Syllabus in Marketing Research, Page 1 of 5

The Fisher Valley College No. 5, M. L. Quezon St., Hagonoy, Taguig City Phase 2, Bgy. Pinagsama, Taguig City Phone: 839-1903/394-6695 Website: www.fishervalleycollege.edu.ph _____________________________________________________________________________

COURSE SYLLABUS
1st Semester, A.Y. 2013-2014

COURSE TITLE : MARKETING RESEARCH COURSE CREDITS : 3 units PRE-REQUISITES : Principles of Marketing; Statistics CLASS SCHEDULE : Thursday, 10:00-1:00 CLASS WEBSITE : http://tfvc2014.weebly.com COURSE INSTRUCTOR: Marlon B. Raquel CONTACT NUMBER : 839-1903 (Main Campus) EMAIL ADDRESS : raquel.marlon@yahoo.com

COURSE DESCRIPTION: This course deals with the study of the planning, collection and analysis of data relevant to marketing decision making and communicating the results of this analysis to management. It further deals with the function which the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance and improve understanding of marketing as a process.

LEARNING OBJECTIVES: At the end of the semester, the student should be able to: 1. Discuss what market research is and how, why, and when it's useful; 2. Identify a range of market research tools (e.g., focus groups, interviews, surveys), consider their strengths and weaknesses, and discuss when it would (and wouldnt) make sense to use each; and 3. Use these tools to solve business problems and craft business strategies.

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COURSE OUTLINE: 1ST WEEK 2ND WEEK INTRODUCTION Course Orientation and Discussion of Syllabus Introduction to Marketing Research The Research Process Submit a description of your research topic for approval (two paragraphs). 3RD WEEK Exploratory Research Design Secondary Data, Interviews, Focus Groups, Projective Techniques Bring printouts of researches (as many researches as you can find) on the topic you have chosen (foreign and local). 4TH WEEK Descriptive Research Design Survey Design, Sampling Considerations, Observation Submit Chapter 1: Introduction

5TH WEEK

PRELIMINARY EXAMINATION
Submit Chapter 2: Review of Related Literature At least five (5) researches conducted in other countries At least two (2) researches in the Philippine setting

6TH WEEK

Case Study Discussion Submit your questionnaire.

7TH WEEK

Causal Research Design Experimentation Submit your research design.

8TH WEEK

Sources and Methods of Data Collection Submit Chapter 3: Data and Methodology

9TH WEEK

Data Analysis I SPSS Software Submit SPSS lab outputs.

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10TH WEEK
11TH WEEK 12TH WEEK

MIDTERM EXAMINATION

Data Analysis II SPSS Software Case Study Discussion Submit SPSS lab outputs.

13TH WEEK

Guest Speaker Submit Chapter 4: Data Presentation and Analysis

14TH WEEK
15TH WEEK

PRE-FINAL EXAMINATION

How to Conduct Cost-Effective Research Submit Chapter 5: Summary, Conclusion, and Recommendations

16TH WEEK 17TH WEEK

Research Day Submit a draft of your Marketing Research. Group Project Presentations

18TH WEEK

FINAL EXAMINATION

Submit the final version of your Marketing Research. COURSE REQUIREMENTS AND GRADING SYSTEM: The College issues two grades for the semester midterm grade and final grade as per Article X, Section B of the College Student Handbook. I will be using the following grading system in the computation of your grades. Midterm Grade: Marketing Research (Chapters 1-3) Midterm Exam SPSS lab assignments Online Assignments Final Grade: 30% Midterm Grade 30% Marketing Research/Oral Presentation 20% Final Exam 20% SPSS lab assignments 100% Online Assignments

40% 20% 20% 10% 10% 100%

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Major Examinations: Four major examinations are usually given throughout the semester. These are prelim, midterm, pre-final, and final exams. However, in this class, prelim and pre-final exams will not be administered. In lieu of these exams, you are required to submit Chapters 1-3 (Prelim) and Chapters 4-5 (Pre-final). For midterm and final exams, a combination of multiple-choice questions (MCQ), essay questions, and other types of tests will be given. The examinations will be conducted during examination weeks. Each exam is equivalent to 100 points. The passing score is 50 points. I will be using the following formula in determining the equivalent percentage for your scores: Grade = (Score /No. of Items) x 50 + 50 Parts of a Marketing Research Paper: Chapter I INTRODUCTION Background of the Study Statement of the Problem Conceptual Framework Theoretical Framework Significance of the Study Scope and Limitation of the Study Definition of Terms REVIEW OF RELATED LITERATURE Foreign Literature Local Literature DATA AND METHODOLOGY Research Design Population Frame and Sampling Size Research Instrument Data Gathering Procedure Data Processing Statistical Treatment of Data DATA PRESENTATION AND ANALYSIS Presentation of Results Analysis and Interpretation of Data SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS Summary of Findings Conclusion Recommendations for example, (50/100) x 50 + 50 = 75%

Chapter II

Chapter III

Chapter IV

Chapter V

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SPSS lab assignments: 1st lab assignment: 1. Introduction to SPSS software 2. Set up a code book and data file 3. Learn descriptive statistics 4. Learn how to do basic graphs 2nd lab assignment: 1. Do cross-tabs and use chi-square 2. Run one-way ANOVA 3. Use Pearson correlation 4. Other statistical analysis Online Assignments: An assignment will be given every two weeks. You need to visit our class website at www.tfvc2014.weebly.com for instructions and details. Please be reminded of the deadlines of submission. To avoid the rush, submit your answers BEFORE the deadline, NOT on the due date of submission. I will inform you in class once the questions are posted online. Answers submitted through email or handed down to me in class (printed copy) will not be credited. All answers need to be submitted on the website itself. Familiarize yourself with computers, websites, and other technology-based stuff. You are provided with internet card by the school which is included in your school fees. Visit the Computer Laboratory for available time so that you can do your assignments if you dont have your own computer and internet. Also, you need to have an email account and a Facebook account because you will use them during the submission of your online assignments. Attendance: While attendance is not a component of your grade, your attendance will be checked regularly. You need to affix your signature on the attendance sheet that will be provided to you before the class discussion starts. Please take note that the maximum allowable absences are four (4) sessions only. On your fifth absence, you will be dropped from this course regardless of the reason for absence EXCEPT if you or your family member is sick. In this case, you need to present a medical certificate.

REFERENCE: No textbook is required in this course. Please feel free to utilize any book in marketing research. Newspapers, video materials, etc .