- FACULTY :
- COURSE :
- Meeting Time and Place :
Wednesday, 7:00-9:45, 130 Akin
- Course Material :
Hair, Wolfingarger, Ortinau, & Bush (2008),
Essentials of Marketing Research,
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
- Quantitative methods
- YES, WE HAVE CLASS: Thanksgiving break starts on Thursday
| 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 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.
- 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 Accommodations Statement :
"Students with disabilities may request
reasonable accommodations through the A&M-Texarkana
Disability Services Office by calling 903-223-3062."
- 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
- 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
- Goal 7: Our graduates will be able to correctly analyze