MKT 422-01 Fundamentals of Mkt Research (UNCG)
Fall 2015
THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
BRYAN SCHOOL OF BUSINESS AND ECONOMICS
Department of Marketing, Entrepreneurship, Hospitality and Tourism
MKT 422-01: Fundamentals of Marketing Research
204 Bryan Building
Tuesdays & Thursdays, 12:30 pm – 13:45 pm
INSTRUCTOR:
Dr. Jiyoung Hwang
TA: TBD
Office: Bryan 350
Email: j_hwang3@uncg.edu (the most efficient means of contact)
Course website: http://canvas.uncg.edu
Office hours: Tuesdays 2-3 pm or by appointment
COURSE OBJECTIVES
Marketing research is a critical function for every business enterprise. This course is designed to provide
a comprehensive overview of marketing research process and require the development and application of
research skills. Students will gain an appreciation for some of the breadth and depth of this subject and its
significance for a business. The course is structured with lectures, examples, short cases, projects, and inclass exercises.
The major course objectives are:
1. Create an appreciation of the function of marketing research as it is conducted by a firm or its
consultants;
2. Make the student an educated consumer of research by immersing them in the research process;
3. Provide an overview of the research process: problem definition, secondary research,
exploratory research, research design, sampling, data collection, analysis and reporting;
4. Further the understanding and application of statistical techniques such as chi-square tests, ttests, ANOVA, correlation and regression to marketing research problems;
5. Introduce the student to the use of SPSS for statistical analysis; and,
6. Apply conceptual knowledge in the analysis of case studies, homework and test problems.
REQUIRED TEXT
Alvin C Burns, Ronald F. Bush
Marketing Research, 7/E
ISBN-10: 0133074676 • ISBN-13: 9780133074673
©2014 • Prentice Hall
The text book serves as a key reference, providing terminology, theories, techniques and applications,
which are commonly used in marketing research. Knowledge of these concepts is essential to successful
completion of this course.
** An earlier version is acceptable but students need to acknowledge some differences in those earlier
versions. If you prefer, e-textbook version with access to web sources from the publisher is a good, less
expensive option as well. Other additional readings can be found in pdf form on our course website.
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MKT 422-01 Fundamentals of Mkt Research (UNCG)
Fall 2015
TERM ASSIGNMENTS AND GRADES
COMPONENTS
Class Participation
 Attendance (30)
 In-class participation (30)
Exams (3 exams @60 points each)
Research Project (Group)
 Research proposal (30), Research design (30), Data collection (30),
Data analysis & Recommendation (30), Final report (30)
 Presentation (25), Peer evaluation (25)
TOTAL
POINTS
60
180
200
440 +
Total points can be over 440 if some extra point opportunities are provided. Grades are not curved and
will not be rounded. The points you earned will determine the grade you deserve. Final grades can only be
changed to correct calculation or input errors on my part. Any issues concerning grading need to be called
to my attention in writing within three days of receipt of the grading. Grades assigned at the end of the
semester are NOT negotiable.
Grading Scale
A+
96-100%
A
93-95.99%
A90-92.99%
B+
B
B-
87-89.99
83-86.99
80-82.99
C+
C
C-
77-79.99
73-76.99
70-72.99
D+
D
E
67-69.99
60-66.99
Below 60%
The following criteria will apply to the grading of assignments.
 A: Work that demonstrates not only a clear understanding of the material under study, but also a
superior ability to utilize that material in the assignment. All criteria are met. The student’s work
goes beyond the task and contains additional, unexpected or outstanding features.
 B: Work that demonstrates a good understanding of the material under study, and utilizes the
material well in the assignment. The student meets the assignment criteria, with few errors or
omissions.
 C: Work that fails to demonstrate a basic or technical understanding of the material under study,
and fails to use relevant material in the assignment. Work may not address one or more criteria or
may not accomplish what was asked.
 F: Work that is incomplete, inappropriate and/or shows little or no comprehension of the material
under study.
Class Participation
 Attendance (30 points): We will start and end class on time. Arriving to class late or leaving
early may count as an absence. I will not repeat what you missed because you were late arriving.
Also, attendance is important as we will do some hands-on practices in class. For an absence to be
excused, students need to notify me about any conflict BEFOREHAND, not afterward, and also
need to file the proof or documentation. Excused absences include due to class conflicts,
documented illness or true emergencies.
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MKT 422-01 Fundamentals of Mkt Research (UNCG)

Fall 2015
In-class participation (30 points): Participation is an important part of this class. To do so, being
prepared for class is essential. Remember that “consistent, meaningful” contribution (quality- and
quantity-wise) to the class discussion will be counted. Poor participation will be reflected on final
grade. Although grading in-class discussion participation is necessarily subjective, some criteria
include: 1) whether the participant is prepared and the participant goes beyond simple repetition
of case/article or facts, 2) whether the participant is a good listener and also interacts with other
fellow students, and 3) whether the participant is an effective communication.
Exams
We will have three exams. These are designed to evaluate your understanding of the key concepts and
applications of the course contents. The final exam will be cumulative. There will be no re-takes for
missed exams. A make-up exam can be considered only when 1) there is extreme emergency and 2) a
written notice is given to the instructor at least 3 days prior to the exam day.
Marketing Research Project (Group)
Students will sign up for a team of 4-5 students for this group project. Through a series of assignments,
each group will complete a research project. This project will be built upon the class learning and
additional efforts of the students. A very specific guideline is available on Canvas. Any
questions/discussions are welcomed but do not expect a step-by-step guide on how to complete your
project.
 Outline: Submit a proposal (no more than 2 pages) of research topic and group formation the due
date on the schedule. It is not included in the grade but it is required for approval for this project.
 Research Proposal (30 points): Research proposal is based on initial research on the client and
its main market/target consumers. The proposal should describe your group’s plan to conduct
marketing research for the client with rationales. Ensure spending time on careful analysis of the
feasibility.
 Research Design (30 points): Once you decide the direction for the project, specific research
design needs to be developed. It can be a survey, experiment, or compiled secondary data.
 Data Collection (30 points)
 Data Analysis & Recommendation (30 points)
 Final Report (30 points): Grade is based on 1) logical and clear presentations based on extensive
research using credible sources, 2) valid conclusions, and 3) other details (proper citation,
grammar, format etc.). Failure to comply the rules for written assignment will significantly lower
the grade (see the rules and the penalty on page 4 of this syllabus).
 Presentation (25 points): Presentation should be professional (e.g., good PowerPoint,
professional attire, professional attitude etc.).
 Peer Evaluation (25 points): Commitment and collaboration among group members are very
important in any group work and so it is counted for the project grade. The ratings provided by
each group member will be reflected on the final grade for the project.
** When serious conflicts exist among group members prohibiting productive work, you are
strongly recommended to contact me ASAP. **
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MKT 422-01 Fundamentals of Mkt Research (UNCG)
Fall 2015
Bonus Points
There may be one or two extra credit opportunities. If you are planning an absence (both excused and
unexcused reason), you will lose the opportunity. But losing these opportunities does not affect your final
grade in a negative manner.
RULES FOR WRITTEN ASSIGNMENTS
a. Must be typed with Times New Roman 12 font, 1.5-spaced, and 1-inch margins all sides.
b. For group project:
o File name of assignment for upload: MKT 422 - Group Number-Title of assignment
 (e.g., MKT 422- Group 4–Research proposal)
o Cover page with the title of project and all student names is required.
c. Use headings and paragraphs to organize your writing.
d. Check spelling, grammar, punctuations, and consistent formatting.
e. All references and quotations using American Psychological Association (Examples:
http://owl.english.purdue.edu/owl/resource/560/01/). Jackson library also has a short summary of
APA style guideline.
f. No Wikipedia as a source – anyone can add to or alter these entries and thus there are questions
about the credibility of the information. Use library databases to search for articles and reports
published in newspapers, trade magazines, and academic and business journals.
g. All assignments (Hard copy/online submission) are due by the beginning of class.
h. DO NOT EMAIL your assignment to me. Also “My printer did not work at the last minute” is
not an acceptable excuse.
*****No Compliance to The Rules will Lead to the Following Penalties.******
- Late submission: Will NOT BE ACCEPTED. If accepted, the grade will be lowered on letter
grade for every day late, including weekend days.
- Hand-written, other minor format violations: - 10 points
- Unnecessary wordiness: - 10 points
COURSE POLICIES AND EXPECTATIONS
E-MAIL COMMUNICATION
Put the course name (MKT 422 - Marketing Research) in the subject line, and address me & you with
appropriate curtesy in the email. You will get replied usually within 24 - 48 hours with very few
exceptional cases (e.g., my conference attendance etc.). In such cases, the instructor will notify you
beforehand.
READINGS
The readings for this class can be intense. Reading the text prior to coming to class will greatly increase
your understanding of the class lectures and activities. Students are expected to come to class having done
the reading for the day. Lectures and class discussion, however, will not be based solely on the readings
for the week.
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MKT 422-01 Fundamentals of Mkt Research (UNCG)
Fall 2015
MODIFICATION OF CLASS
Note that occasionally, changes in the schedule of the course, or in the assignments, are announced on
Canvas. Materials may be added to increase your knowledge or efficiency in a particular subject area.
It is your responsibility to connect with Canvas to stay abreast of changes, additional materials etc.
*****The instructor reserves the right to modify the syllabus, grading system, or calendar
to better suit the course.*****
PROFESSIONALISM & COURTESY
We subscribe to the UNCG professional standards. Students are required to be on time and turning off
cell phones during class. Students should NOT work on unrelated tasks. The use of laptop, smartphone,
and any recording device is prohibited, unless asked to use in class.
*****Any disrespectful or disruptive behavior may result in sanctions including point deduction in
final grade, course failure or request to leave the class etc.*****
The examples of desirable and disruptive behaviors include:
Desirable behavior
Disrespectful/Disruptive behavior
 Being on time and paying attention to the
 Sidebar talking, texting, sleeping, surfing on the
class
Internet with your smartphone, chewing gum,
eating a meal
 Reading chapters before class
 Unreasonable compliant about your grade such
 Asking questions related to the class
as arguing about grade when the work does not
 Sharing own experiences that are relevant to
align with the guideline
the class
 Following the guideline in the syllabus and in  Providing false excuse/document for absence
 Any unprofessional behavior that interferes the
the project guideline
learning environment of the class
 Taking note in class
 Any type of talking, cheating, and disruption
 Submitting document for absence if absent
during exam period
Refer to the following for more details on school policies and procedures:
http://www.uncg.edu/bae/faculty_student_guidelines.pdf
USE OF COURSE MATERIALS
Course materials should be used only for this class: sharing the class material with others or posting any
of class materials online is prohibited.
ACADEMIC HONESTY
As the university requires all members to be honest, I take academic misconduct very seriously. My
responsibility is to promote honest behavior based on highest standards of honesty and integrity for the
students. You, as a student, have a responsibility to report any condition facilitating dishonesty relevant to
academic performance in any respect.
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MKT 422-01 Fundamentals of Mkt Research (UNCG)
Fall 2015
Any form of academic dishonesty including plagiarism or cheating will not be tolerated. Plagiarism
may occur on any paper, report, or other work that is submitted to fulfill course requirements. This
includes submitting work done by others such as others’ work on websites. Failing to cite reference
properly will result in from re-doing the paper to zero point for an extreme case. Any copy of work done
by other students in class or by previous students will result in from grade F on the assignment to request
for expulsion from the class. Proof of academic dishonesty will result in a fail in this class. Violations of
the Academic Honesty Guidelines will result in judicial action. Violation of the Guidelines includes
cheating, plagiarism, bribery, misrepresentation, conspiracy and fabrication.***
Personal digital assistant devices, cellular phones, and other electronic devices not allowed cannot be used
during exams. Using any of these during an exam will be reported as a suspected case of Academic
Misconduct and handled in accordance with University policy. Check the details:
http://sa.uncg.edu/handbook/academic-integrity-policy/
STUDENTS WITH DISABILITES
Students requiring physical or programmatic accommodations should consult UNCG’s Office of
Accessibility Resources & Services at http://ods.uncg.edu/
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MKT 422-01 Fundamentals of Mkt Research (UNCG)
Day
Aug 18 (Tue)
Aug 20 (Thu)
Aug 25 (Tue)
Aug 27 (Thu)
TENTATIVE COURSE SCHEDULE
(*subject to change)
Class focus
Introduction to the course and review of syllabus
MR Ch1 – Introduction to Marketing Research
MR Ch 3 – Marketing Research Process and Defining the
Problem and Research Objectives
MR Ch 3 (Cont’d)
Reading: Stores suffer from a shift of behavior in buyers
(on Canvas)
MR Ch 4 – Research Design
Sep 1 (Tue)
MR Ch 4 (Cont’d)
Sep 3 (Thu)
MR Ch 5 – Secondary Data and Packaged Information
Sep 8 (Tue)
Sep 10 (Thu)
Exam 1
Chapters 1-5 plus material covered on class
MR Ch 6 – Qualitative Research Techniques
Sep 15 (Tue)
MR Ch 7 – Evaluating Survey Data Collection Methods
Sep 17 (Thu)
Sep 24 (Thu)
MR Ch 8 – Understanding Measurement, Developing
Questions, and Designing the Questionnaire
MR Ch 8 (Cont’d)
In-class exercise
MR Ch 9 – Selecting Sample
Sep 29 (Tue)
MR Ch 10 – Determining the Size of Sample
Oct 1 (Thu)
Exam 2
Chapters 6-10 plus material covered on class
MR Ch 11- Dealing with Field Work and Data Quality
Issues
In-class exercise
MR Ch 12 – Using Descriptive Analysis, Performing
Population Estimates and Testing Hypotheses
SPSS Practice
Fall Break – No Class – Have Fun!!
Sep 22 (Tue)
Oct 6 (Tue)
Oct 8 (Thu)
Oct 13 (Tue)
Oct 15 (Thu)
Oct 20 (Tue)
Oct 22 (Thu)
Fall 2015
Due
Team sign-up
Student bio
Due: outline of group
project for approval
Due: Research Proposal
Bring your group’s final
version of questionnaire
* Due: Research Design
* Install SPSS and bring
your laptop with SPSS
MR Ch 12 – Cont’d
SPSS Practice
MR Ch 13 – Implementing Basic Differences Tests
SPSS Practice
Guest Speaker session (Tentative)
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MKT 422-01 Fundamentals of Mkt Research (UNCG)
Fall 2015
Due: Data Collection
Nov 3 (Tue)
MR Ch 14 – Making Use of Associations Tests
SPSS Practice
MR Ch 15 – Understanding Regression Analysis Basics
SPSS Practice
Reading: Storytelling for market researchers (on Canvas)
Group Project Day
Nov 5 (Thu)
MR Ch 16 – The Research Report
Due: Data Analysis &
Recommendation
Nov 10 (Tue)
Exam 3
Chapters 11-15, Some comprehensive questions
Nov 12 (Thu)
Group Project Day
Nov 17 (Tue)
Final presentation (half of the groups)
Nov 19 (Thu)
Final presentation (half of the groups)
Nov 24 & 26
Thanksgiving Holiday – No Class
-
Dec 1 (Tue)
Peer evaluation
Oct 27 (Tue)
Oct 29 (Thu)
Article #7
Due: Final report and PPT
(hard copy & Canvas
submission)
Canvas submission
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