Legitimate documentation of the emergency must be presented before a makeup exam will be considered. Disputes will be presented to Debbie Campbell, Senior Assistant Dean, Fox School of Business. For group assignments, each group member will be required to submit a confidential peer evaluation for each of their group members. Peer evaluations assure fair levels of cooperation within groups. Individual team members can fail the group project even if the rest of the group earns an A. Exams The exams will cover assigned reading material and class discussions, and will assess the understanding of key course concepts and theories, and the ability to apply them. Exam questions will include multiple choice, short answer and short essay formats. If you miss an exam due to an emergency, you must notify me within 4 hours to make other arrangements to avoid a grade of zero. o Severe illness or an unplanned and unavoidable emergency situation is the only legitimate reason for not taking a scheduled exam: Legitimate documentation of the emergency must be presented before a makeup exam will be considered. o Disputes will be presented to Debbie Campbell, Senior Assistant Dean, Fox School of Business. o All makeup exams will be administered at the convenience of the instructor. Attendance You are expected to be on time for class and remain until the end of class. Attendance will be taken at the beginning of every class. Absences will be recorded. Arrival after attendance has been taken will be recorded as Late. o 3 Late arrivals will be treated as the equivalent of 1 absence. Perfect attendance will be rewarded and excessive absences will be penalized. o Perfect attendance will be rewarded by adding 1.5% to the final numeric grade. o 1- absences will also be rewarded by adding 1% to the final numeric grade. o Two absences are permitted. Each absence after that will result in a reduction of the final numeric grade by 1.5%. e.g. 3 absences = 1.5% reduction; 4 absences = 3% reduction (-1.5 x = -3) 3

4 PRELIMINARY SCHEDULE Week Date Topic(s)/Exams Chapter Readings Assignments 1 1/19 Introduction to Course/Review Syllabus 1/1 Marketing Research for Managerial Decision Making 1 1/4 Marketing Information: A Framework 1/6 Marketing Information: A Framework 5 Types of Market Research Techniques 1/8 Uses of Secondary Data 3 1/31 Class Visit: Research Librarian (Fred Rowland) 3 / Review of Secondary Data Sources 3 /4 Evaluation of Secondary Data Sources 3 Assignment 1: Desk Research Given /7 Introduction to Descriptive Research 5 4 /9 Measurement and Scaling Methods: 1 7 /11 Measurement and Scaling Methods: 7 Assignment 1: Desk Research Due /14 Exam 1: Decision Making, Marketing Information, Types of 5 Market Research /16 Questionnaire Design: 1 8 /18 Questionnaire Design: 8 /1 Group Work Session: Identify teams and product categories 6 /3 Exam : Measurement and Scaling Techniques /5 Computer Lab: Online Survey Development: 1 Group Project: Quantitative Survey Given /8 Exam 3: Questionnaire Design 7 3/ Marketing Research Process Group Project: Quantitative Research Proposal Given Development of Research Proposals 3/4 Computer Lab: Online Survey Development: 8 3/7-3/10 Spring Break 3/14 Methods of Sampling 6 9 3/16 Sampling Distributions 6 Determining Sample Sizes 3/18 Preparing Data for Analysis 10 Group Project: Quantitative Survey Due 3/1 Exam 4: Sampling Fieldwork Begins 10 3/3 Data Analysis Techniques: /5 SPSS Lab: Reading Data, Creating Variables, Recoding 3/8 Data Analysis Techniques: 3, 1 Group Project: Quantitative Research Proposal Due 11 3/30 Data Analysis Techniques: 3 3, 1 4/1 SPSS Lab: Frequencies, Cross-tabulation, Filtering 4/4 Exam 5: Preparing Data for Analysis/Basic Statistical 1 Analysis 4/6 Communicating Market Research Findings 13 Group Project: Quantitative Research Report Given 4/8 SPSS Lab: Advanced Statistical Techniques 4/11 Reporting: Best Practices Fieldwork Ends 13 4/13 Qualitative Research: Focus Groups/IDIs: 1 4 Group Project: Focus Group Moderator Guide Given 4/15 Qualitative Research: Focus Groups/IDIs: 4 4/18 Exam 6: Advanced Statistical Analysis 14 4/0 Group Work Session: Development of Moderator Guide 4/ Group Project: Moderation of Focus Groups Group Project: Focus Group Moderator Guide Due 15 4/5 Observational Research: 1 4 Assignment : Observational Research Given 4/7 Observational Research: 4 4/9 Group Work Session: Observation Research 16 5/ Introduction to Causal Research 5 Assignment : Observational Research Due 17 5/11 Exam Week Group Project: Quantitative Research Report Due Changes This course syllabus and schedule are preliminary, and are subject to change pending notification in class or in Blackboard. Students are expected to check the course Blackboard site before each class session. Key Dates Monday, January 31: Last day to drop the course Monday, March 8: Last day to withdraw from the course 4

5 Classroom Behavior and Professional Courtesy CLASSROOM AND UNIVERSITY POLICIES No gadget play is permitted. Use of gadgets (cell phones, MP3 players etc.) will result in a warning from the Professor. Three warnings will be equivalent to one absence. o Cell phones should be turned off or to silent mode. Text messaging is not permitted in class. o Headphones are not permitted. Use of laptops in class is permitted. Laptop users are required to sit in the first row of the classroom. Students are expected to be respectful of one another and the professor in classroom discussions. The goal is to foster a safe learning environment where students feel comfortable discussing concepts and applying them in class. If for any reason your behavior is viewed as disruptive to the class, you will be asked to leave and you will be marked absent. Please avoid using crude or unprofessional language in class or in written work assignments. Please do not eat in the classroom. Technology I will not assume responsibility for any technical difficulties experienced by your internet service provider. It is your responsibility to get a Temple account ( so that you can be enrolled in Blackboard, and to ensure that you have met the technical requirements of your ISP to receive messages from Temple s computer system. Please note that I have a listing of all of the students that have subscribed to Blackboard. If you are having difficulties, please see me as soon as possible. Student Athletes If you are a Temple University athlete, you should notify me at the beginning of the semester if you will be missing class due to the athletic competition schedule. Academic Honesty Using information from other sources and not citing the source is plagiarism, a form of cheating. Please read and adhere to the Temple University Student Handbook s discussion on plagiarism and academic honesty. Academic Freedom Freedom to teach and freedom to learn are inseparable facets of academic freedom. The University has adopted a policy on Student and Faculty Academic Rights and Responsibilities. Accommodation for Disabilities Any student who has a need for accommodation based on the impact of a disability should contact me privately to discuss the specific situation at the beginning of the semester. For information, contact Disability Resources and Services at in Ritter Annex. Inclement Weather Information on class cancellations due to inclement weather conditions is provided via the Temple Hotline ( ), the Temple website ( or on the following radio stations: KYW, WDAS, WIOQ, WPEN, WUSL, and WRTI (code number 101). I may opt to hold an online live session via WebEx if the Main Campus is closed due to weather. I reserve the right to change any aspect of this syllabus if the need arises. 5

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