Texas A&M University-Texarkana MKT 436
Marketing Research


Fall 2012


Change in office hours: office hours are now:
M 12:45-2:45; 3:45-5:45
T 3:45-5:45
W 12:45-2:45; 3:45-5:45

  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : UC 321F
    Office phone : (903) 223-3010
    Department phone : (903) 223-3020 (Sue Hughes)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : MTW 1:00 - 4:30
    check twitter.com/robertowenphd for availability

  2. COURSE :

    1. Meeting Time and Place :
      Wednesday, 6:00-8:45, UC 232

    2. Course Material :
      Textbook : Hair, Wolfingarger, Ortinau, & Bush (2010), Essentials of Marketing Research, Second Edition, ISBN 9780073404820.  McGraw-Hill.
      Materials :
      Access to the World Wide Web is required.

    3. 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."

    4. 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

    5. Major Topics :
      These are approximate dates. 

      Week 1
      29 AUG
      • Introduction to class and course
      • Introduction to marketing research
      • Competitive intelligence


      Week 2
      5 SEP


      Week 3
      12 SEP


      Week 4
      19 SEP
      • Survey and research scaling


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


      Week 6
      3 OCT


      Week 7
      10 OCT
      • QUIZ 1
      • Project design
        • Assignments:
          • Read Ch. 11, 12


      Week 8
      17 OCT


      Week 9
      22 OCT


      Week 10
      31 OCT
      • ketchup; finish usability study


      Week 11
      7 NOV
      • Finding grants, finding clients, proposal writing, and report writing
        • Assignments:
          • Read Ch. 13


      Week 12
      14 NOV


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


      Week 14
      28 NOV


      Week 15
      5 DEC


    6. 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.

    7. Class Participation :
      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.  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.

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

    9. 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)

    10. 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."

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

    12. 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 correspondence.  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."

    13. 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 tamut.edu/Registrar/droppingwithdrawing-from-classes.html 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 Registrar@tamut.edu, mail (7101 University Avenue, Texarkana, TX 75503) or fax (903-223-3140).  Drop/withdraw forms missing any of the required information will not be accepted by the Registrar's Office for processing.  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."

    14. Student Technical Assistance :

    15. "At the completion of your degree our BBA graduates should be proficient in the following areas:
      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."