UOWD & aie of Wel Postgraduate Program Subject Out! Faculty of Business and Management http://my.uowdubai.ac.ae Subject Code: MARK977 Subject Name: Research for Marketing Decisions gong in. Dub Session: Autumn Year: 2010 Section: 4 LECTURE INFORMATION Day: Sunday Time: 6pm— 10pm Location: Block 14 Room 124 Lecturer’s Name: DR. DONELDA MCKECHNIE Building & Office No: Block 14 Office 1-21 E-mail Address: | DoneldaMcKechnie@uowcubsl.ac.ae SUNDAY 3PM-6PM; MONDAY 11AM—2.30PM; TUESDAY 3PM- 6PM; Consultation Days and Time: Subject Coordinator: Academic Program Director: 1 SuBJECT DESCRIPTION This is a subject that focuses on the role and practice of marketing research in marketing. Marketing research can be defined as the systematic collection, analysis and interpretation of data about market related and other consumer behavior, using research methods derived from the behavioral and social sciences. Marketing research is an important means through which all types of organizations can obtain reliable and valid information about their markets, customers or clients in order to inform their marketing related decisions. This subject will provide an overview of markeling research as an applied practice and will emphasize the practical aspects of doing research to meet client needs. It will cover the marketing research process beginning with client consultation and research design, as well as data collection, data analysis and report preparation 2 LEARNING OUTCOMES The overall aim of the subject is to provide participants with an understanding of all aspects of marketing research practice, Le. from research design through to the collection and analysis of data, so that they can become informed users of research findings, and are able to plan and conduct 2 marketing research study ‘On successful completion of the subject, participants should be able to: 1. Demonstrate that they understand the practice of marketing research and the role that it can play in Informing marketing decisions; 2, Conduct a client consultation and formulate a proposal for a marketing research study; 3. Select appropriate marketing research methods in order to meet the information needs of clients; 4, Demonstrate that they understand the role and application of both qualitative and quantitative research methods; 5, Design and conduct a marketing research study; 6. Apply appropriate descriptive and inferential statistical methods to analyze marketing research study data: 7. Demonstrate that they understand how to present and interpret the findings of a marketing research study. ‘Subject Ouline Template F-ACD-DB-01 04.03 V10 18 Oct 09 'MARKS77 ~ Research for Marketing Decisions ~ Auturmn 2010UOWD & Students are encouraged NOT to miss a class as each week there will be mention of the project with advice, suggestions, recommendations about best practice in conducting and completing marketing research studies and reports. This information will not be made available in any other form other than classroom discussions. 3 SUBJECT SCHEDULE Session | Lecture Topic(s) ~ Related Text Tests! | Chapter(s) Assignments Due 1 Introduction to Marketing Chapters 1 Week 4 will also Sep 26 Research; MR problem Chapter 2 include discussion about the project due 7 He __|__ forthis class. 2 Research Design; Chapter 3 Oct 3 | Exploratory Research Design Chapter 4 ' ~ Secondary Data | Exploratory Research Design Chapter 5 | — Qualitative 3 Descriptive Research Design Chapter 6 cct1o | Survey & Observation Causal Research Design - Chapter 7 Experimentation Measurement & Scaling — Chapter 8 Fundamentals & Comparative ee Scaling | Measurement & Scaling — ____|__ Noncomparative Scaling Chapters) 4 | Questionnaire & Form Design| Chapter 10 Mayo Clinic (Chapter Oct 17 Frequency Distribution, 4 Cross-Tabulation & Chapter 15 Nike (Chapter 5) Hypothesis Testing 5 ‘Sampling: Design & Chapte Starbucks (Chapter 6) Oct 24 Procedures | Proctor & Gamble Sampling: Final & Initial Chapter 12 (Chapter 8) Sample Size Determination 6 Marketing Research Movie & | Chapter 1-8 only Oct 31 Mid Term Exam | 7 Fieldwork Chapter 13 Dunkin’ Donuts Nov7 Data Preparation Chapter 14 (Chapter 10) SPSS Motorola (Chapter 11) 8 Report Preparation ‘Chapter 23 ‘Subaru (Chapter 12) Nov 21 | International Marketing Chapter 24 Intel (Chapter 13) Research 9 Analysis of Variance Chapter 16 Report due at start of Nov 28 | Correlation & Regression Chapter 17 | class Factor Analysis Chapter19 | 10 Review Marriott (Chapter 23) Dec 05 Nivea (Chapter 24) ‘Subject Outtina Template F-ACD-DB.01.04.03 V10 18 Oct 08 [MARKS77 ~ Research for Marketing Decisions ~ Autumn 2010 PagetUOWD & Universiy of Wollongong” is Dubat 4 Texts 4.1 REQuiRED TEXTS Malhotra, N. K. (2010) Marketing Research: An Applied Orientation and SPSS 14.0 Student CD, 6/E, Prentice Hall. Required texts can be purchased from the University Bookshop located in Block § Ground Floor. COPYRIGHT NOTICE: The University of Wollongong in Dubal complies with UAE Federal Law No. (7) ‘of 2002 pertaining to Copyrights and Neighboring Rights. Severe penalties apply for copyright violations. No copied materials will be allowed on campus, except where permitted as per UAE Federal Law No. (7) of 2002. Any copied materials that violate UAE Laws or UOWD Policies will be confiscated in the first instance and disciplinary actions may be taken against the person(s) involved. 4.2 RECOMMENDED READINGS Supplemental Texts that are suggested — (ourchase is not required) 1. Field, Andy and Hole, Graham (2003) How to Design and Report Experiments, Sage Publications, UK 2. Kvale, Steiner (2009) Doing interviews, Sage Publications, UK 3. Punch, Keith (2001) Developing Effective Research Proposals, Sage Publications, UK 4, Quinton, Sarah and Smallbone, Teresa (2006) Postgraduate Research in Business, A Critical Guide, ‘Sage Publications, UK 5. Barbour, Rosaline (2009) Doing Focus Groups, Sage Publications, UK 6. Kumar, Ranjit (2005) Research Methodology, A Step-by-Step Guide for Beginners, Second Edition, Sage Publications, UK ‘Subject Outline Template F-ACD-D8.01.04.03 V10 18 Oct 08 Page 2 MARKG77 ~ Reeoarch for Marketing Decisions - Autumn 2010