Syllabus for MAR-411

MARKET RESEARCH


COURSE DESCRIPTION

A comprehensive and practical overview of fundamental marketing research methods emphasizing an applied application approach, providing an understanding of hypothesis statements, the survey process, data analysis, conclusions and presentation of research results relevant to management decision-making.

COURSE OBJECTIVES

After completing this course, students should be able to: 

  1. Identify and analyze the structures, challenges, and operating characteristics of marketing concepts used to develop survey research.
  2. Explain and compare the principles and concepts of objective-oriented marketing research systems and their interrelationships within the organization and business environments.
  3. Design and apply a marketing survey instrument that supports integrated market research and cost structures with acceptable performance measurement.
  4. Describe, analyze, and integrate strategic activities to interact with survey participants and external environments associated with the research.
  5. Evaluate interdepartmental activities for effective survey construction, stakeholder satisfaction, and successful outcomes.
  6. Analyze and describe data coding, data findings and data results as directional presentations to management, employees and others.
  7. Analyze ethical and unethical concerns and considerations in marketing research.

COURSE MATERIALS

You will need the following materials to do the work of the course. The required textbook is available from the college's textbook supplier, MBS Direct.

Required Textbook

COURSE STRUCTURE

Marketing Research is a three-credit online course, consisting of the six (6) modules. Modules include an overview, topics, learning objectives, study materials, and activities. Module titles are listed below.

Consult the Course Calendar for assignment due dates.

ASSESSMENT METHODS

For your formal work in the course, you are required to participate in online discussion forums, complete written assignments, take a proctored midterm examination and complete a final project. See below for more details.

Consult the Course Calendar for assignment due dates.

Discussion Forums

Marketing Research requires you to participate in three (3) graded discussion forums. There is also an ungraded but required introduction forum in Module 1. Below is the rubric that will aid in the grading of online discussion assignments.


Written Assignments

You are required to complete five (5) written assignments. The written assignments are on a variety of topics associated with the courses modules.

Midterm Examination

The midterm exam is two hours long and consists of 40 multiple-choice, 4 short answer questions and 1 essay question. The exam covers materials assigned in modules 1, 2, and 3 of the course.

For the midterm, you are required to use the College's Online Proctor Service (OPS). Please refer to the "Examinations and Proctors" section of the Online Student Handbook (see General Information area of the course Web site) for further information about scheduling and taking online exams and for all exam policies and procedures. You are strongly advised to schedule your exam within the first week of the semester.

 

Statement about Cheating

You are on your honor not to cheat during the exam. Cheating means:

If there is evidence that you have cheated or plagiarized in your exam, the exam will be declared invalid, and you will fail the course.

Final Project

The marketing research project (MRP) will challenge your comprehension and application of the phases and steps associated with the information research process. See exhibit 2.4 on page 27 for all the phases and steps). You will be required to:

  1. Select a Service/Project demographic for your Marketing Research Project
  2. Work your product/service demographic through the four phases of the information research process:

The marketing research project has five deliverable parts: *Parts 1, 2, 3 and 4 are graded. To complete the final project you will need to complete each part (see below). Consult your Course Calendar for due dates.

Note: MRP stands for Marketing Research Project and will be referenced this way throughout the course.

Consult your Course Calendar for due dates.

GRADING AND EVALUATION

Your grade in the course will be determined as follows:

All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:

A

=

93–100

C+

=

78–79

A–

=

90–92

C

=

73–77

B+

=

88–89

C–

=

70–72

B

=

83–87

D

=

60–69

B–

=

80–82

F

=

Below 60

To receive credit for the course, you must earn a letter grade of C or better (for an area of study course) or D or better (for a nonarea of study course), based on the weighted average of all assigned course work (e.g., exams, assignments, discussion postings, etc.).

STRATEGIES FOR SUCCESS

First Steps to Success

To succeed in this course, take the following first steps:

Study Tips

Consider the following study tips for success:

ACADEMIC INTEGRITY

Students at Thomas Edison State College are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.

 

Academic Dishonesty

Thomas Edison State College expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the College insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty can take the following forms:

Please refer to the Academic Code of Conduct Policy in the College Catalog and online at www.tesc.edu.

 

 

Plagiarism

Using someone else’s work as your own is plagiarism. Thomas Edison State College takes a strong stance against plagiarism, and students found to be plagiarizing will be severely penalized. If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, or without identifying it as a direct quote, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > “Citing Sources.”)

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else’s. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

For examples of unintentional plagiarism, advice on when to quote and when to paraphrase, and information about writing assistance and originality report checking, click the links provided below.

Examples of Unintentional Plagiarism 

When to Quote and When to Paraphrase

Writing Assistance at Smarthinking

Originality Report Checking at Turnitin

 

Disciplinary Process

First-time incidents of academic dishonesty concerning plagiarism may reflect ignorance of appropriate citation requirements. Mentors will make a good faith effort to address all first-time offenses that occur in courses. In these cases, the mentor may impose sanctions that serve as a learning exercise for the offender. These may include the completion of tutorials, assignment rewrites, or any other reasonable learning tool including a lower grade when appropriate. The mentor will notify the student by e-mail. Decisions about the sanctions applied for subsequent plagiarism offenses or other violations will be made by the appropriate dean’s office, with the advice of the mentor or staff person who reported the violation. The student will be notified via certified mail of the decision. Options for sanctions include:

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