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MK 453 Mrktg Research & Information Sys
Venable, William R.,, III


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

MK 453 Marketing Research & Information Systems

Semester

FA 2007 HO

Faculty

Venable, William R.,, III

Title

Assistant Professor - Marketing and Management

Degrees/Certificates

BS, Journalism - University of Kansas
MBA, Marketing - Rockhurst University
MPA, Public Policy; ABD PHD - University of Missouri, Kansas City

Office Location

Library - 19D

Office Hours

Mon, Tue, Thur, Fri: 11:00 am - 1:00 pm.  Mon: 3:30 - 5:00 pm and by appointment.

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Class Days

--T-R--

Class Time

1:00 - 2:15 PM

Prerequisites

EC315 and MK351

Credit Hours

3


Textbook:

Hair, Bush and Ortinau. Marketing Research. 3rd Edition. Irwin McGraw Hill. ISBN 007-2830875.

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Current student edition SPSS for windows

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.


Course Description:
Examines the application of research methods to the problems of marketing. Consideration is given to research procedures, sources of data and management's use of information for decision making. Prerequisites: EC315 and MK351. 3:0:3

Educational Philosophy:

The facilitator’s educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogues, examinations, internet, videos, web sites, guest professionals. and writings. The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues and contradictions.

Learning Outcomes:
  Core Learning Outcomes

  1. Analyze the marketing research planning process.
  2. Identify sources of secondary data and analyze their use in marketing research.
  3. Evaluate the purpose of sampling and the various methods of sampling.
  4. Explain the basic concepts of measurement and scaling.
  5. Analyze the differences between qualitative and quantitative research methods and the advantages and disadvantages of their use in marketing research.


Core Assessment:

A comprehensive final exam is the chosen assessment device for the Marketing Research and Information Systems course.  The exam will be held during the last week of the course during an eight week course or during finals week if the course is a 16 week course.    

 

Link to Class Rubric

Class Assessment:

 

Points 

Percent of Grade

Class Participation:

100

10%

Exam 1

100

10%

Exam 2

100

10%

Exam 3

100

10%

Exam 4

100

10%

Team Research Project:

250

25%

Final exam:

250

25%

 

1000

100%

 

The final exam will count 20% of the grade, and will be closed book/closed note.

Grading:

A:

90%

or

more

B:

80%

to

89%

C:

70%

to

79%

D:

60%

to

69%

F:

Less

than

60%

 

The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

All final exams will be comprehensive and will be closed book and closed notes.  Calculators are allowed, but they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth.  Electronic Computers will not be allowed on final exams unless an exception is made by the Associate Dean.

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business and Management.

Late Submission of Course Materials:
Keep up with readings and be prepared to participate in class.

Classroom Rules of Conduct:

NO CELL PHONES!! Attendance is critical to your success in this class.

Course Topic/Dates/Assignments:

Part 1: The Role and Value of Marketing Research Information
1 Marketing Research for Managerial Decision Making
2 The Marketing Research Process
3 Information Management for Marketing Decisions: Secondary Data Sources 

Part 2: Technology in the Research Process

4 Customer Relationship Management and the Marketing Research Process
5 Marketing Decision Support Systems

Part 3: Designing the Marketing Research Project

6 Exploratory Designs: In-Depth Interviews and Focus Groups
7 Descriptive Research Designs: Survey Methods and Errors
8 Observation Techniques, Experiments, and Test Markets

Part 4: Gathering and Collecting Accurate Data
9 Sampling: Theory and Design
10 Sampling: Methods and Planning
11 Overview of Measurement: Construct Development and Scale Measurement
12 Attitude Scale Measurements Used in Marketing Research
13 Questionnaire Design and Issues

Part 5: Data Preparation, Analysis, and Reporting the Results

14 Coding, Editing, and Preparing Data for Analysis
15 Data Analysis: Testing for Significant Differences
16 Data Analysis: Testing for Association
17 Data Analysis: Multivariate Techniques for the Research Process
18 Preparing the Marketing Research Report and Presentation










 

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2007-2008 Undergraduate Catalog Page 85-86

Plagiarism:
Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2007-2008 Undergraduate Catalog Page 85

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment.
  3. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  4. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "F".
  5. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  6. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  7. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2007-2008 Undergraduate Catalog Page 87-88

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 Americans with Disabilities Act of 1990, regarding students with disabilities. In the case 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: http://www.park.edu/disability .



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                                                                                                                                 
Outcomes
3                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The exam demonstrates the student's ability to thoroughly evaluate the purpose of sampling and the methods of sampling. The student is able to evaluate the purpose of sampling and most of the methods of sampling. The student is not able to evaluate the purpose of sampling and does not understand most of the methods of sampling. The student is not understand the purpose of sampling. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The exam demonstrates the student's in-depth knowledge of measurement and scaling. The student's exam shows a good understanding of measurement and scaling. The student's exam shows some understanding of measurement and scaling. The student's exam does not show any understanding of measurement and scaling. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The exam demonstrates the student's ability to understand the marketing research planning process. The exam demonstrates that the student understands almost all of the marketing research planning process. The exam demonstrates that the student does not understand most of the marketing research planning process. The student does not understand the marketing research planning process. 
Application                                                                                                                                                                                                                                                
Outcomes
2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The student demonstrates a thorough knowledge of how to analyze secondary data sources. The student demonstrates a good knowledge of how to analyze secondary data sources. The student does not understand how to analyze secondary data sources. The student does not understand how to analyze secondary data sources. 
Content of Communication                                                                                                                                                                                                                                   
Outcomes
1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
Correctly demonstrates a comprehensive understanding of marketing research terminology. The student demonstrates a basic understanding of marketing research terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of marketing research terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of marketing research.  Five or more errors are noted. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
1, 2, 3, 4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           
The exam shows excellent knowledge of marketing and includes four or more examples of correct marketing research terminology. The exam shows good knowledge of marketing research and includes three examples of correct marketing research terminology. The exam shows basic knowledge of marketing research and includes two examples of correct marketing research terminology. The case analysis does not show basic knowledge of marketing research and includes one or fewer examples of correct marketing research terminology. 

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Last Updated:9/11/2007 2:02:14 PM