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Schedule

Tuesdays and Thursdays

3 cr.

Instructor:

Drew Martin, Ph.D.

Office Hours:

Mondays and Wednesdays Fridays 8:30 to 10:00 AM; Tuesdays and Thursdays 2:00 to 3:00 PM, or by appointment

Telephone:

974-7553

Office:

K-255

Text:

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:

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

1.

To be able to conduct a marketing research project from start to finish.

2.

To design research to fit a variety of marketing problems.

3.

To learn how to analyze marketing data using SPSS (Statistical Package for Social Sciences)

4.

To interpret statistics and to make judgments about data.

5.

To learn the language of marketing research.

6.

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

Measurements of Success:

1.

Tests - 40% (2 @ 20% each)

Tests will be a combination of short answer and multiple choice questions. Questions will cover both assigned reading and lectures. Although the tests are not cumulative, the main themes will reoccur. Tests are scheduled on October 20 and December 13.

2.

Individual Homework Assignments -15%

Throughout the term, a computer lab projects will be assigned. Written answers to the assigned case questions will be due at the beginning of the class session that they are discussed.

3.

Group Research Report - 30%

Early in the term, course participants will form groups of approximately three students each. Each group will be assigned a client organization for the final project, a marketing research study. This project will include problem definition, research design, data collection, statistical analyses, and a written analysis of the results. The report is due by at the beginning of class on December 8. Early assignments gladly are accepted.

4.

Group Presentation - 5%

Each group will give a professional research presentation that highlights the findings of their research project. Class time is scheduled for this presentation at the end of the term; however, the exact day and time of the presentation will depend on the availability of the client organization.

5.

Participation/Preparation - 10%

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. For those students that are uncomfortable speaking during class, participation credit can be earned by sending comments or questions to the instructor prior to the day that the assigned topic is discussed in class.

Grading Scale:

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

A	93%+
A-	90-92%
B+	88-89%
B	83-87%
B-	80-82%
C+	78-79%
C	73-77%
C-	70-72%
D	60-69%
F	Below 60%

Class Policies:

1.

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

2.

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

3.

There are no provisions for make-up examinations or extra credit.

4.

Class starts on time. It is in your best interest to be punctual.

5.

Important class announcements may be communicated by e-mail. You are responsible for checking your UHH e-mail account regularly.