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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 305-2"
COURSE NAME: "Market and Marketing Research"
SEMESTER & YEAR:
Spring 2018
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SYLLABUS
INSTRUCTOR:
Ian Roberts
EMAIL: [email protected]
HOURS:
MW 11:30-12:45 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
PREREQUISITES:
Prerequisite: MKT 301; Recommended: MA 209
OFFICE HOURS:
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COURSE DESCRIPTION:
This course covers the basic methods and techniques of marketing research. Discusses the tools and techniques for gathering, analyzing, and using information to aid marketing decision- making. Covers topics such as problem definition, research design formulation, measurement, research instrument development, sampling techniques, data collection, data interpretation and analysis, and presentation of research findings. Students choose a marketing research project, formulate research hypotheses, collect primary and secondary data, develop a database, analyze data, write a report, and present results and recommendations.
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SUMMARY OF COURSE CONTENT:
This course addresses
the questions of when and how organizations should gather marketing intelligence
for marketing decision making and covers topics such as problem definition,
research design formulation, measurement, research instrument development,
sampling techniques, data collection, data interpretation and analysis, and
presentation of research findings.
The course is
a comprehensive, practical presentation of the field of marketing research as an
aid to managerial decision making. Accordingly, it is designed for prospective
users of research results (i.e. aspiring marketing managers) rather than for specialists
in marketing research. The rationale for potential users to study the
"how" of marketing research is twofold. Firstly, the more one is aware of the tools of marketing research
and their strengths and limitations, the more realistic will be the demands
placed upon those responsible for the marketing research function. Secondly, the more one knows of
proper marketing research procedure, the better one will be able to judge the
quality of the performance of the marketing research specialist(s), and
thereby, the degree to which one may rely on the results.
Following an
introduction to qualitative and quantitative research methods, students form
teams and choose a marketing research project, formulate research hypotheses,
collect secondary and primary data, develop a database, analyze data, write
a report, and present findings and recommendations.
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LEARNING OUTCOMES:
In this course students will learn to:
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Translate a marketing problem into a feasible research
question
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Design and execute a basic survey research project
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Develop skills in focus group interviewing
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Design questionnaires
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Using appropriate qualitative and quantitative market
research techniques
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Use the business world's most ubiquitous spreadsheet package, Excel, to build, analyse and present a set of data
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Write an critical assessment report on research findings
using cross-tabulated data
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Present research results
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TEXTBOOK:
Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
Exploring Market Research (International Student Edition) | Zikmund and Babin | Southwestern Cengage | 10-0-324-78861-4 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
Class participation | | 10% |
Quiz 1 | | 10% |
Quiz 2 | | 10% |
Final exam | | 20% |
Group project report | | 30% |
Group project presentations | | 10% |
Homework assignments | | 10% |
-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course. BThis is highly competent level of performance and directly addresses the question or problem raised. There is a demonstration of some ability to critically evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments. CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings. DThis level of performances demonstrates that the student lacks a coherent grasp of the material. Important information is omitted and irrelevant points included. In effect, the student has barely done enough to persuade the instructor that s/he should not fail. FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:
Students
are allowed three absences
during the semester for whatever reason. There is no need to justify these
three absences and they will have no effect on the final grade. Every additional absence after that, for whatever reason, will lower the student’s final grade by one grade level (e.g., a final grade of a B+ would be
lowered to a B and so on).
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ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic
dishonesty will receive a failing grade on the work in which the dishonesty occurred.
In addition, acts of academic dishonesty, irrespective of the weight of the assignment,
may result in the student receiving a failing grade in the course. Instances of
academic dishonesty will be reported to the Dean of Academic Affairs. A student
who is reported twice for academic dishonesty is subject to summary dismissal from
the University. In such a case, the Academic Council will then make a recommendation
to the President, who will make the final decision.
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STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap.
Students with approved accommodations must inform their professors at the beginning
of the term. Please see the website for the complete policy.
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SCHEDULE
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Week |
Day |
Date |
Topics |
Reading |
Homework Assignments |
1 |
Mon |
15/01/18 |
Data and Intelligence |
Ch. 1 |
Q 10 & research activity 1 |
Wed |
17/01/18 |
The Marketing Research Process |
Ch. 3 |
Qs 1, 4, 6, 12; Case 3.1 |
2 |
Mon |
22/01/18 |
Research Proposal |
Ch. 5 |
Qs 5, 6,10 |
Wed |
24/01/18 |
Assessing Research Tools |
10, 11, 12 |
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3 |
Mon |
29/01/18 |
Qualitative Research Tools |
Ch. 6 |
Qs 1, 2, 3, 7, 10, 14 |
Wed |
31/01/18 |
Secondary Data |
Ch. 7 |
Qs 1, 4 |
4 |
Mon |
05/02/18 |
Surveys |
Ch. 8 & 9 |
Ch. 8: Qs 2, 3, 5, 6, 9, 11. Ch 9: Qs 1, 2, 3, 4, 12 |
Wed |
07/02/18 |
Ethical Issues in Marketing Research |
Ch. 4 |
Qs 2, 4, 13, 17, 20 |
5 |
Mon |
12/02/18 |
Measurement Scales |
Ch. 13 |
Qs 1, 2, 6, 8 |
Wed |
14/02/18 |
Quiz 1 |
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Fri |
16/02/18 |
Attitude Measurement |
Ch. 14 |
Qs 1, 2, 3, 4, 10, 13 |
6 |
Mon |
19/02/18 |
Questionnaire Design |
Ch. 15 |
Qs 2, 3, 4, 11, 19, 22. Research activity 1J |
Wed |
21/02/18 |
Sampling and Sample Size |
Ch. 16 |
Qs 2, 3, 6, 8, 9, 10, 11 |
7 |
Mon |
26/02/18 |
Research Report (Written and Oral) |
Ch. 20 |
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Wed |
28/02/18 |
Descriptive Statistics (Excel workshop) |
Ch. 17 |
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8 |
Mon |
05/03/18 |
Descriptive Statistics (Excel workshop) |
Ch. 17 |
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Wed |
07/03/18 |
Fieldwork |
Ch. 18 |
Qs 5, 6, 7, 10, 16, 17 |
9 |
Mon |
12/03/18 |
Editing and Coding |
Ch. 19 |
Qs 1, 2, 4, 5 |
Wed |
14/03/18 |
Quiz 2 |
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10 |
Mon |
19/03/18 |
Data Visualisation (Excel workshop) |
Ch. 20 |
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Wed |
21/03/18 |
Data Visualisation (Excel workshop) |
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11 |
Mon |
26/03/18 |
Hypothesis Testing (also in Excel) |
Ch. 21 |
Qs 1, 2, 3, 6, 9, 10, 11, 14, 16, 17 |
Wed |
28/03/18 |
Difference Between Two Variables (also in Excel) |
Ch. 22 |
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12 |
Mon |
09/04/18 |
Measures of Association (also in Excel) |
Ch. 23 |
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Wed |
11/04/18 |
Professional presentations |
Ch. 25 |
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13 |
Mon |
16/04/18 |
Review |
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Wed |
18/04/18 |
Team presentations |
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Team Project due |
14 |
Mon |
23/04/18 |
Team presentations |
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