- FACULTY :
| Instructor :
Dr. Robert S. Owen
| Office :
215 Academic Building
| Office phone :
| Department phone :
(903) 223-3021 (Loretta Williams)
| Fax :
| Email :
| Web site :
| Office Hours :
- COURSE :
- Meeting Time and Place :
Wednesday, 7:00-9:45, 227 Academic Building
- Course Material :
William Trochim (2005),
Research Methods: The Concise Knowledge Base,
Atomic Dog Publishing.
Available from the publisher in paperback and paperless (online) media.
Access to the World Wide Web is required.
- 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
- Major Topics :
These are approximate dates.
| Week 1
- Introduction to class and course
- Introduction to marketing research
- Competitive intelligence
| Week 2
| Week 3
- Measurement theory
- Attitude theory
| Week 4
- Survey and research scaling
| Week 5
- Qualitative and observational research
- Individual depth interviews and focus group research
- Synchronous and asynchronous online research
| Week 6
- Qualitative data analysis
| Week 7
| Week 8
| Week 9
| Week 10
- ketchup; finish usability study
| Week 11
- Finding grants, finding clients, proposal writing, and report writing
| Week 12
| Week 13
| Week 14
| Week 15
- PRESENTATION TO CLASS CLIENT
- 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.
Note that the final written work that you submit for
individual projects must be your own work; written
work that appears to be essentially the same as that
of another student will be returned with a score of
- Attendance :
The ability to conduct each the projects requires
class participation on the day that the topic
Private tutoring will not be given for students who miss
a class; students will be dropped for
Weekly assignments that are not submitted in class on
the day due cannot be accepted later
without a very, very good excuse.
- Evaluation Methods :
Students will be evaluated on both individual and
team projects and on two brief exams.
- Grading System :
Final grades will be based on the following totals
30=secondary data study
30=IDI/focus group topic guide
30=project management proposal
90=written client research proposal
90=client presentation (with written proposal)
600 TOTAL POINTS POSSIBLE
- University Academic Honesty Statement:
"Academic honesty is expected of students enrolled
in this course.
Cheating on examinations, unauthorized collaboration,
falsification of research data, plagiarism, and copying or
undocumented use of materials from any source constitute
academic dishonesty and may be grounds for a grade of 'F'
in the course and/or disciplinary action.
For additional information see the university rules."
- University Accomodations Statement:
"Accommodations - Accommodations can be provided
for students with a disability only after the student
requests an accommodation and provides the appropriate
written documentation of a disability.
To request accommodations for this course students
are responsible for the following:
- contact the A&M-Texarkana Student Services Office to
request appropriate accommodations;
- provide documentation of a disability to the
A&M-Texarkana Student Services Office and documentation
must be less than 5 years old; and
- contact the instructor to discuss implementation of
accommodations for this course.
The Student Services Office is located in room 227 in the
Aikin building or you can call 903-223-3062 for additional