FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4202: MARKETING RESEARCH, AUTUMN SEMESTER 2012
Monday, Wednesday and Friday
A.COURSE SYLLABUS
Instructor:
Vasu Unnava, Ph. D.
Office Hours: By Appointment & Special Hours
For EXAMs and Quizzes
Email:
unnava_2@ fisher.osu.edu
Office:
Telephone:
URL:
313 Fisher Hall
(614) 292 3212
Carmen.osu.edu
Two Classes MWF: 4202(6101) at 8-8:55 AM in SB315 and 4202(6102) at 10:20-11:15AM in SB230
One Class TR: 4202(6103) at 8:00AM-9:20AM in SB305
Syllabi can be found at the website: www.fisher.osu.edu/marketing/
Required Text
“Basic Marketing Research,” 4th edition, Naresh K. Malhotra, Prentice Hall.
Supplementary Course Material
All other course materials such as class slides, lab instructions and study guides will either be made available
on CARMEN or given out in the class.
Course Objectives
Marketing Research is one of the most important parts of Marketing. It provides valuable information to
decision makers in corporations to guide marketing activities. To achieve maximum benefits from marketing
research, it is very important to understand the role and functions of marketing research process. As an
introductory course on Marketing Research, this course will provide you with tools to analyze and acquire
knowledge to:
1. Provide a basic understanding of research methodology and its implementation in marketing.
2. Understand the role, scope, and process of marketing research, and
3. Enable you to do real marketing research.
Class Format
Class sessions will be utilized to summarizing the important concepts and then applying the concepts. Reading
relevant assignments before the class and active participation will lead to enriched learning experience in this
classroom. Lectures will focus on main parts of the material and typical class session involves lecture,
discussions and group activities.
Course Evaluation
Your grades will be evaluated as follows:
2. EXAM I, EXAM II and EXAM III
3. Quizzes, Best two out of three
4. Lab Submissions
TOTAL
Bio BONUS
TOTAL
60%, (20% each EXAM)
10%, (5% each Quiz)
30%, (6% each Lab, Five Labs)
100%
1%
101%
IMPORTANT NOTE: Re-grading requests will be accepted in writing on a paper (emails are NOT accepted)
within 1 week of receipt of the grade.
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 1 of 7
Grading Scale
The grading scale, and point conversion that will be utilized for the final grade is as follows:
Grade
GPA
Grade
GPA
A
= 93-100 %
4.0
C+
= 77-79 %
2.3
A= 90-92 %
3.7
C
= 73-76 %
2.0
B+
= 87-89 %
3.3
C= 70-72 %
1.7
B
= 83-86 %
3.0
D+
= 67-69 %
1.3
B= 80-82 %
2.7
D
= 63-66 %
1.0
E
= below 62
1. EXAM I, EXAM II and EXAM III: 20% each or 60% of total points
Three exams will consist of multiple choice questions based on lecture notes, class discussions, lab
sessions and the required textbook. Students are responsible for all topics in the assigned chapters of
the textbook whether or not they were discussed in class. Each exam will contain about 30 to 40
multiple choice questions. You are permitted to use a calculator and to have ONE DOUBLE-SIDE,
8 ½” x 11” sheet of paper with notes, definitions, etc. to use in exams.
2. Quizzes: Best two out of three, each 5% or 10% of total points
There will be three quizzes during the semester and best two scores will be counted. The dates for
quizzes are given in the syllabus. Questions will come from the lecture and textbook topics. Each
quiz will contain about 10 to 15 multiple choice questions. Again, you are permitted to use a
calculator and to have ONE DOUBLE-SIDE, 8 ½” x 11” sheet of paper with notes, definitions, etc.
to use in quizzes.
Study Guides will be posted on CARMEN for EXAMS and quizzes.
During exams and quizzes, NO questions will be taken, unless a typo or some other mistake in the
exam makes a clarification necessary. During exams, only pen, pencil, eraser, calculator, and your
one-page note are allowed to be left on the table.
3. Lab Sessions: Five Lab submissions, each 6% or 30% total points
In Marketing Research, analysis of data is a very important part. You will use EXCEL and SPSS
packages to conduct data analysis. There are five lab sessions scheduled in the course. Lab
procedure documents will be posted on CARMEN. After each lab, you will submit your lab files in a
drop box on CARMEN. Instructions to lab sessions will be posted on CARMEN before the start of
the lab. You can work in a group of two or three for lab sessions.
FIRST BONUS OPPORTUNITY:
You can earn one bonus point when you will turn in bio-sheet (emails do not get credit) with your
picture by Sept. 5, 2012.
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 2 of 7
FISHER COLLEGE OF BUSINESS, THE OHIO STATE UNIVERSITY
BUS M&L 4202: MARKETING RESEARCH, AUTUMN SEMESTER 2012
B. IMPORTANT NOTES
Important Notes

All quiz dates, exam dates, and assigned reading due dates are included in the Course Outline.
Please make note of these dates and plan your semester accordingly. If you are unable to
attend a class, please notify me by email unless it is an emergency. With a valid written
excuse, missed exams or quizzes will be dealt with on an individual basis. Without a valid
written excuse, missed exams or quizzes will recorded as zero pints.

You are encouraged make use of the office hours. Besides office hours, you are welcome to
set-up appointment. E-mails should not be seen as an alternative to class participation. Not
all questions can be effectively answered by e-mail. The response to any e-mail question can
be suggesting a one-on-one meeting, or by addressing the question during next class session

Please let me know if you have a disability and need accommodations to make the learning
environment more effective.

You are responsible for everything that takes place in class, including changes to assignments
or schedules, whether you are present or not. If you must miss class, please arrange with a
classmate to share notes and insights.

Please come to class on time. Do not engage in side conversations. Turn off your cell
phones, mp3 players and pagers before you come to class. Do not take calls. No texting is
permitted in the class. Do not use your laptops while class is being conducted. They
cause the class to become distracted from the main issues.

Late arrivals, moving in and out of class room or using computers in the class room for
activities such as social networking/emails will cause a letter grade deduction from your
final grade.
Have fun! This course let you conduct marketing research without risking your own money or your
job.
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 3 of 7
ACADEMIC INTEGRITY (ACADEMIC MISCONDUCT)
Academic integrity is essential to maintaining an environment that fosters excellence in teaching,
research, and other educational and scholarly activities. Thus, The Ohio State University and the
Committee on Academic Misconduct (COAM) expect that all students have read and understand the
University’s Code of Student Conduct, and that all students will complete all academic and scholarly
assignments with fairness and honesty. Students must recognize that failure to follow the rules and
guidelines established in the University’s Code of Student Conduct and this syllabus may constitute
“Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic
misconduct as: “Any activity that tends to compromise the academic integrity of the University, or
subvert the educational process.” Examples of academic misconduct include (but are not limited to)
plagiarism, collusion (unauthorized collaboration), copying the work of another student, and
possession of unauthorized materials during an examination. Ignorance of the University’s Code of
Student Conduct is never considered an “excuse” for academic misconduct, so I recommend that you
review the Code of Student Conduct and, specifically, the sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct in this course, I am obligated by
University Rules to report my suspicions to the Committee on Academic Misconduct. If COAM
determines that you have violated the University’s Code of Student Conduct (i.e., committed
academic misconduct), the sanctions for the misconduct could include a failing grade in this course
and suspension or dismissal from the University.
If you have any questions about the above policy or what constitutes academic misconduct in this
course, please contact me.
Other sources of information on academic misconduct (integrity) to which you can refer include:

The Committee on Academic Misconduct web pages (oaa.osu.edu/coam/home.html)
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 4 of 7
Course Outline* for BUS ML 4202 MWF,
VASU UNNAVA, Marketing Research in Autumn Semester 2012
Item
1
2
3
4
5
6
7
DATE
8-22(W)
8-24(F)
8-27(M)
8-29(W)
8-31(F)
9-3(M)
9-5(W)
9-7(F)
8
9-10(M)
9
9-12(W)
10
11
12
9-14(F)
9-17(M)
9-19(W)
13
9-21(F)
14
9-24(M)
15
9-26(W)
16
9-28(F)
17
10-1(M)
18
10-3(W)
19
10-5(F)
20
10-8(M)
21
10-10(W)
Content
Syllabus Overview
Introduction to Marketing Research
Defining Marketing Research Problem
Defining Marketing Research Problem
Research Design
Labor Day-No Classes
Research Design
Exploratory Research Design: Secondary
Research
Exploratory Research Design: Secondary
Research
Exploratory Research Design: Qualitative
Research
Guest Speaker: Mr. Eric Motter, VPI
EXAM I
Exploratory Research Design: Qualitative
Research
Descriptive Research Design: Survey &
Observation
Descriptive Research Design: Survey &
Observation
Causal Research Design:
Experimentation
Causal Research Design:
Experimentation
Measurement and Scaling: Fundamentals
and Comparative Scaling
Measurement and Scaling: Fundamentals
and Comparative Scaling
Measurement and Scaling: Noncomparative scaling techniques
Measurement and Scaling: Noncomparative scaling techniques
EXAM II
Readings/Assignments
Chapter 1
Chapter 2
Chapter 2
Chapter 3
Chapter 3, Bio Bonus Due
Chapter 4,
Q1 ONLINE (Ch. 1 & 2)
Chapter 4
Chapter 6
Ch.1-4
Chapter 6
Chapter 7
Chapter 7
Chapter 8
Chapter 8,
Q2 ONLINE (Ch. 6 & 7)
Chapter 9
Chapter 9
Chapter 10
Chapter 10
Ch. 6-10
*Note: Subject to change if necessary. Please check CARMEN for lecture slides, lab files and
announcements.
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 5 of 7
Course Outline* for BUS ML 4202 MWF,
VASU UNNAVA, Marketing Research in Autumn Semester 2012
Item
DATE
Content
Readings/Assignments
22
23
24
25
26
27
10-12(F)
10-15(M)
10-17(W)
10-19(F)
10-22(M)
10-24(W)
28
29
30
10-26(F)
10-29(M)
10-31(W)
31
32
11-2(F)
11-5(M)
33
11-7(W)
34
11-9(F)
35
11-12(M)
11-14(W)
36
37
11-16(F)
11-19(M)
38
39
11-21(W)
11-24(F)
11-26(M)
11-28(W)
40
11-30(F)
41
DEC-To Be
Announced
Lab 1 in SB219
Questionnaire and Form Design
Questionnaire and Form Design
Sampling: Design and Procedures
Sampling: Design and Procedures
Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross Tabulation
Lab 2 in SB219
Mr. Jeff Byron, Alliance Data Systems
Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross Tabulation
Lab 3 in SB 219
Data Analysis: Frequency Distribution,
Hypothesis Testing, and Cross Tabulation
Data Analysis: Hypothesis Testing
Related to Differences
Data Analysis: Hypothesis Testing
Related to Differences
Veteran’s Day-No Classes
Data Analysis: Hypothesis Testing
Related to Differences
Lab 4 in SB 219
Data Analysis: Correlation and
Regression
Thanksgiving Break-No Classes
Columbus Day-No Classes
Lab 5 in SB219
Data Analysis: Correlation and
Regression
Data Analysis: Correlation and
Regression
EXAM III
Chapter 11
Chapter 11
Chapter 12
Chapter 12
Chapter 16
Chapter 16
Q3 ONLINE (Ch.11 & 12)
Chapter 16
Chapter 17
Chapter 17
Chapter 17
Chapter 18
Chapter 18
Chapter 18
Ch. 11, 12, 16, 17 & 18
*Note: Subject to change if necessary. Please check CARMEN for lecture slides, lab files and
announcements.
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 6 of 7
Due: Sept 5, 2012, by the start time of class.
MWF Class Time: 8AM/10:20AM
BUS M&L 4202: MARKETING RESEARCH, MWF
AUTUMN SEMESTER 2012
BIO SHEET: Bonus Opportunity
Name: __________________________________________
(e-mail):___________________________________
(phone). (
)
-
.
Major:
Why did you pick this major?
Courses taken (in the areas of marketing and business statistics):
Marketing:
Statistics or Mathematics:
What are your comments on Marketing, Statistics or Mathematics courses?
Work experience in marketing or marketing research, if any:
What are your career goals?
One interesting fact about yourself:
Please attach your photo in the upper right and corner of this sheet.
VASU UNNAVA
BUS M&L 4202: Marketing Research MWF Autumn Semester 2012 Page 7 of 7