By Ethel Howard,2014-01-20 22:28
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Professor: Marcia Kasieta, M.S. (Ca-shetta)

    Office: 4277 Grainger Hall

    Phone: 608/347-1571


    Office Hours: 4:00 4:45 Monday

    Required Text: Burns/Bush, Marketing Research, 5th Edition, Pearson, 2006.

Course Description: Marketing Research is a required course for all marketing majors. Prior to this course you

    should have completed Marketing Management (237-300) and Business Statistics (231-303). Class meets on

    Mondays and Wednesdays through May 9 in Grainger 1220. We will occasionally meet in the computer lab,

    Room 2290.

Course Objectives: The purpose of marketing research is to help support managerial decision-making. This

    course is designed for aspiring marketing managers and researchers with an emphasis on the perspective of the

    manager. Good information is at the heart of an effective marketing strategy. Whether you become a brand

    manager, sales director, or marketing executive, you will be most effective and better rewarded if you

    understand how information about your business, customers, and competitors is best gathered, analyzed and


In this course you will be introduced to the concept of marketing research using an 11-step process. By the end

    of the semester you will be able to:

    1. Design and conduct basic marketing research studies and assess the quality of research presented by others.

    2. Appreciate that marketing research is a process…not just a bunch of questions on a survey. 3. Understand that marketing research is not just for numbers people. 4. Assess whether marketing research is a potential career for you.

Course Format: This course is a mix of lectures, discussion, guest speakers and hands-on project work.

    This semester we‘ll be doing a study for the Business Learning Center. Using the 11-step marketing research

    process described in our text book, student teams will work together on in-class exercises and graded project

    work throughout the semester.

Grading: This course is graded on a curve based on total points earned throughout the semester.

150 Team Assignments…Because you are adults – and adults learn best through experience teams will

    complete a research project in this course. Teams will be formed early in the semester and will work

    together on a marketing research study for the Business Learning Center. Assignments include a

    literature search; development of a web-based survey; and a PPT presentation to the client. Team

    assignments are 40% of your total grade.

25 Peer Evaluations…your performance and contributions to group assignments will be evaluated by your

    teammates. At the end of each assignment, your team members will be asked to award points to you

    based on your individual contributions. If you consistently neglect team meetings, fail to do your fair

    share, do just enough to get by, or do not complete tasks on time you risk a reduction of a full letter grade

    for the course. Total failure to participate in any single team assignment will result in a grade of ―F‖ for

    the course. Peer evaluations are 5% of your grade….unless you fail to participate fully…then we‘re

    talking 100% of your grade.

25 Class Participation…based on the quality and quantity of your contributions to our discussions and

    regular class attendance. In this courseas in the real world—you can‘t sit in the back of the room and

    do crossword puzzles; you shouldn‘t be late for class; and you should not come to class unprepared. You

    are not an observer you are an active participant and you will be evaluated from that perspective. Early

    in the semester you‘ll be given a name card that you should bring to every class. By the end of the

    semester, I should know your name.

    Obviously, you can‘t participate if you don‘t show up: we will take attendance. Two (2) absences are

    allowed before class participation points are deducted. If you have something come up that cannot be

    avoided you should talk to me as soon as you know you‘ll be exceeding the two-class limit. Job

    interviews and employer briefings don‘t qualify – try to schedule out-of-town interviews so that they do

    not conflict with class. Participation is 5% of your grade.

200 Exams…just two - no final. Both exams will be during class. Fair game on exams includes anything

    from assigned reading, my lectures, guest presentations, labs and class discussion. Exams are 50% of

    your grade.

Conflicts with Other Classes: In the past, students have had difficulty resolving conflicts between this class

    and other courses that hold exams during our scheduled meeting times. A memo from Jim Johannes, Associate

    Dean of Undergraduate Programs to business school faculty should help you deal with these situations:

The School of Business discourages giving exams outside of regularly scheduled class periods. Exams given

    outside class, for example evenings, inevitably create conflicts for students who are taking other classes at that

    time. This problem with conflicts is getting more common as departments are using all available times,

    especially late in the afternoon and evenings, for scheduling classes.

? Exams must be scheduled for either 5:30-7:00 pm or 7:15-9:15 pm. This allows students with

    classes that end at 5:15 to make the exam. Any exam longer than 90 minutes should be given in

    the 7:15-9:15 pm time period to conform to University Policy.

    ? Any student that has another class that meets at the time the out-of-class exam is scheduled must

    be given the opportunity to take a make-up at a time convenient for the student.

Note: Instructors of daytime courses who plan to give evening mid-term exams must footnote such intentions in

    the Timetable so students will be aware of potential conflicts with evening courses or other commitments.

    Business Law 301, Real Estate 306 and Finance 300 are all footnoted for evening exams this semester. Please

    resolve conflicts with these instructors as soon as possible to avoid an unpleasant situation later.

Schedule and Readings thru Spring Break

1/22 Intro to course Chapters 1 & 2

    1/24 Research Process and Problem Formulation Chapters 3 & 4

    1/29 Business Learning Center Presentation

    1/31 Exploratory Research Design Chapter 5

    2/5 Secondary/Primary Data/Literature Search Chapters 6 & 7

    2/7 Lab for Lit Search Rm 2290

    2/12 Team Reports on Lit Search/Focus Group Prep Chapter 8

    2/14 Focus Groups Rm 5120

    2/19 Team Reports on Focus Groups

    2/21 Descriptive and Causal Research Designs Chapter 5, Cont‘d.

    2/26 Data Collection Chapter 9

    2/28 Measurement Basics Chapter 10

    3/5 Questionnaire Design Chapter 11

    3/7 Exam Review/Team Night: work on surveys

    3/12 Exam I

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