Tues. & Thurs. 2:30-3:45
Bob Evans Farms Hall 115
Professor: Dr. Wesley Thoene
Office: Bob Evans Farms Hall 239
Office Hours: Mon., Wed. & Fri. 11:30-12:30; Tues. & Thurs. 12:45-1:00 and 2:15-2:30; Tues.
3:45-4:45, and by appt. (I’m here every day)
Office Fax: 740.245.7432
TEXTBOOK AND OTHER REQUIRED MATERIALS:
Zikmund, William G. Essentials of Marketing Research. 2nd ed., 2003.
Students will learn how to use research as a tool for decision making. To this extent, the
following topics will be covered: planning research projects; design, measurement, experimental
and non-experimental techniques; analysis and interpretation of data; and reporting of research
results. Situation and data analysis skills are developed through lectures, cases, field projects,
and computer applications.
Grade calculation % of Grade Grading Scale
Participation 10% A = 90 - 100%
Marketing Memo 10% B = 80 - 89%
Marketing Project I 10% C = 70 – 79%
Marketing Project II 25% D = 60 - 69%
Midterm Exam 20% F = <60%
Final Exam 25%
Participation will be measured through both attendance, the quality of comments students make
in the classroom, and completion of homework. Students are advised to read the assigned
chapters before coming to class in order to be prepared for classroom discussion.
Current Marketing Research Memo:
The marketing environment is constantly changing, as new studies and findings are being
developed daily. In order to remain up-to-date on the latest findings, each student will be
required to find a journal article relating to a specific marketing discovery. Each article must
involve some sort of primary marketing research. Students will be required to prepare a 1-2
page (block format) memo which a) summarizes the study, b) reports on its findings, and c)
discusses the ramifications of such findings. Each student will also be required to briefly present
his or her article to the class at an assigned point during the semester. Only articles from the
following journals will be accepted: Journal of Advertising Research, Journal of Business &
Industrial Marketing, Journal of Consumer Psychology, Journal of Product & Brand
Management, Journal of Retailing, Journal of Retailing and Consumer Services, Journal of
Services Marketing, Journal of Consumer Marketing. If you have found an article and you are
unsure about whether or not it is acceptable, please ask me. Once you have chosen an article,
please email me the title so that I can prevent duplication of efforts.
As a general guideline, the memo should answer the following questions:
What was the purpose of this research?
Was any previous research related to this topic mentioned in the article?
How was the research conducted? Was a population identified? How many people were
surveyed? How was the sample chosen?
What were the findings of this study?
Do you have any suggestions to improve the study?
How would you further research this topic?
Do you believe these findings are significant/important?
What do you feel are the ramifications of this research to marketers?
The memo will be graded on a) content: how thoroughly the aforementioned points are discussed
it and b) grammar, spelling, & quality of writing c) the presentation of the memo (did you make
it interesting for the class?). Please attach a copy of the article to the memo.
Marketing Project I
This project requires you to conduct marketing research using the resources available to you. A
worksheet will be distributed which asks specific questions regarding a market- the same type of
information you may be asked to find as marketers. This project is to be completed individually.
Marketing Project II
For this project, teams consisting of three students will be required to select a marketing issue
and conduct a research project which seeks to resolve the issue. Each group will be responsible
for discussing any previous research (if applicable), writing and distributing a survey, analyzing
the results, and providing recommendations. The survey should be included with the report as an
appendix. The final report should be at least 10 pages in length. Grades will also be assigned
according to the report’s neatness, spelling, and visual appearance. In addition, groups should be
prepared to present their findings to the class during finals week.
The course midterm examination is tentatively scheduled for February 23. The final exam will
be announced later. Both exams will be multiple-choice in structure and each will contain thirty-
three questions. The following is a tentative schedule for the course. Please note that these dates
are subject to change, and that such changes will be announced in class.
DATE CLASS TOPIC MATERIAL
Jan 10 #1 Course Overview
Jan 12 #2 Marketing Research Overview ∙ Chapter 1
Jan 17 #3 Marketing Research Overview ∙ Chapter 2
Jan 19 #4 Marketing Research Overview ∙ Chapter 2
Jan 24 #5 Research Process ∙ Chapter 3
Jan 26 #6 Research Process ∙ Chapter 3
Jan 31 #7 Research Ethics ∙ Chapter 4
Feb 2 #8 Exploratory Research ∙ Chapter 5
Feb 7 #9 Exploratory Research ∙ Chapter 5: Workshop
Feb 9 #10 Secondary Data Resources ∙ Chapter 6
Feb 14 #11 Secondary Data Resources ∙ Chapter 6: Research Activity
Feb 16 #12 Primary Research: Surveys ∙ Chapter 7
Feb 21 #13 Observation ∙ Chapter 8
Feb 23 #14 Midterm Review
Feb 28 #15 Midterm Exam
Mar 1 #16 Experiments ∙ Chapter 9
Mar 6 #17 Measurements ∙ Chapter 10
Mar 8 #18 Survey Design ∙ Chapter 11
Mar 13 #19 No Class- Spring Break
Mar 15 #20 No Class- Spring Break
Mar 20 #21 Survey Design ∙ Survey Workshop
Mar 22 #22 No Class- AMA New Orleans Conference
Mar 27 #23 Sampling: Theories ∙ Chapter 12
Mar 29 #24 Sampling: Calculations ∙ Chapter 13
DATE CLASS TOPIC MATERIAL
Apr 3 #25 Sampling: Calculations ∙ Chapter 13
Apr 5 #26 Analyzing the Results I ∙ Chapter 14
Apr 10 #27 Analyzing the Results I ∙ Chapter 14
Apr 12 #28 Analyzing the Results II ∙ Chapter 15
Apr 17 #29 Analyzing the Results II ∙ Chapter 15
Apr 19 #30 Communicating the Results ∙ Chapter 16
Apr 24 #31 Communicating the Results ∙ Chapter 16
Apr 28 #32 Review for Final
TBA #32 Final Exam/ Project Due
ADA POLICY: If a student wishes to be identified as having a physical, mental, or learning
disability, that may or may not require reasonable accommodation(s), he/she must register with
the Office of Accessibility. These registered students should identify themselves to their
instructors and provide a written statement from the Accessibility Office that indicates the
appropriate accommodations. The process of a student self-proclaiming the need for
accommodation should occur as early in the semester as possible. The Office of Accessibility
phone is 245-7339 and is located in Rhodes Hall, Room 116, University of Rio Grande.
FERPA: The University of Rio Grande and Rio Grande Community College are committed to
fully respecting and protecting the rights of students under the Family Educational Rights and
Privacy Act (FERPA). These rights generally include the right to inspect, review and seek
amendment to the student's education records and the right to provide written consent before
personally identifiable information from education records is disclosed. Under FERPA, students
have the right to file a complaint with the US Department of Education concerning alleged
failures to comply with FERPA. Please see the Student Records Confidentiality/Rights Under
FERPA section of the Student Handbook for details and more information.
ACADEMIC DISHONESTY: Standard university policies, as described in the Student
WITHDRAWAL: Refer to Student Handbook
** This syllabus is not to be construed as a contract with the
student and may be subject to change**