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MK 453 Marketing Research and Information Systems
Parmenter, David V.


COURSE NUMBER: MK 453
COURSE TITLE: Market Research and Information Systems
INSTRUCTOR: David Parmenter
TERM DATES: January 16, 2005 – March 6, 2005
MEETING TIME: Sundays, 1:00 – 5:20 PM
SITE: MetroPark Programs - Parkville, Missouri

I. MISSION STATEMENT
The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

VISION STATEMENT
Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.


COURSE DESCRIPTION:
Examines the application of research methods to problems of marketing. Consideration is given to research procedures, sources of data, and management use of information for decision making. Pre-requisites: EC315 and MK351. 3:0:3

COURSE GOALS: The course goals are for the learner to be exposed to the theory and practice of marketing research and to teach the learner how to become more effective managers with the use of marketing research in aiding them to make decisions.

COURSE LEARNING OBJECTIVES
• The student will be able to discuss the importance for marketers to identify of customers’ needs and wants
• The student will be able to explain the marketing research planning process
• The student will be able to identify sources of secondary information and discuss advantages and disadvantages of their use in market research
• The student will be able to explain the difference between qualitative and quantitative research methods and the advantages and disadvantages of these various methods
• The student will be able to create a survey/questionnaire instrument for a simulated market research application
• The student will be able explain the basic concepts of experimentation
• The student will be able to discuss unique features and capabilities of on-line data bases
• The student will be able to discuss the purpose of sampling and various methods of sampling
• The student will be able to explain the basic concepts of measurement and scaling
• The student will be able to communicate research findings to management in an efficient and effective manner
• The student will be able to discuss ethical issues facing today’s market research

COURSE ARRANGEMENTS: Teaching techniques will include lecture, discussions, text, videos, study guides, concept applications, current events, and student projects.

COURSE REQUIREMENTS:
Graded Assignments:
1. Weekly quizzes will be given beginning the second session. Quizzes will be 20 points. Total Value of Quizzes: 140 points

2. A written report will be due on the last class meeting. Standard MLA research paper format is expected. In addition, a minimum of three sources are required for the paper. The written report should profile an organization’s market research activities and or a current topic in the field of market research. A minimum of five outside source other than the text must be used and cited. To receive possible full credit, the student MUST include a Works Cited page with the written report. (40 Points Possible)

3. An oral presentation of the above-mentioned written report will be given to the class on the last class meeting. Presentations should be ten-fifteen minutes in length. Visual aids are to be used (examples: PowerPoint, posters, or collages). (15 points)

4. A special GROUP concept application will be given during a class session for developing a questionnaire for a new product. The group will submit an actual questionnaire as well as orally present it to the class for possible full credit. (15 points)

5. From the text, Market Research: An Aid to Decision Making, the student will pick a section from the Chapters Contents and lead a class discussion on the topic’s scheduled discussion date. The student will prepare a study guide for each of his/her classmates and will utilize visual aids during class discussion of topic. In addition, the student will use a minimum of FOUR outside sources to enhance the discussion. To receive possible full credit the student must also submit a written summary in standard MLA format of the discussion topic with a WORK CITED page. NOTE: the topic chosen for the class discussion MAY NOT be the same topic used for their WRITTEN PROJECT. (See above point 2) Twenty-five points are possible.

6. The text, instructor, and outside materials are all resources used for this course. In addition each student with their personal experiences, knowledge, and skills are viewed as class resources. Consequently attendance and punctuality are extremely important. Attendance and punctuality will be monitored. (15 points)

A breakdown of the attendance is as follows:
(-) 5 points = first absence
(-) 10 points = second absence
Three absences is an academic withdrawal
(-) 3 points = for each class not fully attended

*Please note that a student may lose more that the total of 15 points for attendance.

TEXTBOOK LIST:
• Alan T. Shao. Marketing Research: An Aid to Decision Making, Second edition. Cincinnati, Ohio: Southwestern College Publishing, 2002.
CLASS MEETING AND EXAMINATION SCHEDULE:

Week Date Topics
1 01/16 Orientation to class
Study guide for Aid to Decision Making: Chpt. 1, 2, and notes

2 01/23 Quiz: Aid to Decision Making: Chapters 1,2, and notes
Study Guide: Aid to Decision Making: Chapters 3, 4, 5, and notes
Students’ TOPIC DISCUSSIONS begin
3 01/30 Quiz: Aid to Decision Making: Chapters 3,4,5, and notes
Study guide: Aid to Decision Making: Chapters 6,7, and notes

4 02/06 Quiz on Aid To Decision Making: Chpt. 3, 4, 5and notes
Study guide: Aid to Decision Making Chpt. 6,7, and notes
5 02/13 Quiz on Aid To Decision Making Chpt. 6,7. and notes
Study guide for Aid To Decision Making: Chpt. 8,9,and notes
6 02/20 Quiz on Aid To Decision Making Chpt. 8,9, and notes
Study guide for Chpt. 10, 11, 12, 13, and notes

7 02/27 Quiz on Aid To Decision Making Chpt.10, 11, 12, 13
Study guide for Chpt. 14, 19, and notes
Group Concept Applications are presented

8 03/06 Quiz on Aid To Decision Making Chpt. 14, 19, and notes
Oral Presentations are given
Written Projects Due

CLASS POLICIES: The following class policies have been established by Park University, and are available to students to review in the Park University Undergraduate Catalog 2004-2005.
Academic Honesty: “Academic Honesty is required of all members of a learning community. Hence, Park will not tolerate cheating or plagiarism on tests, examinations, papers or other course assignments. Students who engage in such dishonesty may be given failing grades or expelled from Park.
Plagiarism—the appropriation or imitation of the language or ideas of another person and presenting them as one’s original work—sometimes occurs through carelessness or ignorance. Students who are uncertain about proper documentation of sources should consult their instructors.”
Attendance Policy: Students are expected to attend each and every schedule meeting of all courses in which they are enrolled and to be present for the full class period. Absenteeism and tardiness, regardless of cause, are a threat to academic achievement. Classes missed for legitimate reasons (e.g., illness, death in the family, work assignments, temporary duty) may be excused at the determination of the instructor; however, “excused” students absent from classes are responsible for all materials covered during the class period. The student is also subject to appropriate consequences, as described by instructor in the syllabus. A student who has two consecutive “unexcused” absences will be withdrawn from class. To comply with Federal regulations, instructors must keep a written record of attendance for every student. An incomplete will not be issued to a student who has unexcused or excessive absences recorded for the course.
Late Submission of Course Material: Quizzes will be made-up at a regularly scheduled session. The written report and the oral presentation cannot be made-up unless prior arrangements have been made.

DISABILITY GUIDELINES: Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University’s policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the American with Disabilities Act of 1990, regarding students with disabilities and, to the extent of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University’s policies and procedures related to disability can be found on the Park University web page: www.park.edu/disability

GRADING POLICY: Final grades are computed as a percentage of the total 250 points, which is the total number of points possible. The individual point values per assignments are listed in graded assignments.
A = 90 – 100%
B = 80 – 89%
C = 70 – 79%
D = 60 – 69%
F = less than 60%