MKT 5206
KIMEP University ("KIMEP")
Bang College of Business ("BCB")
Spring Semester 2013
Course Syllabus
MKT 5206 "Marketing Research"
1. Basic Information
Course code and title: MKT 5206 Marketing Research (MBA)
Course meeting time and place: Tuesday/Thursday, 19:00-20:15,
#119 Valikhanov Building
Course credit: 3 hours
Instructor information:
Professor: Richard Tansey, Ph.d [marketing]., Ph.d. [U.S. history]
Office: Room 310 Dostyk Building
Phone: 727 270-4440; extension 2245
Email: rtansey@kimep.kz
2. Instructor availability:
Office hours: Monday & Wednesday 17:15-20:15
and by appointment
3. Course Description/Overview
According to current KIMEP Academic Catalogue 2011-2012, this course (MKT 5206
Marketing Research) explores the use of marketing research as an aid to making marketing
decisions. Specifically, this course addresses how the information used to make marketing
decisions is gathered and analyzed. This course is designed for all marketer, both those who will
use market research results and marketing researchers.
In order to fulfill the guidelines of the KIMEP Course Catalogue, MKT 5206 will focus on the
following five areas to increase students’ skills to conduct research and enable students to
develop better marketing decision frameworks by focusing on both qualitative issues and
quantitative methods:
3-1) Introduces students to why and how exploratory marketing surveys and qualitative
techniques are used to generate initial hypotheses for further commercial testing;
3- 2) Introduces students to benefits and costs of selecting research design techniques sampling
plans, and creating marketing proposals to various business organizations;
3- 3) Develops student skills to write a survey instrument to collect, analyze and use statistical
results to make informed managerial business decisions;
3-4) Learn introductory ANOVA [analysis of variance], cluster analysis and
regression/factor analytical techniques to analyze data;
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MKT 5206
3-5) Use of various statistical techniques to conduct confirmatory hypothesis testing including
nomological networks and other testing and construct evaluation methods.
4. Learning Objectives:
4-1) Develop exploratory research methods, surveys, and sampling designs for qualitative
research and hypothesis development;
4-2) Comprehend one-tailed confirmatory hypotheses to conduct academic/scientific research;
4-3) Comprehend two types of survey instruments - demographics and variable/construct
measurement/ validity;
4-4) Comprehend how to conduct a SPSS type data set from one of above-styled surveys using
twenty-five respondents;
4-5) Make managerial assessments and decisions from survey results.
5) Relationship of MKT 5206 TO KIMEP BCB business program.
Marketing research is one of the key foundational courses for training graduate marketing and
other majors. Also, it is a key means to extend and deepen students' statistical skills for academic
research and allow students to develop the necessary qualitative and quantitative skills to become
better marketing decision makers in the private sector and government agencies.
6) Teaching Methodology/Pedagogy.
Course teaching materials will be presented in a lecture format. However, students will be
encouraged to form groups of two or three students when class time will be used to allow
students to work on in-class problems and assigned research projects.
7) Assessment Method:
Activities
One mid-term exam [one hour exam]
Comprehensive final exam
Total
Points in %
50%
50%
100%
7-1) One mid-term exam [one hour exam] = 50% of final grade
7-2) Comprehensive final exam = 50% of final grade
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MKT 5206
8) Grades for each exam/project will be assigned, following KIMEP catalog, as follows:
A+ = 90=100
A = 85-89
A- = 80-84
B+ = 77-79
B = 73-76
B- = 70-72
C+ = 67-69
C = 63-66
C- = 60-62
D+ = 57-59
D = 53-56
D- = 50-52
F = BELOW 50
9) Course Policies:
9-1) Students are not permitted to enter class room 10 minutes after lecture begins. No one
should leave the classroom after lecture begins.
A student who leaves lecture will not be permitted to return to the classroom until lecture is
done.
Any student who is believed to be unruly or lacks proper decorum as determined by lecturer
will be asked to leave the lecture room for remainder of that class.
Any student refusing to leave the room voluntarily at lecturer's request will have his/her books
placed in the external hallway.
9-2) For both midterm and final exams, each student will take these assessment
evaluations alone. Acts of academic dishonesty or misconduct will result in disciplinary
action in accordance with KIMEP regulations. Each student is responsible for knowing and
adhering/complying with KIMEP's regulations/guidelines, as stated in KIMEP's current
catalog.
9-3) For both midterm and final exam day tests, each student is expected to bring 10 to 20
lined sheets of blank paper to respond to multiple identification items, and short essay
questions [2-5 pages on both sides]. Please note that student responses are expected to be only
in English language.
9-4) For both the midterm and final exams, students are expected to have/display their
individual KIMEP ID cards. The picture on the ID should be the person taking the exam and
the name on the ID should be on the lecturer's class roll. Any use of surrogates will be
perceived as conspiratorial dishonesty.
9-5) Any student who has a documented disability that adversely impacts his/her ability to
complete any and all course requirements should see class instructor to make arrangements
necessary for allowing said student a fair and equitable opportunity to be evaluated in this
course.
9-6) Any student or group who misses an exam or group project deadline will receive a
grade of zero on that exam or group project. A makeup exam/group project requires that said
student/group present a valid and documented reason for missing exam or group project
deadline.
9-7) Outside class assignments, e.g. group projects, are penalized 10% each day for each
day beyond the due date.
9-8) No formal record of class attendance will be maintained except that required by
KIMEP registrar. Note that students who attend class on a regular basis stand a better chance
of passing the course.
9-9) Any student who stops attending this class but does not formally withdraw will receive
a grade of "F" for the final semester grade.
9-10) A grade o "I" [INCOMPLETE] will not be granted unless extreme circumstances
beyond the student's control prevent full completion of any/all course requirements. Grades of
"I" or "IR" will not be given in lieu of "F".
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MKT 5206
10) Lecture Schedule. 16 week ["W"] semester.
Weeks
W1
W2
W3
Dates
W5
W7
W8
W9
W10
W11
W12
W13
W14
Estimated
student
time
3 hours
Intro to Marketing Research ["MR"]
Read chapter ["CH"] 1.
January 15
January 17
January 22
January 24
January 29
February 5
Defining/Developing MR Approach
MR Design
Exploratory Research Design
Exploratory Research Design discussion/examples.
Exploratory Research Design/Qualitative Research.
Descriptive Survey/Observation Research.
Descriptive Survey/Observation Research.
Read CH 2
Read CH 3
Read CH 4
Read CH 5
Read CH 6
Read CH 7
Read CH 7
February 7
Measurement
Read CH 8
February 12
Read CH 8
Read CH 8
Read CH 8
Read CH 9
3 hours
March 4-10
March 12
March 14
March 19
March 21
March 26
March 28
April 2
Scaling
Causal Research. Design
Causal Research. Design
Measurement/Scaling
Questionnaire Design
Midterm Break
Sample Procedures
Sample Size & Precision
Midterm Exam
Data Preparation/SPSS
Frequency Distribution
Hypotheses Testing Format
ANOVA & Covariance
Read CH 10
Read CH 11
3 hours
3 hours
3 hours
3 hours
3 hours
April 4
April 9
April 11
April 16
April 18
ANOVA & Covariance
Correlation & Regression
Correlation & Regression
Logistic Regression & Discriminant Analysis
Logistic Regression & Discriminant Analysis
Read CH 16
Read CH 16
Read CH 17
Read CH 17
Read CH 18
3
3
3
3
April 23
April 25
Factor Analysis
Factor Analysis
Read Chapter 18
Read Chapter 19
3 hours
3 hours
April 30
Cluster Analysis
3 hours
May 2
Second Exam
3 hours
February 14
W6
Chapter &
assignments
January 10
January 31
W4
Lecture topics, key activities, etc.
February 19
February 21
February 26
3 hours
Read CH 12
Read CH 14
Read CH 15
Read CH 15
3 hours
3 hours
3 hours
3 hours
3 hours
3 hours
3 hours
3 hours
3 hours
3 hours
3 hours
hours
hours
hours
hours
W15
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MKT 5206
External classroom work. For each of the 16 weeks (15+1 break week) in this course,
students are required to attend three hours of classroom lecture plus they are required to do a
minimum of seven hours of individual or group work outside of class. Thus, students are
required to attend class and conduct outside work 10 hours a week for each of the 15 weeks in
the fall semester in order to comply with European Federation Academic Guidelines that
require KIMEP Bang College of Business to comply with.
W1 Dates: August 16-18 – Read chapter [“CH”] 1. Intro to Marketing Research [“MR”]
(EST = 3) and CH 2 Defining/Developing MR Approach (EST = 3).
External assignments:
1a) Read CH 1 – Video Case 1.1 (textbook pp. 63-65). Answer Internet and Computer
Exercises Question 3 (p. 62) regarding the U.S. Bureau of Statistics.
1b) Read CH 2 – Video Case 2.1 (textbook pp. 96-97). Answer Internet and Computer
Exercises Question 3 (p. 95) regarding Nike et altera sneaker brands.
W2 Dates: August 23-25 – Read CH 3 Research Design (EST = 3) and CH 4 Exploratory
Research Design (EST = 3).
External assignments:
2a) Read CH 3 – Video Case 3.1 (pp. 128-129). Answer Internet and Computer Exercises
(p.126) Question 1 regarding Greenfield Online Research Center.
2b) Read CH 4 – Video Case 4.1 (pp. 166-167). Answer Internet and Computer Exercises (p.
165) Question 4 regarding the top 6 (of 50 U.S.) states for marketing products to the elderly.
W3 Dates: August 30-September 1 – Read CH 5 Exploratory Research Design
discussion/examples (EST = 3) and CH 6 Descriptive Research Design/Qualitative Research
(EST = 3).
External assignments:
3a) Read CH 5 – Video Case 5.1 (pp. 206-207). Answer Internet and Computer Exercises (p.
204) Question 4 regarding Tennis Magazine to recruit online focus groups.
3b) Read CH 6 – Video Case 6.1 (pp. 246-247). Answer Internet and Computer Exercises (p.
245) Question 2 regarding using Excel to do a content analysis of 30 women magazine
advertisement.
W4 Dates: September 6-8 – Read CH 7 Descriptive Survey/Observation Research (EST = 3).
External assignments:
4a) Read CH 7 – Video Case 7.1 (pp. 278-279). Answer Internet and Computer Exercises (p.
277) Questions 1, 2 & 5.
W5 Dates: September 13-15 – Read CH 8 Measurement and Scaling (EST = 3).
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MKT 5206
External assignments:
5a) Read CH 8 – Video Case 8.1 (pp. 302-303). Answer Internet and Computer Exercises (p.
300) Questions 1, 2 & 4.
W6 Dates: September 20-22 – Read CH 8 Causal Research Design (EST = 3).
External assignments:
6a) Read CH 9 – Video Case 9.1 (pp. 330-331). Answer Internet and Computer Exercises (p.
328) Questions 1 & 3.
W7 Dates: September 27-29 – Read CH 9 Measurement/Scaling (EST = 3).
External assignments:
7a) Review for Midterm Exam on September 27.
7b) Midterm Exam is scheduled for September 29. Review all external recommended works,
materials, handouts and recommended articles for textbook chapters 1-9.
W8 Dates: (October 3-9) Fall Break Vacation.
W9 Dates: October 11-13 – Read CH 10 and 11 (EST = 3).
External assignments:
9a) Read CH 10 – Video Case 10.1 (p. 366-367). Answer Internet and Computer Exercises
(p. 365) Question 4.
9b) Read CH 11 – Video Case 11.1 (p. 400-401). Answer Internet and Computer Exercises
(p. 398) Question 3 & 4.
W10 Dates: October 18-20 – Read CH 12 and 14 (EST = 3).
External assignments:
10a) Read CH 12 – Video Case 21.1 (pp. 429-430). Answer Internet and Computer Exercises
(p. 426) Question 3 (Gallup polls sample size determination).
10b) Read CH 14 – Dell Running Case (p. 479). Answer Dell Running Case Questions
1,2,3,4,5,6,7,8 & 9.
W11 Dates: October 25-27 – Read CH 15 (EST = 3).
External assignments:
11a) Read CH 15 Frequency Distribution – See Exercises Questions (p. 524). Answer each of
the questions 1 through 16.
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MKT 5206
W12 Dates: November 1-3 – Read CH 16 Analysis of Variance and Covariance (EST = 3).
External assignments:
12a) Read CH 15. Answer Exercises Questions (p. 557) 1 through 16.
W13 Dates: November 8-10 – Read CH 17 Correlation and Regression (EST = 3).
External assignments:
13a) Read CH 17. Answer Exercises Questions (p. 597) 1 through 18.
W14 Dates: November 15-17 – Read CH 18 Logistic Regression and Discriminant Analysis.
(EST = 3).
External assignments:
14a) Read CH 18. Answer Exercises Questions (pp. 631-632) 1 through 14.
W15 Dates: November 22-24 – Read CH 19 Factor Analysis (EST = 3).
External assignments:
15a) Read CH 15. Answer Exercises Questions (p. 658) 1 through 13.
W16 Dates: November 29-December 1 – Read CH 20 Cluster Analysis (EST=3).
External assignments:
16a) Read CH 20. Answer Exercises Questions (p. 685) 1 through 12.
16b) Final Examination Review
Final Exam as Scheduled (EST=6).
11) Textbook: Naresh K. Malhorta, Marketing Research: An Applied Orientation, Sixth
edition (Pearson/Prentice Hall, 2010). ISBN 13: 978-0-13-609423-4
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