Syllabus for MAR-411



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.


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.


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

  1. Essentials of Marketing Research, 2nd ed., by Hair, Wolfinbarger, Ortinau, Bush, New York: McGraw-Hill Companies, Inc., 2010.

    ISBN-13: 978-0073404820


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.

  1. Module 1: Research: An Overview
    Course objectives covered in this module: 1, 2, 7
  2. Module 2: Determining the Research Problem
    Course objectives covered in this module: 2, 3, 5
  3. Module 3: Research Design and the Questionnaire
    Course objectives covered in this module: 3, 4
  4. Module 4: Data Processing
    Course objectives covered in this module: 3, 6
  5. Module 5: Analyzing the Data
    Course objectives covered in this module: 2, 4, 5, 6
  6. Module 6: Presenting the Findings
    Course objectives covered in this module: 2, 4, 5, 6

Consult the Course Calendar for assignment due dates.


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:

  1. Looking up any answer or part of an answer in an unauthorized textbook or on the Internet, or using any other source to find the answer.
  2. Copying and pasting or in any way copying responses or parts of responses from any other source into your online test. This includes but is not limited to copying and pasting from other documents or spreadsheets, whether written by yourself or anyone else.
  3. Plagiarizing answers.
  4. Asking anyone else to assist you by whatever means available while you take the exam.
  5. Copying any part of the exam to share with other students.
  6. Telling your mentor that you need another attempt at the exam because your connection to the Internet was interrupted when that is not true.

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:

  1. Phases I: Determine the Research Problem
  2. Phase II: Selecting the Research Design
  3. Phase III: Execute the Research Design
  4. Phase IV: Communicate the Research Results

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.

  1. MRP Selection of product or service (You will be given five choices to select from. This assignment is ungraded but required and will be completed on the associated discussion forum).
  2. MRP Part 1: Step 1, 2, and 3 (You will complete these steps for your project and submit for grading)
  3. MRP Part 2: Step 4, 5, 6 and 7 (You will complete these steps for your project and submit for grading)
  4. MRP Part 3: Step 8, 9, and 10 (You will complete these steps for your project and submit for grading)
  5. MRP Part 4: Step 11 (You will be asked to present the finding of your project. This assignment will be completed on the associated discussion forum).

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

Consult your Course Calendar for due dates.


Your grade in the course will be determined as follows:

  1. Online discussions (3)—20 percent
  2. Written assignments (5)—30 percent
  3. Midterm exam (proctored, modules 1–3)—30 percent
  4. Final project—20 percent
  1. MRP Selection of product or service—0 percent
  2. MRP Part 1—5%
  3. MRP Part 2—5%
  4. MRP Part 3—5%
  5. MRP Part 4—5%

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:






























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.).


First Steps to Success

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

  1. Read carefully the entire Syllabus, making sure that all aspects of the course are clear to you and that you have all the materials required for the course.

  1. Take the time to read the entire Online Student Handbook. The Handbook answers many questions about how to proceed through the course, how to schedule exams, and how to get the most from your educational experience at Thomas Edison State College.

  1. Arrange to take your examination(s) by following the instructions in this Syllabus and the Online Student Handbook.

  1. Familiarize yourself with the learning management systems environment—how to navigate it and what the various course areas contain. If you know what to expect as you navigate the course, you can better pace yourself and complete the work on time.

  1. If you are not familiar with Web-based learning be sure to review the processes for posting responses online and submitting assignments before class begins.

Study Tips

Consider the following study tips for success:

  1. To stay on track throughout the course, begin each week by consulting the course Calendar. The Calendar provides an overview of the course and indicates due dates for submitting assignments, posting discussions, and scheduling and taking examinations.

  1. Check Announcements regularly for new course information.


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 takes the following forms:

  1. Cheating
  2. Plagiarizing (including copying and pasting from the Internet without using quotation marks and without acknowledging sources)
  3. Fabricating information or citations
  4. Facilitating acts of dishonesty by others
  5. Unauthorized access to examinations or the use of unauthorized materials during exam administration
  6. Submitting the work of another person or work previously used without informing the mentor
  7. Tampering with the academic work of other students

Academic dishonesty will result in disciplinary action and possible dismissal from the College. Students who submit papers that are found to be plagiarized will receive an F on the plagiarized assignment, may receive a grade of F for the course, and may face dismissal from the College.

A student who is charged with academic dishonesty will be given oral or written notice of the charge. If a mentor or College official believes the infraction is serious enough to warrant referral of the case to the academic dean, or if the mentor awards a final grade of F in the course because of the infraction, the student and the mentor will be afforded formal due process.

If a student is found cheating or using unauthorized materials on an examination, he or she will automatically receive a grade of F on that examination. Students who believe they have been falsely accused of academic dishonesty should seek redress through informal discussions with the mentor, through the office of the dean, or through an executive officer of Thomas Edison State College.


Using someone else's work as your own is plagiarism. Although it may seem like simple dishonesty, plagiarism is against the law. 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, 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.

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