Syllabus for Marketing Research MKT 4464 TCAA Spring Semester 2012
Instructor: Gordon G. Mosley
Course MKT 3361, plus all required 2XXX level business core courses—including QM 2241!
Prerequisites:
Office Hours: 10 – Noon MWF; 1:15 – 4:45 Monday
Office Location: 210B Bibb Graves
Telephones: Dr. Mosley’s office: 334-670-3146; 334-670-3143 Secretary; 334-670-3599 FAX
Email: gmosley@troy.edu
Time of Class: 9:00 to 9:50 MWF
Class Location: 251 Bibb Graves
Course This course exposes students to an introductory view of marketing research by involving them in the
Description: collection, interpretation, and use of both primary and secondary data. Students will also be exposed
to the development of questionnaires, sampling procedures, data analysis, and report writing.
Course 1. Students shall understand the marketing research process.
Objectives: 2. Students shall differentiate among different types of research, including primary-secondary,
qualitative-quantitative, observational-experimental, and exploratory-descriptive-
causal/correlational.
3. Students will understand the role of research in the marketing management process.
4. Students shall gain some experience in doing actual marketing research.
5. Students will learn a variety of ―jargon‖ that is used in the marketing research industry.
Text: Marketing Research, 5th or 6th Edition, by Burns & Bush (2010)
Grading Quizzes & Exams 70% of final grade
Methods: Homework & Marketing Research project work* 20% of final grade
Participation/attendance 10% of final grade
A 90-100%
B 80-89%
C 70-79%
D 60-69%
F 0-59%
* Work will sometimes be assigned in one class and due at the next class meeting
because of the demands of timely response in research. If a student does not turn in the
assignment on time, it may be worthless to the class project. Hence, no credit can be given for late
work. It is the student’s responsibility to be aware of what has happened in class when s/he is absent!
TEST POLICY:
Make-up exams will be given only for documented (on letterhead), approved absences. See
ATTENDANCE POLICY. Make up exams are administered only to students who have received
approval from the professor prior to the test date, or in the case of a bona fide emergency. Make-ups
are different from exams given in class. A grade of zero will be assigned for an exam missed due to
an unexcused absence.
CLASSROOM ADMINISTRATION
Class Procedure Students are expected to:
and 1. Punctually attend all scheduled classes. Students who arrive at class after roll call will be counted
Requirements: absent. See attendance policy.
2. Be responsible for all instructions and assignments given in class.
3. Read the textbook material before the lecture covering that material. This leads to a better
understanding of the lecture as well as the opportunity to ask intelligent questions.
4. Hand in assignments on the assigned due date during roll call.
Additional AMERICANS WITH DISABILITIES ACT: Any student whose disabilities fall within ADA must inform the
Services: instructor at the beginning of the term of any special needs or equipment necessary to accomplish the
requirements for this course.
Students who have or may be dealing with a disability or learning difficulty should speak with the instructor,
contact the Office of Adaptive Needs Program (215 Adams Center), or call 670-3220/3221. Various
accommodations are available through the Adaptive Needs Program. The faculty in the School of Business
makes every effort to accommodate unique and special needs of students with respect to speech, hearing, vision,
seating, or other possible disabling conditions. Please notify the instructor as soon as possible of requested
accommodations or ways to help.
Proposed Schedule: This schedule is subject to change. Changes will be
announced in advance in class. [Page citations in bold are for the 6th edition.]
Week of Topic Prepare
1/11 Intro to Marketing Research and the research process Chapter 1 (pg. 7 or 9), 2,
1/18 Ethics, Secondary research, Problem definition, Design Chapter 3 (pgs. 62-70), 4, 5
1/23 Secondary data FIRST TEST! Chapter 6 & 7 (176-187 or
176-191; 194 or 197-199)
1/30 Qualitative methods and survey collection methods Chapter 8 & 9
2/6 Measurement Chapter 10
2/13 Statistics Review
2/20 Questionnaire design SECOND TEST Chapter 11
2/27 Sampling Chapter 12 & 13
3/5 Data collection [and scale creation] Chapter 14
3/19 Descriptive statistics Chapter 15
3/26 Hypothesis Testing THIRD TEST Chapter 16
4/2 Testing for differences among groups Chapter 17
4/9 Relationships among variables Chapter 18
4/16 Regression Chapter 19
4/23 Research results FOURTH TEST Chapter 20
4/30 TBA TBA
5/4—Friday FINAL EXAM: 11AM – 1PM
Attendance 1. Students who arrive after attendance is taken will be marked absent.
Policy: 2. Attendance is mandatory. If a student misses a class, s/he is still responsible for materials and information
covered in that class.
3. Students who miss ELEVEN or more classes (whether excused or unexcused) will be asked to DROP this
course.
4. Excused absences: Excused absences have the following characteristics:
a. Professor is informed prior to the absence.
b. Professor determines that the absence is excused.
c. Absence is of one of the following types:
1. Participation in a documented official university function that does not permit the student’s class
attendance (e.g., athletic events, field trips, etc.)
2. Severe illness (this does not include scheduled medical appointments nor driving someone else to
doctor), a hospital stay, or a doctor's excuse saying that it is impossible for student to attend
class(es)
3. Death of immediate family member (grandparent, parent, sibling, or child)
4. Appearance in court (if mandatory)
5. Personal situations approved by the professor in advance of the time the student is to be absent.
d. Written documentation (on letterhead) must be provided at the first class session after the student’s
return to classes.
Incomplete Any incomplete work at the end of the term will not be accepted unless the student makes
Work Policy: arrangements to turn in the work prior to grades being submitted to the Registrar.
Cheating and If you are caught cheating, you will get a course grade of "F". Plagiarism is the act of stealing and
Plagiarism passing off the ideas or words of another as one’s own or committing literary theft, i.e. presenting as
Policy: new and original an idea or product derived from an existing source. Plagiarism will cause a student
to get a course grade of ―F‖. A student may also be suspended from the university for a specific or an
indefinite period.
Other 1. Students will be responsible for BOTH text and lecture materials, which may differ. Both
Information: will be covered on exams.
2. Late papers will not be accepted without special permission.
3. Other information contained in the Fall Session 2012 Schedule of Classes and the current
Troy University Undergraduate Catalog has the same force as if included herein.
Cell phone and Use of any electronic devise by students in the instructional environment is prohibited unless explicitly
other electronic approved on a case-by-case basis by the instructor of record or by the Office of Disability Services in
devices: collaboration with the instructor. Cellular phones, pagers, and other communication devices may be
used for emergencies, however, but sending or receiving non-emergency messages is forbidden by the
University. Particularly, use of a communication device to violate the Troy University ―Standards of
Conduct‖ will result in appropriate disciplinary action (See the Oracle.)
In order to receive emergency messages from the University or family members, the call receipt
indicator on devices must be in the vibration mode or other unobtrusive mode of indication. Students
receiving calls that they believe to be emergency calls must answer quietly without disturbing the
teaching environment. If the call is an emergency, they must move unobtrusively and quietly from the
instructional area and notify the instructor as soon as reasonably possible. Students who are expecting
an emergency call should inform the instructor before the start of the instructional period.
Cell phones may NOT be used as calculators during an exam. Other electronic devices such as
translators, Palm Pilots, Blackberries, etc. are also prohibited from use during an exam. The use of
book form dictionaries, language translations, etc. during an exam is permitted with the prior approval
of the instructor.
Sorrell College Sorrell College of Business will be the first choice for higher business education students in their
of Business quest to succeed in a dynamic and global economy. Sorrell College of Business will create the model
vision statement: for 21st century business education and community service.
Sorrell College Through operations that span the State of Alabama, the United States, and the world, Sorrell College
of Business of Business equips our students with the knowledge, skills, abilities and competencies to become
mission organizational and community leaders who make a difference in the global village and global
statement: economy. Through this endeavor, we serve students, employers, faculty, and Troy University at large
as well as the local and global communities.