American University of Beirut
Suliman S. Olayan School of Business
BBA Course Syllabus
Course Number:
MKTG 222
Course Name:
Marketing Research
Credit Hours:
3
Section Number and
Time:
Section 1 M, W 2:00 pm – 3:15 pm BECHA 206
Section 2 T, Th 5:00 pm – 6:15 pm BECHA 206
Instructor:
Dr. M. Haluk KOKSAL, Ph.d.
Office:
CEC 202
Phone:
01-374-374 Extension: 3733
E-mail:
mk79@aub.edu.lb
Office Hours:
Required Materials:
Thursday 10.00-12.00
or by appointment (ext. 3733) in CEC 202
Text:
Basic Marketing Research, Naresh K. Malhotra, PearsonEducation, New
Jersey, 2005
Prerequisites:
Business junior (senior) standing, MKTG 210, BUSS 200
Course Description:
A course that provides thorough coverage of various marketing research tools
along an applied orientation, including a systematic analysis of the steps
comprising the marketing research process, starting with research problem
definition and terminating with data collection, analysis, and presentation.
Relationship to Other
Coursework:
Marketing Research is a required course for all students pursuing a marketing
emphasis. In this course, students learn marketing research techniques on top
of the courses taken in marketing area. Students are required to use this new
knowledge, as well as knowledge acquired from other marketing courses such
as principles of marketing, consumer behavior, international marketing, to
Page 1 of 4
Last Approved: January 31, 2007
identify the management problems and try to solve those problems. In sum,
through this course, the student culminates his/her undergraduate curriculum
through the application core functional foundation concepts to various
business situations.
Program Learning
Goals Emphasized
Instructional
Methodology:
Performance
Evaluation and
Grading:
Several BBA program learning goals are addressed in this course as follows:

Professional Business Competence – The student should develop an
in-depth understanding of the basic types of research issues, project
designs, and methods of data management and analysis commonly
used by professional marketing researchers.

Ethics – In this course, students will understand and explain ethical
principles/rules/codes of conduct and situational variables bearing
upon business/managerial ethical dilemmas in marketing research.

Teamwork – In this course, the student will apply teamwork
principles in a team exercise situation.

Decision Making- OSB students will apply the course material to
improve analytical problem solving, and decision-making skills.

Communication – In this course, OSB graduates will demonstrate
effective and efficient communication skills (through reports, papers
(writing) and presentations) commensurate with expectations from a
senior-level undergraduate student.

Global Business Environment - In this course, the student will also
study the marketing research topics in the international marketing
context.
Assigned Reading: drawn from the required textbook and outside readings
(e.g. journal articles and extracts from other textbooks)
Lectures: designed to clarify the assigned readings, case studies, and handouts
Test I
Test II
Test III
Cases I, II
Project
Attendance and Participation
Total
Page 2 of 4
13%
13%
13%
10%
40%
11%
100%
Last Approved: January 31, 2007
Summary of Topical
Coverage:
Topics
Arranging Research Groups
Introduction to Marketing Research
Defining the Marketing Research
Problems and Developing an Approach
Exploratory Research Design: secondary
data
Exploratory Research Design: syndicated
sources of secondary data
Exploratory Research Design: qualitative
research
Descriptive Research Design: survey and
observation
Causal Research Design: experimentation
Measurement and Scaling: Fundamentals
and Comparative Scaling
Measurement and Scaling: Noncomparative Techniques
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size
Field Work
Report Preparation and Presentation
Total Hours
Hours
2.5
2.5
2.5
% of Time
6.66
6.66
6.66
2.5
6.66
2.5
6.66
2.5
6.66
2.5
6.66
2.5
2.5
6.66
6.66
2.5
6.66
2.5
2.5
2.5
2.5
2.5
37.5hrs.
6.66
6.66
6.66
6.66
6.66
100%
(based on 15 weeks per semester @ 2.5 hours per
week for 3 credit hours; 50 minutes per week for 1
credit hour)
Use of Technology:
Students will be expected to use MS word, MS excel, MS PowerPoint and
SPSS in completing their projects.
Academic Honesty:
Students are expected to complete all work with the highest standard of
integrity in line with AUB’s Student Code of Conduct and OSB’s Honor
Code. Plagiarism, forgery, cheating or any form of academic misconduct will
not be tolerated. Any of the above may cause a student’s final course grade to
be lowered significantly or the student may receive a failing grade, depending
on the severity of the offence. Plagiarism is the presentation of the work of
another as one’s own work.
Other Course Policies:

Attendance: Class Participation: Each student is expected to attend the
course and participate in the discussion of the material assigned for
that day.
Page 3 of 4
Last Approved: January 31, 2007

Deadlines and Due Dates: These will be strictly enforced. Written
assignments are due at the beginning of class on the due date. Late
submissions will automatically lose one letter grade per day (24
hours). Missing work will be assigned a grade of zero.
 Group work: Individuals must contribute their fair share to any group
effort resulting in a deliverable to the instructor. In addition, everyone
in the group will be held accountable for the quality, originality and
proper sourcing of the entire group product.
Additional
Information:
Datelines for the Research Project
Week 4
Submitting Research Proposal (Definition of research problem
and research design)
Week 6
Submitting Literature Review
Week 8
Submitting Research Questionnaire
Week 9
Field Research
Week 12
Analyzing and Writing Research Report
Week 13
Submission of Research Reports (as a soft and hard copy)
Some Marketing Research Project Proposals:
Measuring Customer Service Satisfaction from KAFALAT
Effect of Training on Work Performance
Measuring Customer Service Satisfaction from Lebanese Banks.
Measuring Customer Service Satisfaction from Internet Banking.
Lebanese Consumers’ Perceptions about Country-of-Origin of Products.
Why Do Lebanese Students Want To Work abroad in the future?
Determining Perceptions of Lebanese Consumers’ Perceptions on the Private
Label Brands.
Lebanese Consumers’ Credit Card Usage Behavior.
Lebanese Children’s Shopping Behavior.
Lebanese Consumers’ Attitudes towards Advertisements.
Page 4 of 4
Last Approved: January 31, 2007