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Course Online Syllabus

Spring 2011

Department MKTGCourse Number4313 Section Number23688
Name of Course Marketing Research
Name of Instructor Yang,Jun

This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook.

Learning Objectives

As a result of this course, students will

  1. Be able to conduct a preliminary study of a research topic using secondary and primary data.
  2. Demonstrate the ability to communicate the results of a market research study clearly and concisely to decision-makers.
  3. Demonstrate the ability to design and implement a market research plan.
  4. Be able to develop a questionnaire to address your research topic, and analyze the data.

Major Assignments/Exams

Participation (assessing course learning objectives 1-4) 20
Exams (assessing course learning objectives 1-4) 50
Group Project (assessing course learning objectives 1-4) 15
Individual Analysis and Report (assessing course learning objectives 1-4) 15

Required Reading

Gilbert A. Churchill, Jr. and Dawn Iacobucci, Marketing Research: Methodological Foundations,10th ed., ISBN 1439081018.

Recommended Reading

No additional readings have been recommended for this course.

List of Discussion/Lecture Topics

  • Introduction and Chapter 1 Overview of Marketing Research
  • Chapter 2& 3 Marketing Intelligence and Research Process
  • Chapter 4 & 5 & 6 Research Design
  • Chapter 4 & 5 & 6 Research Design (Continue)
  • Chapter 7 & 8 Data Collection
  • Chapter 9 & 10 Questionnaire Design and Measurement
  • Chapter 9 & 10 Questionnaire Design and Measurement (continue)
  • Chapter 11 & 12 Sampling
  • Spring Break
  • Chapter 14 Data analysis, Cross-Tabs
  • Chapter 15 & 16 Hypotheses Testing
  • Chapter 15 & 16 Hypotheses Testing (Continue)
  • Chapter 17 Regression
  • Chapter 17 Regression (Continue)
  • Chapter 19 Research Report