- FACULTY :
- COURSE :
- Meeting Time and Place :
Wednesday, 6:00-8:45, UC 232
- Course Material :
Hair, Wolfingarger, Ortinau, & Bush (2010),
Essentials of Marketing Research,
Access to the World Wide Web is required.
- Catalog Description :
"Techniques of marketing research, research design,
analysis and interpretation of marketing data, questionnaire
building, and sampling methods.
Emphasis given to selected applications of marketing
research. Prequisite: MKT 363."
- 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.
- Class Participation :
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
Since assignments are discussed in class,
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
- Academic Integrity :
"Academic honesty is expected of students enrolled
in this course. Cheating on examinations, unauthorized
collaboration, falsification of research data, plagiarism,
and 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 actions.
For additional information, see the university catalog."
- Disability Accommodations :
"Students with disabilities may request reasonable
accommodations through the A&M-Texarkana Disability Services
Office by calling 903-223-3062."
- A&M-Texarkana Email Address :
"Upon application to Texas A&M University-Texarkana
an individual will be assigned an A&M-Texarkana email account.
This email account will be used to deliver official university
Each individual is responsible for information sent and
received via the university email account and is expected
to check the official A&M-Texarkana email account on a
frequent and consistent basis.
Faculty and students are required to utilize the university
email account when communicating about coursework."
- Drop Policy :
"To drop this course after the 12th class day, a
student must complete the Drop/Withdrawal Request Form,
located on the University website
or obtained in the Registrar's Office.
The student must submit the signed and completed form to
the instructor of each course indicated on the form to be
dropped for his/her signature.
The signature is not an 'approval' to drop, but
rather confirmation that the student has discussed the
drop/withdrawal with the faculty member.
The form must be submitted to the Registrar's office for
processing in person, email
mail (7101 University Avenue, Texarkana, TX 75503) or
Drop/withdraw forms missing any of the required information
will not be accepted by the Registrar's Office for
It is the student's responsibility to ensure that the form
is completed properly before submission.
If a student stops participating in class (attending and
submitting assignments) but does not complete and submit
the drop/withdrawal form, a final grade based on work
completed as outlined in the syllabus will be assigned."
- Student Technical Assistance :
- "At the completion of
your degree our BBA graduates should be proficient in the
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
Goal 7: Our graduates will be able to correctly analyze