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MKTG 4100 MARKET RESEARCH AND STRATEGY

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In addition to research of current market conditions, the student will learn to use data to create a strategic plan of action for market penetration,

    MKTG 4100 MARKET RESEARCH AND STRATEGY

    Fall 2005

    8/26/05

    Locations and Times: 10:00-10:50 am, Mon., Wed., Fri.: Room BU 103

Instructor: Wayne A. Roberts, Jr., Ph.D.

    Telephone: 586-5404; Fax: 586-5493

    Email: RobertsW@suu.edu

Office: Room 311, Dixie Leavitt Business Building

Office Hours: Tuesday and Thursday 8:00 11:00 am

Text: Aaker, David A., V. Kumar, and George S. Day (2004), Marketing thResearch, 8 Edition. New York: John Wiley & Sons, Inc.

    Course Website: PowerPoint presentations, homework assignments, links to various

    Internet sites, and other useful information will be available on a class

    Website. See http://www.suu.edu/faculty/robertsw/courseinfo.html

    Course Description: This course develops skills in survey research methods as well as

    research using secondary data. In addition to research of current

    market conditions, the student will learn to use data to create a

    strategic plan of action for market penetration, augmentation of

    market share, product development, or whatever the need may be.

    Prerequisites: Statistics and Marketing Principles.

The primary objectives of this course are:

    1. To impart an appreciation of the importance and value, as well as the cost, of

    obtaining information for theory development and testing, and decision-making.

    2. To develop the participants’ problem analysis skills, and ability to translate a

    management problem or opportunity into a feasible research question.

    3. To gain experience in locating, collecting and analyzing appropriate data. All

    students use SPSS.

    4. To provide students an opportunity to strengthen their quantitative skills.

    5. To introduce students to some useful quantitative and qualitative tools.

    6. To help students develop their writing and presentation skills.

    We will rely on textbook and other readings, some problem discussion, perhaps some case analysis, and project work.

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    By focusing on these specific course objectives, it is anticipated that this class will contribute to students achieving the following marketing and management learning objectives:

     Students will have a working knowledge of the concepts of planning, organizing,

    staffing, directing and controlling commercial operations.

     Students will be familiar with the major trends affecting small and large business,

    international commerce and e-business.

     Students will be able to synthesize the fundamental elements of finance,

    accounting, business law, marketing economics and management in a manner

    which enables them to make effective decisions at the corporate level.

     Effectively teach all students basic marketing knowledge, frameworks and

    processes

     Enable students to apply and integrate their knowledge and skills in marketing to

    specific situations through case studies, appropriate readings and practical

    projects.

     Develop a working knowledge of the concepts of pricing, product design,

    promotion, and distribution channels

    It is also anticipated that progress towards achieving the following College of Business objectives for the business core will be made:

     Effectively use information systems and technology

     Obtain a basic knowledge of the major business functions of business

     Write with clarity, and use proper form and organization

     Understand the ethical roles of business within society

     Possess sufficient qualitative and quantitative tools to perform quality business

    analyses

     Understand the opportunities and challenges that e-business provides across all

    the functional areas of business

     Understand the principles and dynamic nature of markets

     Have a basic knowledge of how to manage the resources of the organization to

    achieve its goals and objectives.

    Progress towards achieving all these objectives will be assessed through exams, written assignment, and class discussions.

    In class we’ll focus on topics difficult to understand, particularly relevant, or on material not covered in the readings. You will need to become familiar with material in assigned readings and with material that is introduced or otherwise addressed in class.

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    GRADING

Grades for the course will be earned as follows:

    Homework/Quizzes 25.0%

    Exams (4 equally weighted) 50.0%

    Group Projects/Tasks: 20.0%

     RFP Evaluation 5.0%

     Questionnaire/sampling plan 7.5%

     Quantitative evaluation 7.5%

    Discussion 5.0%

    Total 100.0%

    HOMEWORK/QUIZZES: Assigned homework is generally reviewed in class. Points are assigned to each homework assignment and quiz, and the results are totaled for grading at the end of the term. Expect somewhere between 6 and 8 assignments. Late homework is ordinarily not accepted.

    EXAMS: Exams are generally independent. The final is ordinarily based on new material, and is not comprehensive. If earlier material is included I’ll give adequate warning.

A tentative grading scale per exam is as follows:

    92.5%-100% A 72.5-77.4% C

    90.0-92.4% A- 70.0-72.4% C-

    87.5-89.9% B+ 67.5-69.9% D+

    82.5-87.4% B 62.5-67.4% D

    80.0-82.4% B- 60.0-62.4% D-

    77.5-79.9% C+ Under 60.0% F

    GROUP PROJECTS/TASKS: There will be several tasks (tentatively 3 or 4) that will be tackled by groups of students. These will be graded. At the end of the course group members will be responsible for evaluating group members, including themselves.

    DISCUSSION: The discussion grade will be assigned at the end of the course.

    CLASS POLICIES

    ATTENDANCE: Class attendance is not required. However, you will be responsible for the material covered, and replacement tutorials will NOT be conducted. If you miss class, make arrangements with another student to keep you informed. Note that some material covered during class will not be in the text.

    CLASSROOM BEHAVIOR: Students are expected to act like professionals. Professional conduct in an academic setting includes coming prepared for class, arriving on time, treating others with respect, giving visitors a positive impression, doing your

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    own work, doing high quality work, seeking help when you need it (in appropriate ways), helping others, providing helpful feedback to others, and helping the entire class to grow. Unprofessional behavior includes coming to class late, leaving early, coming unprepared, copying the work of others, reading the newspaper or studying in class, finishing assignments for other classes, and talking.

    ACADEMIC INTEGRITY: You are expected to have read and understood the current issue of the student handbook, published by Student Services, regarding student responsibilities and rights, and the intellectual property policy, for information about procedures and about what constitutes acceptable on-campus behavior.

    As expressed in University policy and stated in the General Catalog, academic dishonesty, including cheating, forgery, plagiarism, and the use of work belonging to another person, will not be tolerated in the School of Business. Professors within the School will respond to a student’s academic dishonesty as follows:

    All incidents of academic dishonesty will be written up by the appropriate instructor and included in the student’s file. The student may also write up his or her version of the

    event, and have that included in the file.

    All incidents of academic dishonesty will be brought before a School of Business committee, comprised of the School of Business Department Chairs and the Dean. For first offenses, the instructor in whose class the infraction occurred may present the case before the committee, and recommend appropriate action. The student may also attend, and present his or her case. The committee will have the final responsibility to determine the punishment assessed, which may include failure of the course and/or expulsion from the Business program. Further offenses will automatically result in the student being expelled by the committee from the program.

    OTHER

    IMPORTANT NOTE: Students with medical, psychological, learning, or other disabilities desiring academic adjustments, accommodations, or auxiliary aids will need to contact the Southern Utah University Coordinator of Services for Students with Disabilities (SSD), in Room 206F of the Sharwan Smith Center or phone (435) 865-8022. SSD determines eligibility for and authorizes the provision of services.

    DISCLAIMER: Information contained in this syllabus, other than the grading, late assignments, makeup work, and attendance policies, may be subject to change with advance notice, as deemed appropriate by the instructor.

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    TENTATIVE SCHEDULE

Week & Dates Text Topics

    Readings

    1. Aug. 29, 31, Ch. 1, 2 Decision-Making & Marketing Intelligence;

    Sept. 2 Market Research in Practice

    2. Sept. 5, 7, 9 Ch. 3 Monday (9/5): Labor Day no classes

    (including The Marketing Research Process; Research Design

    appendix), 4 & Implementation

    3. Sept. 12, 14, 16 Ch. 4, 5 Research Design & Implementation (cont’d);

    Secondary Sources of Information

    4. Sept. 19, 21, 23 Ch. 5, 7 (p. Secondary Sources of Information (cont’d); Market

    167-181) Research on the Internet

    5. Sept. 26, 28, 30 Ch. 8 Qualitative Research ; TEST

    Survey Methods

    6. Oct. 3, 5, 7 Ch. 9 Issues in Data Coll’n;

    7. Oct. 10, 12, 14 Ch. 10, 11 Survey Methods; Attitude Measurement 8. Oct. 17, 19, 21 Ch. 12 Designing the Questionnaire

    TEST

    9. Oct. 24, 26, 28 Ch. 12, 14 Monday (10/24): Harvest Day no classes

    Designing the Questionnaire (cont’d); Sampling

    Fundamentals

    10. Oct. 31, Nov. Ch. 14, 15 Sampling Fundamentals (cont’d); Review of

    2, 4 Statistics

    11. Nov. 7, 9, 11 Ch. 15, 16 Sample Size and Statistics; Fundamentals of Data

    Analysis

    12. Nov. 14, 16, 18 Ch. 17, 18 TEST; SPSS; Hypothesis Testing

    13. Nov. 21, 23, 25 Ch. 17, 18 Wednesday Friday (11/23-11/25): Thanksgiving

    Recess no classes

    Hypothesis Testing (cont’d); SPSS

    14. Nov. 28, 30, Ch. 19, Correlation & Regression; SPSS; Other topics

    Dec. 2 Select

    portions of

    Ch. 24-26

    15. Dec. 5, 7, 9 Ch. 13 Causal Research (Experimentation)

    16. Dec. 13-16 FINAL EXAMS

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ON-LINE COURSE EVALUATION SYSTEM

    INSTRUCTIONS FOR STUDENTS

    Fall, 2005

    Last week of ; During the last week of instruction, you will have access to WebCT for

    instruction the purpose of evaluating your courses.

    ; To access the system, complete the following:

    o On the Internet, go to SUU’s Homepage (suu.edu)

    o Choose Current Students

    o Choose WebCT

    o Log in with your Username and Password exactly as you do

    in the campus computer labs. If you don’t know your

    Username or Password, click on the choices on this screen that

    will give them to you.

    o You will see a list of courses, with Course Evaluation in each

    title.

    o Click on the course you wish to evaluate.

    o You will see a list of FAQ and two icons on the homepage:

    Continue to evaluation and Tutorial.

     If you choose Tutorial, you will see a timed set of

    slides that show you exactly how to complete the

    evaluation. This takes about 3 minutes to view.

    Upon completion, close the window.

     If you choose Continue to evaluation, you will see

    the following:

    ; A Quizzes and Surveys page which has the

    option, Evaluate Course. Click Evaluate

    Course.

    ; A Survey Introduction page, which has the

    button, Begin Survey. Click Begin Survey.

    ; A new window with the survey. For each

    item, click your response and click Save

    answer.

    ; After you enter comments for #18 and click

    Save answer, click Finish.

    ; You will be asked if you want to Submit

    Survey. Click OK.

    ; To evaluate another course, click MyWebCT,

    in the red band at the top of the screen.

    OR

    To exit WebCT, click Log Out, in the red

    band at the top of the screen.

    Thank You ;

    AFTER ; If you had problems completing the evaluation, report them to Judy

    COMPLETION Higbee (higbee@suu.edu). Please do this in writing so the system

    OF THE may be revised.

    PROCESS

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