Course Title: Marketing Research Course Number: Marketing 3511 Section Number: 001, 002
Prerequisites: MKT 2101 (0081) or MKT 2901 (0091)
Statistics 2101 (C021) and 2102 (0022) or Statistics 2103. Semester: Spring, 2011
Location: Main Campus, Alter Hall, Room 035
Day/Time: Monday, Wednesday, Friday, 1:00-1:50 p.m. (Section 001) Monday, Wednesday, Friday, 2:00-2:50 p.m. (Section 002) Instructor: Dr. Christopher Monos
Assistant Professor
Department of Marketing and Supply Chain Management Email: [email protected] (Preferred Option) Tel: (610) 457-3931
Office: Alter Hall, Room 525
Office Hours: Monday, Wednesday, Friday, 12:00-1:00 and by appointment
________________________________________________________________________________ Course Description
• Marketing 3511 (formerly Marketing 210), 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, 2nd Edition
Joseph F. Hair, Jr., Mary F. Wolfinbarger, David J. Ortinau, and Robert P. Busch (2010) McGraw-Hill/Irwin, New York, NY
ISBN: 978-0-07-340482-0 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.
LEARNING ASSESSMENT
MKT 3511 Marketing Research, Spring 2011 • 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 (20% of grade)
2 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
Area of Assessment Weight
Group Projects
Focus Group Moderator’s Guide 10%
Quantitative Research: Proposal 10%
Quantitative Research: Questionnaire 15%
Quantitative Research: Final Report 15%
Assignments Assignment 1: Desk Research 10%
Assignment 2: Observational Research 10%
Knowledge
Exam 1: Decision Making, Marketing Information, Types of Market Research 5% Exam 2: 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 93-100 A- 90-92 B+ 87-89 B 83-86 B- 80-82 C+ 77-79 C 73-76 C- 70-72 D+ 67-69 D 63-66 D- 60-62 F 0-59
LEARNING ASSESSMENT
MKT 3511 Marketing Research, Spring 2011 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 email. The dates and times of email 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 24
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 24 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 1-2 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%.
PRELIMINARY SCHEDULE
MKT 3511 Marketing Research, Spring 2011
Week Date Topic(s)/Exams
Chapter
Readings Assignments
1 1/19 Introduction to Course/Review Syllabus
1/21 Marketing Research for Managerial Decision Making 1
2
1/24 Marketing Information: A Framework 1/26 Marketing Information: A Framework 5 Types of Market Research Techniques
1/28 Uses of Secondary Data 3
3
1/31 Class Visit: Research Librarian (Fred Rowland)
2/2 Review of Secondary Data Sources 3
2/4 Evaluation of Secondary Data Sources 3 Assignment 1: Desk Research Given
4
2/7 Introduction to Descriptive Research 5 2/9 Measurement and Scaling Methods: 1 7
2/11 Measurement and Scaling Methods: 2 7 Assignment 1: Desk Research Due
5
2/14 Exam 1: Decision Making, Marketing Information, Types of Market Research
2/16 Questionnaire Design: 1 8
2/18 Questionnaire Design: 2 8
6
2/21 Group Work Session: Identify teams and product categories 2/23 Exam 2: Measurement and Scaling Techniques
2/25 Computer Lab: Online Survey Development: 1 Group Project: Quantitative Survey Given
7
2/28 Exam 3: Questionnaire Design 3/2 Marketing Research Process
Development of Research Proposals 2
Group Project: Quantitative Research Proposal Given
3/4 Computer Lab: Online Survey Development: 2
8 3/7-3/10 Spring Break
9
3/14 Methods of Sampling 6
3/16 Sampling Distributions Determining Sample Sizes
6
3/18 Preparing Data for Analysis 10 Group Project: Quantitative Survey Due
10
3/21 Exam 4: Sampling Fieldwork Begins
3/23 Data Analysis Techniques: 1 11
3/25 SPSS Lab: Reading Data, Creating Variables, Recoding
11
3/28 Data Analysis Techniques: 2 3, 12 Group Project: Quantitative Research Proposal Due
3/30 Data Analysis Techniques: 3 3, 12
4/1 SPSS Lab: Frequencies, Cross-tabulation, Filtering
12
4/4 Exam 5: Preparing Data for Analysis/Basic Statistical Analysis
4/6 Communicating Market Research Findings 13 Group Project: Quantitative Research Report Given 4/8 SPSS Lab: Advanced Statistical Techniques
13
4/11 Reporting: Best Practices Fieldwork Ends
4/13 Qualitative Research: Focus Groups/IDIs: 1 4 Group Project: Focus Group Moderator Guide Given 4/15 Qualitative Research: Focus Groups/IDIs: 2 4
14
4/18 Exam 6: Advanced Statistical Analysis
4/20 Group Work Session: Development of Moderator Guide
4/22 Group Project: Moderation of Focus Groups Group Project: Focus Group Moderator Guide Due
15
4/25 Observational Research: 1 4 Assignment 2: Observational Research Given
4/27 Observational Research: 2 4
4/29 Group Work Session: Observation Research
16 5/2 Introduction to Causal Research 5 Assignment 2: 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
CLASSROOM AND UNIVERSITY POLICIES MKT 3511 Marketing Research, Spring 2011 Classroom Behavior and Professional Courtesy
• 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 email account (http://accounts.temple.edu), 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.
http://www.temple.edu/bulletin/Responsibilities_rights/responsibilities/responsibilities.shtm
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.
http://policies.temple.edu/getdoc.asp?policy_no=03.70.02. 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 215-204-1280 in Ritter Annex.
Inclement Weather
Information on class cancellations due to inclement weather conditions is provided via the Temple Hotline (215.204.1975), the Temple website (http://www.temple.edu), or on the following radio stations: KYW, WDAS, WIOQ, WPEN, WUSL, and WRTI (code number 2101). I may opt to hold an online live session via WebEx if the Main Campus is closed due to weather.
