MKT 33403:
Marketing Research
Spring 2014
Tues. & Thurs. 1:00-2:15
Bob Evans Farms Hall 115
Professor: Dr. Wesley Thoene
Phone: (740)245-7347
E-mail:
Office: Bob Evans Farms Hall 239
Office Hours: Mon., Wed. & Fri. 11:30-12:20; Tues.& Thurs. 12:45-1:00 and 2:15-3:00;
and by appt. (I’m here every day)
Office Fax: 740.245.7432
Website: http://faculty.rio.edu/wthoene
TEXTBOOK AND OTHER REQUIRED MATERIALS:
Brown, T. J., & Sutter, T. MR. 2008.
COURSE OBJECTIVES:
Students will learn how to use research as a tool for decision making. To this extent, the following topics will be covered: planning research projects; design, measurement, experimental and non-experimental techniques; analysis and interpretation of data; and reporting of research results. Situation and data analysis skills are developed through lectures, cases, field projects, and computer applications.
GRADING POLICIES/TESTING/ASSIGNMENTS/ATTENDANCE/EXPECTATIONS
Grade calculation % of Grade Grading Scale
Participation 10% A = 90 - 100%
Marketing Project I 10% B = 80 - 89%
Marketing Project II 25% C = 70 – 79%
Midterm Exam 22% D = 60 - 69%
Final Exam 30% F = <60%
Participation:
Participation will be measured through both attendance, the quality of comments students make in the classroom, and completion of homework. Students are advised to read the assigned chapters before coming to class in order to be prepared for classroom discussion.
Marketing Project I
This project requires you to conduct marketing research using the resources available to you. A worksheet will be distributed which asks specific questions regarding a market- the same type of information you may be asked to find as marketers. This project is to be completed individually.
Marketing Project II
For this project, teams consisting of three students will be required to select a marketing issue and conduct a research project which seeks to resolve the issue. Each group will be responsible for discussing any previous research (if applicable), writing and distributing a survey, analyzing the results, and providing recommendations. The survey should be included with the report as an appendix. The final report should be at least 10 pages in length. Grades will also be assigned according to the report’s neatness, spelling, and visual appearance. In addition, groups should be prepared to present their findings to the class during finals week.
Examinations
The midterm and final exams will be multiple-choice in structure and each will contain thirty-three questions. The following is a tentative schedule for the course. Please note that these dates are subject to change, and that such changes will be announced in class.
Date / Class / Topic / MaterialJan 14 / #1 / Course Overview
Jan 16 / #2 / Marketing Research Overview / ∙ Chapter 1
Jan 21 / #3 / Marketing Research Overview / ∙ Chapter 1
Jan 23 / #4 / The Research Question / ∙ Chapter 2
Jan 28 / #5 / Exploratory, Descriptive, and Causal Research / ∙ Chapter 3
Jan 30 / #6 / Exploratory, Descriptive, and Causal Research / ∙ Exploratory Workshop
Feb 4 / #7 / Secondary Data Resources / ∙ Chapter 4
Feb 6 / #8 / Secondary Data Resources / ∙ Chapter 4: Research Activity
Feb 11 / #9 / Primary Research: Observation / ∙ Chapter 5
Feb 13 / #10 / Primary Research: Observation / ∙ Chapter 5
Feb 18 / #11 / Primary Research: Communication / ∙ Chapter 6
Feb 20 / #12 / Primary Research: Communication / ∙ Chapter 6
Feb 25 / #13 / Asking Good Questions / ∙ Chapter 7
Feb 27 / #14 / Midterm Review
Mar 4 / #15 / Midterm Exam
Mar 6 / #16 / Designing the Questionnaire / ∙ Chapter 8
Mar 11 / #17 / No Class- Spring Break
Mar 13 / #18 / No Class- Spring Break
Mar 18 / #19 / Designing the Questionnaire / ∙ Chapter 8
Mar 20 / #20 / Developing the Sampling Plan / ∙ Chapter 9
Mar 25 / #21 / Developing the Sampling Plan / ∙ Chapter 9
Mar 27 / #22 / Data Collection / ∙ Chapter 10
Apr 1 / #23 / Data Collection / ∙ Chapter 10
Apr 3 / #24 / Data Preparation / ∙ Chapter 11
Date / Class / Topic / Material
Apr 8 / #25 / Data Preparation / ∙ Chapter 11
Apr 10 / #26 / No Class- AMA New Orleans Conference
Apr 15 / #27 / Analysis & Interpretation: Individual Variables / ∙ Chapter 12
Apr 17 / #28 / Analysis & Interpretation: Individual Variables / ∙ Chapter 12
Apr 22 / #29 / Analysis & Interpretation: Multiple Variables / ∙ Chapter 13
Apr 24 / #30 / Analysis & Interpretation: Multiple Variables / ∙ Chapter 13
Apr 29 / #31 / The Research Report / ∙ Chapter 14
May 1 / #32 / Review for Final
TBA / #32 / Final Exam/ Project Due
ADA POLICY: If a student wishes to be identified as having a physical, mental, or learning disability, that may or may not require reasonable accommodation(s), he/she must register with the Office of Accessibility. These registered students should identify themselves to their instructors and provide a written statement from the Accessibility Office that indicates the appropriate accommodations. The process of a student self-proclaiming the need for accommodation should occur as early in the semester as possible. The Office of Accessibility phone is 245-7339 and is located in Rhodes Hall, Room 116, University of Rio Grande.
FERPA: The University of Rio Grande and Rio Grande Community College are committed to fully respecting and protecting the rights of students under the Family Educational Rights and Privacy Act (FERPA). These rights generally include the right to inspect, review and seek amendment to the student's education records and the right to provide written consent before personally identifiable information from education records is disclosed. Under FERPA, students have the right to file a complaint with the US Department of Education concerning alleged failures to comply with FERPA. Please see the Student Records Confidentiality/Rights Under FERPA section of the Student Handbook for details and more information.
ACADEMIC DISHONESTY: Standard university policies, as described in the Student Handbook, apply.
WITHDRAWAL: Refer to Student Handbook
** This syllabus is not to be construed as a contract with the
student and may be subject to change**
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