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