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COURSE NAME: "Market and Marketing Research "
SEMESTER & YEAR: Fall 2018

EMAIL: [email protected]
HOURS: MW 3:00PM - 4:15PM
PREREQUISITES: Prerequisite: MKT 301; Recommended: MA 209

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.

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.


In this course students will learn to: 

  • Translate a marketing problem into a feasible research question

  • Design and execute a basic survey research project

  • Develop skills in focus group interviewing

  • Design questionnaires

  • Using appropriate qualitative and quantitative market research techniques

  • Use the business world's most ubiquitous spreadsheet package, Excel, to build, analyse and present a set of data

  • Write an critical assessment report on research findings using cross-tabulated data

  • Present research results

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Exploring Marketing Research (International Student Edition)William G. Zikmund and Barry J. BabinSouth Western Cengage10-0-324- 78861-4  

Class participation 10%
Quiz 1 10%
Quiz 2 10%
Final exam 20%
Group project report 30%
Group project presentations 10%
Homework assignments 10%

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.


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).

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.
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.


Week  Day Date Topics  Reading Homework Assignments 
1 Mon 03/09/18 Data and Intelligence Ch. 1 Q 10 & research activity 1
Wed 05/09/18 The Marketing Research Process Ch. 3 Qs 1, 4, 6, 12; Case 3.1
2 Mon 10/09/18 Research Proposal Ch. 5 Qs 5, 6,10
Wed 12/09/18 Assessing Research Tools  
3 Mon 17/09/18 Qualitative Research Tools Ch. 6 Qs 1, 2, 3, 7, 10, 14
Wed 19/09/18 Secondary Data Ch. 7 Qs 1, 4 
4 Mon 24/09/18 Surveys Ch. 8 & 9 Ch. 8: Qs 2, 3, 5, 6, 9, 11. Ch 9: Qs 1, 2, 3, 4, 12
Wed 26/09/18 Ethical Issues in Marketing Research Ch. 4 Qs 2, 4, 13, 17, 20
5 Mon 01/10/18 Measurement Scales Ch. 13 Qs 1, 2, 6, 8
Wed 03/10/18 Quiz 1
6 Mon 08/10/18 Attitude Measurement  Ch. 14 Qs 1, 2, 3, 4, 10, 13
Wed 10/10/18 Questionnaire Design Ch. 15 Qs 2, 3, 4, 11, 19, 22. Research activity 1J
7 Mon 15/10/18 Sampling and Sample Size Ch. 16 Qs 2, 3, 6, 8, 9, 10, 11
Wed 17/10/18 Research Report Ch. 20  
8 Mon 22/10/18 Descriptive Statistics (Excel workshop) Ch. 17
Wed 24/10/18 Descriptive Statistics (Excel workshop) Ch. 17  
9 Mon 29/10/18 Fieldwork Ch. 18 Qs 5, 6, 7, 10, 16, 17
Wed 31/10/18 Editing and Coding Ch. 19 Qs 1, 2, 4, 5
10 Mon 05/11/18 Quiz 2  
Wed 07/11/18 Data Visualisation (Excel workshop) Ch. 20  
11 Mon 12/11/18 Data Visualisation (Excel workshop)  
Wed 14/11/18 Hypothesis Testing (also in Excel) Ch. 21 Qs 1, 2, 3, 6, 9, 10, 11, 14, 16, 17
12 Mon 19/11/18 Difference Between Two Variables (also in Excel) Ch. 22  
Wed 21/11/18 Measures of Association (also in Excel) Ch. 23  
13 Mon 26/11/18 Professional presentations Ch. 25  
Wed 28/11/18 Team presentations   Team Project due
14 Mon 03/12/18 Team presentations  
Wed 05/12/18 Review