Texas A&M University-Texarkana MKT 436
Marketing Research


Fall 2017


  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : UC 321F
    Office phone : (903) 223-3010
    Department phone : (903) 223-3020 (secretary)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : TR 9:15-12:00

  2. COURSE :

    1. Meeting Time and Place :
      TR 1:00-2:15, UC230

    2. Course Material :
      Textbook : Brown & Sutter (2014/2015), MR2, Second Edition,
      ISBN 9781133958413, Cengage.
      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, 31 AUG
      • Introduction to class and course
      • Introduction to marketing research
      • Competitive intelligence


      Week 2
      5, 7 SEP


      Week 3
      12, 14 SEP


      Week 4
      19, 21 SEP
      • Survey and research scaling


      Week 5
      26, 28 SEP
      • Qualitative and observational research
      • Individual depth interviews and focus group research
      • Synchronous and asynchronous online research


      Week 6
      3, 5 OCT


      Week 7
      10, 12 OCT
      • QUIZ 1
      • Project design
        • Assignments:
          • (notes distributed in class)


      Week 8
      17, 19 OCT


      Week 9
      24, 26 OCT


      Week 10
      31 OCT, 2 NOV
      • ketchup; finish usability study


      Week 11
      7, 9 NOV
      • Finding grants, finding clients, proposal writing, and report writing
        • Assignments:
          • Read Ch. 14


      Week 12
      14, 16 NOV


      Week 14
      21 NOV
      • QUIZ 2


      Week 14
      28, 30 NOV


      Week 15
      5, 7 DEC


    6. Course Projects :
      Students will work as individuals on in-class abbreviated 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. University Drop Policy :
      "To drop this course after the census date [see semester calendar, use menu to select current semester] a student must complete a Drop/Withdrawal Request Form, located on the University Registrarís webpage or obtained in the Registrarís 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 Registrarís office for processing in person, email Registrar@tamut.edu, mail (7101 University Ave., Texarkana, TX 75503) or fax (903-223-3140).  Drop/withdraw forms missing any of the required information will not be accepted by the Registrarís Office for processing. It is the studentís 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. Class Participation :
      "Students are responsible for beginning their participation on the FIRST CLASS DAY by logging on and completing assignments according to the COURSE CALENDAR.  Failure to submit online assignments between the first day of classes and the "university census date" (according to the university schedule) will result in an ADMINISTRATIVE DROP from the course."

    15. Students with federal loans and/or grants :
      "Students who have federal loans and grants must be aware that participation is monitored in online courses.  In the event a student withdraws from a course the student will be required to refund all federal funds prorated from the last date of participation.  A student's last access to Blackboard would not suffice as participation.  The required weekly activity could include a comment to a blog, a discussion board posting, a journal entry, a quiz or exam, a submitted assignment, or other measurable and tracked activity."

    16. Student Technical Assistance :
      • "Solutions to common problems and FAQ's for your web-enhanced and online courses are found on the Online Student Training page on our website.
      • "If you cannot find your resolution there, you can submit a support request by contacting the IT service Desk:

        "Email: isite@tamut.edu
        Phone: 903-334-6603"

        "Submit a Support Request
        Additional student help for Blackboard can be found here: Blackboard Help for Students"

    17. Technical Requirements:
      "The following are the minimum computer requirements for online learning:
      • A computer capable of handling streaming video. A mid-range multi-core CPU should be adequate.
      • A sound card.
      • A high speed internet connection preferably directly connected to the computer via a hard-wired Ethernet connection rather than wirelessly connected.
      • Virus and adware protection software.
      • Microsoft Word, minimum version 2007 or above.
      • Mozilla Firefox browser available free.
      • The most recent versions of Java, Flash, QuickTime, Adobe Reader, and Shockwave. You can check this in the Firefox browser by visiting:
        Firefox Plugin Check Tool

      "Please note: some instructors may require the use of a headset with microphone and/or a webcam.  If so, the cost of these items is not included in your course fees and will need to be acquired at your own expense.

      Blackboard Mobile for iOS and Android Devices
      "Android and iOS devices are currently supported using the Blackboard Mobile App, available for free from your App Store or scan the code below:

      Q code

      "The Blackboard Mobile App provides limited access to courses, including the ability to read and contribute to discussions, check grades and announcements, access content, read and comment on blogs, reflect in journals, link to your personal Dropbox, and receive push notifications when courses are updated. Limited course features may also be available via your mobile device's browser; however, your mobile device does not replace your personal computer and should not be used as a substitute for one. High stakes assignments, tests, etc. should be completed on your personal computer, and not on your mobile device."

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

      Learning Goal 1: Our graduates will be competent in the broad business disciplines that underlie the BBA degree.

      Learning Goal 2: Critical Thinking/Problem Solving: Upon completion of their degree program, students will be able to demonstrate critical thinking, including the ability to explain issue; find, analyze, and select appropriate evidence; and construct a cogent argument that articulates conclusions and their consequences.

      Learning Goal 3: Communication and decision making under ethical dilemma: Upon completion of their degree program, students will be able to express ideas clearly and coherently orally, in writing, and electronically to a diverse range of audiences and interact with others in large and small group settings.

      Learning Goal 4: Global Environment: Upon completion of their degree program, students will be able to analyze the impact of multiple factors on the interconnectedness of diverse peoples in the global environment. "