Texas A&M University-Texarkana MKT 436
Marketing Research


Fall 2009


  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 : TWR 4:00 - 6:00
    check twitter.com/robertowenphd for more

  2. COURSE :

    1. Meeting Time and Place :
      Wednesday, 7:00-9:45, 130 Akin

    2. Course Material :
      Textbook : Hair, Wolfingarger, Ortinau, & Bush (2008), Essentials of Marketing Research, ISBN 978-0-07-338102-2.  McGraw-Hill.
      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
      2 SEP
      • Introduction to class and course
      • Introduction to marketing research
      • Competitive intelligence


      Week 2
      9 SEP


      Week 3
      16 SEP


      Week 4
      23 SEP
      • Survey and research scaling


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


      Week 6
      7 OCT


      Week 7
      14 OCT
      • QUIZ 1
      • Project design
        • Assignments:
          • Read Ch. 12, 13


      Week 8
      21 OCT


      Week 9
      28 OCT


      Week 10
      4 NOV
      • ketchup; finish usability study


      Week 11
      11 NOV
      • Finding grants, finding clients, proposal writing, and report writing
        • Assignments:
          • Read Ch. 14


      Week 12
      18 NOV


      Week 13
      25 NOV
      • Quantitative methods
        • YES, WE HAVE CLASS: Thanksgiving break starts on Thursday


      Week 14
      2 DEC


      Week 15
      9 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 each 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 zero for both students.

    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)

    9. 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."

    10. University Accommodations Statement :
      "Students with disabilities may request reasonable accommodations through the A&M-Texarkana Disability Services Office by calling 903-223-3062."

    11. Program Goals :
      "At the completion of the BBA program, a BBA degree recipient should have the following skills and competencies:

      • Goal 1: Our graduates will be competent in the broad business disciplines that underlie the BBA degree.
      • Goal 2: Our graduates will be competent in the discipline of their chosen major or concentration.
      • Goal 3: Our graduates will demonstrate critical thinking skills.
      • Goal 4: Our graduates will be able to communicate effectively in writing and in front of a group.
      • Goal 5: Our graduates will be competent in the use of analytical tools via business software tools.
      • Goal 6: Our graduates will be able to properly integrate business disciplines in developing holistic, multi-functional solutions.
      • Goal 7: Our graduates will be able to correctly analyze financial statements."