Course Description
Conceptual foundation of qualitative and quantitative marketing research, sampling theory, experimental design, and psychological scaling techniques, along with analytic skills using user-friendly data analysis software. Case analysis as well. Student develops application abilities through assignments and a course project. Prerequisite: Grade of C or better in MKT 320; major in ACCT, BADM, CARS, CYBE, CYMA, ECON, ECOS, ENTR, FINC, HTMT, HURM, INTB, ISSC or MKTG; Note: Students who have prior credit for ENT 422 may not take MKT 422 for credit.
Syllabus
Student Learning Outcomes, Goals, Objectives:
Students successfully completing this course will be able to:
- Create an appreciation of the function of marketing research as it is conducted by a firm, entrepreneurs or its consultants;
- Make the student an educated consumer of research by immersing them in the research process;
- Provide an overview of the research process: problem definition, secondary research, exploratory research, research design, sampling, data collection, analysis and reporting;
- Further the understanding and application of statistical techniques such as chi-square tests, t-tests, ANOVA, correlation, and regression to marketing research problems;
- Introduce the student to the use of SPSS for statistical analysis; and
- Apply conceptual knowledge in the analysis of case studies, homework, and test problems.
Course Grading Information:
| Activity/Performance Measure | Percentage/Points |
|---|---|
| Homework assignments (4, 10% each) | 40% |
| SPSS assignment (2 parts, 10% each) | 20% |
| Exam 1 (closed book) | 15% |
| Exam 2 (closed book) | 15% |
| Chapter quizzes (10, open book, 1% each) | 10% |
| Extra credit | up to 3% |
Grading Scale
| Percentage | Letter Grade |
|---|---|
| ≥ 93.0% | A |
| 90.0-92.9% | A- |
| 87.0-89.9% | B+ |
| 83.0-86.9% | B |
| 80.0-82.9% | B- |
| 77.0-79.9% | C+ |
| 73.0-76.9% | C |
| 70.0-72.9% | C- |
| 60.0-69.9% | D |
| <60.0% | F |
Attendance/Participation:
Regular attendance is expected and contributes to student success. Attendance will be recorded at each class meeting. Students may incur up to four (4) unexcused absences during the semester without penalty. Students are responsible for all course content, announcements, assignments, and requirements missed due to an absence. Excessive absences may result in referral through the university's early alert system and may negatively affect a student's ability to successfully complete the course.
Course Materials Purchased by the Students:
Marketing Research, by Burns and Veeck; Pearson Publishing, 9th Edition, ISBN 9780135636503.
Scholarly Perspectives
This course engages diverse scholarly perspectives to develop critical thinking, analysis, and debate and inclusion of a reading does not imply endorsement.