Marketing Research (MKT 319)

1:00-1:50 PM

Mondays, Wednesdays, and Fridays


3 cr.



Drew Martin, Ph.D.

Office Hours:

Mondays, Wednesday, and Fridays 9:00-10:30 AM, or by appointment






Basic Marketing Research, 2nd E., by Naresh K. Malhotra and Mark Peterson (Prentice Hall, 2006)


Course Description:


An overview of the marketing research process as part of an organization's decision support systems. Topics include research design, attitude measurement, along with data sources, collection and analysis of a real-world marketing research project. Prerequisites: MKT 310 and QBA 260.

Course Objectives:


This course’s purpose is to learn how to plan and to implement a marketing research project. Upon successful completion of this class, course participants will have a working knowledge of the following.



To conduct a marketing research project from start to finish.



To design research to fit a variety of marketing problems.



To learn how to analyze marketing data using Excel.



To interpret statistics and to make judgments about data.



To learn more about marketing and consumer behavior by conducting research.

Measurements of Success:


Excel Homework - 20%



Five assignments are designed to reinforce your understanding of using the statistics package on Excel and interpret results.  Written answers and analyses printouts are due by the beginning of the class session that they are discussed.  All word processed homework should be printed out on white paper and brought to class on the due date.


Individual Homework Assignments -15%



Two assignments help design your final project.  The first assignment is a short literature review (10%) that leads to developing hypotheses for your final project.  The second assignment is to create a draft survey instrument (5%).


Examinations – 30%



Two equally weighted examinations are schedule during the term.  Prior to the exams, comprehensive study guides will be available to assist in preparation. 


Final Project - 30%



Course participant’s final project is a marketing research study for a local client. This project includes problem definition, research design, data collection, statistical analyses, and a written analysis.  The report is due May 11 by noon. Early assignments gladly are accepted.


Participation/Preparation - 5%



Course participants need to be prepared to discuss the assigned materials. If class attendance wanes or the instructor feels most students are not adequately prepared, unannounced quizzes will be given. Students not comfortable speaking during class can earn participation credit by sending comments or questions to the instructor prior to the day that the assigned topic is discussed.


Grading Scale:


Based on the total number of points for the class, grades will be assigned on the following scale.





















Below 60%


Class Policies:


The instructor reserves the right to modify any of the material in the Syllabus and Class Schedule with sufficient notice given to course participants.


Each student is responsible for obtaining all handouts, announcements, and schedule changes.


This course has no provisions for make-up examinations or extra credit.


Class starts on time; please be punctual.


Important class announcements may be communicated by e-mail—check your UHH e-mail account regularly.

IMPORTANT REMINDER: Students are responsible for submitting their own work. Students who cooperate on oral or written examinations or work without authorization share the responsibility for violation of academic principles and the students are subject to disciplinary action even when one of the students is not enrolled in the course where the violation occurred.

Note. Any student with a documented disability who would like to request for accommodations should contact the University Disability Services Office (933-0816 (Voice), or 933-3334 (TTY), uds@hawaii.edu, Hale Kauanoe (A Wing Lounge), as early in the semester as possible.

Kilohana, the Academic Success Center, provides academic support opportunities for all UH Hilo students to foster their development into independent, self-motivated learners.  Students visiting Kilohana have access to subject-specific and academic skills tutoring from UHH students selected for their academic achievement and dedication to helping others succeed.  Kilohana is located on the lower level of the Mookini Library and on the web at http://hilo.hawaii.edu/kilohana/.

Advising is a very important resource designed to help students complete the requirements of the University and their individual majors.  Students should consult with their advisor at least once a semester to decide on courses, check progress towards graduation, and discuss career options and other educational opportunities provided by UH Hilo.  Advising is a shared responsibility, but students have final responsibility for meeting degree requirements.  Please feel free to contact the Advising Center at ext. 7776 if you have any questions or concerns.


UH Hilo Sexual Assault Policy:  UH Hilo provides confidential assistance for victims of sexual assault. Counseling Services on--campus and the YWCA Sexual Support Services off-- campus offer guidance regarding medical assistance and emotional help and can discuss options for reporting sexual assaults to law enforcement.  All conversations are private and confidential.  The UH Hilo Sexual Assault Policy can be found at: http://hilo.hawaii.edu/uhh/vcsa/documents/UHHSexualAssaultPolicy.pdf


For assistance during the day, contact UH Hilo Counseling Services at (808) 932-7465; or, after hours and on weekends, contact the YWCA Sexual Assault Support Services at (808) 9350677.


Copyright © 2011-15 Drew Martin

Questions and Comments to: drmartin@hawaii.edu

This document was last modified January 7, 2015