Latest update: 21 Oktober 2021
SCHOOL OF COMMUNICATION
UNIVERSITI SAINS MALAYSIA
YSP519/4 – RESEARCH METHODS IN INTEGRATED MARKETING
COMMUNICATION
Semester 1, Academic Session 2021/2022
Lecturers:
Dr. Sharifah Nadiah Syed Mukhiar
Tel: .04 653 2641; HP: 016 448 8234.
E-mail: nadiahmukhiar@usm.my
Prof. Madya Dr. Hasrina Mustafa
Tel: 0326810091, HP: 0193228232
Email: hasrina@usm.my
Lecture:
Wednesday: 8.00pm-10.30pm
Consultation
Hours:
On appoinment basis and/or through e-mail
Course
Synopsis:
This course will introduce and discuss the concept and design of market research in
Integrated Marketing Communication. It begins with a discussion on market research
design and process, followed by qualitative and quantitative research method. The
course will then specifically look into the different techniques of market research
according to the needs of the organization such as market segment research, brand
positioning research, new market research, advertising effectiveness research and
others.
Course
Objectives:
The objective of this course is to enhance the knowledge and skills of the candidates in
market research methods.
Learning
Outcomes:
Specifically, candidates will learn:

To explore important market research methods and principles in the field of
Integrated Marketing Communications.

To assess the problems of an organization in the industry using market research
methods and principles critically and analytically.

To present a market research proposal using appropriate market research methods
for an organization selected.

To demonstrate the ability to obtain information to conduct market research
independently.
Readings:
Hague et. al. (2016). Market Research in Practice: An Introduction to Gaining Greater Market Insight.
London: KoganPage.
Smith, S., & Albaum, G. (2013). Basic Marketing Research: Building Your Survey. Utah: Qualtrics
Labs.
Hoyer, W. D., Pieters, R., & MacInnis, D. J. (2013). Consumer Behavior. Mason, OH: South-Western
Cengage Learning.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
Upper Saddle River, NJ:Pearson/Prentice Hall.
Course Materials:
a) Course materials such as power point slides and supplementary readings are provided in ELearning courseware (ELearn). Steps to login ELearn:
a) Long on to http://elearning.usm.my
b) Click at School of Communication
c) Click at Log in for Elearn USM using usm email address @student.usm.my
d) Click at the course title
b) Students are advised to make full use of online database/ebook provided by USM library to
download relevant research articles/e-book. Below are the required steps:
1. Click http://www.lib.usm.my
2. Click Services, choose Off Campus Log In
3. Scroll down the screen and click “Here” on How to access it
4. Key in your ID and password. The ID is your student email name (eg. hasrina without
@student.usm.my.
5. Choose EBSCOhost or E-brary (for e-book)
6. Choose EBSCOhost (Academic, Business....)
7. Choose Business Source Complete and Communication and Media Complete and click
continues. Type your search key word.
COURSE CONTENT
WEEK 1 : AP. Dr. Hasrina Mustafa & Dr Sharifah Nadiah Syed Mukhiar
(Wed, 27 Oct 2021)
 Introduction to the course
 Using USM online database
 Plagiarism and Turnitin
 Tools in research
 Definition, importance and types of research
 Research Issues and scope in IMC
 Referencing and formatting
 Details of assessment and rubric -Breakout session
WEEK 2: AP Dr Hasrina Mustafa
(Wed, 3 Nov 2021)
 Understanding research process
 Theories, concepts, models and hypothesis
 The relationship between theories and research
 The application of theories in research
 Research problems and objectives
 Writing a good research proposal
 Literature in research
WEEK 3: AP Dr Hasrina Mustafa
(Wed, 10 Nov 2021)
 Quantitative research methods
 Quantitative research methods design
WEEK 4: AP Dr Hasrina Mustafa
(Wed, 17 Nov 2021)
 Quantitative research methods design
 Quantitative data collection
WEEK 5: AP Dr. Hasrina Mustafa
(Wed, 24 Nov 2021)
 Quantitative data analysis: Intro to SPSS
WEEK 6: Dr Sharifah Nadiah Syed Mukhiar
2
(Wed, 1 Dec 2021)
 Qualitative research methods
 Qualitative research methods design
WEEK 7: Dr Sharifah Nadiah Syed Mukhiar
(Wed, 8 Dec 2021)
 Qualitative data collection
 Qualitative data analysis
 Sentiment Analysis
WEEK 8: AP Dr Hasrina Mustafa
(Wed, 15 Dec 2021)
 Using market research to segment market
 Using market research to increase customer satisfaction and customer loyalty
WEEK 9: Semester break
WEEK 10: AP Dr Hasrina Mustafa & Dr Sharifah Nadiah Syed Mukhiar
(Wed 29 Dec 2021)
 Research tutorial
WEEK 11: Dr Sharifah Nadiah Syed Mukhiar
(Wed, 5 Jan 2021)
 Using market research to enter new market
 Using market research to test the effectiveness of advertising
WEEK 12: Dr Sharifah Nadiah Syed Mukhiar
(Wed, 12 Jan 2021)
 Using market research to launch new product
 International market research
WEEK 13: Dr Sharifah Nadiah Syed Mukhiar & AP Dr Hasrina Mustafa
(Wed, 19 Jan 2021)
 Research tutorial
WEEK 14: Dr Sharifah Nadiah Syed Mukhiar & AP Dr Hasrina Mustafa
(Wed, 26 Jan 2021)

Presentation
WEEK 15: Dr Sharifah Nadiah Syed Mukhiar & AP Dr Hasrina Mustafa
(Thurs, 3 Feb 2021)

Presentation
Course Evaluation Component
Evaluation: Coursework: 100%
a) Proposal – 50%
b) Research Instrument (Quality) – 10%
c) Presentation – 10%
d) Test: 30%
A) Proposal (50%) Deadline: 9 Feb 2022
For this assignment (approximately 20-25 pages, double spacing), the candidates must write
a research market proposal. Candidates need to find a real company with a problem and
conduct a research on it. The assessment will based on the following components:
1
Title page.
2
Table of contents.
3
3
Executive summary (1 page)
The proposal should begin with a summary of the major points from each of the other
sections, presenting an overview of the entire proposal. The summary should concisely
describe the problem, approach and research design that was adopted.
4
Background (4-5 pages) (5%)
Potential causes of the problems faced, or alternative interpretations of the factors that
shape the background in an environmental context, should be presented. Much
exploratory work needs to be undertaken to explain the industry, organisation, decision
makers, planned campaigns, etc.
5
Problem definition (2-3 pages) (10%)
The problem definition section of the report gives the background to the problem. This
part summarises elements of the marketing and research problem diagnosis. Key
elements of any discussions with decision makers, industry experts and initial secondary
data analyses are presented. Having set this context for the whole project, a clear
statement of the marketing decision problem(s) and the marketing research problem(s)
should be presented.
6
Research objectives (1 page) (5%)
This tackles the research ‘objectives’ and clarifies the reason for the study. These may be
presented in the form of clear hypotheses that may be tested. They may also cover
broader areas in terms of ‘research questions’ that are to be explored rather than formally
measured in a conclusive manner.
7
Research design (3-4 pages) (10%)
The research design to be adopted, classified in broad terms as exploratory, descriptive or
causal, should be specified. Beyond such a broad classification should be details of the
individual techniques that will be adopted and how they will unfold and connect to each
other. This means that the reader will clearly see methods of collecting the desired data,
justification for these methods and a sampling plan to include details of sample size(s).
This applies to both quantitative and qualitative approaches.
8
Fieldwork/data collection (2-3 pages) (5%)
The proposal should discuss how the data will be collected and who will collect them.
Control mechanisms to ensure the quality of data collected should be described.
9
Data analysis (1-2 pages) (5%)
This should describe the kind of data analysis that will be conducted, e.g. content
analysis, simple cross-tabulations, univariate analysis or multivariate analysis. If software
packages are to be used in these analyses, they should be specified, as they will be
indicative of the potential analyses that can be conducted. There should be further
description of the extent to which the results will be interpreted in light of the set marketing
objectives, beyond the specified analysis techniques.
10 Cost and scheduling (3-4 pages) (5%)
The cost of the project and a time schedule, broken down by phases, should be
presented. A critical-path method chart might be included. In large projects, a payment
schedule is also worked out in advance.
11 Appendices.
12 References.
**Format (Title page, table of content, executive summary, figure, tables, appendices,
references) – 5%
B) Research Instrument (10%)
4
Research instrument must be submitted together with the research proposal
C) Presentation of research proposal: 10%: 26 Jan/ 3 Feb 2021
Candidates will be given 15 minutes each to make oral presentation of their proposals
including Q & A session on 2 Feb 2022.
D) Online Test (30%)
Will assess the student’s understanding on the syllabus. Will be conducted on 19 Dec 2021
(Sunday afternoon)
GUIDELINE FOR WRITING CITATIONS AND REFERENCES
CITATION
All citations has to be done within the texts AND not to use ibid or op cit.. Examples of citation within the texts are:
In the American case, the graduate school has been the structural heart of the capacity to place research
foundations under teaching and advanced study (Gumport, 1993).
Or
For example, as stated by Marginsom & Considine (2000:137), the University of Southern Cross aims “to develop
world class research and......
REFERENCES
a. From a book written by a single or more than one author
Temporal, P (2006). B2B branding in Malaysia. Sungai Buluh, Selangor: Kanyin Publications. OR
Blackett, T., & Haig, G. (2004). What is a brand, in The Economist Series. Brands and branding. Princeton, New
Jersey: Bloomberg Press.
b. From a chapter of an edited book
Dzulkifli, A. R. & Ramli, M. (2008). Promoting R&D within the constraints of managing a teaching
university: the case of Universiti Sains Malaysia (co-author), in H. Vessuri and U. Teichler (eds.).
Universities as centres for research: an endangered species? Rotterdam, Netherland: Sense Publishers
c. From an article published in a journal
Hall, J. (2004). Branding Britain. Journal of Vacation Marketing,10, 171-186.
Or
Sharif Mansor (2006). Peranan media di dalam masyarakat majmuk, Dewan Masyarakat, 36, 6, Jun.
d. From a newspaper
Utusan Malaysia, 2 Julai 2007
e. From a newspaper with writer’s byline
Mahathir Mohamad (1985). Freedom of the press - fact and fallacy, The New Straits Times, 9 July, ms. 14-15.
f.
From a website
http://www.sloanbrands.com (accessed on 10 July 2007)
5
Rubric for Research Proposal and Instrument
Poor
1
Fair
2
Satisfactory
3
Good
4
Excellent
5
Problem definition (2-3 pages) (10%)
The problem definition section of the report gives the
background to the problem. This part summarises elements
of the marketing and research problem diagnosis. Key
elements of any discussions with decision makers, industry
experts and initial secondary data analyses are presented.
Having set this context for the whole project, a clear
statement of the marketing decision problem(s) and the
marketing research problem(s) should be presented.
1-2
3-4
5-6
7-8
9-10
Research objectives (1 page) (5%)
This tackles the research ‘objectives’ and clarifies the
reason for the study. These may be presented in the form
of clear hypotheses that may be tested. They may also
cover broader areas in terms of ‘research questions’ that are
to be explored rather than formally measured in a conclusive
manner.
Research design (3-4 pages) (10%)
The research design to be adopted, classified in broad
terms as exploratory, descriptive or causal, should be
specified. Beyond such a broad classification should be
details of the individual techniques that will be adopted and
how they will unfold and connect to each other. This means
that the reader will clearly see methods of collecting the
desired data, justification for these methods and a sampling
plan to include details of sample size(s). This applies to both
quantitative and qualitative approaches.
1
2
3
4
5
1-2
3-4
5-6
7-8
9-10
Fieldwork/data collection (2-3 pages) (5%)
The proposal should discuss how the data will be collected
and who will collect them. Control mechanisms to ensure
the quality of data collected should be described.
1
2
3
4
5
Data analysis (1-2 pages) (5%)
This should describe the kind of data analysis that will be
conducted, e.g. content analysis, simple cross-tabulations,
univariate analysis or multivariate analysis. If software
packages are to be used in these analyses, they should be
specified, as they will be indicative of the potential analyses
that can be conducted. There should be further description
of the extent to which the results will be interpreted in light of
the set marketing objectives, beyond the specified analysis
techniques.
Cost and scheduling (3-4 pages) (5%)
The cost of the project and a time schedule, broken down by
phases, should be presented. A critical-path method chart
might be included. In large projects, a payment schedule is
also worked out in advance.
1
2
3
4
5
1
2
3
4
5
Format (5%)
Title, table of content, executive summary, figure, tables,
appendices, references
1
2
3
4
5
Background (5%)
Potential causes of the problems faced, or alternative
interpretations of the factors that shape the background in
an environmental context, should be presented. Much
exploratory work needs to be undertaken to explain the
industry, organisation, decision makers, planned
campaigns, etc.
Research instrument (10%)
Quantitative - A viable measurement in order
to measure the variables studied.
Qualitative – A viable protocol to be used in
the data collection setting.
Poor
1-2
Fair
3-4
6
Satisfactory
5-6
Good
7-8
Excellent
9-10
Rubric for Presentation
Excellent (5040%) Detailed,
accurate,
relevant, key
points
highlighted.
Very Good
(39-30%)
Detailed,
accurate,
relevant.
Good (2920%)
Generally
accurate and
relevant, but
some gaps
and/or
irrelevant
material.
Average (1910%)
Limited
knowledge, with
some significant
gaps and/ or
errors.
Poor (9% and
below)
Very limited,
with many
errors and
gaps.
Structure
(30%)
Excellent (3025%)
Rigorously
argued,
logical, easy
to follow.
Very Good
(24-19%)
Generally
clearly argued
and logical.
Good (1813%)
Not always
clear or
logical.
Average (12-7%)
Argument
underdeveloped
and not entirely
clear.
Poor (6% and
below)
Muddled,
incoherent.
Style (20%)
Excellent (2017%)
Clear, lively,
imaginative,
good use of
visual aids.
Very Good
(16-13%)
Generally
clear and
lively, use of
appropriate
visual aids.
Good (129%)
Conveys
meaning in
general, but
sometimes
unclear.
Average (8-5%)
Not always clear
or easy to follow;
unimaginative
and not
engaging.
Poor (4% and
below)
Disjointed,
difficult to
follow, dull.
Information
(50%)
7