BAN 705- Marketing Research

3-0-3- First Semester
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Course Description

The course aims to provide students an understanding of marketing research. The objective of the course is to make students to learn and enhance “information gathering activity” that is intended to guide strategic and/or operational marketing decisions regarding target markets, competitive strategies, product, price, place (distribution) or promotion. Another objective of this course is to discuss the nature and scope of marketing research and explain its role in decision support systems. The students will understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs.

Course Outcomes

Upon completion of this course, the student will be able to:

  1. Write a management decision problem and a marketing research problem
  2. Differentiate and discuss a management decision problem and a marketing research problem
  3. Collect secondary data and refine a marketing research problem
  4. Create a strategy for increasing survey response rates
  5. Create and conduct a small survey, applying a wide range of survey, scale and questionnaire techniques.
  6. Recommend the best sampling technique for different cases

BAN Learning Outcomes:
Upon completion of this course, the student will be able to:

  1. Define a management problem into a feasible research question.
  2. Use appropriate key concepts and methods (both qualitative and quantitative)
  3. Integrate and consolidate different sources of data and information
  4. Identify relevant business findings and insights and the biases and limitations of marketing data
  5. Evaluate the credibility of secondary sources of marketing and business information
  6. To make effective use of the statistical software packages to conduct statistical analyses and interpret the output
Prerequisites

None

Required Text(s) and Materials

  • Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010.
  • J. Paul Peter and James Donnelly, Jr , A Preface to Marketing Management,15th Edition, McGrawhill, 2019.
  • The instructor can provide articles, case-studies and reading materials related to the couse when needed.

Assessment Method(s) and Evaluation

Grade for the course will be based on the following:

Assesment Weight Submission
Mid-term 25% Multiple Choice Exam plus short essay
Project 25% Soft Copy plusTurnitin
Quizzes 20% Multiple Choice Exam
Final Exam 30% Multiple Choice Exam plus short essay
TOTAL 100%
Mid-Term Exam: The mid-term exam is 25% of the final average. The mid-term exams will be administered by means of the portal on the scheduled date. The exam consists of multiple choice questions and short work problem. There will be 1.5 hours to complete it.
Final Exam: The final exam is 30% of the final average: A comprehensive final exam will be administered by means of the portal on the scheduled date. The comprehensive final exam consists of multiple choice questions and short work problem. There will be 1.5 hours to complete it.
Project: This is 20% of the final average, The objective of the project is to provide you with experience in applying the concepts and methods of marketing research to a real marketing research problem Please get approval of your research problem before you invest major time and resources in your project. It is expected that the problem be relevant to marketing and that it will require a field research strategy that involves primary data gathering. Projects will have to be of a descriptive variety where the research questions are well formulated. Research Proposal (due week 7): The proposal should cover the research purpose, research objectives, hypotheses, plans for data collection and analysis, and explain how the client will benefit from your research. The Project and the final report (due week 16) should focus on how the client can use the results of the research for decision-making and strategy. The project will be evaluated based on the Exploratory Research, Questionnaire, and Final Report. In the ouline of the final report is required as follows: the research objective, analysis and interpretation of data and the recommendation.
Quizzes: 4 mini quizzez (worth 5% each ) will be conducted from the sessions These quizzez tests will test your knowledge of the textbook chapters and are composed of 15 multiple-choice questions. The quizzez will be given after every three sessions. The students should follow their portal to learn the exact date of the quizzez. There will be no make-up the quiz.

Policy on Make- ups: Make-up examinations to midterm and final exams can be administered to students with excused absences. Excused absences include death in the immediate family, University sponsored trips or critical illness. Verification is required and permission to miss an examination must be secured PRIOR TO the scheduled examination time. If this condition is not met, a zero will be given for the missed exam.

Grading
Grading Scale
Grade Quality Points
A = Excellent 90 – 100%
B = Good 80 – 89%
C = Satisfactory 70 – 79%
D = Passing 60 – 69%
F = Failing below 60%

Incompletes- I
Incompletes (I) demonstrate that a student was doing sufficient work at the end of a semester period but, for reasons beyond the control of the student, was unable to complete all requirements of the course in the related semester. The grade I obliges student to complete all course requirements within a time period that is specified by the instructor. This time period can’t exceed one academic calendar year from the end of the semester in that the grade I is assigned. The students has to arrange with the course instructor in order to complete all course requirements in a specified time period. If all course requirements are not completed by the students in a specified time period, I is changed to the grade F, unless the instructor has assigned a different grade.

Withdrawals-W
Students may withdraw from courses following the drop and add period until mid-term by completing the withdrawal process on the portal. A grade of "W" will appear in the student's official records if the student has withdrawn according to the SFU’s Withdrawal Policy. (Please see the SFU’s Withdrawal Policy for details.)

Attendance Policy

The regulations for attendance of Suje Florida University will be applied for the course.

Academic Integrity

Academic integrity is the responsibility of all Suje Florida University faculty and students. Cheating and plagiarism are not tolerated and will result in a failing grade, if the student is found guilty of cheating. Students are responsible for knowing and abiding by the Academic Integrity Policy. All students are expected to do their own work and to uphold a high standard of academic ethics.

Course Expectations
  1. Students are expected to read assigned material prior to lecture and participate in discussions and activities.
  2. Log on at least three times a week – on different days in order to completely weekly assignments, assessments, discussions and/or other weekly deliverables as directed by the instructor and outlined in the syllabus.
  3. Participate in the weekly threaded discussions, this means that, in addition to posting a response to the thread topic presented, students are expected to respond to each other and comment and questions from the instructor and/or other students.
  4. Check your e-mail often.
  5. Communications with the instructor should be via University portal or the phone numbers listed above. Email is preferred.
  6. You should access and be familiar with the online assistance available to help you with program courses. Links to Student Information and Student Resources can be found on the … website.
  7. It is your responsibility to ensure you are registered throughout the course. Work out problems in registration directly with the Registrar’s Office.
Tentative Detailed Course Content and Recommended Readings
Week Topic Recommended Reading(s) Assesment due this period
1 Introduction to Marketing Research Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 1 , p.34
2 Defining the Marketing Research Problem and Developing an Approach. Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 2 , p.66
3 Research Design Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 3 , p.100 QUIZ 1 Chapters 1-3
4 Exploratory Research Design: Secondary Data Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 4, p.130
5 Exploratory Research Design: Qualitative Research Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 5, p.168
6 Descriptive Research Design: Survey and Observation Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 6 , p.208 QUIZ 2 Chapters 4-6
7 Measurement and Scaling: Fundamentals and Comparative Scaling Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 7, p.248 Resarch Proposal(Project)
8 Mid-Term
9 Measurement and Scaling: Non-comparative Scaling Techniques Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 8 , p.280
10 Questionnaire and Form Design Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 9 , p.304
11 Sampling: Design and Procedures; Field Work & Data Preparation Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 10-14, p.332 QUIZ 3 Chapters 7-9
12 Frequency Distribution, Cross-Tabulation, And Hypothesis Testing Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 15 , p.368
13 Analysis Of Variance And Covariance ; Correlation And Regression Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 16-17, p.402
14 Discriminant Analysis, Factor Analysis, Cluster Analysis Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 18-20p.600 QUIZ 4 Chapters 10-14
15 Report Preparation Naresh K. Malhotra, Marketing Research an Applied Orientation, 6th Edition, Prentice Hall International Editions, 2010., Chapter 22 , p.758
16 Final Exam Final Report (Project)
Student Opinion of Instruction

At the end of the term, all students will be expected to complete an online Student Opinion of Instruction survey that will be available on portal. Students will receive an email notification through their VSU email address when the SOI is available. SOI responses are anonymous to instructors/administrators. Instructors will be able to view only a summary of all responses two weeks after they have submitted final grades.

Title IX Statement

Suje Florida University is committed to creating a diverse and inclusive work and learning environment free from discrimination and harassment. Discrimination on the basis of race, color, ethnicity, national origin, sex (including pregnancy status, sexual harassment and sexual violence), sexual orientation, gender identity, religion, age, national origin, disability, genetic information, or veteran status, in the Suje Florida University's programs and activities is prohibited as required by applicable laws and regulations such as Title IX. The individual designated with responsibility for coordination of compliance efforts and receipt of inquiries concerning nondiscrimination policies is the University's Title IX Coordinator.

Access Statement

Students with disabilities who are experiencing barriers in this course may contact the Access Office for assistance in determining and implementing reasonable accommodations.