TROY UNIVERSITY
MASTER SYLLABUS
SORRELL COLLEGE OF BUSINESS
MKT 4464
Marketing Research
Prerequisites
MKT 3300.
Description
Methods and procedures for collection, interpretation, and use of primary and secondary data in
marketing including sampling, questionnaires, data collection, analysis, and preparation of
reports.
Objectives
On completion of the course, the student should be able to:
1. Explain the marketing research process including the ability to distinguish among various
types of marketing research, such as exploratory, descriptive, casual, primary, secondary,
qualitative, and quantitative—including the advantages and limitations of each.
2. Explain the major research approaches—observation, surveys, and experiments.
3. Design and administer a research instrument, analyze research data, and prepare a research
report.
4. Explain the role of the computer and the Internet in marketing information development and
dissemination.
5. Explain the role of marketing research in marketing management decision-making.
Purpose
To provide familiarity with the concepts of developing, implementing, and controlling a strategy
of marketing goods or services to the final (ultimate) consumer. Marketing concentration
requirement.
Master Syllabi are developed by the senior faculty in each business discipline. This Master Syllabus must be used as the basis for developing the
instructor syllabus for this course, which must also comply with the content specifications outlined in the Troy University Faculty Handbook.
The objectives included on this Master Syllabus must be included among the objectives on the instructor’s syllabus, which may expand upon the
same as the instructor sees fit. The statement of purpose seeks to position the course properly within the curriculum and should be consulted by
faculty as a source of advisement guidance. Specific choice of text and other details are further subject to Program Coordinator guidance.
1 August 2005
Master Syllabus: MKT 4464
2
Approved Texts
Burns, A. C., & Bush, R. F. (2009 or current). Marketing research: Update edition with SPSS
12.0 (6th ed.). Upper Saddle River, NJ: Prentice Hall.
Churchill, G. A., & Brown, T. J. (9 or current). Basic marketing research (7th ed.). Mason, OH:
Thomson/South-Western.
Troy University Faculty Handbook (2010): Section 3.9.2.8 [extract] — essential elements of the syllabus (somewhat modified for space):
1. Course title
2. Course number +
section
3. Term
4. Instructor
5. Prerequisites
6. Office hours
7. Class days, times
8. Classroom
location
9. Office location +
e-mail address
10. Office telephone
11. Course
description,
objectives
12. Text(s)
13. Other materials
14. Grading methods, 16. General supports
criterion weights,
(computer works,
make-up policy,
writing center)
mid-term grade
17. Daily assignments,
reports
holidays, add/drop
15. Procedure, course
& open dates, dead
requirements
day, final exam
18. ADA statement
19. Electronic device
statement
20. Additional
services,
statements
21. Absence policy
22. Incomplete-work
policy
23. Cheating policy
24. Specialization
requirements
(certification,
licensure, teacher
competencies)