MKT 3330
Summer 2018
MKT 3330 – Marketing Research
Summer 2018
PROFESSOR:
Dr. Morris George
OFFICE:
Foster 220.11
Phone:
254-710–4748
E-mail: Morris_George@baylor.edu
OFFICE HOURS: by appointment
COURSE DESCRIPTION
To be successful in today’s highly competitive and evolving environment, a
Marketing firm needs to gather and analyze data about its customers,
competitors, distribution channel members and other forces in the market
place. Marketing research is an organized way of developing and providing
such information required for managerial decision-making.
LEARNING GOALS: At the end of the course, you should be able to:

Formulate research questions and hypotheses given a specific
marketing problem/opportunity

Develop an appropriate research design

Collect secondary data from different sources

Design and conduct focus groups and in-depth interviews

Develop survey questionnaire using online tools such as Qualtrics

Perform various statistical analyses of the collected data using SPSS
The course utilizes video lectures, online discussions, short exercises,
Qualtrics/SPSS, assignments and a project.
REQUIRED COURSE MATERIALS
Brown and Suter (2014), MR 2, 2nd Edition, South-Western, Cengage
Learning.
COURSE REQUIREMENTS
1. Online discussion/exercises
2. Assignments
3. Module Quizzes
4. Final Exam
5. Project
Grade
20 %
15 %
25 %
20 %
20 %
______
100 %
1
Points
200
150
250
200
200
___
1000
MKT 3330
Summer 2018
DISCUSSION/EXERCISES
Discussion: A discussion topic will be posted for some modules (Modules 1 & 2).
The due dates for initial posting and response postings are given in the syllabus as
well as with each discussion question. The discussion board for each module will
close on Sunday at 11:59 PM CST. Your grade for discussion will be based on the
quality of your comments and responses to other discussion posts (see grading
rubric table before Schedule of Classes towards the end of the Syllabus). Each
discussion is worth 25 points.
Exercise: Modules 3 – 5 have several exercises. This will include development of
scales, interpretation of SPSS outputs for various statistical techniques, calculation
of response rate, confidence interval and sample size. You can submit the exercise
by uploading a file – word, pdf, screen shots or images. Each exercise is worth 25
points. For grading rubric, check table towards end of the syllabus.
MODULE QUIZZES
There will be 5 Module Quizzes during the course of the semester. The module
quizzes will be based on important topics covered in the module through the
required readings, video lectures and exercises. These quizzes will be made
available at the beginning of each module, but will be due at the end of each
module. These quizzes are timed and should be completed individually. No makeup quizzes will be allowed.
ASSIGNMENTS
During the course of the semester, there will be several assignments (to be
completed individually) designed to make you familiar with the concepts and the
statistical techniques covered during the course. Assignments submitted after this
deadline will be penalized 20% of the assignment grade for each day after the
deadline.
#
Assignment
Due Date
1
Exploratory Research Design – Development of
Focus Group Research
2
Collection of Secondary Data
3
Scale Measurement & Questionnaire design
June 15
4
Testing for Significant Difference – Run Descriptive statistics and T-tests
using SPSS and test the hypotheses with the help of SPSS outputs
June 23
5
Test of Association – Regression using SPSS/ interpret regression
output/ predict the value of dependent variable using the outputs
June 24
6
Sampling Theory and Sampling Plan – Determination of sample size and
Confidence Interval
June 29
a Moderator’s Guide for
June 1
June 8
2
MKT 3330
Summer 2018
PROJECT
As part of this course, you will do a Research Project, which will give you an
opportunity to apply some of the concepts and methods covered in the course to a
real-world research issue. The research project includes problem definition,
research design, and data analysis.
You can pick a research topic that is relevant to Marketing.
Examples of some possible types of projects are:
1.
2.
3.
4.
Assess Customer Satisfaction with a product/service.
Assess Demand potential for a new product.
Determine the cause of declining sales/profits
Determine the impact of an advertising campaign
The deliverables for the project are as follows:
Research Proposal
Secondary data analysis
FG moderator’s Guide
Project Questionnaire
Data Analysis & Results
June 3rd
June 9th
June 10th
June 16th
July 2nd
Research Proposal: This should describe the marketing situation that you are
interested in studying. The proposal should also include the research problem,
research questions, research hypotheses (if any), plans for data collection and
analysis. The project proposal should be no longer than 2 single-spaced typed
pages.
Secondary Data Analysis: This report should focus on findings from secondary data
– E.g. Census or other Government Records, Journals, library resources, Internet
Resources etc. With the help of secondary data, you could substantiate the research
problem you described with actual numbers/percentages. This could also include
any relevant competitive information that you gathered that provides insights into
the research problem. This report should not exceed 2 single-spaced typed pages.
FG Moderator’s Guide: These are important tools for primary data collection. In the
FG Moderator’s guide, you can describe how the moderator should conduct the FG
including initial disclosures, and the sequence of questions you will cover during the
focus group etc.
Survey Questionnaire Survey Questionnaire has to be developed using Qualtrics
and should contain the questions to collect all the relevant information for
answering your research questions.
Data Analysis & Results: Since this is a shorter session, you may not have time to
collect data. So, I will give a dataset and a set of research questions & hypotheses
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MKT 3330
Summer 2018
that can be addressed using the data. Use SPSS to do the analyses required to
answer the research questions and report your findings from data analysis.
Guidelines on how to write the report will be available on Canvas.
Project Grading:
Project Component
Research Proposal
Secondary Data Analysis
Moderator’s guide
Questionnaire
Data Analysis
Points
30
40
30
40
60
______
200
FINAL EXAM
There will be a Final exam at the end of the semester (7/2). The Final Exam will be
comprehensive and will be 2-hour long. There will be both short answer and
multiple-choice questions for the Final.
GRADING SCALE: The final grades are assigned as follows:
Course Grade
A
AB+
B
BC+
C
D
F
Total Grade %
93% - 100%
89% - 91.9%
86% - 88.9%
83% - 85.9%
80% - 82.9%
75% - 79.9%
70% - 74.9%
60% - 69.9%
59.9% and less
4
Total points
930 – 1000
890 - 919
860 - 889
830 – 859
800 - 829
750 - 799
700 - 749
600 - 699
599 or less
MKT 3330
Summer 2018
CLASS POLICIES
1. Canvas: Course materials and class announcements will be posted on
Canvas. Make sure you have access to the Canvas and use it regularly to
access your course materials and class announcements.
2. Help Desk: If you have any questions on how to navigate Canvas, please
refer to Canvas' Student Guide. If you're having difficulties that you
cannot resolve with the student guide, you may call or chat with Canvas
support immediately, 24 hours a day, 7 days a week by selecting ‘Help’ in
the lower left corner of the Canvas menu. If Canvas support can’t resolve
your issue, call Baylor's help line at (254)710-4357.
3. Copyright Notice: Unless otherwise noted, the materials used and
generated in this course are copyrighted. This includes, but is not limited
to syllabus, presentation slides, video lectures, sample problems, and
assignments.
4. Academic integrity: Plagiarism or any form of cheating involves a
breach of student-teacher trust. This means that any work submitted
under your name is expected to be your own, neither composed by
anyone else as a whole or in part, nor handed over to another person for
complete or partial revision.
In all matters concerning academic integrity, Honor Code policy and
procedures (http://www.baylor.edu/honorcode/) will be applied (e.g.
any unauthorized collaboration with another person in preparing academic
work is unacceptable and will result in a grade of F).
5. OALA: Any student who needs learning accommodations should inform
the professor immediately at the beginning of the semester. The student
is responsible for obtaining appropriate documentation and information
regarding needed accommodations from the Baylor University Office of
Access and Learning Accommodation (OALA) and providing it to the
professor early in the semester. The OALA phone number is (254) 7103605 and their website is: www.baylor.edu/oala
Suggestions for success in online course

Establish a regular study schedule. Plan to invest 15-20 hours per week
engaging in the course.

If you have difficulty understanding any of the topics or have questions on
course requirements, contact me right away.

Save your homework and projects in a portable storage device. Use
backup technologies to submit your work on time in case of internet
connection failure or power outage.
5
MKT 3330
Summer 2018

DISCUSSION GRADING RUBRIC
Initial Discussion Post (Max. 20 Points)
Criteria
17-20 points
14 – 16 points
10-13 points
0 points
Quality and
length of the
post
The post addressed all
the main aspects of the
discussion topic. The
contribution is
appropriate, thoughtful,
original, and supported
by facts.
There are no spelling or
grammatical mistakes.
The post was submitted
before the deadline.
The post addressed
most of the aspects of
the discussion topic.
The post is appropriate,
but the structure and
analysis could have
been better.
Some spelling and
grammatical errors.
The post was submitted
before the deadline.
Short post that did
not answer the key
aspect of the
discussion topic.
The post lacks
structure, and is not
supported by facts.
Spelling/grammatic
al errors.
The post was
submitted after the
deadline.
No
posting
Grammatical/sp
elling errors
Submission
before/after
deadline
Response Post (Max. 5 points)
Criteria
5 points
4 points
2-3 points
0 points
Appropriate
response to
initial post.
Shows
respect for
peers
The response posting is
thoughtful and very
appropriate to the initial
post. The response shows
rich understanding of the
topic and help to progress
the conversation.
Shows respect for peers.
No grammatical or spelling
errors.
The response posting
is appropriate to the
initial post. The
response shows some
understanding of the
topic.
Shows respect for
peers.
Some grammatical or
spelling errors.
The response
posting is not
appropriate to the
initial post. The
response does not
demonstrate
understanding of the
topic.
Some grammatical
or spelling errors.
No
response
post.
Submitted before the
deadline.
Submitted before the
deadline.
Submitted after the
deadline.
11-15 points
Did not complete
most parts of the
exercise or
completed
incorrectly.
The explanation is
limited, or incorrect.
Grammatical
/spelling
errors
Submission
before/after
deadline
EXERCISE GRADING RUBRIC
Criteria
Completeness
21-25 points
Clearly followed the
instructions. Answered
all parts of the exercise
questions correctly.
16-20 points
Answered most parts
of the exercise
question correctly.
Analysis or
logic
The explanations were
very thorough and
reflected rich
understanding of the
content.
Free of grammatical or
spelling errors.
Some explanations
were given, but
missed some key
aspects.
Free of
grammatical
or spelling
errors
Submission
before/after
deadline
Submitted before the
deadline.
Some grammatical or
spelling errors.
Submitted before the
deadline.
6
Some grammatical
or spelling errors.
Submitted after the
deadline.
0 points
No
submission
MKT 3330
Summer 2018

MKT 3330: Schedule of Classes1
Topics
Activity
Due Date
Module 1 - Chapters 1, 2 & 3 (5/29 – 6/3)
Introduction to the Course
Marketing Research Process
Research Design
Discussion 1 – Initial posting
Discussion 1 – Responses to peers
Assignment # 1
Research Proposal
Module 1 Quiz
May 31
June 3
June 1
June 3
June 3
Module 2 - Chapter 4, 5, & 6 (6/4 – 6/10)
Secondary Data Sources
Primary Data by Observation
Discussion 2 – Initial posting
Discussion 2 – Responses to peers
Assignment # 2
Secondary Data Analysis
Primary Data by
Communication
June 7
June 10
June 8
June 9
FG Moderator’s Guide - Project
June 10
Module 2 Quiz
June 10
Module 3 - Chapter 7, 8, & 9 (6/11 – 6/17)
Scale Measurement
Exercise – Scale Measurement
June 14
Questionnaire Design
Assignment # 3
June 15
Sampling Plan
Project Questionnaire
Module 3 Quiz
June 16
June 17
Module 4 - Chapters 12 & 13 (6/18 – 6/24)
Data Analysis I – Individual
variables
Data Analysis II – Multiple
variables
Exercise – t-tests
June 21
Exercise – ANOVA, Cross-tab
June 22
Exercise – Correlation, regression
Assignment # 4
Assignment # 5
Module 4 Quiz
June
June
June
June
22
23
24
24
Module 5 - Chapters 10 & 11, Sampling Theory2 (6/25 – 7/2)
Data Collection
Sampling Theory
Coding and Data Preparation
1
2
Exercise – Response rate calculation
Exercise – Sampling theory
Assignment # 6
Module 5 Quiz
Data Analyses & Results
Final Exam
This schedule is subject to change
Handout on Sampling Theory
7
June 28
June 28
June 29
June 30
July 2
July 2