course syllabus mkt 6354.62 research methods …...1 course syllabus course number/section/name: mkt...

© =====Dr. Turkan Dursun-Kilic=====. All rights reserved.

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Course Syllabus

Course Number/Section/Name: MKT 6354.62 Research Methods for Marketing Intelligence

Prerequisites (if any): MKT 6340, IDM 6305

Professor: Dr. Turkan Dursun-Kilic

Class Days/Times/Location or Other Format: Wednesdays, 6:30 pm-9:10 pm

HLC 56 (ITV-Canyon) and WTA 1105B (ITV-Amarillo)

Office Location: Classroom Center, Room 213B

Office Hours: 9:00 a.m.-2:00 p.m. onThursdays

9:00 a.m.-1:00 p.m. on Fridays

Office Phone: 806-651-2506

E-Mail: [email protected]

Homepage: http://homedirs.wtamu.edu/~tkilic/

Last Updated: August 23, 2009. This syllabus is a dynamic document. Elements of the course

structure (e.g., dates and topics covered, but not policies) may be changed at the discretion of

the professor.

COB Mission Statement

The mission of the College of Business is to provide high quality undergraduate and graduate

business education with a global perspective and ethical awareness. We accomplish this through

emphasis on excellence in teaching, which is strengthened by faculty scholarship and supported

by professional service.

Learning Goals for the MBA Program

The College of Business at West Texas A&M University seeks to prepare students in the MBA

degree program for careers in business and to foster their professional growth and advancement

via the key learning goals. The key learning goals for the MBA are as follows:

• Goal 1: Professional Communication: Graduates of the MBA program will communicate

effectively as managers.

• Goal 2: Leadership: Graduates of the MBA program will be leaders.

• Goal 3: Business Environment: Graduates of the MBA program will be knowledgeable

of ethical, global, and social trends affecting business decisions.

• Goal 4: Business Integration: Graduates of the MBA program will be able to integrate

quantitative and qualitative techniques from business functional areas.


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Course Description

Introduction to advanced techniques in marketing research. Emphasis on the marketing research

process including problem formulation, research design, survey research, questionnaire and

sample design, data collection, data analysis and interpretation, and research report preparation.

Study of international marketing research, research ethics, literature review, reliability and

validity. Various quantitative and software applications.

Course Pre-requisites

Students who wish to enroll in this course should have already successfully completed the

following courses: MKT 6340 and IDM 6305. In addition, if the student has more than 2 years of

experience specifically in market research firms or departments (with significant exposure to

statistical methods outlined in the syllabi of the above mentioned courses) can obtain the

instructor’s permission to obtain waiver.

Course Materials

Essentials of Marketing Research, Hair F. Joseph, Jr., Mary Wolfinbarger, Robert P. Bush and

David J. Ortinau, 1st Edition, 2008, 400 pages: The McGraw-Hill Companies. ISBN: 13

9780073381022

Course Objectives

1. Students will demonstrate proficiency in the identification and definition of a marketing

problem or marketing opportunity.

2. Students will demonstrate proficiency in the development of research design.

3. Students will demonstrate proficiency in the development of survey instruments.

4. Students will demonstrate proficiency in the design of a sample and in the collection of

the data.

5. Students will demonstrate proficiency in the analysis of survey and other research data,

using SPSS and/or other methods, and in the interpretation of the analysis results.

6. Students will demonstrate proficiency in the application of appropriate statistical

techniques for specific research situations.

7. Students will demonstrate proficiency in the preparation of the written and oral research

reports.


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Map from COB Learning Goals to Objectives for This Course

COB Learning Goals Related

Course

Objectives

Goal 1: Professional Communication 7

Goal 2: Leadership 1,2

Goal 3: Business Environment 1-7

Goal 4: Business Integration 2-7

Course Grading Policies

Evaluation Criteria:

Class Participation/Assignments 100 points

Marketing Research Project and Presentation 300 points

Case Analysis 100 points

Exam 100 points

Total 600 points

Grading Scale:

A = 540-600

B = 480-539

C = 420-479

D = 360-419

F = 359 or below

Grading Rubric:

The following table outlines the grading rubric that will be used for assessing the marketing

research project, assignments and exams.

Category Insufficient Sufficient Exemplary

Writing Business style; one voice; third-

person

0-13% 14-18% 19-20%

Grammar 0-13% 14-18% 19-20%


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Syntax, spelling, punctuation, etc.

Content Is the problem or purpose clearly

identified? Is the background

analysis sufficient? Are

alternatives clearly identified and

analyzed? Is a position,

recommendation or action plan

made? Is it supported sufficiently?

0-27% 28-35% 36-40%

Sources Does each reply have references?

Are Title, Author, and Date

available, as well as complete

URLs? Are source materials used

correctly, such as with quotes as

needed?

0-13% 14-18% 19-20%

Plagiarism Has any of the paper been copied

from external sources without

proper documentation? Has the

paper been recycled from another

class? Has the paper been

purchased from an external

provider?

-100% 0% 0%

Total 0-69% 70-92% 93-100%

Additional Course Policies

• Late homework assignments and projects will not be accepted! No excuses are accepted.

• Do not submit your assignments and project via course or university e-mail. They will

not be accepted.

• Exams must be taken on the specified dates. Special consideration will be given to a

change of date only with a written medical excuse(s) or documentation of other serious

emergency.

• Assignments must be typed or computer-printed. Handwritten assignments will not be

accepted.

• Cheating in any forms will result in a grade of F.

• Students are responsible from the announcements sent via e-mail and posted on the

WTClass course site. Students must check their university e-mails, course e-mails, and

the course site as often as possible for course announcements.

• All electronic devices (phones, Ipods, laptops, PDAs, etc.) will be turned off during the

class.


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Keys to Success in This Course

• Attend the lectures on time.

• Prepare for classes by doing the assigned readings in advance of the class period.

• Read outside materials and internet readings.

• Prepare for the exams by doing the assigned readings and assignments in advance of the

exam period.

• Participate and listen.

• Take notes if it is necessary.

• Share what you learned in class during discussions.

• Log into your WTClass course site routinely to read Course Mail and/o Announcements

and check Q&A Board.

• Familiarize yourself with the course syllabus and schedule. Check these periodically on

the course site to see if there are any changes in their content.

• Familiarize yourself with the course tools (course mail, discussion board, blog, drop box,

quizzes, etc.) and the course layout.

• Email your instructor early in the week regarding questions about assignments or other

course items that need clarification.

• Keep a back-up copy of all your work.

• Spell and grammar check coursework.

Other Course-Related Materials

Marketing Research Project

Teams of 2 students will be formed during the first class. Each team will work on a

comprehensive marketing research project using survey research. Each team is free to choose a

topic of their interest for the project. In terms of the project topic, each team has two options:

Option 1: Each team will work with a real company. If possible, the support or sponsorship of

the firm for the project should be sought for.The team will identify a marketing problem faced by

a firm or the marketing opportunity emerged in the marketplace that will benefit the firm and

collect the data that is needed to solve the related decision problem. The decision problem

selected should be related to a real firm in the marketplace. The selected topic and decision

problem should be approved by the course instructor before the team starts to work on the

project.

Option 2: Each team will work on a general marketing research topic such as consumer

ethnocentrism and its drivers. The team will research and emprically analyze the selected topic in

greater detail. The selected topic should be approved by the course instructor before the team

starts to work on the project.


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A team can meet as often as it feels necessary to accomplish the team's objectives. All team

members should have a role in both the preparation and presentation of the project, and should

be familiar with the materials written and presented by the team. The project research report

should be written professionally and reflect your own thoughts, comments and suggestions. You

should be able to apply what you learned in this course to your project. If you do a good job with

your project, you can post it on your resume, present it at a conference and even publish it in a

journal.

Teams will be formed randomly by the random team generator within the Angel Online Course

Management System when the course drop/add period ends. Inter-team communication will be

facilitated via a team discussion board and/or chat room. The course instructor will monitor the

frequency of students’ visits to their team’s discussion board and chat room as well as their

communication on that board and chat room. Each team will have its own discussion board and

chat room and is expected to use them for team communication about the project/case analysis or

some other matters throughout the semester.

You need to submit your MR project to me both as a soft copy and a paper copy. You need to

submit your project to the Project Drop Box and hand in the paper copy to me in the class before

the deadline.

Project Presentation

Each team is required to present their team project in the class. Each team member should have

an active role in the team presentation. Each team will make a Power Point presentation. At the

end of each team presentation, there will be a question-answer session. Presenters should wear

formal attires.

Case Analysis

Each team will analyze a Harvard Business School marketing research case (For example, The

Coop: Market Research, by R. Bolton and Y. Moon, Case # 599113, 14p.) and prepare a written

case analysis report. The guidelines for a case analysis will be provided. A team will meet as

often as it feels necessary to accomplish the team's objectives. All team members should have an

active role in the preparation of the case analysis report. Each team member should be familiar

with the material written by the team. The case analysis report should be written innovatively

and should reflect your own thoughts, ideas, comments, and suggestions. It should not repeat

the information provided in the case. Students should be able to apply what they learned in the

class to their case analysis. They are expected to use marketing research concepts and

terminology in their written case report.


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You need to submit your case analysis report to me both as a soft copy and a paper copy. You

need to submit your case analysis report to the Case Analysis Drop Box and hand in the paper

copy to me in the class before the deadline.

Homework Assignments

Homework assignments will be assigned weekly or bi-weekly and determined by the instructor.

Homework assignments may include, but not limited to, small case studies, reviews of current

journal and magazine articles, in-depth interviews on selected topics, focus group studies, small

survey studies, statistical applications, and so on. The purposes of homework assignments are (1)

stimulate student involvement in course topics, (2) to let students to practice what they learn in

the class, and (3) to give students an opportunity to participate in the class through homework

assignments.

Class Participation

A portion of the student’s course grade will be based on the student’s meaningful classroom

participation. For the student’s participation to be meaningful, the assigned chapter(s) and

reading(s) must be read and the homework assignments must be done before the classes.

Attendance alone is not sufficient for a student to receive all points for his/her participation

grade.

Exam

There will be one exam in this course. It will be an essay exam (probably a take-home exam).

The exam must be taken on the specified date and time. Special consideration will be given to a

change of date only with a written medical excuse(s) or documentation of other serious

emergency.

Attendance

Excessive absences may adversely affect the student’s final letter grade. Attendance is taken for

each class meeting. Students should feel free to sit in any available seat; however, a class-seating

chart will be established at the second class meeting. Thus, after the second class meeting,

students should not change seats. Having each student sit in the same seat will be helpful to the

instructor in learning names.

Team Evaluation

Each team member will evaluate the performances of his/her team members by filling out a

group evaluation form for each team member. The completed team evaluation forms will be

towards the end of the semester.


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Video Presentations

There shall be video presentations to supplement the class lectures and discussions. Students will

be informed a class in advance of the title of the video and the nature of the topics covered. In

advance of a video presentation, students may be given a 'question sheet' so that they can seek

out information while watching the presentation and organize their thoughts for class discussion.

Student Information Form

Each student is expected to fill out a student information form in the first week of the class. The

personal information that students will provide in this form will help the instructor get to know

students better, understand their special circumstances, and know their expectations from this

course. The submitted forms will be viewed only by the instructor. The completed forms should

be submitted within the first week of the class.

Q & A Board

The purpose of the Q & A Board is to facilitate course-related communication among course

students. Students are expected to use this board to ask questions to their classmates and get

answers, share knowledge and exchange ideas. They are not allowed to share exam questions or

answers to homework assignments with their classmates here or anywhere. Such behavior will be

regarded as cheating. Students should be professional and behave professionally. They should

always be respectful of others in all of their communications. The instructor will be monitoring

the content of this board periodically. If students have any questions that they would like to ask

the instructor, they should send them to the instructor via the course e-mail. They should not use

this board for the questions that are directed to the instructor.

WTClass Student Orientation

If a student is a new online student and/or if he/she wants to use Angel Online Course

Management System more effectively, he/she should have a WTClass Student Orientation by

visiting the following site:

http://angel.wtamu.edu/orientation/intro.html

The WTClass Student Orientation helps students understand how an online course operates and

provides very valuable information. If students experience technical problems, they should get

help by calling 806-651-4357 (HELP) for assistance or emailing the HELP desk at

[email protected].

A Tutorial on Proper Use and Citation of External Material

It is critically important for students to not plagiarize material. We employ "Deep Googling"

methods to detect cheating. As the rubric above demonstrates, there is a Zero Tolerance policy. It

is certainly OK to use directly lifted or paraphrased content, but only if it is properly attributed.


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Please observe the following improper and proper examples.

Unacceptable (no quotes, no citation):

When the light starts to flash, you had better have the cash. That's the reality for millions of

subprime borrowers whose used car purchase is contingent upon having an unusual option: a

little box mounted underneath the dashboard that forces them to make their payments on time. A

light on the plastic box flashes when a payment is due. If the payment isn't made and the

resulting code punched in to reset the box, the vehicle won't start. The next step is a visit from

the repo man.

Acceptable (quoted and cited):

A new electronic device may put the brakes on drivers who miss a payment. "When the light

starts to flash, you had better have the cash. That's the reality for millions of subprime borrowers

whose used car purchase is contingent upon having an unusual option: a little box mounted

underneath the dashboard that forces them to make their payments on time. A light on the plastic

box flashes when a payment is due. If the payment isn't made and the resulting code punched in

to reset the box, the vehicle won't start. The next step is a visit from the repo man." (Woodyard

2008)

...and then listed in the Biblio as:

Woodyard, Chris (2008), "High-tech gear disables car if borrower misses payment," USA Today,

01 April, http://www.usatoday.com/money/autos/2008-03-30-repo-device-car-loans_N.htm,

accessed on 01 April 2008.

Also Acceptable (paraphrased and cited):

A new electronic device may put the brakes on drivers who miss a payment. Woodyard (2008)

reports that car buyers who use subprime loans to purchase their vehicle may have a small box

mounted under the dashboard. If the buyer misses a payment, the car won't start.

...and then listed in the Biblio as:

Woodyard, Chris (2008), "High-tech gear disables car if borrower misses payment," USA Today,

01 April, http://www.usatoday.com/money/autos/2008-03-30-repo-device-car-loans_N.htm,

accessed on 01 April 2008.


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Tentative Course Schedule for Fall 2009

Date Topic Course Tasks / Assignments

08/26 Introduction, Syllabus None

Student Information Sheet, Group Setting, Topic

09/02 Marketing Research (MR) and Its Role Ch.1, Ch.2

MR Research Process

09/09 Problem Definition Ch.1, Ch.2

Secondary Data Ch.3, Ch.4

09/16 Qualitative Research: Focus Group Ch. 5

Role Playing Problem Definition is Due

09/23 Primary Data Collection Ch.5

Observation and Experimentation

09/30 Questionnaire Design Ch.9

10/07 Survey Research Ch.6

Questionnaire Design Workshop Questionnaire is Due

10/14 Measurement Issues Ch.8

Video Presentation

10/21 Basic Sampling Issues/ Ch.7

Sample Size Determination Questionnaire Pre-testing

Start Data Collection

10/28 Exam Covered Chapters, Hand-outs

Class / Lecture Notes

11/04 Data Processing / Analysis Ch.10, Ch.11

SPSS Applications Exam Paper is Due


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11/11 Bivariate Correlation/ Regression Ch.12, Ch.13

SPSS Applications

11/18 Marketing Research Ethics Case Analysis Report is Due

Research Report (Written and Oral) Ch.14

11/25 Thanksgiving-No Classes

12/02 Project Presentations

12/07 MR Project is Due

Other Important Dates

August 27 Last Day to Add/Register for Fall

September 7 Labor Day- No Classes

September 9 Twelfth Class Day for Fall (Census)

October 1 December Graduation Application Deadline

October 9 Midterm – Last Day to Drop/Withdraw with Guaranteed X

October 15 Freshman Convocation

October 30 Last Day to Drop or Withdraw

November 26 Thanksgiving

December 3 Dead Day: No Classes

December 4-10 Final Exams

December 11 Fall Commencement

December 14 Fall Grades Due


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College of Business Student Resources Link

The COB has developed a Student Resources repository (e.g., APA writing style information,

business core reviews, facilities, and other helpful supplements) which can be found on the COB

Website: http://www.wtamu.edu/academics/college-business-facilities-and-resources.aspx

Terms of Use

A student's continued enrollment in this course signifies acknowledgment of and agreement with

the statements, disclaimers, policies, and procedures outlined within this syllabus and elsewhere

in the WTClass environment.

Dropping the Course:

Should a student decide to drop the course, it is the student’s responsibility to be aware of the

final drop dates and adhere to the WTAMU Add/Drop policy. Any student participating in the

course after the WTAMU posted drop date will be considered active and a grade will be

administered at the end of the course for that student.

Repeating Course Work

Students are charged a fee for any course attempted for a third or subsequent time at WTAMU

other than a non-degree credit developmental course or exempted courses.

Technology Requirements

All technological requirements for the successful completion of this course are the responsibility

of the student, including access to a working computer with broadband internet connection and

state-of-the-art security. The student is responsible for all technological problems not related to

WTAMU, including but not limited to equipment failures, power outages, and internet

breakdowns. Furthermore, students are responsible for all necessary technical and operational

skills for completing this course, and for being familiar with WTClass (the Angel Learning

System) both in a general sense and in a specific sense as pertaining to this course and any

materials stored within. The professor is not responsible for any technical matters related to

WTClass. Students must contact WTClass if they have problems accessing and/or using Angel.

Viewpoints Disclaimer

The views expressed in this document, web-based course materials, and/or classroom

presentations and discussions are those of the professor and do not necessarily represent the

views of West Texas A&M University, its faculty and staff, or its students. Views expressed by

students are likewise those of the person making such statements. It is understood and expected

that each individual within this course will respect and allow individual difference of opinion.


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External Websites Disclaimer

Neither the professor, the College of Business, nor WTAMU are responsible for the content of

external websites discussed in the classroom and/or linked to via online course materials, emails,

message boards, or other means. Referred websites are for illustrative purposes only, and are

neither warranted nor endorsed by the professor, College of Business, or WTAMU. Web pages

change frequently, as does domain name ownership. While every effort is made to ensure proper

referencing, it is possible that students may on occasion find materials to be objectionable for

reasons beyond our control.

Copyright

All original content in this document, all web-based course materials (be they text, audio, and/or

video), and/or classroom presentations are © by Dr Turkan Dursun-Kilic. No distribution

without the express written consent of the author. Students are prohibited from selling (or being

paid for taking) notes during this course to or by any person or commercial firm without the

express written permission of the professor.

Scholastic Dishonesty

It is the responsibility of students and instructors to help maintain scholastic integrity at the

University by refusing to participate in or tolerate scholastic dishonesty. Commission of any of

the following acts shall constitute scholastic dishonesty. This listing is not exclusive of any other

acts that may reasonably be said to constitute scholastic dishonesty: acquiring or providing

information for any assigned work or examination from any unauthorized source; informing any

person or persons of the contents of any examination prior to the time the examination is given in

subsequent sections of the course or as a makeup; plagiarism; submission of a paper or project

that is substantially the same for two courses unless expressly authorized by the instructor to do

so; submission of a paper or project prepared by another student as your own. You are

responsible for being familiar with the university's Academic Integrity Code.

Physical or Educational Access

West Texas A&M University seeks to provide reasonable accommodations for all qualified

persons with disabilities. This University will adhere to all applicable federal, state and local

laws, regulations and guidelines with respect to providing reasonable accommodations as

required to afford equal educational opportunity. It is the student's responsibility to register with

Disability Support Services and to contact the faculty member in a timely fashion to arrange for

suitable accommodations.

Evacuation Statement

If you receive notice to evacuate the building, please evacuate promptly but in an orderly

manner. Evacuation routes are posted in various locations indicating all exits, outside assemble

area, location of fire extinguishers, fire alarm pull stations and emergency telephone numbers

(651.5000 or 911). In the event an evacuation is necessary: evacuate immediately do not use


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elevators; take all personal belongings with you; report to outside assembly area and wait for

further information; students needing assistance in the evacuation process should bring this to the

attention of the instructor at the beginning of the semester.

Chemical and Equipment Safety Statement

Safety is everyone's responsibility. Material Safety Data Sheets (MSDSs) are provided for all

chemicals used in this class. MSDSs provide information about physical properties, health risks,

fire explosion data, and other important information associated with these chemicals. Before

handling or using a chemical, you should refer to the MSDS for that chemical. It is your

responsibility to inform the instructor in writing of any health conditions that may prevent you

from safely using a chemical (pregnancy, auto immune deficiency, etc.). It is also the

responsibility of the student to report any spill or problems found while storing or using a

chemical. If you are unsure about a chemical, always ask. If you see any unsafe condition, notify

your instructor immediately. If you are unsure about the proper and safe operation of any piece

of equipment, ask your instructor for proper instruction. All injuries, spill of materials and unsafe

conditions must be reported to the instructor immediately.

* Syllabus template approved by College of Business Curriculum Committee 8-6-2009.

Annual review of the syllabus is a formal part of the College of Business continuous

improvement process.

course syllabus mkt 6354.62 research methods …...1 course syllabus course number/section/name: mkt...

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