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:
- Identify and analyze the structures, challenges, and operating characteristics of marketing concepts used to develop survey research.
- Explain and compare the principles and concepts of objective-oriented marketing research systems and their interrelationships within the organization and business environments.
- Design and apply a marketing survey instrument that supports integrated market research and cost structures with acceptable performance measurement.
- Describe, analyze, and integrate strategic activities to interact with survey participants and external environments associated with the research.
- Evaluate interdepartmental activities for effective survey construction, stakeholder satisfaction, and successful outcomes.
- Analyze and describe data coding, data findings and data results as directional presentations to management, employees and others.
- 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 University's textbook supplier, MBS Direct.
- Essentials of Marketing Research, 2nd ed., by Hair, Wolfinbarger, Ortinau, Bush, New York: McGraw-Hill Companies, Inc., 2010.
Marketing Research is a three-credit online course, consisting of the six modules. Modules include an overview, topics, learning objectives, study materials, and activities. Module titles are listed below.
- Module 1: Research: An Overview
Course objectives covered in this module: 1, 2, 7
- Module 2: Determining the Research Problem
Course objectives covered in this module: 2, 3, 5
- Module 3: Research Design and the Questionnaire
Course objectives covered in this module: 3, 4
- Module 4: Data Processing
Course objectives covered in this module: 3, 6
- Module 5: Analyzing the Data
Course objectives covered in this module: 2, 4, 5, 6
- Module 6: Presenting the Findings
Course objectives covered in this module: 2, 4, 5, 6
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.
Marketing Research requires you to participate in three 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.
You are required to complete five written assignments. The written assignments are on a variety of topics associated with the courses modules.
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 University'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:
- 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.
- 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.
- Plagiarizing answers.
- Asking anyone else to assist you by whatever means available while you take the exam.
- Copying any part of the exam to share with other students.
- 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.
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:
- Select a Service/Project demographic for your Marketing Research Project
- Work your product/service demographic through the four phases of the information research process:
- Phases I: Determine the Research Problem
- Phase II: Selecting the Research Design
- Phase III: Execute the Research Design
- 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.
- MRP Selection of product or service (You will be given five choices to select from. This assignment is un-graded but required and will be completed on the associated discussion forum).
- MRP Part 1: Step 1, 2, and 3 (You will complete these steps for your project and submit for grading)
- MRP Part 2: Step 4, 5, 6 and 7 (You will complete these steps for your project and submit for grading)
- MRP Part 3: Step 8, 9, and 10 (You will complete these steps for your project and submit for grading)
- 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.
GRADING AND EVALUATION
Your grade in the course will be determined as follows:
- Online discussions (3)—20 percent
- Written assignments (5)—30 percent
- Midterm exam (proctored, modules 1–3)—30 percent
- Final project—20 percent
- MRP Selection of product or service—0 percent
- MRP Part 1—5%
- MRP Part 2—5%
- MRP Part 3—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:
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 course not in your area of study), 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:
- 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.
- 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 University.
- Arrange to take your examination(s) by following the instructions in this Syllabus and the Online Student Handbook.
- 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.
- 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.
Consider the following study tips for success:
- 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.
- Check Announcements regularly for new course information.
Thomas Edison State University is committed to maintaining academic quality, excellence, and honesty. The University 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 University 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 University community are responsible for reviewing the Academic Code of Conduct Policy in the University Catalog and online at www.tesu.edu.
Thomas Edison State University 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 University insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty can take the following forms:
- Gaining or providing unauthorized access to examinations or using unauthorized materials during exam administration
- Submitting credentials that are false or altered in any way
- Plagiarizing (including copying and pasting from the Internet without using quotation marks and without acknowledging sources)
- Forgery, fabricating information or citations, or falsifying documents
- Submitting the work of another person in whole or in part as your own (including work obtained through document sharing sites, tutoring schools, term paper companies, or other sources)
- Submitting your own previously used assignments without prior permission from the mentor
- Facilitating acts of dishonesty by others (including making tests, papers, and other course assignments available to other students, either directly or through document sharing sites, tutoring schools, term paper companies, or other sources)
- Tampering with the academic work of other students
Thomas Edison State University 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 University 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:
- Lower or failing grade for an assignment
- Lower or failing grade for the course
- Rescinding credits
- Rescinding certificates or degrees
- Recording academic sanctions on the transcript
- Suspension from the University
- Dismissal from the University
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