GRADUATE

COURSE SYLLABUS

SCHOOL OF BUSINESS ADMINISTRATION MKTG 611 - MARKETING RESEARCH SYLLABUS - FALL 2011 COURSE INFORMATION
CREDITS DAYS AND TIMES 3 Tuesdays 7:00pm 9:30pm

PREREQUISITES
LOCATION

MKTG 601 Marketing Management

B203

INSTRUCTOR INFORMATION
NAME OFFICE Mahmood Pedram Admin 215B E-MAIL OFFICE HOURS mpedram@aud.edu PHONE 04-3183304 Tuesdays 4:30pm 7:00pm, and Wednesdays 3:30pm 7:00pm

DESCRIPTION

This course is designed to provide the student with the opportunity to acquire an understanding of methods and challenges of marketing analysis including desk and field research in the international arena. The course will include research methods such as library research and electronic data storage and retrieval using the Universitys information technology. Standard sources of financial and economic information from firms, markets and countries will be investigated. Other forms of research design including questionnaire and survey design, database organization and cross-tabulation are introduced in the course with an emphasis on analysis, interpretation and application of data to solve business problems.

LEARNING OUTCOMES
Upon completion of this course students will be able to: 1. Translate a complex marketing problem into a feasible research question; 2. Design and execute an extensive research project around a particular marketing problem; 3. Critically assess secondary data and alternative research designs; 4. Conduct focus groups, in-depth interviews, and other qualitative research techniques; 5. Develop a coherent questionnaire and administer a survey; 6. Conduct simple data analysis using various univariate and multivariate data analysis techniques such as simple t-tests, ANOVA, linear regression, and exploratory factor analysis; 7. Develop a market research report and exhibit an ability to present such a report to marketing decision makers.

Teaching Methodology

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Interactive Lectures, Class Discussions and Exercises, Group Projects and Student Presentations, Case Discussions.

TEXTBOOKS

AND

ADDITIONAL REFERENCES

Hair, Joseph, Robert Bush, and David Ortinau (2009), Marketing Research: Within a Changing Information Environment, 4th edition, McGraw Hill.

Please note that readings unless otherwise specified will be from your textbook. To gain the most from the class discussion, each student must read the text and cases ahead of time. Please note that is the students responsibility to be familiar with core marketing principles. It is recommended that each student have an introductory Marketing Principles textbook handy for reference and refreshment if needed. A number of such texts are available in the library for your use. Please note that it is important that you check the website regularly for, assignments, announcements, or cancellations. It is YOUR responsibility to be knowledgeable of the latest going on in the course. Also, make sure that you constantly check the email account you have on record on blackboard.

COURSE REQUIREMENTS
Examinations There will be TWO closed-book exams administered during the semester, each accounting for thirty (30) percent of a students final grade for a total of sixty (60) percent of the final grade. Each exam will consist various types of questions including multiple-choice, true/false with justification, short-answer, essay, and application questions/problems. Actual material required for each exam is noted in the course schedule below.
In general, there will be no make-up exams. However, extenuating circumstances will be considered, for medical or family-related emergencies, and will reflect the students unique circumstances. Please note that the instructor has final word regarding granting a make-up exam. Keep in mind that because a make-up involves creating a totally new exam, this exam tends to be more detailed and thus difficult.

Group Project Working in groups of no more than three, students will work on a comprehensive and well-structured group project that will illustrate first-hand the details of an extensive research project. There will be a separate handout including itemized assignments, output, format, and progress deadlines for this group project. Assignments will only be accepted late in the case of extreme circumstances and at the discretion of the instructor. In such cases a severe grade penalty will be imposed on ALL members of the group. The complete project will account for forty (40) percent of a students final grade. The project grade will be broken down into various modules, according to a grading scale handed out later in the semester.

EVALUATION PLAN

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The final course grade will be an aggregation of the grades for the two exams and the group project. The proportions will be calculated as: Points Percentage Learning Objective 1, 2, 3, 4 5, 6 1, 2, 3, 4, 5, 6, 7

Midterm Exam Final Exam Group Project

= 150 points 30% = 150 points 30% = 200 points 40%

Total

= 500 points 100%

Please note that under NO circumstances whatsoever will there be a deviation from the previously outlined final-grade proportions and letter-grading system.

GRADING SCALE
Final grades will be determined on the percentage of the total points achieved as follows: Letter Grade A AB+ B BC+ C F Percentage Proposed 90 100 87 89 84 86 80 83 77 79 74 76 70 73 < 70 Grad e Point 4.0 3.7 3.3 3.0 2.7 2.3 2.0 0.0

Please note that under NO circumstances whatsoever will there be a deviation from the previously outlined final-grade proportions and letter-grading system.

ACADEMIC POLICIES
Academic Integrity
Academic honesty is of utmost importance at AUD, as described in the Student Handbook. Students are expected to demonstrate academic integrity by completing their own work, assignments and other assessment exercises. Submission of work from another person, whether it is from printed sources or someone other than the student; previously graded papers; papers submitted without proper citations; or submitting the same paper to multiple courses without the knowledge of all instructors involved can result in a failing grade. Incidents involving academic dishonesty will be reported to university officials for appropriate sanctions.

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Furthermore, students must always submit work that represents their original words or ideas. If any words or ideas used in a class posting or assignment submission do not represent the students original words or ideas, all relevant sources must be cited along with the extent to which such sources were used. Words or ideas that require citation include, but are not limited to, all hard copy or electronic publications, whether copyrighted or not, and all verbal or visual communication when the content of such communication clearly originates from an identifiable source. Attendance Due to the nature of the course material, attendance and class participation are both important aspects of the learning experience. For this reason, students are expected to arrive to class on-time, to attend all classes, and actively participate in class discussions. Class Participation Students are expected to come to class prepared to discuss the days topics, ask questions, and contribute to the general learning process. More specifically, this should include: Participating in discussions pertaining to the lecture material, readings, assignments, and any audio/visual exercises , Volunteering answers to questions. In addition to solicitation voluntary answers, I will occasionally cold call on the more quiet students. Please note that there is a difference between being less vocal and not prepared. I expect all students to at least put some effort in the discussion. Asking questions of me that indicate an understanding and/or interest of the discussion topic and/or which challenges our thinking. Relating your own personal experiences, examples, and insights regarding the topic discussed. Being able to spot a red flag, i.e. any statement or conclusion that I present that contradicts or is in conflict with the assigned reading or topic at hand. Please note that it is okay to be wrong when you participate, as long as you make a sincere attempt. I value your effort more than your correctness. Please note that it is okay to be wrong when you participate, but it is not okay to not participate. I value your efforts more than your correctness. Class Make-up Policy Some scheduled class meetings that do not take place because of declared holidays, instructor illness, or any unforeseen circumstances may be rescheduled by the University or the instructor. These make-up class sessions will be scheduled during the Study/Make-up period allotted at the end of the semester. Any class activity (lecture, exam, class presentation, etc.) that cannot be performed because of such class cancellations will take place during the first class meeting held after reconvening, in order to preserve the order of the class schedule as much as possible.

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COURSE TOPICS
Date Week 1 Sept . 6 Topic Introduction to Course / Review of Syllabus and Project The Marketing Research Process Secondary Data Sources Exploratory Designs: In-Depth Interviews and Focus Groups Descriptive Research Designs: Survey Methods and Errors Observation Techniques Experimentation Sampling: Theory and Design Sampling: Methods and Planning Mid-Term Exam (Chapters 2, 3, 6, 7, 8, 9, 10) Overview of Measurement: Construct Development and Scale Measurement Introduction to SPSS Data Analysis: Testing for Significant Differences Data Analysis: Testing for Association Eid Al Adha (No Class) Data Analysis: Regression Data Analysis: Multivariate Techniques for the Research Process Data Analysis: Devoted to Group Projects (Lab) Presentations of Research Projects (Groups to be Determined) Final Exam (Chapters 11, 15, 16, and 17) Chapter 16 Chapter 17 Required Reading Chapter 2 Chapter 3 Chapter 6 Chapter 7 Chapter 8 Chapter 8 Chapter 9 Chapter 10

Week 2 Week 3

Sept . Sept . Sept . Oct.

13 20

Week 4 Week 5

27 4

Week 6 Week 7 Week 8

Oct. Oct. Oct.

11 18 25

Chapter 11 Chapter 15 Chapter 16

Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 16

Nov. Nov. Nov. Nov. Nov. Dec.

1 8 15 22 29 6

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