MANAGEMENT 3220: Marketing Research, fall 2007
T/Th 4:30 – 5:45 p.m., Rooms D630 (until Nov 6) and E640 (Nov 8 onwards)
Instructor: Sameer Deshpande
Office: D548 University Hall
Office Hours: T/Th 2:15-4:15 or by appointment
WebCT URL: http://webct3.uleth.ca (access to registered students only)
Prerequisites: Management 3020, and Economics 2900 or Statistics 2780. Reserved for Faculty
of Management students by major.
NOTE: I take these prerequisites very seriously. I will not spend too much time discussing the
basics of marketing and statistics because you will have learnt them in Management 3020 and
Economic 2900 or Statistics 2780 respectively. If you have managed to register in this class
without satisfying the prerequisites, I strongly urge you to reconsider this decision and avoid
Required Text: William Zikmund and H. Onur Bodur (2008), Effective Marketing Research in
Canada, 1st edition, Thomson-Nelson Publishers.
Refer to student resources page xvi of the textbook for support material provided by the
This course will provide you with the ability to conduct basic marketing research. We will
address how to design research, how to collect data, how to analyze data, and how to report
your findings. We will study a variety of popular marketing research methods.
We will address theoretical and conceptual research issues in this course in order to provide
you with a broader understanding of research. This will allow you to apply your knowledge to
a wide variety of issues in everyday life. The methods used in this class are also used in all of
the “social sciences,” therefore learning them will help you to better understand a variety of
information sources including academic studies, newspaper articles, and expert opinions.
You will complete a comprehensive group project in this course. The project allows you to
gain hands-on experience in marketing research. A well-crafted, carefully executed research
project can aid you far beyond the principles you will learn.
You should come away from this course with a better understanding of the primary techniques
used in marketing research - focus groups and surveys. You should be able to recognize how
and when to use each of these. This information can benefit you in a number of ways. It can
make you a more informed citizen, help you acquire a job, allow you to understand research
reports, and help you to conduct research yourself. Whether you are interested in becoming a
marketing researcher or you simply want the ability to knowledgeably read and critique
business reports and newspaper articles, this course should prove beneficial.
MANAGEMENT 3220: Marketing Research 2
Objectives of the course:
1. To become familiar with the scientific method.
2. To understand qualitative and quantitative research procedures.
3. To recognize the strengths and weaknesses of various research methods and their
4. To review principal statistical techniques and their application.
5. To gain the ability to knowledgably critique published research.
6. To gain experience conducting original research.
Grading and Evaluation
Your final letter grade in the class will be based upon your total marks.
Grading will be based on:
In class quizzes (10 @ 4.5% each) 45%
Research Proposal 10%
Focus Group 15%
Survey 20% 45%
Points will be deducted for following reasons from the final grade:
1. Lack of professionalism: 10%
2. Poor evaluation from your peers: Up to 20%
3. Failure to submit peer evaluations on time: 2%
In-Class Quizzes: There will be 11 in-class quizzes, of which the top ten scores will be counted.
Date for each quiz is listed in the course schedule. Since only ten quizzes are counted, you can
miss one quiz without penalty. I will reschedule quizzes only under two exceptional situations:
recorded illness (produce medical certificate) or death in your immediate family. Representing
the university at an event will not be considered as a valid excuse to miss the quizzes.
Quizzes will be a combination of multiple choice, true or false, and sentence completion
questions. Questions in other forms could also be asked in the quizzes. Generally the exams
will be non-cumulative; however certain concepts and terms carry over throughout the
semester, necessarily adding a cumulative element. Questions will be drawn from the textbook
and the lectures. Anything that is in both is likely to be very important.
Group Project: You will complete a marketing research project during this course. The
purpose of this project is to give you practice in applying the concepts learned in class and to
hone your critical thinking skills. Please see a separate handout for further details.
The 2 Ps of Participation
1. Presence: Class attendance is an important part of the learning process. Textbook provides
information and reference; however, a book is neither sufficient for all of the information,
nor is it the best way to learn. A sign-up sheet to record your attendance will be circulated
MANAGEMENT 3220: Marketing Research 3
every day of the class (other than the introductory first class) where you sign your name at
the start of every class. It is entirely your responsibility to ensure that you put your name
and signature on the sign-up sheet. These sign-up sheets will be used as proof of
attendance, which will determine your participation score. 5% participation marks will be
recorded twice during the semester. Half a percentage point will be lost for every missed
lecture. Attendance is excused when you are sick (produce medical certificate) or there is a
death in your immediate family or if you are representing the university at an event. In any
case, you should inform me before or right after missing the lecture. Please bring a written
proof for your absences. If you miss a class, you should read the assigned text pages,
download and study the class notes from the web, and copy someone’s notes from class.
After doing these things I will be happy to meet with you to discuss anything you do not
2. Professionalism: Professional behaviour is a minimal requirement. You are in the process
of preparing to take on a professional position. As such, it is important to practice
behaving in a professional manner. You do not receive extra points for being professional,
because it is expected behaviour. You may be docked points, however, for unprofessional
behaviour. Unprofessional behaviour encompasses a wide variety of negative behaviours,
including but not limited to delayed submission of assignments, negative attitude,
arriving late to classes, leaving the classroom during the lectures, holding side
conversations during class, reading other materials or doing other things during class,
sleeping, and inappropriately inconveniencing others. Your final grade may be docked up
to 10% for lack of professionalism. One lapse in professionalism generally will not result in
a lowering of your grade (unless it is abominable behaviour), but multiple negative
behaviours will. It is not my job to remind you guys to meet deadlines. Refer to the syllabus
and group project handout for what is expected and when it is due. If you miss your
deadlines, you will automatically lose points.
I encourage you to talk with me about any questions or difficulties you may be having. If you
cannot make it to office hours, please set an appointment with me outside of office hours. My
schedule is flexible, and I will work with you to find a time that we can meet. You can call me,
talk to me before or after class, or e-mail me. I check my e-mail regularly, but you must give me
48 hours to respond. So if you email me at 1 a.m., and if it is 5 a.m. and you still haven’t heard
from me, that’s a sure shot sign that you need to adjust your expectations.
Please inform me of special needs at the beginning of the semester. This may include but is not
limited to: learning disabilities, religious obligations that conflict with class schedule, and
physical or medical limitations affecting class participation. I will work with you to help meet
your needs to the extent possible.
Rules of Conduct:
Please refer to section “Student Discipline Policy” on pages 70-74 of the 2007-08 Calendar. I will
closely follow policies discussed in these pages.
MANAGEMENT 3220: Marketing Research 4
This class will utilize Web CT as a main web resource. PowerPoint presentations, additional
readings, projects, as well as other activities will be coordinated through Web CT. Hence it is
necessary on your part to learn this tool.
I will regularly post my PowerPoint Slides containing the outline for each lecture. I encourage
you to print the slides before class and use them in taking notes. I believe that you benefit from
taking notes, so I do not provide my complete (filled-in) slides, simply the outline.
Grades will be based on a total accumulation of points at the end of the term. The following
point percentages must be earned for each grade. The standard Faculty of Management
grading scale will be used. I do not employ rounding off policy for the final grades.
A+ 95-100 B 78-81 C- 62-65
A 90-94 B- 74-77 D+ 58-61
A- 86-89 C+ 70-73 D 50-57
B+ 82-85 C 66-69 F Below 50
MANAGEMENT 3220: Marketing Research 5
Tentative Schedule [with reading assignments]
Additional readings will be posted on Web CT website. Please visit the website regularly for
these readings. In some situations, additional readings may be handed out in class. Note: Some
important activities are clustered. Please plan your semester such that you are able to stick to
the expected deadlines.
Month Date Topic Reading Assignment/
September 6 Introduction and None
11 Intro to Marketing Chapter 1
13 Marketing Research Chapter 2
18 Problem Definition Chapter 4 Group members
names of group
of the plan.
Submit a group
20 Literature Review See Footnote1
25 Quiz, no lecture Quiz 1
(Chapters 1, 2, & 4)
27 Organizational and Chapter 3 and 6
Ethical issues and
Research in a Digital
1Read content posted on the following website:
Additionally, read the front end of two of my articles posted on WebCT to get a sense of how literature
review is reported in academic journals. Pay attention to how questions listed in “Questions that literature
review should answer” section on p.5 of the project handout are addressed in these articles. These are the
very questions you will be addressing in your research proposal. Also, assess the quality of articles cited
in the articles based on the criteria listed in “Quality of cited articles” section on p.5 of the project handout.
Finally, read an article on tips to conduct literature review posted on WebCT.
MANAGEMENT 3220: Marketing Research 6
Month Date Topic Reading Assignment/
October 2 Fieldwork and Chapters 16 (p. 387- Quiz 2 (Chapter 3, 6,
Reporting 395) and 19 & literature review)
Lit Review for one
4 Exploratory and Chapter 5
9 Exploratory and Chapter 5
11 Survey Research Chapter 7 Quiz 3
(Chapters 16: p. 387-
395 & 19)
Report Part 1
16 Guest Lecture: Chapter 5
Carmen Toth, Adair
18 Survey Research Chapter 8 Quiz 4
(Chapter 5 & 7)
23 Measurement Chapter 11 Draft focus group
Principles guide due3
25 Attitude Chapter 12 and Quiz 5
Measurement/ Chapter 17 (p.429 - 433) (Chapters 8 & 11)
30 Questionnaire Design Chapter 13 Quiz 6
(Chapters 12 & 17: p.
November 1 Sampling Chapter 14
6 Sample Size Chapter 15 Quiz 7 (Chapters 13
8 Data Coding Chapter 16 (p. 395
Lectures held in E640 onwards)
from this date
13 Basic Data Analysis Chapter 17 (p. 417 – Quiz 8
429) (Chapters 15 & 16: p.
Report Part 2 (Focus
Group) Include graded
15 Univariate Analysis Chapter 17 (p. 433
20 Bivariate Analysis Chapter 18 (p. 447 – Quiz 9 (Ch. 17: p.
451) 417-429; 433 -
MANAGEMENT 3220: Marketing Research 7
Month Date Topic Reading Assignment/
November 22 Bivariate Analysis Chapter 18 (p. 451
27 Guest Lecture: Quiz 10
Jennifer Dooley, (Chapters 18)
29 Observation Chapter 9 Draft survey
December 4 Experiment Chapter 10
6 Quiz and Project None Quiz 11
Consulting (Chapters 9 & 10)
13 No lecture Report Part 3
the previous two