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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 305-2"
COURSE NAME: "Market and Marketing Research"
SEMESTER & YEAR:
Spring 2024
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SYLLABUS
INSTRUCTOR:
Angelo Baccelloni
EMAIL: [email protected]
HOURS:
TTH 3:00 PM 4:15 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. It discusses the tools and techniques for gathering, analyzing, and using data to aid marketing decision-making. The course covers topics such as problem definition, research design formulation, measurement, research instrument development, sampling techniques, data collection, data analysis and interpretation, and presentation of research findings. Students learn how to develop 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:
In this course, students will understand the uses of marketing research and learn how to design the process from defining the problem and establishing research objectives to analyzing and interpreting data and information about the needs, wants, preferences, and behavior of consumers.
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LEARNING OUTCOMES:
In this course students will learn to:
• Define marketing research and the major types of research design
• Recognize the benefits of adopting qualitative vs. quantitative marketing research and primary vs. secondary data
• Design and execute a marketing research project, including defining the problem, establishing research objectives, determining research design and methods of assessing data, designing data collection, and analyzing data
• Write a final marketing research report
• Improve both interpersonal skills and responsibility as a team member by agreeing on individual deadlines, sharing work equally within the group, and cooperating respectfully
• Develop stronger people skills through data collection and interaction with both student and non-student respondents
• Conduct statistical analyses of data with statistical software
• Clearly and unambiguously communicate information, ideas, problems, solutions and conclusions to clients
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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Midterm exam | | 25% |
| Midterm presentation | | 25% |
| Final exam | | 20% |
| Final presentation | | 25% |
| In-class participation | | 5% |
-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
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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 1 |
CLASS 1 |
Introduction to Marketing and Marketing Research |
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CLASS 2 |
The marketing research process |
| WEEK 2 |
CLASS 3 |
Research Design |
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CLASS 4 |
Exploratory Research Design: Secondary Data |
| WEEK 3 |
CLASS 5 |
Exploratory Research Design: Qualitative Research |
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CLASS 6 |
Research Lab: Data Preparation in Excel |
| WEEK 4 |
CLASS 7 |
Causal Research |
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CLASS 8 |
Research Lab: Literature Review in R |
| WEEK 5 |
CLASS 9 |
Measurement and Scaling |
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CLASS 10 |
Research Lab: Qualitative Research and Nvivo |
| WEEK 6 |
CLASS 11 |
Questionnaire Design |
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CLASS 12 |
Research Lab: Online Questionnaire Tools |
| WEEK 7 |
CLASS 13 |
Customer-Driven Marketing Strategy |
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CLASS 14 |
Research Lab: Online Questionnaire Tools |
| WEEK 8 |
CLASS 15 |
Sampling Design and Procedure |
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CLASS 16 |
Exploratory Data Analysis |
| WEEK 9 |
CLASS 17 |
Research Lab: SPSS/R: Exploratory Analysis (I/II) |
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CLASS 18 |
Research Lab: SPSS/R: Exploratory Analysis (II/II) |
| WEEK 10 |
CLASS 19 |
Factor Analysis |
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CLASS 20 |
Hypothesis Testing: T-test |
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Break |
Spring Break |
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Break |
Spring Break |
| WEEK 11 |
CLASS 21 |
Research Lab: SPSS/R - Hypothesis testing |
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CLASS 22 |
Research Lab: SPSS/R - Hypothesis testing |
| WEEK 12 |
CLASS 23 |
Analysis of Variance |
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CLASS 24 |
Research Lab: SPSS/R - ANOVA/MANOVA |
| WEEK 13 |
CLASS 25 |
Regression analysis |
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CLASS 26 |
Research Lab: SPSS/R - Regression analysis |
| WEEK 14 |
CLASS 27 |
Mediation and moderation analysis |
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CLASS 28 |
Report predisposition and Data reporting: APA format |
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Final Exam |
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