Syllabus for MAR-411
MARKETING RESEARCH
This course provides a comprehensive and practical overview of fundamental marketing research methods, emphasizing an applied application approach and 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:
CO1 Identify and analyze the structures, challenges, and operating characteristics of marketing concepts used to develop survey research.
CO2 Explain and compare the principles and concepts of objective-oriented marketing research systems and their interrelationships within the organization and business environments.
CO3 Design and apply a marketing survey instrument that supports integrated market research and cost structures with acceptable performance measurement.
CO4 Describe, analyze, and integrate strategic activities to interact with survey participants and external environments associated with the research.
CO5 Evaluate interdepartmental activities for effective survey construction, stakeholder satisfaction, and successful outcomes.
CO6 Analyze and describe data coding, data findings, and data results as directional presentations to management, employees, and others.
CO7 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.
ISBN-13: 978-1260110548
Note that there is also a loose leaf version of this textbook available (ISBN-13 978-0078112119). Either version is appropriate for use in the course.
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.
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.
One or more of your course activities may utilize a tool designed to promote original work and evaluate your submissions for plagiarism. More information about this tool is available in this document.
Marketing Research requires you to participate in three graded discussion forums. There is also an ungraded but required Introductions Forum in Module 1.
Communication with your mentor and among fellow students is a critical component of online learning. Participation in online class discussions involves two distinct activities: an initial response to a discussion question and at least two subsequent comments on classmates' responses.
All of these responses must be substantial. Meaningful participation is relevant to the content, adds value, and advances the discussion. Comments such as "I agree" and "ditto" are not considered value-adding participation. Therefore, when you agree or disagree with a classmate or your mentor, state and support your position.
You will be evaluated on the quality and quantity of your participation, including your use of relevant course information to support your point of view, and your awareness of and responses to the postings of your classmates. Remember, these are discussions: responses and comments should be properly proofread and edited, mature, and respectful.
You are required to complete five written assignments. The written assignments are on a variety of topics associated with the courses modules. For specific details consult the individual course modules.
Consult the Course Calendar for due dates.
For a list of key concepts that may appear on your exam, refer to the study guide available in the Examinations section of the course website.
You are required to take a closed-book, proctored, online midterm examination. For the exam, 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 website) 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.
The midterm exam is two hours long and covers material from Modules 1, 2, and 3 in the course. It is closed-book and contains multiple-choice and essay questions.
In addition to the exam study guide, a practice midterm exam is available. The practice exam is ungraded, and you may take it as many times as you'd like. The practice exam contains questions that are similar to those on the graded exam and provides feedback, so it is an effective way of preparing for the exam. In the Examinations section of the course website, click on the Practice Midterm Exam link to begin.
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.
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 32 for all the phases and steps. You will be required to:
The Marketing Research Project has five deliverables. Parts 1, 2, 3, and 4 are graded. To complete the final project you will need to complete each part (see below). Consult the Course Calendar for due dates.
Note: MRP stands for Marketing Research Project and will be referenced this way throughout the course.
Consult the Course Calendar for due dates.
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 course not in your area of study), based on the weighted average of all assigned course work (e.g., exams, assignments, discussion postings).
To succeed in this course, take the following first steps:
Consider the following study tips for success:
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:
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, click the links provided below.
Examples of Unintentional Plagiarism
When to Quote and When to Paraphrase
Writing Assistance at Smarthinking
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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