Prince Sultan University Marketing Department/ CBA College Second Semester 2013 Our vision is to be a hallmark of excellence and innovation in business education in the Kingdom of Saudi Arabia. Our mission is to promote excellence and innovation in business education, research, and service in the Kingdom of Saudi Arabia in line with international standards. COURSE OUTLINE Course Code : MKT 350 Credit Hours: 3 Class sessions: Sunday, Tuesday Name of Faculty: Dr. Abdul Rahim Abu Bakar Email: [email protected] Course Title : Marketing Research Prerequisite : MKT301, STAT 101 Class Time: 09:00 - 10:15 Phone: 01 494 8926 Office: E 347 1.0 Course Description: This course introduces the students to the concepts and process of marketing research, and exposes them to the actual practice of such concepts through analysis of cases, and interactive exercises. Marketing research serves as a central basis for marketing strategy and firm profitability by providing information relevant to marketing decision making. It is critical for marketing managers to understand the nature of marketing research and to be able to specify what information to seek, how to get it, and how to utilize it in making marketing decisions. This course is aimed to provide students with an overview of marketing research in terms of needs, definition, process, analysis and reporting. 2.0 Student Learning Outcome: After this course, students should: be able to translate a marketing problem into a feasible research question; appreciate marketing research as a process that involves a sequence of activities, each compatible with the preceding activities; have a general understanding of the strengths and weaknesses of alternative research designs; be aware of the many sources of marketing information and the various means for gathering such information; be more sensitive to the biases and limitations of marketing data and basic data analysis; be able to decide when a technique is appropriate and understand the managerial implications of analytical results and be able to design and execute a basic survey research project. 3.0 Course materials Adopted Text Book: - Naresh K. Malhotra, Marketing Research: An applied Orientation, 6th Edition. Pearson International Education, 2010. Additional Reference Books: - V. Kumar, D. Aaker, and G. Day, Essentials of Marketing Research, Second Edition, John Wiley & Sons, Inc. 2009. - De Pelsmacker ,P. Van Kenhove ,P. Janssens ,W. Wijnen, K. Marketing Research with SPSS . Prentice Hall. 2008. - Carl McDaniel and Roger Gates; Marketing Research: The Impact of the Internet, 5th Edition; South-Western, Thomson Learning; 2002. 4.0 Course Assessment Class participation and Attendance Quizzes (8 quizzes) Major Exam I Major Exam II Research Project SPSS Exercise 5 Written Report 15 Presentation 5 Final Exam 5% 10% 15% 15% 25% 40% Detail description and “progress dateline” of the marketing project will be given in week two. The final exam will be comprehensive. DN Policy As the course is delivered in one and half hour's sessions, any student who exceeds the number of absences allowed will be recommended for DN. The absences will be counted from the day first of the official start of classes given in the semester calendar, no matter when the student has actually registered the course. Besides, any student who is late by more than five minutes after the scheduled start of a class will be marked absent, and such absences will also be counted for DN purpose. Course Contents Weeks 1& 2 Read selected pages from Chapter 1 1. Introduction to Marketing Research 2. Definition and classifications of marketing research 3. A decision-making perspective on marketing research Importance of marketing research Weeks 2 & 3 Read selected pages from Chapter 2 1Environmental context of the problem 2Management decision problem & marketing research problem 3Secondary data and qualitative research 4Components of the marketing research process Defining marketing research problem & developing Approach Week 4 Read selected pages from Chapter 3 1. The marketing research process 2. The study proposal 3. Research design and implementation Research Design Formulation MAJOR EXAMINATION 1 Week 5 Read selected pages from Chapter 4 1. Secondary & primary data 2. Evaluation of internal & external secondary data sources Read selected pages from Chapter 5 & 6 1. Qualitative versus quantitative research 2. The concept of focus group, planning, conducting & applications 3. Online focus group interview, advantages & disadvantages 4. Survey & observations Exploratory & Descriptive Research Design Weeks 6 & 7 Read selected pages from Chapter 6 & 7 1Survey methods & observation methods 2Experimentation design 3Laboratory & field experiments research Observational methods & Casual research design MAJOR EXAM II Week 8 & 9 Read selected pages from Chapter 8 & 9 1Attitude measurement and scaling 2Scaling techniques 3Concepts and relationship between validity and reliability Validity & Reliability Week 10 Read selected pages from Chapter 10 1. Designing the questionnaire 2. Problems of questionnaire 3. Structured & unstructured questionnaire Questionnaire and form design Week 11 Read selected pages from Chapter 11 & 12 1. Sampling fundamentals 2. Classification of sampling techniques 3. Probability and nonprobability sampling 4. Sample size and statistical theory Sampling Types, design, procedures & size Week 12 Read selected pages from Chapter 13 & 14 Data collection, preparation, and weighting Weeks 13 Practice on SPSS Week 14 Read selected pages from Chapter 22 1. How to prepare a research report 2. Written report guidelines 3. Oral presentation Report preparation & presentation Week 15 Project presentation Final Exam Note: The instructor has the right to change or modify the course syllabus to enhance the students' learning abilities, maximize the benefits for the students, and to achieve the course objectives. The possible modifications will be discussed with the students in the classroom.