THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO BRYAN SCHOOL OF BUSINESS AND ECONOMICS Department of Marketing, Entrepreneurship, Hospitality and Tourism Fundamentals of Marketing Research MKT 422-01 & 01D (online) Spring 2015 Professor: Dr. Nathan McDougle Phone: 318 680-4455 Email: firstname.lastname@example.org Contact times: see contact instructor section below Course Description: The objective of this course is to introduce the fundamentals of marketing research. By the end of the course, students should be able to define a business problem and to plan a research project that will suggest alternative solutions. Required Course Textbook: Marketing Research, by Alvin C. Burns and Ronald F. Bush, Seventh Edition, Prentice-Hall, 2013 *Note: In order to complete course assignments, you will be required to use SPSS software. It is available on the virtual lab or available for purchase. *Contact Instructor. Feel free to contact me at any time within reason. I welcome text messages from students and will be glad to help as much as I can. I am also available to call. If I do not answer, leave a message and I will try to get back to you as soon as I can. Also, feel free to email at the above email address. It is my personal account and thus checked fairly regularly. *Schedule. The following is a tentative schedule for the upcoming semester. You will be expected to work through the material on your own, so make sure of these assignment dates and be prepared. I will try to remind you during the week that things are due through Blackboard, but if you don’t hear from me, it is still due according to this schedule unless I email or make a note about changes. Week 1 2 3 4 5 6 7 Start Date 1/12 1/19 1/26 2/2 2/9 2/16 2/23 8 3/2 9 10 11 12 3/9 3/16 3/23 3/30 13 14 15 16 4/6 4/13 4/20 4/27 Readings Chapter 1-2 Chapter 2-3 Chapter 3-4 Chapter 5-6 Chapter 6-7 Chapter 7-8 Chapter 910 Chapter 1011 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 CLASSES Assignment (Due Friday unless otherwise specified) Research Assignment 1 Exam 1 (1-4) Integrated Case Waypoint (1-4) Research Assignment 2 Exam 2 (5-8) Integrated Case waypoint (5-8) Exam 3 (9-11) Spring Break Integrated Case Waypoint (9-11) Exam 4 (12-13) on Wednesday Integrated Case Waypoint (12-13) due on Thursday, Spring Holiday on Friday and Research Assignment 3 Exam 5 (14-16) Final Case Submission END Grading Scale: Points Exams X5 Research Assignments Integrated Case waypoints Integrated Case Turn-in Total Points 100 each 30 each 10 each 40 670 98-100 – A+ 92-97.9 – A 90-91.9 – A88-89.9 – B+ 82-87.9 – B 80-81.9 – B78-79.9 – C+ 72-77.9 – C 70-71.9 – C68-69.9 – D+ 62-67.9 – D 60-61.9 – D<60 – F Rounding of grades to the next higher letter grade (i.e. making an 89.7 into a 90) is at my discretion. The grade will not be rounded only in cases where the student has 1) been overly disrupted or disrespectful to me through communication, 2) consistently been late with assignments, or 3) asked me to reopen more than 1 exam for dubious reasons. Exams: Examinations will be multiple choice tests given through Blackboard. Each exam will be available for an entire day, usually Friday, from midnight to midnight. Students will have 100 minutes to finish the exam once they begin. Students with special needs need to contact me with the information as soon as possible. Students who cannot possibly take the exam in the time frame allotted must contact me ahead of time to defend their reason for missing. If accepted, the exam will be opened for them at a different time. In the event of any computer problems during the exam that prevents the student from completing it, the student should contact the instructor immediately Research Assignments: Three research assignments will be given during the semester. Each will turned in through the dropbox on Blackboard OR the email address email@example.com (only for turn in material; I will not check it often enough for correspondence). Research Assignment 1 - Find 5 schools that specialize in higher education in Marketing Research that aren’t mentioned in the book as well as 5 jobs not mentioned in the book that can capitalize on that education. Feel free to be creative on this. Turn in your answers in a Word document with the following format: School Name – Program name offered – website (X5). Company – Job – Quick description of job. Research Assignment 2 – Observe someone’s shopping behavior in a store (Wal-Mart or something similar is preferable). Write a 3 page summary (Arial 12 pt double spaced) of their characteristics, purchases, and behaviors, as well as your speculation as to their intention for that visit. Research Assignment 3 - You work for a software development company. Your newest product is a tablet-based point-of-sale application that will allow salespeople to traverse the store and efficiently help customers by having access to the customer information and inventory databases. However, your business customers have been complaining about the new program. Create a 10-question survey that will evaluate your customers’ problems and get closer to the heart of the problem. Integrated Case and Waypoints: At the end of each chapter, the book has an “integrated case” that details one company’s business endeavors. At each waypoint, you need to have the case answers for those particular chapters. The case answers need to be done in paragraph form, preferably 2-3 pages (Arial 12 pt font double spaced). You will be graded on your reasoning more than your ability to get the answers right or wrong. Each of these case studies ties together, so keep the files together. When the semester is complete, I expect all of your case studies to be emailed to me in a single Word file which shall be graded as a whole unit. I am not grading for professionalism, but please do try to make it easy for me to follow and read. I will take points off for frustratingly difficult to understand submissions. If you wish to keep all of them in one large file, that should not be a problem. Just make sure to properly label each chapter at the top. Headings for this file should only be your name and the chapters involved, thus no more than 2 lines in the heading. Also, the files do not need titles or the questions restated explicitly. You will lose points for merely giving your quick answers to the questions and not giving any explanations. SPSS Student Assistant: The book also comes with access to the SPSS Student Assistant, which is a handy program to try to help you get through some of the difficulties of dealing with SPSS for the first time. It’s a simple program to follow, and you will come out of it knowing more about SPSS with each chapter completed. At the end of each are a series of questions. Most of them are fairly easy and quick, but it is the easiest way to give you, the student, some guidance on how to work with SPSS. If you cannot get it to work or just do not feel you need the extra help, that is perfectly fine. However, it is there if you want to give it a try. Rules for Submissions: Late assignments will only be accepted with approval from the instructor. Assignments LATE for ANY REASON will be penalized 10% for each day late. In the case of emails that “don’t go through,” you will have to forward to me the ORIGINAL email that had your assignment, not just send it to me again. THE INSTRUCTOR RESERVES THE RIGHT TO MODIFY THIS SYLLABUS WITH NOTICE TO THE STUDENTS Academic Misconduct: University policy with respect to academic misconduct will be strictly enforced. Academic misconduct will not be tolerated. Cheating on exams, plagiarism, or copying another student’s assignments will result in a grade of zero. In accordance with the Academic Honor Code, students pledge the following: “Being a student of higher standards, I pledge to embody the principle of academic integrity.” Any attempts at cheating, plagiarism, or facilitating academic dishonesty will be penalized. Please be aware that misrepresentation of an excused absence is grounds for academic misconduct. Accommodation for Special Needs: Students needing testing or classroom accommodations based on a disability are encouraged to discuss those needs with the professor as soon as possible. Required documentation from the DSS office (e.g., appropriate DSS memorandum) should be provided.