MKTG 3210-001: Marketing Research

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MKTG 3210-001: Marketing Research
MKTG 3210-001: Marketing Research
Fall 2012, 12:30-3:15 pm Tuesdays, FRDY 106
Dr. Jared M. Hansen
Assistant Professor of Marketing
Belk College of Business
University of North Carolina Charlotte
9201 University City Blvd
Charlotte, NC 28223-0001
Course Website:
Office Location: 241 Friday Building
Phone: 6877303, reg. checks voicemail Tues around 11am
Email: [email protected], reg. responds Tues/Wed
Fall Office Hours: before/ after class or by appt
http://belkcollegeofbusiness.uncc.edu/jaredhansen…click Courses
MKT 3300 – Introduction to Marketing (at least C); BusM100 – Business Statistics (at least C)
Course Description and Objectives
The objective of this course is to provide students with an understanding of the planning,
execution and evaluation of marketing research activities—with emphasis on the techniques and
methodology used in collection, analysis and interpretation of economic, demographic and
sociological data for use in marketing decision making. Upon completion of this class, students
should be able to understand, interpret, and appropriately use marketing concepts, theories, and
models listed in the course outline.
Teaching Method: This class uses lecture, in-class discussions, and active-learning exercises.
Required Texts and Software
Hair et al. (2010), Essentials of Marketing Research, 2nd Edition, McGraw Hill
PASW Statistics software (previously called SPSS). Copies are available on the lab computers
for in class exercises. Students will need to acquire a copy for out-of-class exercises (e.g., a 6month student license runs around $45—see the SPSS website) unless their book came with it.
Attendance Policy
Students are required to know the content from all class discussions and reading assignments.
Much of the learning in this course will occur in class as participants learn how to use marketing
research tools/techniques. Thus, attendance is expected for all class sessions. If students find
themselves unable to attend class, they are responsible for getting notes on the missed material.
Classes are value-added in nature compared to the reading assignments. Just reading the posted
articles and Power Points will not be sufficient to do well in the course.
Description of Grading
Grading: The instructor will discuss grades only in person; student e-mails other than related to
class content may not be answered by the instructor.
A = 900 - 1000 Superior
B = 800 - 899 Above Average
C = 700 - 799 Average
D = 600 - 699 Below Average
F = 0 - 599 Unsatisfactory
Points towards total grade:
Group Assignments
Participation & Attendance Quizzes
-200 to100
Exams (3 @ 200 ea)
Final Group Project
Group Assignments: Students may elect to work on group assignments alone first, but each
group is to turn in a single copy. Late or revised submissions will be docked 10% per day or
occasion. Instructions specific to each assignment will all be posted on the class webpage.
Participation/Attendance Quizzes: Students are expected to participate in the course.
Disrespectful or disturbing behavior of students during class time will have a substantial negative
impact on the student’s grade of up to minus 200 points. There will be short multiple-choice
quizzes designed to measure students’ understanding of the core concepts from the reading and
class lectures. At times they will be at the beginning of class. Other times they will be online.
Late quizzes will not be counted as they are a method of taking attendance.
Exams: There will be three written exams (usually containing multiple-choice or free response
questions) during the semester, covering prior readings and in-class material/discussion. There
will be a final, makeup exam for those who have missed an exam (including those who have
missed an exam for an absence excused in advance) or to use as a grade replacement.
Final Group Project: There will be a group project due on the final exam date. The group case
project is designed to help students synthesize and apply the class material. It will be conducted
by student teams. Time will be given for students to form teams in class, but it is the student’s
responsibility to find and work with a team. If a student does not join a team, the student will be
docked 50 points and have to do the group project individually. The group project instruction
sheet will be posted on the course web page.
Extra Credit: There might be opportunities for students to earn extra credit. Students must be in
class to get instructions and to be able to earn the extra credit. No make up extra credit
opportunities will be provided. Students who fail to complete a respective extra credit
assignment by the relevant due date will receive zero extra points. Extra credit points are on top
of final grades (e.g., extra credit is not curved).
Academic Integrity
I expect students, guest speakers, visitors, and faculty (including myself) to follow the principles
of honor and honesty. To provide further guidance on how to do this, all students are required to
read and abide by the Code of Student Academic Integrity. Violations of the Code of Student
Academic Integrity, including plagiarism, will result in disciplinary action as provided in the
Code. Definitions and examples of plagiarism are set forth in the Code. The Code is available
from the Dean of Students Office or online at: http://www.legal.uncc.edu/policies/ps-105.html .
The normal penalty for a first offense is zero credit on the work involving dishonesty and further
substantial reduction of the course grade. In almost all cases the course grade is reduced to F.
Students are expected to report cases of dishonesty to the instructor.
On Respect
The college has asked faculty to mention the College Statement on Diversity in syllabi: The Belk
College of Business strives to create an inclusive academic climate in which the dignity of all
individuals is respected and maintained...” For ideas on how to actually incorporate diversity
into business settings, I advise interested students to read my published research on
understanding ethical diversity in organizations, found on my website under the research tab.
I will conduct this class in an atmosphere of mutual respect. I encourage active participation in
class discussions. Each of us may have strongly differing opinions on the various topics of class
discussions. The conflict of ideas is encouraged and welcome. The orderly questioning of the
ideas of others, including mine, is similarly welcome. However, I will exercise my responsibility
to manage the discussions so that ideas and argument can proceed in an orderly fashion. You
should expect that if your conduct during class seriously disrupts the atmosphere of mutual
respect I expect in this class, you will not be permitted to participate further.
Further, All students are required to abide by the UNC Charlotte Sexual Harassment Policy
(http://www.legal.uncc.edu/policies/ps-61.html) and the policy on Responsible Use of University
Computing and Electronic Comm. Resources (http://www.legal.uncc.edu/policies/ps-66.html).
Cell phones must be set to vibrate/silent mode or turned off during class. The consequence of
cell phone calls or text messaging in class will be determined by the class on the first day of
meeting. Students are permitted to use computers during class for note-taking and other classrelated work only. If students begin to use the computers for work not related to this class,
restrictions will be placed on future usage of the computers.
Course Calendar/Schedule
Course Schedule: The instructor may modify the syllabus including the class schedule during
the course of the semester, based upon student progress and lab availability. Notice of such
changes will be shared in class, to the official class email roster, or by changes to the schedule
online. NOTE: Normal university workload expectation is 3 hours per week per credit hour.
Thus, this 3 credit hour course is set up such that most students should anticipate spending close
to 10 hours/week between readings, exercises/problems, group work, etc.
Tentative Calendar of Topics (probably will change depending on class progress, etc)
Likely Topic 1
Qualitative data: gathering,
Means End, Zaltman
Field Exercise:
Interview/Survey the DNC
Problem Identification:
research questions, literature
search, 2ndary data (1 2),
group project teams
RQ Due
Exam: 1-4, Means End,
Zaltman, Excel
2 3
Likely Topic 2
Focus Group
Depth Interview
A, B
Excel based analysis
Excel based analysis cont...
5 6
Excel Due
Quantitative data: Research
design (e.g., validity, rates)
7 8
Survey ?'s
Advanced Survey Design
Class Exercise on survey
Exam: 5-8
Coding: in SPSS
Descrpt Stat & Freq Analysis: in
Segmentation in SPSS
23-Oct 11 12
t-tests, Correlation, Plots
Linear and Binary Regression
Practice Group Exercise (due
Nov 7th)
Present GE GE Data
Group Project PreparationQ&A
Thanksgiving Holiday
27-Nov Ethics,
Ethics in marketing research
Qualitative Data Analysis
Group Project Presentations
5:30-7:30 Final Exam: Cumulative
Note: Group Project reports
are due in hard copy and
electronically at 5:30
NOTE: The normal university workload expectation is 3 hours per week per credit hour. Thus,
this 3 credit hour course is set up such that most students should anticipate spending close to 10
hours/week between readings, exercises/problems, group work, etc.
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