Texas A&M University-Texarkana MKT 436
Marketing Research


Fall 2006

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  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : 215 Academic Building
    Office phone : (903) 223-3010
    Department phone : (903) 223-3021 (Loretta Williams)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : TW 3:00-5:00, R 10:00-12:00

  2. COURSE :

    1. Meeting Time and Place :
      Wednesday, 6:00-8:45, 229 Academic Building

    2. Course Material :
      Textbook : William Trochim (2001), The Research Methods Knowledge Base (Second Edition).  Atomic Dog Publishing. Available from the publisher in paperback and paperless (online) media.
      Materials :
      Access to the World Wide Web is required.

    3. Course Objectives :
      Throughout this course, students should be able to demonstrate:
      • knowledge of basic marketing research principles and theory
      • the ability to design marketing research projects
      • the ability to analyze marketing data
      • the ability to write/present various types of marketing research reports
      • the ability to work independently
      • the ability to work as a member of a team

    4. Major Topics :
      These are approximate dates. 

      Week 1
      23 AUG


      Week 2
      30 AUG


      Week 3
      6 SEP


      Week 4
      13 SEP
      • Survey and research scaling


      Week 5
      20 SEP
      • Qualitative and observational research
      • Individual depth interviews and focus group research
      • Synchronous and asynchronous online research


      Week 6
      27 SEP


      Week 7
      4 OCT
      • QUIZ 1
      • Project design
        • Assignments:
          • Read Ch. 6, 7, 8, 9


      Week 8
      11 OCT


      Week 9
      18 OCT


      Week 10
      25 OCT
      • ketchup; finish usability study


      Week 11
      1 NOV
      • Finding grants, finding clients, proposal writing, and report writing
        • Assignments:
          • Read Ch. 12


      Week 12
      8 NOV


      Week 13
      15 NOV
      • Quantitative methods


      20-24 NOV
      • THANKSGIVING - no class


      Week 14
      39 NOV


      Week 15
      6 DEC


    5. Course Projects :
      Students will work as individuals on in-class exams.  Students will work in teams to write a marketing research proposal for a class client.  Students will work as individuals in writing all other projects, but it is expected that students will work collaboratively in developing the project.  For example, the qualitative spreadsheet analysis will require individual work in doing the analysis and writing the report, but the project will be needlessly time consuming if students do not share in the task of developing the grid (spreadsheet) that is used in organizing the raw data.

    6. Attendance :
      The ability to conduct each the projects requires class participation on the day that the topic is discussed.  Private tutoring will not be given for students who miss a class; students will be dropped for excessive absence.  Weekly assignments that are not submitted in class on the day due cannot be accepted later without a very, very good excuse.

    7. Evaluation Methods :
      Students will be evaluated on both individual and team projects and on two brief exams.

    8. Grading System :
      Final grades will be based on the following totals in points:

       A=540-600 points
       120=Quizzes (2)
        30=secondary data study
        30=recruiting screener
        30=survey proposal
        30=IDI/focus group topic guide
        60=qualitative analysis
        30=project management proposal
        60=usability study
        30=quantitative analysis
        90=written client research proposal
        90=client presentation (with written proposal)