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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 305"
COURSE NAME: "Market and Marketing Research "
SEMESTER & YEAR: Fall 2019
SYLLABUS

INSTRUCTOR: Alina Sorgner
EMAIL: [email protected]
HOURS: MW 3:00-4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS:
PREREQUISITES: Prerequisite: MKT 301; Recommended: MA 209
OFFICE HOURS:

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.
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 analysis and interpretation, big data analytics in marketing research, and communication of market research findings.
LEARNING OUTCOMES:
In this course students will learn to:

- translate a marketing problem into a feasible research question
- design and execute a marketing research project
- using appropriate qualitative and quantitative market research techniques
- using statistical software to build, analyse and present a set of data
- write a critical assessment report on research findings
- communicate research results
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Exploring Marketing ResearchBabin, B. and Zikmund W.Cengage Learning978-1-305-26380-2  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Class participation 10%
Midterm presentation 10%
Endterm presentation 10%
Final exam 20%
Group project report 30%
Midterm exam 20%

-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 evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference 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:
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.
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.
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.

SCHEDULE

Week 1

Introduction to Marketing Research. The Role of Marketing Research. The Marketing Research Process.

Week 2

Designing Research Studies. Assessing Research Tools. Secondary Data Research

Week 3

Qualitative Research Tools.

Week 4

Survey Research Techniques.

Week 5

Observational and Experimental Research

Week 6-7

Measurement Scales and Attitude Measures. Questionnaire Design. Project Development Workshop.

Week 8

Sampling Designs and Sampling Procedures.

Weeks 9-10

Basic Data Analytics. Descriptive Statistics. Data Visualization. Hypothesis Testing in Marketing Research. Multivariate Data Analysis

Weeks 11-12

Analysis of a Marketing Research Study. Quiz.

Weeks 13-14
Group presentations. Course Review.