SCHOOL OF BUSINESS
1 of 6
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
COURSE OUTLINE: MARK2048
COURSE NAME:
QUANTITATIVE DESIGN AND ANALYSIS
PROFESSOR:
EFFECTIVE DATE:
COURSE CODE:
CREDIT HOURS:
PREREQUISITES:
COREQUISITES:
PLAR ELIGIBLE:
PHONE: EMAIL:
MAY 2005
MARK 2048
42
MARK 2044
None
YES
x NO
NOTE TO STUDENTS
Academic Departments at George Brown College will NOT retain historical copies of Course Outlines. We urge you to retain this
Course Outline for your future reference.
FOR OFFICE USE ONLY
ORIGINATOR: _____________________________________________________________________________________________________________
SIGNATURE
DATE
CHAIR: ___________________________________________________________________________________________________________________
SIGNATURE
DATE
DATE OF REVISION: _______________________________________________________________________________________________________
EQUITY STATEMENT
George Brown College values the talents and contributions of its students, staff and community partners and seeks to create a
welcoming environment where equity, diversity and safety of all groups are fundamental. Language or activities which are
inconsistent with this philosophy violate the College policy on the Prevention of Discrimination and Harassment and will not be
tolerated. The commitment and cooperation of all students and staff are required to maintain this environment. Information and
assistance are available through your Chair, Student Affairs, the Student Association or the Human Rights Advisor.
STUDENT RESPONSIBILITIES
Students should obtain a copy of the Student Handbook and refer to it for additional information regarding the grading system,
withdrawals, exemptions, class assignments, missed tests and exams, supplemental privileges, and academic dishonesty.
Students are required to apply themselves diligently to the course of study, and to prepare class and homework assignments as
given. Regular attendance, though not a requirement, is strongly advised. Past student performance shows a strong relationship
between regular attendance and success.
PROFESSOR | PHONE: | EMAIL:
COURSE NAME | COURSE CODE
SCHOOL OF BUSINESS
2 of 6
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
COURSE DESCRIPTION
Marketing Research is the systemic and objective planning, gathering, recording, and analyzing of
information to enhance the decision making process of marketing managers. This course provides an
introduction to quantitative design and analysis in a marketing research context.
This is a hands-on course and consists of two major components; lab work and an integrative applied
research project.
COURSE OUTCOMES & OBJECTIVES
1. Demonstrate the ability to develop an effective quantitative research plan
 Design a quantitative research proposal
2. Demonstrate the ability to design and execute a quantitative study
 Design a marketing research surveyChapter/Reference
 Create a sampling plan
 Execute survey research
3. Demonstrate proficiency with basic SPSS data analysis techniques
 Complete a series of lab assignments using a standard data set
 Create an SPSS data set from survey research
 Conduct several SPSS analysis using survey research data set
4. Demonstrate the ability to summarize and present research results
 Write a formal research paper
 Formal class presentation
GENERIC SKILLS
The college is committed to ensuring that students have the full range of knowledge and skills required for
full participation in all aspects of their lives, including skills enabling them to be life-long learners. To
ensure graduates have this preparation, such generic skills as literacy and numeracy, computer,
interpersonal communications, and critical thinking skills will be embedded in all courses. The table below
indicates which generic skills will be taught, practiced, and/or evaluated in this course.
Skill
T P E
Communicate clearly orally, in writing, and with presentation technology
X
X
Reframe ideas and concepts to demonstrate understanding using narrative, numerical,
symbolical forms
X
X
Apply mathematical techniques
X
X
X
Use the computer to perform tasks
X
X
X
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COURSE NAME | COURSE CODE
SCHOOL OF BUSINESS
3 of 6
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
Interact and work in teams to achieve goals
Apply critical thinking in problem solving and making decisions
X
Collect, analyze, and organize information
Evaluate information based on quantitative and/or qualitative data
X
X
X
X
X
X
X
Create innovative strategies and/or products that meet identified needs
Manage time and other resources to attain goals
X
X
X
Take responsibility for own actions
X
Adapt to new situations and demands
X
Assess own skills, knowledge, and experience
X
DELIVERY METHODS



In class lecture and discussions
In class lab assignments
Group presentations
TEXTBOOKS AND OTHER TEACHING AIDS
REQUIRED TEXT:
Marketing Research: Within a changing Information Environment. Joseph Hair, Robert Bush & David Ortinau.
ISBN: 0-07-253839-2
A reading package will also supplement this text.
REFERENCE TEXTS:
The Survey Research Handbook. Pamela l. Alreck & Robert B. Settle. McGraw-Hill Irwin. ISBN: 0-07-294548-6
Marketing Research Methods and Canadian Practice. Chuck Chakrapani & Kenneth R. Deal. Prentice Hall
ISBN: 0-13-553298-1
TESTING & ASSIGNMENT POLICY
Assignment due dates and test or exam dates are announced in class and may be published on the
course outline or web resource. Students are responsible for keeping track of these dates. If a student
misses a key date they must call or e-mail the professor in advance and set up an alternative plan, then
they must provide appropriate support documentation immediately upon return to school. Acceptable
documentation would be in the form of a doctor’s note, a court summons or funeral documentation. Late
assignments will be given a grade of zero.
Success in this course is based heavily on in class participation and assignments (that may be given in
class), therefore attendance and active in-class participation is essential to a student’s success. All in
PROFESSOR | PHONE: | EMAIL:
COURSE NAME | COURSE CODE
SCHOOL OF BUSINESS
4 of 6
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
class assignments must be completed in-class, they cannot be made up with a take-home. Failure to
attend these classes will therefore result in zero on that particular assignment.
GROUP WORK:
This course has a large group work component. In some cases your groups will be assigned and in
others you can select your own groups. The professor will decide. It is the individual student’s
responsibility to ensure they are an active, contributing member of the group
EVALUATION SYSTEM
Test #1
15%
Test #2
15%
Group Project (Revised Proposal, Questionnaire development & execution, Present Results)
40%
Lab assignments
30%
TOTAL
100%
GRADING SYSTEM
A+/A 85-100
A80-84
B+
B
B-
77-79
73-76
70-72
C+
C
C-
67-69
63-66
60-62
D+
D
57-59
50-56
Below 50
F
Excerpt from the College Policy on Academic Dishonesty
The minimal consequence for submitting a plagiarized, purchased, contracted, or in any manner inappropriately
negotiated or falsified assignment, test, essay, project, or any evaluated material will be a grade of zero on that
material
Quantiative Research Methods MARK 2048
SCHOOL OF BUSINESS
5 of 6
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
COURSE SCHEDULE
Week
Topic
Chapter/Reference
Assignment/Test
Week 1
 Course Outline &
Expectations
 Descriptive research design
 Handouts
 Article
 Hair Chapter 9
Week 2
 Sampling and experiments
 Introduction to SPSS - Lab
 Hair Chapter 10 pp 299-323
 Hair Chapter 11
 Alreck Chapter 3
Week 3
 Measurement & Constructs
 Descriptive statistics - SPSS
 Hair Chapter 12
 Article – Defining marketing
problems
Week 4
 Questionnaire design
 Measures of central tendency SPSS
 Hair Chapters 13
 Hair Chapter 14
Week 5
 Coding, editing and preparing
data for analysis
 Review for test
 Creating a data set in SPSS
 Hair Chapter 15
Lab #1 due
Week 6
 Testing for significance
 Quadrant analysis - SPSS
 Hair Chapter 16
Questionnaire due
Week 7


Test #1 – Weeks 1 - 5
Week 9
 Hypothesis testing
 Univariate and Bivariate test
of significance
 SPSS testing
 Hair Chapter 16
Lab #2 due
Week 10
 Anova Analysis
 SPSS Lab
 Hair Chapter 16
Lab #3 due
Week 11
 Correlation analysis
 SPSS Correlation lab
 Hair Chapter 17
Lab #4 due
Week 12
 Regression analysis
 SPSS Regression Lab
 Hair Chapter 17
Lab #5 due
Week 13
 Report writing
 Group consultation with
professor
 Hair Chapter 19
Lab #6 due
Week 14
 Group presentations

Reports due
Updated Research
Proposal due
Quantiative Research Methods MARK 2048
SCHOOL OF BUSINESS
6 of 6
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
Week
Topic
Chapter/Reference
Assignment/Test
Week 15


Test Weeks 6 - 13
Note: Schedule is approximate and may vary as circumstances dictate.
Quantiative Research Methods MARK 2048