Fall Revision 1.0 NORTHERN ARIZONA UNIVERSITY DEPARTMENT OF BUSINESS AND ADMINISTRATION SYLLABUS Class: BBA 417 Marketing Research (class# 19235, 3 credit hours) Semester/Location/Dates: Fall /Online Start date: October 26, End date: December 13, BbLearn: Need help with BbLearn? Visit http://www.nau.edu/its/services/bblearn/. For general technology help, please visit the NAU Student Tech Center at http://nau.edu/its/students/. Instructor: Damon Chu, NAU Paradise Valley campus Contact: Email: damon.chu@nau.edu Telephone: 480-580-1532 Blackboard Messaging: During the semester, please use your Blackboard account s secure message feature instead of email to insure communication with your instructor. Using Blackboard s message feature not only reduces the issue of emails lost to the spam box but also provides a documented trail of your correspondences and attachments. Availability: Appointments can be made for discussions either in-person or by teleconference. Department Chair: Dr. Alex Steenstra The Department of Business and Administration strives to provide a quality learning experience in all classes. Every online class has an observer who provides support and guidance to your instructor. Dr. Alex Steenstra, Ph.D., Department Chair welcomes you to the course and encourages you to work with your instructor for a successful semester. Course Description: For marketing to be successful, organizations must understand the needs and wants of their consumers, employees, and others in their business environment. This course is designed to provide an understanding of the role of marketing research in business organizations and to acquaint students with the methods used to generate knowledge about how to market products and services. Marketing research techniques can broadly be separated into qualitative and quantitative approaches. Qualitative techniques include many methods, such as focus groups and in-depth interviews. Quantitative methods will build on a background understanding of statistics to investigate and support marketing actions. Students will learn both approaches in this course. This course will assume that students are familiar with basic statistics. Syllabus is subject to change by the instructor. Any changes will be announced. Page 1 of 12
Fall Revision 1.0 Prerequisites: BBA 305W, BBA 310 and Senior Status. Justification: Students need an understanding of basic economic concepts, how markets operate, and knowledge of supply and demand to facilitate understanding of marketing research and marketing decisions. The level of this course is appropriate for students with a fundamental knowledge of marketing and statistics. Required Course Materials: Essentials of Marketing Research, 5 th edition by William G. Zikmund and Barry J. Babin, ISBN: 978-1-285-75203-7. NOTE: It is required that students download a single-user license to IBM SPSS Statistics 22 software package for this course. The software is available at no cost through SPSS Share on NAUshares. Information regarding access to SPSS for your computer will be posted on the course Blackboard site during the first two weeks of the semester. NAU s Information Technology Services needs to review the access and download procedures. Teaching Method: The course content will be presented through textbook reading, online discussion board, application exercises/assignments, research activities, case studies and a team project. COURSE OBJECTIVES Upon completion of this course, the successful student should: A. Be fluent in the terminology and methods of marketing research. B. Apply critical observation, reasoning and ethical skills; any thoughtful research work requires seeking out information and assimilating ideas. C. Obtain a hands-on working knowledge of methodology and applications. D. Apply basic numerical and statistical concepts. IMPORTANT: Online Course Guidelines 1. Each week, our class modules open on MONDAYS at 8:00 am and close on SUNDAYS at 11:59 pm MST. 2. Each week, you must log in and make your Discussion Question (DQ) and Research Activity (RA) postings prior to THURSDAY at 11:59 pm MST. Remember, post early in the week! Post your responses in the text box; please do NOT submit it as an attachment. 3. All online responses should be concise, but meaningful and substantive. The standard in this course is a 2 to 3 paragraph post per question incorporating material from the text, lecture, AND outside sources to support your statements. Sources must be cited and referenced. 4. You must respond substantively to at least ONE (1) of your peers per discussion board module. Subsequent posts to your peers are due SUNDAYS by 11:59 pm MST. Syllabus is subject to change by the instructor. Any changes will be announced. Page 2 of 12
Fall Revision 1.0 5. All online Exams must be taken within the scheduled dates and times. Exams open and close on a specific date and at a specific time. Students must complete the exams before the stated deadlines. Exam deadlines will be announced. 6. Case Analysis Papers are due on SUNDAY at 11:59 pm MST of the appropriate week (see course schedule). 7. Quizzes are due on SUNDAY at 11:59 pm MST of the appropriate week (see course schedule). 8. The Team Project is due on SUNDAY at 11:59 pm MST of the appropriate week (see course schedule). 9. There are NO synchronous meeting requirements in this course. 10. There IS teamwork in this course. There are many effective communication tools for geographically separated students, e.g. chat rooms, discussion boards, Google docs, Elluminate, etc. COURSE SCHEDULE (Subject to Change) All time are MST (Mountain Standard Time) Module Start Date Course Topic & Reading Online Week: Monday to Sunday Assignment(s) DUE 1 Oct 26, Course Overview & Syllabus C 1: The Role of Marketing Research Post your Introduction. DUE THURS. by 11:59 pm. Reply to 1 of your peers introductions. DUE SUN. by 11:59 pm. Post response to Discussion Question (DQ) #5 on p. 24 & Research Activity (RA) #1 on p. 25. DUE THURS. by 11:59 pm. Syllabus is subject to change by the instructor. Any changes will be announced. Page 3 of 12
Fall Revision 1.0 Module Start Date Course Topic & Reading Online Week: Monday to Sunday Assignment(s) DUE 2 3 4 5 6 Oct 26, 2, 2, 9, 9, C 2: Data Mining Procedures & Knowledge Systems C 3: The Marketing Research Process C 5: Qualitative Research C 4: The Human Side of Marketing C 8: Observation Take EXAM #1 on C 1 5 C 6: Secondary Data Research Post response to DQ #2 on p. 44 & RA #1 on p. 44. DUE THURS. 11:59 pm. Take Online Quiz #1 for C 1-2 by SUN. at 11:59 pm. Post response to DQ #4 & #13 on p. 67 and DQ #5 on p. 125. DUE THURS. 11:59 pm. Individual Case Paper #1 (C 5) Say It Ain t So! Is This The Real Thing? Submit your individual written paper by SUN. at 11:59 pm. Post response to DQ #18 and RA #1 on p. 93. DUE THURS. 11:59 pm. Take Online Quiz #2 for C 3-5 by SUN. at 11:59 pm. Post response to DQ #3 & #8 on p. 210. DUE THURS. 11:59 pm. Take Exam #1 due SUN. by 11:59 pm. Submit your teammates (3-4 per team) & team leader for the Team Case Project: Knowing the Way. Post response to DQ #3 & #6 on p. 149 & RA #5 p. 149. DUE THURS. 11:59 pm. Syllabus is subject to change by the instructor. Any changes will be announced. Page 4 of 12
Fall Revision 1.0 Module Start Date Course Topic & Reading Online Week: Monday to Sunday Assignment(s) DUE 7 8 9 10 11 12 16, 16, 16, 23, 23, 30, C 7: Survey Research C 9: Conducting Market Experiments C 10: Measurement C 11: Questionnaire Design Take EXAM #2 on C 6,7,9,10,11 C 12: Sampling Design C 13: Reviewing Statistical Theory and Determining Sample Size Use SPSS to assist you with the assignments this week and the case study Post response to DQ #5 & #7 on p. 186. DUE THURS. 11:59 pm. Post response to questions #1-4, Case 9.2 Tooheys on p. 243. DUE THURS. 11:59 pm. Take Online Quiz #3 for C 6,7 & 9 by SUN. at 11:59 pm. Post response to DQ #4, #12 & #20 on p. 277. DUE THURS. (Mar 12 th ) by 11:59 pm. DUE SUN (Mar 15 th ) by 11:59 pm. Post response to DQ #2 on p. 307 and RA #1 on p. 308. DUE THURS. 11:59 pm. Take Exam #2 due SUN. by 11:59pm. Post response to DQ #2 & #7 on p. 333 and #14 on p. 334. DUE THURS. 11:59 pm. Post response to DQ #2, #3, #5 & #11 on p. 359. DUE THURS. 11:59 pm. Individual Case Paper #2 TABH, INC., Automotive Consulting: Submit your individual written assignment by SUN. at 11:59 pm. Syllabus is subject to change by the instructor. Any changes will be announced. Page 5 of 12
Fall Revision 1.0 Module Start Date Course Topic & Reading Online Week: Monday to Sunday Assignment(s) DUE 13 30, C 14: Basic Data Analysis Use SPSS to assist you with the assignments this week Post response to DQ #5, #7, #13 & #14 on p. 380. DUE THURS. 11:59 pm. Take Online Quiz #4 for C 12-14 due SUN. by 11:59pm. 14 Dec 7, C 15: Testing for Differences Between Groups and for Relationships Among Variables Use SPSS to assist you with the assignments this week C 16: Communicating Research Results Study for the final exam Use SPSS to assist you with the final team case project Post response to DQ #1,3, 9 & 10 on p. 407 & 408. DUE THURS. 11:59 pm. 15 Dec 7, SUBMIT: Team Case Projects - Knowing the Way are DUE SUN. (August 2nd) by 11:59 pm. Please do not forget to show your statistical work! 16 Dec 9, (Wed) FINAL EXAM (C 12-16) Take the Final Exam due December 13 th (Sunday) by 11:59 pm. The exam will become available on Wed, Dec 9th at 8:00 am. Syllabus is subject to change by the instructor. Any changes will be announced. Page 6 of 12
Fall Revision 1.0 GRADES/ASSIGNMENT OF POINTS Deliverable Possible Points Exam #1 100 Exam #2 110 Final Exam 120 Quizzes (4 @ 25 pts./e) 100 Discussion Questions, Research 280 Activities & Peer Posts (DQ/RA = 15 pts./e 14 weeks & PP = 5 pts./e 14 weeks) Individual Case Papers (2 @ 55 pts./e) 110 Team Case Project (Paper & SPSS 180 Statistical Analysis) Total 1000 A = 900 points or higher (90%) B = 800-899 (80%) C = 700-799 (70%) D = 600-699 (60%) F = below 600 points Exams and Quizzes Exams will consist of questions from the text, lectures, discussions, and cases including SPSS. The exam format may consist of true/false; multiple choice, and/or short answer questions. Make-up exams will be permitted only if approved by the instructor; approval must be granted prior to the scheduled exam. Quizzes are presented in a similar format to the exams. There are no quiz make-ups. Assignments Various types of homework and cases/exercises will be assigned throughout the semester. All assignments are to be submitted online. Late assignments will NOT be accepted. Points will be deducted for poor grammar, use of slang, and misspelled words therefore you should proofread your work carefully prior to submitting it. Online Discussion Questions This course will have online discussion board threads based on current chapter readings and topics covered in class. You are expected to contribute to these discussion boards. Guidelines to threaded discussions are provided below. In the online discussions your responses will be assessed on whether you are: Syllabus is subject to change by the instructor. Any changes will be announced. Page 7 of 12
Fall Revision 1.0 1. Offering ideas or resources and inviting a critique of them. 2. Asking challenging questions of your peers. 3. Articulating, explaining and supporting positions on your ideas. 4. Exploring and supporting statements by adding examples (professional and/or personal). 5. Reflecting on and re-evaluating personal opinions. 6. Offering a critique of others posts. NOTE: Your discussion grade also depends upon your reading other students posts. Posting only on the day the discussion is due to close will result in lowering your grade. Team Case Project Your team project will consist of writing a comprehensive case analysis of the final case entitled, Knowing Your Way. This includes answering each question in its entirety and supporting each statement and analysis with statistics using SPSS. This is a team project. Further details will be provided to you in the course. Generally all team members receive the same grade on the project; however, peer evaluations may be administered at the discretion of the professor and adjustments will be made to grades on the basis of these evaluations, if warranted. Papers will be reviewed by the plagiarism software, SafeAssign. Attendance Attendance online is important. If you must be absent for an entire week, notify me prior to the start of the week. If I do not hear from you, your absence will be considered as unexcused. Withdrawal Policy: The deadline to drop this course is ember 4, without appearing as a W on your transcript. The last day to drop with a W is ember 15,. After this date, a drop fee and petition is required (see registrar s information). Please understand this instance is only for students with special extenuating circumstances beyond their control. Be prepared to provide justification. Incomplete Policy: An Incomplete will be given only if a student, through no fault of his/her own, is unable to complete the course and has an excused absence from the final exam. Students receiving this grade must contact the instructor ASAP and no later than the first week of the following term to set up the contract for completing the course. It is the student s responsibility to ensure that all remaining requirements for an Incomplete are satisfied. Honor Policy: Exams will be closed book and are to be the sole work of each student. Anyone cheating or assisting a fellow student during an exam will receive a zero for that exam and possibly a grade of F for the class. In addition, plagiarism will not be tolerated. If either policy is violated, university procedures will be followed and the undergraduate dean will be notified. If warranted, additional action will be taken. In short, academic dishonesty will not be tolerated. Syllabus is subject to change by the instructor. Any changes will be announced. Page 8 of 12
Fall Revision 1.0 Online Classroom Management Membership in the academic community places a special obligation on all members to preserve an atmosphere conducive to a safe and positive learning environment. Part of that obligation implies the responsibility of each member of the NAU community to maintain an environment in which the behavior of any individual is not disruptive. It is the responsibility of each student to behave in a manner which does not interrupt or disrupt the delivery of education by faculty members or receipt of education by students, within or outside the classroom. The determination of whether such interruption or disruption has occurred has to be made by the faculty member at the time the behavior occurs. It becomes the responsibility of the individual faculty member to maintain and enforce the standards of behavior acceptable to preserving an atmosphere for teaching and learning in accordance with University regulations and the course syllabus. At a minimum, students will be warned if their behavior is evaluated by the faculty member as disruptive. Serious disruptions, as determined by the faulty member, may result in immediate removal of the student from the instructional online environment. Significant and/or continued violations may result in an administrative withdrawal from the class. Additional responses by the faculty member to disruptive behavior may include a range of actions from discussing the disruptive behavior with the student to referral to the appropriate academic unit and/or the Office of Student Life for administrative review, with a view to implement corrective action up to and including suspension or expulsion. Code of Conduct Responsibility: I will be prepared, attentive, and professional in my scholastic endeavors. I will take responsibility for my actions and make every effort to learn as much as possible from the educational opportunities presented to me. Respect: I will meet my commitments to others and treat everyone with respect and civility. I will respect our learning environment and help preserve its physical condition. Integrity: I will be a reliable and honest contributor to individual and group assignments. I will not seek or help others gain unfair advantage in completing academic requirements. I understand that there are severe consequences for academic dishonesty. Expectations about Behavior Responsibility: Participate, but don t dominate and pay attention. Respect: Make sure language and conversations are appropriate to the classroom setting and behave in a polite and professional manner. Integrity: Do not engage in any act of academic dishonesty, including but not limited to: 1) sharing a calculator during a quiz or exam, 2) pre-programming a calculator for use during a quiz Syllabus is subject to change by the instructor. Any changes will be announced. Page 9 of 12
Fall Revision 1.0 or exam unless specifically authorized by the instructor, 3) using notes or books during an exam unless specifically authorized by the instructor, 4) looking at another s exam or allowing another student to look at your exam, 5) exchanging exams, passing notes or text messages, 6) discussing answers during an exam, 7) having another take an exam for you or taking an exam for another, 8) unauthorized possession of or access to examination materials by any means, including electronic transmission, theft, photocopying, electronic or failing to return exams, 9) altering exams or assignments while in student s possession for review in an attempt to obtain a more favorable grade, 10) unauthorized collaboration on assignments, 11) submitting the same paper or substantial portions of a paper for multiple classes, 12) fabrication of information and citations, 13) submitting other s words, ideas, materials or work without properly acknowledging and appropriately referencing them, 14) altering, forging or misusing an academic record, and 15) electronic theft of computer programs, data, or text belonging to another. Note on email communication: Email is one of our primary communication modes in an online course. Yet many emails (i.e., unpunctuated and sloppily written) are far too informal for business communication. Because of this, all email correspondence must be properly punctuated. NORTHERN ARIZONA UNIVERSITY POLICY STATEMENTS SAFE ENVIRONMENT POLICY NAU s Safe Working and Learning Environment Policy prohibits sexual harassment and assault, and discrimination and harassment on the basis of sex, race, color, age, national origin, religion, sexual orientation, gender identity, disability, or veteran status by anyone at this university. Retaliation of any kind as a result of making a complaint under the policy or participating in an investigation is also prohibited. The Director of the Office of Affirmative Action & Equal Opportunity (AA/EO) serves as the university s compliance officer for affirmative action, civil rights, and Title IX, and is the ADA/504 Coordinator. AA/EO also assists with religious accommodations. You may obtain a copy of this policy from the college dean s office or from the NAU s Affirmative Action website http://nau.edu/diversity-nau/. If you have questions or concerns about this policy, it is important that you contact the departmental chair, dean s office, the Office of Student Life (928-523-5181), or NAU s Office of Affirmative Action (928) 523-3312 (voice), (928) 523-9977 (fax), (928) 523-1006 (TTD) or aaeo@nau.edu. STUDENTS WITH DISABILITIES If you have a documented disability, you can arrange for accommodations by contacting Disability Resources (DR) at 523-8773 (voice) or 523-6906 (TTY), dr@nau.edu (e-mail) or 928-523-8747 (fax). Students needing academic accommodations are required to register with DR and provide required disability related documentation. Although you may request an accommodation at any time, in order for DR to best meet your individual needs, you are urged to register and submit necessary documentation (http://www.nau.edu/dr) 8 weeks prior to the time you wish to receive accommodations. DR is strongly committed to the needs of student with disabilities and the promotion of Universal Design. Concerns or questions related to the accessibility of programs and facilities at NAU may be brought to the attention of DR or the Syllabus is subject to change by the instructor. Any changes will be announced. Page 10 of 12
Fall Revision 1.0 Office of Affirmative Action and Equal Opportunity (523-3312). INSTITUTIONAL REVIEW BOARD Any study involving observation of or interaction with human subjects that originates at NAU including a course project, report, or research paper must be reviewed and approved by the Institutional Review Board (IRB) for the protection of human subjects in research and researchrelated activities. The IRB meets monthly. Proposals must be submitted for review at least fifteen working days before the monthly meeting. You should consult with your course instructor early in the course to ascertain if your project needs to be reviewed by the IRB and/or to secure information or appropriate forms and procedures for the IRB review. Your instructor and department chair or college dean must sign the application for approval by the IRB. The IRB categorizes projects into three levels depending on the nature of the project: exempt from further review, expedited review, or full board review. If the IRB certifies that a project is exempt from further review, you need not resubmit the project for continuing IRB review as long as there are no modifications in the exempted procedures. A copy of the IRB Policy and Procedures Manual is available in each department s administrative office and each college dean s office or on their website: http://www.research.nau.edu/vpr/irb/index.htm. If you have questions, contact the IRB Coordinator in the Office of the Vice President for Research at 928-523-8288 or 523-4340. ACADEMIC INTEGRITY Integrity is expected of every member of the NAU community in all academic undertakings. Integrity entails a firm adherence to a set of values, and the values most essential to an academic community are grounded in honesty with respect to all intellectual efforts of oneself and others. Academic integrity is expected not only in formal coursework situations, but in all University relationships and interactions connected to the educational process, including the use of University resources. An NAU student s submission of work is an implicit declaration that the work is the student s own. All outside assistance should be acknowledged, and the student s academic contribution truthfully reported at all times. In addition, NAU students have a right to expect academic integrity from each of their peers. ACADEMIC CONTACT HOUR POLICY Based on the Arizona Board of Regents Academic Contact Hour Policy (ABOR Handbook, 2-224), for every unit of credit, a student should expect, on average, to do a minimum of three hours of work per week, including but not limited to class time, preparation, homework, studying. Syllabus is subject to change by the instructor. Any changes will be announced. Page 11 of 12
Fall Revision 1.0 RESEARCH INTEGRITY The Responsible Conduct of Research policy is intended to ensure that NAU personnel including NAU students engaged in research are adequately trained in the basic principles of ethics in research. Additionally, this policy assists NAU in meeting the RCR training and compliance requirements of the National Science Foundation (NSF)-The America COMPETES Act (Creating Opportunities to Meaningfully Promote Excellence in Technology, Education and Science); 42 U.S.C 18620-1, Section 7009, and the National Institutes of Health (NIH) policy on the instruction of the RCR (NOT-OD-10-019; Update on the Requirement for Instruction in the Responsible Conduct of Research ). For more information on the policy and the training activities required for personnel and students conducting research, at NAU, visit: http://nau.edu/research/compliance/research-integrity/ SENSITIVE COURSE MATERIALS University education aims to expand student understanding and awareness. Thus, it necessarily involves engagement with a wide range of information, ideas, and creative representations. In the course of college studies, students can expect to encounter and critically appraise materials that may differ from and perhaps challenge familiar understandings, ideas, and beliefs. Students are encouraged to discuss these matters with faculty. CLASSROOM DISRUPTION POLICY Membership in the academic community places a special obligation on all participants to preserve an atmosphere conducive to a safe and positive learning environment. Part of that obligation implies the responsibility of each member of the NAU community to maintain an environment in which the behavior of any individual is not disruptive. Instructors have the authority and the responsibility to manage their classes in accordance with University regulations. Instructors have the right and obligation to confront disruptive behavior thereby promoting and enforcing standards of behavior necessary for maintaining an atmosphere conducive to teaching and learning. Instructors are responsible for establishing, communicating, and enforcing reasonable expectations and rules of classroom behavior. These expectations are to be communicated to students in the syllabus and in class discussions and activities at the outset of the course. Each student is responsible for behaving in a manner that supports a positive learning environment and that does not interrupt nor disrupt the delivery of education by instructors or receipt of education by students, within or outside a class. The complete classroom disruption policy is in Appendices of NAU s Student Handbook. Syllabus is subject to change by the instructor. Any changes will be announced. Page 12 of 12