Columbia College Online Campus
P a g e |1
MKTG 441 A
Marketing Research
Winter Session 15-53
January 11 to March 05, 2016
Course Description
A managerial approach to this highly technical and quantitative field.
Prerequisite: MKTG 310 and MATH 250
Proctored Exams: None
Textbooks
Burns, Alvin and Bush, Ronald. Basic Marketing Research, 3rd ed. Prentice Hall.
ISBN 978-0-13-507822-8
Textbooks for the course may be ordered from MBS Direct. You can order
 online at http://direct.mbsbooks.com/columbia.htm (be sure to select Online Education
rather than your home campus before selecting your class)
 by phone at 800-325-3252
For additional information about the bookstore, visit http://www.mbsbooks.com.
Course Overview
In this course, you will learn how to conduct research, collecting data, transforming it into
meaningful information, and applying it to solve business problems and/or capitalize on feasible
opportunities. You will learn how to analyze marketing environments, interpret research findings,
and prepare a final report to the management team. You will learn how to determine when research
is required, understand how to properly conduct research with an unbiased perspective, prepare
research reports that interpret findings in a graphic and narrative format and use basic statistical
inferences to substantiate research findings.
Technology Requirements
Participation in this course will require the basic technology for all online classes at Columbia
College:




A computer with reliable Internet access,
a web browser,
Acrobat Reader,
Microsoft Office or another word processor such as Open Office.
You can find more details about standard technical requirements for our courses on our site.
You will need to have access to Excel 2007 or 2010. You will also need to download and use XL Data
Analyst software (http://www.xldataanalyst.com/Basic/index.htm) to complete work assigned in
Columbia College Online Campus
P a g e |2
Weeks 6 and 7. Note: XL Data Analyst runs only in the Windows OS, so you will need to have access
to a Windows-based computer where you can install and run it.
Apple Mac users can run Windows programs on their Macs by installing Apple's "Boot Camp" which
creates a petition on the Mac hard drive where Windows programs such as Microsoft Office Excel can
be installed and run in a Windows environment. There is a cost to this program, so you may want to
use the computers in the computer lab, or borrow a Windows computer.
Course Objectives




Appreciate the role and importance of marketing research in the marketing and management
process
Understand the various conceptual foundations on which marketing research is based
Understand how marketing research can effectively be used by business organizations and social
institutions, including those of the not-for-profit sector
Understand how this function is carried out in the field and the complexities faced by
researchers working in this area
Measurable Learning Outcomes




























Define and explain the concept of marketing research.
Explain the fact that the essence of marketing research is to fulfill the marketing manager’s need
for knowledge of the market.
Explain the relationship between marketing research, implementation of the marketing concept,
and total quality management.
Explain and evaluate the various categories of market research activities.
Critique marketing research as either exploratory research, descriptive research, or causal
research.
Identify the stages of the marketing research process.
Explain the organizational structure of marketing research in various organizations.
Explain the often-conflicting relationship between marketing management and researchers.
Explain ethical issues as they relate to marketing research.
Explain that proper problem definition is essential for effective marketing research.
Evaluate research problems in terms of clear and precise research objectives.
Explain the process of exploratory research.
Explain advantages and disadvantages of secondary data in the research process.
Critique the advantages of using surveys.
Explain the types of information that may be gathered from surveys.
Explain the characteristics of observation research.
Define experimentation and discuss the requirements for making a true experiment.
Define test marketing.
Explain the useful functions that test marketing performs for marketing management.
Define and explain the criteria for measurement.
Explain the attitude-measuring process.
Explain questionnaire design.
Explain why a sample rather than a complete census may be taken.
Explain the difference between descriptive and inferential statistics.
Explain the principles of good interviewing.
Explain the activities involved in the management and supervision of fieldworkers.
Define and explain editing and coding.
Explain how the marketing research report is the crucial means for communicating the whole
market research project.
Columbia College Online Campus
P a g e |3
Grading
Grading Scale
Grade Weights
GRADE
POINTS
PERCENT
ASSIGNMENT
A
405-450
90-100
Discussions
B
360-404
80-89
C
315-359
D
270-314
F
0-269
POINTS
PERCENT
75
17%
Dropbox Assignments
175
39%
70-79
Midterm Exam
100
22%
60-69
Final Exam
100
22%
0-59
Total
450
100%
Schedule of Due Dates
WEEK
ASSIGNMENT
Discussion 1
1
2
3
Dropbox Assignment 1
6
7
8
5
Wednesday
25
Wednesday
5
Sunday
Discussion 3
5
Wednesday
25
Wednesday
Discussion 4
5
Sunday
Discussion 5
5
Wednesday
25
Wednesday
5
Sunday
Dropbox Assignment 2
Dropbox Assignment 3
Discussion 7
5
DUE DATE
Discussion 2
Discussion 6
4
POINTS
5
Wednesday
25
Wednesday
Discussion 8
5
Sunday
Discussion 9
5
Wednesday
100
Wednesday
25
Wednesday
Discussion 10
5
Sunday
Discussion 11
5
Wednesday
Dropbox Assignment 4
Midterm Exam
Dropbox Assignment 5
Dropbox Assignment 6
25
Wednesday
Discussion 12
5
Sunday
Discussion 13
5
Wednesday
25
Wednesday
Discussion 14
5
Sunday
Discussion 15
5
Wednesday
Dropbox Assignment 7
Columbia College Online Campus
P a g e |4
Final Exam
100
Total
450
Saturday
Assignment Overview
Discussions: There will be two discussion topics each week (except Week 8), in response to your
readings and additional resources in the course Content. Submit your comments to the first
discussion by Wednesday; post to the second discussion by Sunday each week.
In every discussion, you are expected to respond to the initial question or discussion prompt and
respond to at least two or your classmates by the deadline.
Dropbox Assignments: You will work through a number of cases in the text and submit them
through the course Dropbox. They are due on Wednesday of the week assigned.

Your first Dropbox Assignment 1 is technically due on Wednesday of Week 1, but will not
be counted as late until after Wednesday of Week 2. After Wednesday of Week 2, the
assignment for Week 1 will not be accepted.
Exams: There are two exams in this course: a midterm and a final exam. The exams are multiplechoice exams. There are 60 items on each; you will have one hour to complete each exam.
Course Schedule
Week 1 – Introduction to Marketing Research and the Marketing Research
Industry
Readings: Chapters 1-2
Discussion Assignments
Discussion 1: Introduce yourself to the class. Please give us more than your name. Include
your profession, hobbies, family, pets, interest in marketing research, and any other
information that can help us get to know you.
Discussion 2: Post your answers to one critical thinking question listed on the discussion
about the Brenda Laurel video found in the course Content area.
Dropbox Assignment 1
Do Case 1.2, Advanced Automobile Concepts on page 18. Answer questions 1 and 2.
Do Case 2.2, Advanced Automobile Concepts on page 44. Answer questions 1 and 2. For
question 2 use this web address:
http://mra.marketingresearch.org/resources2/view/profile/id/15/vid/1. You will use the
document to reference confidentiality subjects addressed in the document.
Week 2– Steps in Marketing Research Process; Research Design Alternatives
and Qualitative Research
Readings: Chapters 3-4
Discussion Assignments
Discussion 3: Please post to one of the following questions (a-c) and respond to others’
posts. The case scenario is below along with the questions.
Columbia College Online Campus
P a g e |5
Bob Smith is in the corporate marketing office of Washington Suites, a national hotel chain.
Occupancy levels have been good but Bob is interested in increasing the occupancy rates. He
is convinced that Washington Suites needs to put in place more 1-800-reservation operators.
The last three times he’s called for a reservation himself, he has been put on hold. Even with
10 years of experience in the lodging industry, Bob decides to call in a marketing researcher.
He has never used anyone from a research company, and he’s interested in getting some
fresh ideas from someone with experience from working with a variety of industries. Bob is
put in contact with Doss Struse of Momentum Marketing Research. They schedule their first
meeting for next Monday morning.
a. Outline the questions Struse should ask Smith in the first meeting. Have at least
three questions that are different from past posts.
b. What is the problem? What role should Struse play in the problem definition
process?
c. What pitfalls will Struse need to warn Smith of as they embark on the research
process?
Discussion 4: View the two videos for this week in the course Content Post your answers to
one critical thinking question listed in the discussion. Read and comment on the postings of
two classmates by Sunday.
Dropbox Assignment:
1.
2.
Do the Memo from a Researcher case on page 104. Answer questions 1 and 2.
Do Case 4.2, Advance Automobile Concepts on page 105. Answer questions 1, 2,
and 3.
Week 3 – Accessing Secondary Data and Online Information Bases; Data
Collection Methods
Readings: Chapters 5-6
Discussion Assignments
Discussion 5: Access the Statistical Abstract of the United States online. What kinds of
information do you find? What kind of businesses could use this information? How can this
information be useful to marketers? In your discussion, please mention specific information
that you find interesting, amazing, or helpful about the information found in the Abstract.
These should be facts or items associated with one of the subjects the Abstract covers.
Discussion 6: Review the kinds of information gathered by the Gallup Poll
(www.gallup.com). Go to the website and take a look at some of the studies they report.
How could a marketing manager use some of this information? In your discussion, please
mention a particular research study that you found particularly compelling, helpful,
interesting, amazing or simply weird. Please summarize the article.
Dropbox Assignment
Do Case 5.2 on page 126. Answer questions 1, 2, and 3.
Week 4 – Measurement Scales and Designing Data Collection Forms
Readings: Chapters 7-8
Discussion Assignments
Discussion 7: Do Case 7.1 on page 172 Read the case and choose ONE objective to identify
the relevant construct and indicate how it should be measured (measurement scale.)
Columbia College Online Campus
P a g e |6
Discussion 8: Read Case 8.1 (p. 194) The SteakStop Restaurant: What is Wrong with These
Questions? Choose ONE question to carefully go over. Identify what type of error was made.
Then correct the error using the “do’s” and “don’ts” of question wording. Please choose a
different question than the people who have gone previously.
Dropbox Assignment
Do Case 7.2 (p. 172) Advanced Automobile Concepts. You will be providing the operational
definition and the response scale for all parts of the question. There is an example below.
Keep in mind:
1.
2.
3.
There will be a wide variety of individuals who will be responding.
The questionnaire will undoubtedly be long, meaning that the best response scale
types will be those that are intuitive and easy for respondents to relate to.
Insofar as possible, it is desirable to use metric scales.
Example:
Kind of computer you primarily use at home (operational definition)
Please check all that apply
___Apple ___Dell ___Sony ___Samsung ___HP (response scale – categorical scale)
Week 5 – Determining the Sample Size and the Sample Plan; Data Issues and
Inputting Data into XL Data Analyst
Readings: Chapters 9 – 10
Discussion Assignments
Discussion 9: Using information from Chapter 9 and 10, evaluate a copy of a questionnaire
that you have recently received or seen. (Panera Bread, Target, and other businesses
request, on their receipts, that customers can go to a website to take part in a survey about
their business.)
1. Identify the organization
2. Speculate on the purpose of the questionnaire.
3. What kinds of questions are asked?
Discussion 10: Read Case 10.2 (p. 238). Keeping the quality of the data as a foremost
concern, compare the practices of these two competing panel companies, and recommend
one that you think CMG Research should use for the Advanced Automobile Concepts survey.
Explain why you selected your choice over the competitor.
Please do your mid-term first, and then work on your dropbox.
Dropbox Assignment
This assignment will prepare you for next week’s dropbox assignment. If you can’t do this,
you won’t be able to do the next week’s assignment. Submit your completed work to the
dropbox by Wednesday.
To complete: Figure a sample size using the XL Dataanalyst. Please see the technology
requirements at the start of the syllabus. You will use AA Concepts.xlsm. Directions are on
204 to download and also on the xldataanalyst website. On page 206 you will see the
screenshots. We will be using an estimated “p” of 50 and an allowable error of 5. Please
submit your spreadsheet work in an Excel file and a Word doc with your answers cut and
pasted from the spreadsheet.
Midterm Exam: The midterm exam is open Sunday through Wednesday of this week.
Columbia College Online Campus
P a g e |7
Please download the XL Data Analyst this week, and make sure that you can use it. It uses
Microsoft Office 2010. This is a link for a free 60-day use of 2010.
http://office.microsoft.com/en-us/try/
If you normally use a MAC, this data set will not work unless you have “Boot Camp” installed.
I know, I’ve tried.) It might be easier if you find a Windows-based computer. See the “Mac”
tab on www.xldataanalyst.com.
Week 6 – Summarizing Your Data and Generalizing Your Findings
Readings: Chapters 11-12
Discussion Assignments
Discussion 11: What are categorical and metric variables? Give an example of a survey
question using a categorical variable and one that uses a metric variable. Be sure to give the
answer format, too.
Discussion 12: Watch the video file or listen to the audio file in the course Content for this
week. Post your answers to one critical thinking question listed on the discussion. Read and
comment on the postings of two classmates.
Dropbox Assignment
Do question 28 on page 221. Answer questions a and b. Do question 28 on page 221.
Answer questions a and b. You should read the chapter first, though. You are going to
manually figure the sample size. You will be calculating a "sample size when estimating a
mean". When figuring S for this question, see page 204, 2nd paragraph and look at their
example. For our case instead of using 80 miles, we will use 60. You will come up with a
number on a.
For the second part of your assignment: there is information both on the XL Data Analyst
website, in your book, and in the Content area of D2L that will help you. There is also a
discussion topic in week 7 to post helpful hints on how to use XL Data Analyst.
Use the XL Data Analyst software available at
http://www.xldataanalyst.com/Basic/index.htm .
If you normally use a MAC, this data set will not work unless you have “Boot Camp” installed.
I know, I’ve tried.) It might be easier if you find a Windows-based computer. See the “Mac”
tab on www.xldataanalyst.com.
Do Case 11.2 on page 260. Do Case 11.2 on page 260. Answer the six questions at the end
of the case. You will need to thoroughly read the chapter and thoroughly read the case in
order to perform the calculations using Xl Data Analyst.
With this case, include a Word file with your answers that you have cut and pasted from
Excel and your worksheet from XL Data Analyst and your answers to the 6 questions. Be
sure you determine what are categorical and what are metrics. (You use a different method
for metrics and categoricals)
Here is the way part of your first question will look.
What is the demographic composition of the sample?
All demographic variables, except for number of people in the household, are categorical,
so use percents.
Columbia College Online Campus
Size of home town or city
Category
Frequency
Under 10K
154
10K to 99K
177
100K to 499K
176
500K to 1 million
226
1 million and more
267
Total
1000
P a g e |8
Percent
15.4%
17.7%
17.6%
22.6%
26.7%
100.0%
It appears that most in the sample are from cities bigger than 100k
(There are more demographic variables.)
Week 7 – Finding Differences and Determining Relationships
Readings: Chapters 13-14
Discussion Assignments
Discussion 13: Read about the Daily Advocate Lost Subscribers Survey discussed on page
312 and analyze the data to make recommendations for the marketing strategies for the
newspaper. What were the findings? What do you recommend to address the findings?
Discussion 14: Read the Harris Poll referenced in the course Content at
http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/mid/1508/articleId/668/ctl/ReadCustom
%20Default/Default.aspx. Post your answers to one critical thinking question listed in the
discussion. Read and comment on the postings of two classmates.
Dropbox Assignment
Do Case 12.2 on page 288. You will be using the XL Data Analyst. Please see the question
revisions for questions 1, 3, and 4 that follow below. Question 2 remains the same.
Please include your Excel worksheets showing your manipulation of the data for this
assignment. Also on a separate sheet, include your answers to questions 1-4 in a Word file.
Question Revisions for Case 12.2.
1.
3.
What percent of the American public owns…
a.
No vehicle
b.
Car
c.
Pickup truck
d.
SUV or Van
The Advanced Automobile Concepts principals fully understand that there is resistance
to change in Zen. There are some senior executives who grew up during America’s
“romance with the automobile” era of the 1950’s and 1960’s and who believe that most
Americans want a large and powerful automobile. These executives point out that
SUV’s are extremely popular despite global warming warnings that have been issued for
the past decade and numerous gasoline price surges where filling up the gas tank of an
SUV or a luxury automobile approached the $100 mark. These executives further
believe that hybrid and alternative fuel automobiles are generally regarded by the
American public as undesirable because they are perceived to be unattractive, boxy in
appearance and sluggish in acceleration. In fact, some of these senior executives
believe that the probability of the American public buying the various hybrid vehicles in
Columbia College Online Campus
P a g e |9
the next three years is something like the following.
Test these hypotheses with the findings from the survey.
Hybrid vehicle type
-Probability of buying a very small (1 seat) hybrid auto within 3 years?
-Probability of buying a small (2 seat) hybrid auto within 3 years?
-Probability of buying a standard size hybrid auto within 3 years?
-Probability of buying a standard size synthetic fuel auto within 3 years?
-Probability of buying a standard size electric auto within 3 years?
4.
Probability
5%
5%
15%
15%
20%
Using the findings from the survey, estimate the number of vehicles of each of the
following hybrid types that are expected to be purchased over the next three years.
There are 114,825,000 American households (U.S. Census, 2010 estimate) do not use
the 14,825,528 figure from your book.
a. Very small (one-seat) hybrid auto
b. Small (two-seat) hybrid auto
c. Standard size hybrid
d. Standard size synthetic fuel auto
e. Standard size electric auto
Week 8 – Preparing and Presenting the Research Report
Readings: Chapter 15
Discussion Assignments
Discussion 15: After completing the plagiarism tutorial in the course, search for more
information about plagiarism online. Can you find some examples illustrating some
prominent persons who have been in great difficulties because they did not cite the work of
others?
Final Exam
The exam will be made available to you on Wednesday- Saturday evening. Click on the
“Quizzes” tab in the course. Responses must be to me by Saturday at midnight.
Course Policies
Student Conduct
All Columbia College students, whether enrolled in a land-based or online course, are responsible for
behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use
Policy. Students violating these policies will be referred to the office of Student Affairs and/or the
office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the
Computer Use Policy for students can be found in the Columbia College Student Handbook. The
Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus
Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment,
and all students must adhere to the conventions of online etiquette.
Plagiarism
Your grade will be based in large part on the originality of your ideas and your written presentation
of these ideas. Presenting the words, ideas, or expression of another in any form as your own is
plagiarism. Students who fail to properly give credit for information contained in their written work
(papers, journals, exams, etc.) are violating the intellectual property rights of the original author. For
Columbia College Online Campus
P a g e | 10
proper citation of the original authors, you should reference the appropriate publication manual for
your degree program or course (APA, MLA, etc.). Violations are taken seriously in higher education
and may result in a failing grade on the assignment, a grade of "F" for the course, or dismissal from
the College.
Collaboration conducted between students without prior permission from the instructor is
considered plagiarism and will be treated as such. Spouses and roommates taking the same course
should be particularly careful.
All required papers may be submitted for textual similarity review to Turnitin.com for the detection
of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the
purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on
the Turnitin.com site.
Please review the plagiarism tutorial in your Course Content area in D2L (scroll to the bottom
of the Course Content)
Non-Discrimination
There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation,
religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.
Disability Services
Students with documented disabilities who may need academic services for this course are required
to register with the Coordinator for Disability Services at (573) 875-7626. Until the student has been
cleared through the disability services office, accommodations do not have to be granted. If you are a
student who has a documented disability, it is important for you to read the entire syllabus before
enrolling in the course. The structure or the content of the course may make an accommodation not
feasible.
Online Participation
You are expected to read the assigned texts and participate in the discussions and other course
activities each week. Assignments should be posted by the due dates stated on the grading schedule
in your syllabus. If an emergency arises that prevents you from participating in class, please let your
instructor know as soon as possible.
Attendance Policy
Attendance for a week will be counted as having submitted a course assignment for which points
have been earned during that week of the session or if the proctoring information has been
submitted or the plagiarism quiz taken if there is no other assignment due that week. A class week is
defined as the period of time between Monday and Sunday (except for Week 8, when the week and
the course will end on Saturday at midnight). The course and system deadlines are all based on the
Central Time Zone.
Cougar E-mail
All students are provided a CougarMail account when they enroll in classes at Columbia College. You
are responsible for monitoring e-mail from that account for important messages from the College and
from your instructor. You may forward your Cougar e-mail account to another account; however, the
College cannot be held responsible for breaches in security or service interruptions with other e-mail
providers.
Students should use e-mail for private messages to the instructor and other students. The class
discussions are for public messages so the class members can each see what others have to say about
any given topic and respond.
Columbia College Online Campus
P a g e | 11
Late Assignment Policy
An online class requires regular participation and a commitment to your instructor and your
classmates to regularly engage in the reading, discussion and writing assignments. Although most of
the online communication for this course is asynchronous, you must be able to commit to the
schedule of work for the class for the next eight weeks. You must keep up with the schedule of
reading and writing to successfully complete the class.
No credit is given for late discussion postings. Penalties for late assignments after the due date are:
Day 1 = 5%
Day 2-3 = 10%
Day 4-5 = 30%
Day 5-7 = 40%
After one week the assignment is worth zero points.
No assignments will be accepted after the course has closed.
It is important to contact me in case of emergency. No access to Internet or busy work
schedules are excuses and are unacceptable.
Course Evaluation
You will have an opportunity to evaluate the course near the end of the session. You will be able to
access the link from your CougarTrack page. Be assured that the evaluations are anonymous and
that your instructor will not be able to see them until after final grades are submitted.
Additional Resources
Orientation for New Students
This course is offered online, using course management software provided by Desire2Learn and
Columbia College. The Student Manual provides details about taking an online course at Columbia
College. You may also want to visit the course demonstration to view a sample course before this one
opens.
Technical Support
If you have problems accessing the course or posting your assignments, contact your instructor, the
Columbia College Helpdesk, or the D2L Helpdesk for assistance. Contact information is also available
within the online course environment.


Columbia College Helpdesk: CCHelpDesk@ccis.edu 800-231-2391 ex. 4357
D2L Helpdesk: helpdesk@desire2learn.com 877-325-7778
Online Tutoring
Smarthinking is a free online tutoring service available to all Columbia College students.
Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing.
Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study
resources, including writing manuals, sample problems, and study skills manuals. You can access the
service from wherever you have a connection to the Internet. I encourage you to take advantage of
this free service provided by the college.
Access Smarthinking through CougarTrack under Students->Academics->Academic Resources.
Columbia College Online Campus
P a g e | 12
Grading Criteria
Discussion Rubric
GRADE CRITERIA
5=A
Posting is on time and model answers given for all questions using marketing research
principles. Answers are complete and concise. Student has responded to two other learners with
thoughtful answers (More than “I agree.”)
4=B
Assignment has model answers for all questions, but student has not responded to two other
learners.
3=C
Assignment answers are not model, and/or student has not responded to two other learners.
2=D
Assignment is incomplete and student has not responded to two other learners.