Syllabus for MKR-700



Marketing Research examines the essential analysis skills required for making quality marketing decisions.  Developing a market research design demands necessary quantitative and qualitative abilities to identify and define market opportunities and issues; generate, improve, and assess marketing performance; monitor marketing performance; and advance understanding of marketing as a process. Students are required to select a contemporary marketing problem or opportunity, frame the issue into a research question, review the relevant literature, develop measures and collect pertinent data, statistically analyze data results, and provide an industry-standard final report of findings and limitations. 


After completing this course, you will be able to:


  1. Define and describe the relationship between ethical marketing research and decision making.
  2. Explain the processes used in formulating and conducting marketing research projects.
  3. Incorporate marketing research language (vocabulary) as it is used by practitioners and business professionals.
  4. Identify a contemporary marketing research need and develop a corresponding marketing research strategy.
  5. Perform common qualitative and quantitative marketing research techniques; i.e., survey construction and data collection as well as fundamental quantitative and qualitative analysis.
  6. Present marketing research findings by preparing an industry-standard APA-format report as well as articulating one’s research orally via presentation.


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 Textbooks

ISBN: 978-1133190646

Technology Requirements


Marketing Research is a three-credit online course, consisting of seven modules. Modules include an overview (“The Mark of Quality Marketing Research”), topics, study materials, and activities. Module titles are listed below.


For your formal work in the course, you are required to participate in six graded discussion forums and in two synchronous events as well as to complete four written assignments (one of which is a comprehensive midterm project). You are also required to complete a final project.

Consult the Course Calendar for assignment due dates.

Discussion Forums

This course requires you to participate in five graded discussion forums. Discussion assignments allow interaction with the class. Since discussions are interactive, these activities enable intellectual exchange with one’s peers.

There is also an  ungraded but required introductions forum.

The Topic List area of the course includes several other  forums as well:

Graded discussion board assignments are assessed on two bases: i.e., the original composition posting and peer interaction. Subject-specific directions are found within the modules. However there are certain common requirements for every posting:


Consult the Course Calendar concerning due dates. Student contributions, i.e., the original postings, are due first and peer responses are later in  that week or in the following week. This two-step submission process provides students with time to read all the contributions and then reply accordingly. Once the postings are graded, students may certainly continue to dialogue on the study topic; however, these entries will not affect or change a posted grade.

Discussion postings are graded based on a rubric, found in the Evaluation Rubrics section of the course site.

Written Assignments

You are required to complete four written assignments. The written assignments require that you apply the concepts and theories to answer questions or analyze scenarios that are related to the topics covered in each module. Written assignments are emulations of professional documents. The goal of these compositions is to prepare students to write efficient and effective professional prose.


Professionals always give credit where credit is due, and this concept extends to ideas as well as precise wording. Within all managerial communications, citations serve this purpose. Thomas Edison State College requires that students format citations in either MLA or APA style. In business, APA is the more common format and the format you should use for assignments in this course. Examine the following examples of proper APA citation.




Kelly, E., A. Ellis, and S. Rosenthal. "Crisis of Conscience: Pharmacist Refusal to Provide Health Care Services on Moral Grounds." Employee Responsibilities and Rights Journal 23.1(2011): 37. ABI/INFORM Global,ProQuest. Web. 27 Jul. 2012.


Students can locate information about proper APA citation formatting online by conducting a Google search. Microsoft Word’s References Manager toolbar takes the labor out of creating a bibliography and in-text citations. Students who are unfamiliar with using Word’s Reference Manager should select one of the many online training tools that can be located on the Internet.


Requirements and Directions

Specific requirements and directions for each written assignment are found within the appropriate module. Students are encouraged to perform a cursory review of all modules at the start of the term.


Grading Rubric

Written assignment postings are graded based on a rubric, found in the Evaluation Rubrics section of the course site.



Students are to submit their written assignments by the due date specified in the directions. Assignments should never be emailed to the mentor; they should be submitted only through the course site.

Note: There is also a submission for the Research Proposal; you must submit your proposal for mentor review prior to your first Skype session. This submission does not have a specific grade weight but is required. Your grade for this submission is part of your research project overall grade as it is a necessary step in the process.

Synchronous Events

You are required to participate in two synchronous events during Module 2 and Module 7 of the semester. Synchronous events will be held in Edison Live!, our virtual meeting space. To access the event, click on the Edison Live! link in ­­­­the top section of the course site a few minutes before the designated time. Use the following link for directions and helpful videos about how to use the Edison Live! tool in Moodle. Your mentor will work with the class to propose a time that works best and accommodates the majority.  

See the Module 2 and Module 7 areas of the course Web site for further details.

Final Project

The final project for Marketing Research allows the student to apply the concepts and theory learned during  the course within a comprehensive research study. This APA-formatted report must be properly researched and cited and must apply the research competencies learned within this course; e.g. problem definition, literature review, developing and applying a primary research instrument, gathering data and analyzing results; as well as interpreting the findings.

Students are required to select a research topic by the end of Module 1. The topic must be approved by the course mentor via a Skype discussion within Module 2. (Note: Once approved, the topic discussion serves as fulfillment of the oral presentation requirement.)

In addition to the written report, the students are required to produce a PowerPoint Presentation that includes images and graphics. Using Skype, students are to present an oral summary of their report in the last week of the course and engage in real-time discussion, thus explaining and defending their research strategies and results.

See the Final Project area of the course site for complete details regarding this assignment. The PowerPoint Presentation and the final project will be graded based on rubrics, found in the Evaluation Rubrics section of the course site.


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:
























Below 73

To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects, etc.). Graduate students must maintain a B average overall to remain in good academic standing.


First Steps to Success

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

Study Tips

Consider the following study tips for success:


Thomas Edison State College is committed to maintaining academic quality, excellence, and honesty. The College expects all members of its community to share the commitment to academic integrity, an essential component of a quality academic experience.

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.

All members of the College community are responsible for reviewing the Academic Code of Conduct Policy in the College Catalog and online at

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:


Thomas Edison State College is committed to helping students understand the seriousness of plagiarism, which is defined as using the work and ideas of others without proper citation. The College takes a strong stance against plagiarism, and students found to be plagiarizing are subject to discipline under the academic code of conduct policy.

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 for Plagiarism

Acts of both intentional and unintentional plagiarism violate the Academic Code of Conduct.

If an incident of plagiarism is an isolated minor oversight or an obvious result of ignorance of proper citation requirements, the mentor may handle the matter as a learning exercise. Appropriate consequences may include the completion of tutorials, assignment rewrites, or any other reasonable learning tool in addition to a lower grade for the assignment or course. The mentor will notify the student and appropriate dean of the consequence by e-mail.

If the plagiarism appears intentional and/or is more than an isolated incident, the mentor will refer the matter to the appropriate dean, who will gather information about the violation(s) from the mentor and student, as necessary. The dean will review the matter and notify the student in writing of the specifics of the charge and the sanction to be imposed.

Possible sanctions include:

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