MBA575 Marketing Research Strategies

for F2P 2009

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Mission Statement: The mission of the School of Graduate and Professional Studies at Park University is to provide leadership and directions to Park University's graduate and professional programs to assure that they are specialized, scholarly, innovative, and designed to educate students to be creative, independent, and lifelong learners within the context of a global community.

Vision Statement: Park University's School of Graduate and Professional Studies will be an international leader in providing innovative graduate and professional educational opportunities to learners within a global society.


MBA 575 Marketing Research Strategies


F2P 2009 DL


Dunfee, Charlene G.


Professor of Graduate Studies/Adjunct Faculty


DM Doctoral of Management

Office Location


Office Hours


Daytime Phone

816 228 5239 office,

Other Phone

816 229 1942 home


Semester Dates

October 19, 2009 to December 13, 2009

Class Days


Class Time


Credit Hours



Aaker, D., Kumar, V., & Day, G. (2006). Marketing Research 9th ed.. New York, NY: John Wiley & Sons Inc.

Referred to in the Syllabus and Course as Textbook

American Psychological Association (2009). Publication Manual of the American Psychological Association,6th ed. Washington, DC: American Psychological Association.

Referred to in the Syllabus and Course as Publication Manual or Manual

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:


Beware though, internet searches will often take you to non-academic information resources such as,,,, etc. You may supplement your research with these sources, but keep in mind that the information you find there may not be accurate; and therefore, should not be cited in an assignment as authoritative.

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.
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Resources for Current Students - A great place to look for all kinds of information
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FAQ's for Online Students - You might find the answer to your questions here.

Course Description:
MBA 575 Marketing Research Strategies: Basic market research information and techniques. Includes research studies for selected marketing activities involving design development, information collection, data analysis, and reporting of findings. Prerequisite: MK 351 or equivalent approved by Program Director. (Formerly MK 575)

Educational Philosophy:

The exchange of ideas, the development of communication skills, and the appreciation for the learning process reflect this professor’s classroom methods. These core values compromise her philosophy at all levels of the educational organization and process. 

Class Assessment:

Course Assignments



Individual (80%)

Research Proposal



Week #2 Paper



Week #3 Paper



Week #5 Paper



Week #8 Research Paper



Participation/DQ’s/OR’s (4 points/week)



Learning Team (20%)

LT Charter SWOT



Mid-term Examination



Final Examination






Like all courses, the bases for a student’s evaluation are her or his performance in accordance to provided evaluation criteria, course objectives, and material. To that end, students are strongly encouraged to perform at a level commensurate with grading criteria set forth in the course rubric provided below. Grades will be determined and based on work completed and turned in by the last class. Acceptance of work after this date is strictly prohibited.

Depth of Scholarship (10%) - Assignments should represent the learner’s careful, thoughtful efforts to cover the key elements of the topic thoroughly. Content should go beyond mere description or paraphrasing. The work should be thematic and based on an analytical framework of the learner’s choosing.

Originality of Ideas and Research (15%) - All assignments must demonstrate a unique, creative approach to the problem being studied and represent the original work of the learner.

Theoretical and Conceptual Framework (15%) - Assignments should display the learner’s understanding of the theories and concepts relevant to the topic. Learners should form their arguments by taking competing concepts and theories into account.

Use of Literature (15%) - Assignments should be grounded in appropriate, adequate, and timely academic literature. No specific number of sources is prescribed, but those used should represent the best available references on the topic. Sources not appropriate for assignments include, but are not limited to dictionaries, encyclopedias, thesauruses, textbooks. For this course only, the nature of the material requires the use of business newspapers and magazines. Normally these periodicals have no place in academic research and writing. Below is a list of on-line Business Periodicals appropriate for use in this course. While this is not an exclusive list, it demonstrative of the quality and reliability required.  

Substantive Value (15%) - Assignments should contribute substantive value to the understanding of the subject.

Clarity and Logic of Presentation (10%) - Assignments should present ideas in a clear manner and with a strong organizational structure. Coverage of facts, arguments, and conclusions should be logically related and consistent.

Grammar and Adherence to APA Format (20%) – The rules governing the grammar and usage of standard American English must be followed, and language should be clear, precise, and appropriate for the intended scholarly audience. When formatting and composing assignments, learners must follow the guidelines described in the Publication Manual of the American Psychological Association. In addition the overall layout of assignments, including citations and reference pages, should adhere to APA style.

How Points and Percentages Equate to Grades:











Late Submission of Course Materials:

Late Assignments: Assignments must either be submitted in hard copy or sent electronically before the start of class on the due date shown in the syllabus. Assignments sent after class starts shall be deemed late. A 10% per day deduction will be made on the student’s grade for the late assignment with a maximum of four days (40%). After four days, the assignment will no longer be accepted for grading. Per course policy, no assignments will be accepted after the last day of the course.  

Classroom Rules of Conduct:
Classroom Decorum: Although I do not anticipate a problem, I want to remind everyone that Park University is a professional environment. As such, I expect students to conduct themselves in a courteous and respectful manner, such as they would in a business meeting. 

Your classmates and facilitator deserve your full and complete attention. Failing to extend this courtesy will result in the loss of participation points.

Also, bear in mind that the nature of academic discussion is adversarial, and differences of opinion are bound to arise. In dealing with these differences, individuals should thoughtfully, constructively, and politely express their opinions. Remarks which are personally disparaging, rude, inappropriate to the subject matter, or not in-line with Park’s Student Policies will NOT be tolerated.  

Course Changes

I reserve the right to modify the materials and assignments during the course. The decision to modify is solely at my determination and discretion. Students will be given reasonable notice of any modifications so that they may plan their studies accordingly.

Course Policies and Procedures      

       Business & This Class: Keep in mind, the study of business is not necessarily about “getting the right answer,” as much as it is about identifying the problem and developing a defensible course of action or position. Providing an answer that is conditional, i.e., “it depends . . .,” is perfectly acceptable if a proper analysis and research is provided. Answers to business questions are rarely clear and succinct.    

Feedback: I will provide feedback regarding your assignments in a timely manner so that you may evaluate my comments prior to the next assignment. My feedback will be sent to your individual Park University email address.

Requirements for Learning Teams

Learning Teams: Learning teams (“LT”) are an essential part of the academic experience for the Park student. In addition to providing a supplemental learning environment for mastery of course content, learning teams provide students with an opportunity to develop and refine teamwork skills. Learning Teams will be formed during the first workshop with a complete LT Charter submitted electronically by Week 2. Typically all members of a LT will receive the same grade; however, I reserve the right to assign a different grade if it is apparent, based on my observations, that a team member is not participating equally and/or sharing the workload.

Learning Team Size: LT’s will consist of three to five (3-5) students. Depending on the composition of the class, if may be necessary for individuals to reform into groups of the proper size. If this cannot be done voluntarily, the facilitator will make the needed changes.

Requirements for Written Assignments

Submission of Written Assignments: Points earned for each paper and presentation will be determined by application of the criteria provided. All submitted papers will adhere to APA guidelines and the word limitations set forth below. Written assignments must be submitted via the electronic drop-box in the Online Learning System (OLS) prior to the start of class on the date due. Do not submit assignments to my e-mail address or in hard copy. Unless special arrangements are made, assignments submitted via e-mail or hard copy will NOT be considered for grading.

If an assignment is submitted via electronic means the assignment should be in an attachment in Word format. In order to ensure you are given credit for an assignment, please name the Word file in the following format: your name week #. Doc (Example John Smith Week 1.doc).

Academic Resources: Coursework in this class must uphold the high standards of academic integrity established by Park University. Consequently, when you are conducting research for an assignment, the majority of your sources should be peer-reviewed academic journals, such as those you find in the University Library. For more information, please review the information provided under Grading Criteria.

Late Assignments: Assignments must either be submitted in hard copy or sent


Course Topic/Dates/Assignments:

Participation & Expectations for Discussion Questions (“DQ”) and Online Responses (“OR”): As to participation, is important to keep in mind that contributions to your learning team, class activities and discussions account for a significant portion of your grade. Each week a student has the ability to earn points for his or her class and learning team contributions. It is vital that you attend class prepared and ready to be involved. Not contributing to in class discussions and exercises, failing to submit a learning team charter or weekly log, being disruptive or discourteous during class may result in a substantial loss of participation points.

Answers to DQ’s should be at least 200-300 words and posted in the threads provided. When posting an OR please do not start a new thread. Instead, post your OR as a reply to the other individuals DQ answer or even another student’s OR.

Unlike your formal written assignments, I do not require that your discussion question responses adhere to specific formatting requirements. However, please make sure to proofread carefully. Grammar and spelling errors may impact the grading.

I expect your discussion question responses to reflect critical thought. Whenever possible, please try to relate the course content to real-world applications from your work experience.

The Online Weekly Schedule

Electronic weeks begin on Sunday and end on Saturday

Day 1

Day 2

Day 3

Day 4

Day 5

Day 6

Day 7








Incompletes: I do not allow incompletes in my courses.

Week One


Effectively managing the performance of the business means knowing what questions to ask and having the facts readily at hand to answer them. This is what business intelligence (BI) delivers. In practice, a marketing research department’s goal can be grouped into three major categories: Programmatic, selective, or evaluative.

Core Learning Outcomes Addressed this Week:

Knowledge of business intelligence as it applies to marketing intelligence

Explain ethical issues in gathering marketing intelligence, the practice of marketing research marketing and the decision support systems

Reading: Textbook Chapters 1 & 2


Review of the complete syllabus and send an email to the instructor’s Park University email. Your email should verify you have read and understood the course requirements provided. In addition to clarifying the course expectations, this will automatically put your email address in my address book and both of us will know the email system between us is working.

What are some ethical problems marketing researchers face in designing and conducting field studies? Provide examples. Answer Discussion Question (DQ) #1 by Day 3

Identify three examples of identification of market opportunities or marketing problems from recent secondary data sources. Be sure to cite your secondary data sources. Answer DQ #2 by Day 4

Provide two substantive OR’s to either DQ by Day 5

Research Paper– The final paper is due in the Dropbox by the end of week eight.  The project will be developed in the Discussion Area with peer review for evaluation.  It is a plan for conducting and controlling a research project.  Frequently, research plans are developed to assist in making a choice among competing suppliers.   Essentially, your task will be to identify a business problem or opportunity and then develop a comprehensive research project plan.  The purpose of the project is to develop a research plan that could be used to provide information, draw conclusions, and suggest the proper course(s) of action for a company.  This can either be a real situation or one that you have made up.  Just as an example, a student can come up with an idea for a new product or business and then plan to conduct a feasibility study.  Other possibilities might include identification of target markets, implementation of a new manufacturing process, a new management policy, or branching into e-commerce.

The portions of the Research Paper as well as the final product must adhere to the format provided in the Appendix to the Syllabus as well as the format provided by the Publication Manual

 Submit your Research Paper Proposal by Day 7 by posting it in the Dropbox. Define the business-related problem that will be the subject of your project. This should include:

An analysis related to the importance of the problem to the organization impacted by it,

Evidence to support the significance of the problem, this means 3 to 5 primary and secondary data sources must be provided,

A description of the populations of interest.

An analysis of the sources or resources that will be used to collect relevant data.

For additional information and insights check requirements for paper under week eight assignments. This assignment will not be graded. However, I must approve your proposal in order for you to receive credit on the Week Eight assignment.

Week Two


         The research process will be described in Chapter 3 and Chapter 4. This consists of an overview of the research process, a discussion of the research purpose and research objective, and consideration of the value of research information.

Core Learning Outcomes Addressed this Week:

Identify and describe various stages of the marketing research process, the problem/opportunity identification stage of the research process, and the appropriate data collection method

Reading: Textbook Chapters 3 & 4


What types of information will Brooks need to collect before he can even begin to assess the New England market? Develop a series of questions you feel are critical to this assessment. Brook project from chapter three. Is a research design always necessary before a research study can be conducted? In what ways do exploratory, descriptive, and causal research designs differ? How will these differences influence the relative importance of each research approach at each phase of the marketing program development process described in Chapter 1? Answer DQ #2 by Day 4

Provide two substantive OR’s to either DQ by Day 5

Use the Internet or other resources (University Library) to find an example of a research article in a professional journal that relates to the business problem you provided for approval in Week #1. For this assignment DO NOT USE daily periodicals, weekly publications, dictionaries, encyclopedias, thesauruses and the like. In Week #4 this paper will be expanded and include in the Background of your research paper.

Week #2 paper due Day 7. Prepare a 1,050-word synopsis of the article located in assignment as described above. Submit your Week #2 paper by Day 7 in the Dropbox. Your paper must include:

A definition of the business research

An analysis of the research’s purpose

An explanation of the business problem(s) under investigation.

A description of the parties involved in conducting the research.

A review of the method(s) used to conduct the research project.

Learning Team Formation & Charter Completion – Weeks #2 Learning teams will be formed either by agreement or assignment. Each LT will complete a Charter form, which will be provided by the instructor and is due by Day 7.

Week Three


         Marketing intelligence can also be gathered by linking and cross-analyzing existing database information. Many research organizations now have vase stores of information in their databases coving customer behavior over time. Marketing intelligence is a form of business intelligence whereby data and information are analyzed and transformed for use in strategic planning and problem solving.

Core Learning Outcomes Addressed this Week:

Define and describe the various secondary data sources

Describe well-known sources of standardized marketing data

Develop a framework for the various applications of standardized data sources

Reading: Textbook Chapters 5 & 6


After reading the Eddie Bauer Case 5-3 answer the two following questions. What kind of information regarding the competitive environment of the market in which Eddie Bauer operates is needs when choosing store locations? Suggest methods by which Eddie Bauer can conduct marketing research to identify the shared characteristics of those customers who frequent Eddie Bauer stores versus the characteristics of customers who frequent the stores of competitors at various locations. Answer DQ #1 by  Day 3

Which of these two, a product audit (such as the Audits and Surveys National Market Audit) or a store audit (such as the Nielsen Retail Index), would be more suitable for the following products: (a) peanut butter; (b) cameras; (c) engine oil additives (d) chewing gum? Why?   Answer DQ #2 by  Day 4

What combination of standardized services would you use to monitor the effects on your existing cereal brands when a new cereal brand is being introduced? Why? Would you use the different services to monitor trail and repeat purchases of the new cereal product in a test market? Answer DQ #3 by Day 5

Provide two substantive replies to any of the DQ’s by Day 5

Week #3 Paper - Using to the business research proposal approved in Week #1 begin writing your individual research paper. The required format is provided as an attachment to this syllabus. The required format provides a detailed description of what each section must include.

Your Week #3 paper is due Day 7 and must be submitted to provide the following portions of your individual research paper:

A title page

An abstract

The Introduction

The Problem Statement

The Background

The Purpose 

The Significance of the Study

The Research Question

The Hypothesis 

The Definitions

The References (used to date)

Week Four


         The Internet is arguably an immensely important tool that has added a new dimension to traditional marketing research intelligences. With volumes of relevant information available at the click of a mouse, decision making has assumed a new perspective. Now there is a shift of focus from the utilization of already-available secondary data to the collection of primary data for a specific purpose.

Core Learning Outcomes Addressed this Week:

Describe the components of the Internet

Demonstrate the current use of the Internet as a marketing research tool

Explain the need for qualitative research in describing different types of qualitative research methods including in-depth interview, focus-group, and projective techniques in detail

Reading: Textbook Chapters 7 & 8


 Pick any company of your choice, and identify its website, browse through the website, and list the type of information available thought the website. Answer DQ #1 by Day 3. No further DQ’s or Or’s this week.

 Complete Mid-Term Examination by  Day 7 submit your exam to Dropbox


Week Five


         The survey is the overwhelming choice of researchers for collecting primary date. The importance of reliable and timely data for marketing intelligence can be gauged if we realize how an uncertain future could make the plans of a corporation go haywire. It is thus extremely important that the survey methods used be very reliable. Most questions in marketing research surveys are designed to measure attitudes. The answers to these questions help decision markers in designing specific products or services to cater to the needs of segmented audiences.

Core Learning Outcomes Addressed this Week:

Describe the different kinds of information collected through surveys, the various errors that occur while conducting a survey, the ethical issues involved in collecting data from respondents

Explain the different kinds of survey methods; enumerate the advantages and disadvantages of the survey method, and trends in survey methods

Reading: Textbook Chapters 9 & 10 & 11


How would you overcome some of the problems you might anticipate in designing a survey to establish the kind of paint used by the “do it yourself” market when the members of this sample last redecorated a room? Answer DQ #1 by Day 3

What are the significant differences between nondirective and semi structured individual interviews? In what circumstance would a nondirective interview be more useful than a semi structured interview? Provide examples. Answer DQ #2 by Day 4

Is there a biasing effect on an interviewer more serious in a personal or telephone interviews? Explain. What steps can be taken to minimize this biasing effect in these two types of interviews? What are the advantages and disadvantages of computer interactive interviewing compared to traditional methods of surveying? Answer DQ #3 by Day 5

Provide two substantive replies to any of the DQ’s by Day 5

Your Week #5 is due Day 7 and must be submitted to Dropbox. Provide the following portions of your individual research paper:

All sections required in the previous paper with any corrections or changes identified by the instructor’s feedback

The Scope and Limitations

The Instruments

The Validity and Reliability

The Methodology Appropriateness

The Use of Research Tools

The Feasibility and Appropriateness

The References (used to date)

An Appendix with a cover letter and any related data and survey instruments



Week Six

       The exchange of ideas, the development of communication skills, and the appreciation for the learning process reflect this professor’s classroom methods. These core values compromise her philosophy at all levels of the education organization and process


         Marketing intelligence can also be gathered by linking and cross-analyzing existing database information. Many research organizations now have vase stores of information in their databases coving customer behavior over time. Marketing intelligence is a form of business intelligence whereby data and information are analyzed and transformed for use in strategic planning and problem solving.

Core Learning Outcomes Addressed this Week:

Describe effective questionnaire design

Measure difference between classical and statistical designs, pre experiment, true experimental,

         and quasi-experimental design

Analysis different threats to validity and reliability

Demonstrate differences between a census and a sample, different sample and non sampling

          errors, probability and non probability sampling procedures

Reading: Textbook Chapters 12 & 13 & 14


Critique the questionnaire in Figure 12-2, which is from an appliance manufacturer whose objective is to collect information on the reasons for purchasing their product, the buyer’s demographic, and lifestyle activities. Answer DQ #1 by Day 3.

How is experimental research different from descriptive research? Provide examples. What is a spurious association? How do you distinguish between spurious association and the existence of an intervening variable? Provide examples. Answer DQ #2 by Day 3.

A manufacturer wanted to get opinions from 4,000 hardware store managers on a new type of lawn mower. An associated provided a list of such stores, divided into 400 large and 3600 small stores. Hew drew a random sample of 200 stores and was disappointed to find only 19 large stores in the sample, since they represented more than 30 percent of the potential volume. A friend suggested he draw a second sample. What do you recommend and why? What other pieces of information would you like to have? Answer DQ #3 by Day 3

Provide two substantive replies to any of the DQ’s by Day 5

Week #6 collect and analyze your data. No paper this week.


Week Seven


         The practical question in marketing research involves determining sample size. There are several practical approaches to obtaining sample size and this will be discussed in this week’s reading. Preliminary data preparation techniques and type of hypothesis testing will provide the process for marketing research.

Core Learning Outcomes Addressed this Week:

Determine sample size, concepts of population characteristics, confidences intervals and different

         sampling designs

Describe preliminary data preparation and various multivariate techniques

Perform hypothesis testing procedures using appropriate statistical test

Reading: Textbook Chapters 15 & 16 & 17


Do problem 1 on page 422 all sections. You made do by hand or computer assistance. You may use excel Microsoft add ins or the trail copy of Mega Stats at, or do by hand. Answer DQ #1 by Day 3

Analyze Figure 16-4. What conclusions can you draw? What are the implications? What additional data analysis would you recommend, given your conclusions? Answer DQ #2 by Day 4

Do problem 3 on page 468. Again you any method you prefer as stated in question 1 of this week. Answer DQ #3 by Day 5

Provide two substantive replies to any of the DQ’s by Day 5.

Finish data collection and analysis for your individual business research paper. No paper due.  Submit excel spread sheet by Day 7 to Dropbox.

Study for Final Examination.




Week Eight


         This week different statistical test will be discussed and reviewed. The appropriate test will be identified for the type of data collected. Analysis of variance, means and proportions, correlation and regression will be performed and studies.

Core Learning Outcomes Addressed this Week:

Perform statistical test for sample size, one-way analysis of variance, with application of

         probability values

Use hypothesis tests in marketing research of means and proportions

Describe the use of a correlation as a measure of association

Interpret the application of a regression analysis

Reading: Textbook Chapters 18 & 19


Do problem 4, page 491 and provide and interpret your findings. Answer DQ #1 by Day 3.

No further DQ’s or Or’s this week. 

Final Examination due by Day 7 This will cover chapters 24 & 25 & 26 to include:

Major application of marketing research

Information requirements for new-product, pricing, distribution, advertising, and promotion research

Application of marketing research in pricing of a product

Agenda for marketing research in the twenty-first century

Brand equity and the various techniques used to measure it

Concept of database marketing research

Key elements of building a customer database

Role of marketing research in relationship marketing

Week #8 paper due by Day 7. Your Week #8 paper must be between 2,800 and 3,500 words and provided the following portions of your individual research paper as stated in the required format:

All sections required in the previous Weeks with any corrections or changes identified by the instructor’s feedback

The Data Analyses

The Presentation and Analysis of Data

The Conclusion, Implications and Recommendations



Attachment – Required Format for Individual Business Research Paper



Title Page (Separate Page)

Provide an APA title page. This is a separate page that includes an appropriate running header and pagination header. The following should appear double-spaced in the center of the page:







The title of the Paper

Your Name

Park University


Abstract (Separate Page)

After the title page you must provide an abstract. This should be on a separate page. An abstract is a brief synopsis of key items in the study. Abstracts generally precede the study and have the purpose of information the scholarly community about the investigation and its results. APA requirements mandate that abstracts are not indented and should not exceed 120 words


Title of Paper


         In APA format the first word of a paragraph is always indented and the type is double-spaced. Justification for the type is left with one inch margins. The purpose of an introduction is to capture the attention of the reader, create a sense of urgency about the problem to be investigated, and set the stage for the sections through a thesis statement.

Problem Statement

         The problem statement deals with the specific problem under investigation. The statement itself is concise, but contains sufficient information to persuade the reader that the study is feasible, appropriate, and worthwhile. The statement relates to a current problem in the learner’s profession. The research methodology, which guides the research, should be mentioned. Below is a proposed format for the problem statement.          Presently a problem exists with ________________(a). Insert (a) has resulted in _______________(b). Insert (a) has negatively constrained ______________________(c).   Perhaps a study which investigates (d) by __________(method) might contribute to a resolution of insert (a +b+c) 


         This should be an extension of your Week #2 paper. It should include secondary research of at least five academic sources. DO NOT USE dictionaries, encyclopedias, thesauruses and the like. You many use daily periodicals, weekly publications as provided in the syllabus.



         The purpose section details the reason why the study is conducted. It describes what the research is attempting to accomplish by conducting the study. After reading the purpose statement, the reader will be able to judge the effectiveness of the approach and the importance of the study. This section also identifies and discusses the dependent and independent variables used in the research.

Significance of the Study

         The significance section elaborates on the purpose statement. Here, the researcher justifies the reason for the study and the contribution the study will make to the discipline, a profession, or society at large. The significance section establishes a global reason for doing a worthwhile study. This section will explain why the study is a unique approach, and who will benefit from it completion.

Research Question

A research hypothesis is a conjectural, declarative statement of the results the researcher expects to find. Qualitative studies generally do not have hypotheses, but use research questions to guide the study and contain words like “how” and “why.”


         The hypothesis should be a statement of the null and alternative hypotheses and any supporting theories that will be tested by your research.




If the researcher is using a word in an unusual way or employing in words with more than one definition, these terms need to be defined.

Research Design

         This section clearly states and justifies the rationale for the use of a specific research design. This section explains the appropriateness of the research design to achieve the desired outcome. It also explains the different types of methodology used, providing a clear and well justified sequences of events.

Scope and Limitations

The scope and limitation of the study are discussed in the same section, because these items belong together and form the boundaries of the study. Scope refers to the inclusion and span of the study. Limitation refers to the exclusions and constraints of the study.


The instruments selected to measure the variables are appropriated and will enable the research to answer the research question and solve the problems under investigation. The validity and reliability of the instruments are established and stated. If the research is creating his or her own instrument, this needs to be discussed.

Validity and Reliability

Validity and reliability are identified and how it is addressed in this research.

Methodology Appropriateness

The appropriateness of the methods of data collection and data analysis for the chosen type of quantitative or qualitative research is demonstrated, a justification is offered. The presentation of the research design and the study’s implementation is sufficiently thorough as to enable replication of the proposed study in all its essential aspects.

Use of Research Tools

Standardized instrument are justified and are included along with transmittal letters (as appendixes for examples of cover letter, survey format). Learner designed instrument are formed and made reliable. For qualitative studies techniques of interviewing, content analysis, observation, etc are properly use to collect data. Computer techniques for collecting quantitative are appropriate and well described. Research tools account for statistical variance and will produce the desire result.

Feasibility and Appropriateness

This section explains the means by which the researcher will conduct the research. In this section support, services, cost, and any other resourced needed by the research are identified. The experience and training of the researcher appear adequate to carryout out the research. The facilities and organizational arrangement available are adequate to carry out the research.  

Data Analyses

In quantitative Studies the research is aware of the appropriate tests needed to assess each statistical hypothesis (Example, ANOVA, T-test, Correlation. The assumptions needed to conduct each test and assured, and there is an understanding of what the test results will indicate and how the analysis will fit with the study. In a qualitative research, which is associated with openness, thoroughness in collecting date and consideration of all data in the development of a theory is in order. 

Presentation and Analysis of Data

Report in appropriate detail the results produced by the completion of the systematic and careful application of the research method to date. No statement should be made that is not directly supported by the result of the data analysis. This is where the table, graphs, raw data, and result of findings are stated clearly. No interpretation is provided.

Conclusion, Implication, and Recommendations

This concludes the research study, providing insights into the implication of the inquiry for various constituents and the recommendation, supported and justified, emerging from the analysis and findings. This is not an afterthought or appendage but, rather, is the culmination of the investigations issuing from the research question, hypotheses and the research design and analysis. The research can introduce interpretations and discussions that highlight the important, significant, and meaning of the study to various constituents such as manger, employers, employee, research, communities, government agencies, business leaders, and other. The broader social significant of the research can also be addressed.

References (Separate page)

Appendix (Separate Page)

         Include an Appendix for the cover letter and any related data and survey instruments.




















         Survey Cover Letter



Park University


















Dear Respondent,


I am inviting you participate in a research project to study absenteeism at the workplace. Along with this letter is a short questionnaire that asks a variety of questions about employees’ satisfaction at the workplace. I am asking you to look over the questionnaire and, if you choose to do so, complete it and send it back to me. It should take you about five minutes to complete.


The results of this project will be a learning tool for a research class that I am currently taking at Park University. Through your participation, I hope to understand why absenteeism is so high at the workplace. I hope that the results of the survey will be useful for anyone who is dealing with the same issues at their organization.


I do not know of any risks to you if you decide to participate in this survey and I guarantee that your responses will not be identified with you personally. I promise not to share any information that identifies you with anyone outside of this research.

The survey should take you about five minutes to complete. I hope you will take the time to complete this questionnaire and return it. Your participation is voluntary and there is no penalty if you do not participate. Regardless of whether you choose to participate, please let me know if you would like a summary of my findings.


Thank you.











Employee Job Satisfaction Survey

To help me provide adequate information on what may drive absenteeism in a timely manner, please complete this survey and return.



Strongly Agree




Strongly Disagree


I receive useful and constructive feedback from my supervisor.






I find my supervisor unpleasant.






I receive the praise and recognition I deserve.






There is a strong feeling of teamwork and cooperation in this organization.






People are held accountable for the quality of work they produce.






I find my job unpleasant.






I am paid fairly for the work I do.







I fell that I am overworked.






My salary is competitive with similar jobs I might find elsewhere.






I have the resources I need to do my job well.






I am satisfied with my opportunities for promotion, raises, and bonuses.






I have adequate opportunities for professional growth in this organization.







I receive the training I need to do my job well.






I am satisfied with my continuing education and training opportunities.







My supervisor encourages and supports my development.






I am satisfied with the number of vacation, sick, and personal days that I receive.






The environment in this organization supports a balance between work and personal life.







I am able to satisfy both my job and family responsibilities.






I am not forced to choose between job and family obligations.






The amount of work I am asked to do is reasonable.






My job does not cause unreasonable amounts of stress in my life.






Additional Comments:








Academic Honesty:
As a learning community, the University upholds the highest standards of academic integrity in all its academic activities, by faculty, staff, administrators and students. Academic integrity involves much more than respecting intellectual property rights. It lies at the heart of learning, creativity, and the core values of the University. Those who learn, teach, write, publish, present, or exhibit creative works are advised to familiarize themselves with the requirements of academic integrity and make every effort to avoid possible offenses against it, knowingly or unknowingly. Park University 2009-2010 Graduate Catalog Page 31


Plagiarism involves the appropriation of another person's ideas, interpretation, words (even a few), data, statements, illustration or creative work and their presentation as one's own. An offense against plagiarism constitutes a serious academic misconduct.  Although offenses against academic integrity can manifest themselves in various ways, the most common forms of offenses are plagiarism and cheating. Plagiarism goes beyond the copying of an entire article. It may include, but is not limited to: copying a section of an article or a chapter from a book, reproduction of an art work, illustration, cartoon, photograph and the like and passing them off as one's own. Copying from the Internet is no less serious an offense than copying from a book or printed article, even when the material is not copyrighted.

Plagiarism also includes borrowing ideas and phrases from, or paraphrasing, someone else's work, published or unpublished, without acknowledging and documenting the source. Acknowledging and documenting the source of an idea or phrase, at the point where it is utilized, is necessary even when the idea or phrase is taken from a speech or conversation with another person.

Park University 2009-2010 Graduate Catalog Page 31-32

Attendance Policy:

Professors are required to maintain attendance records and report absences. Excused absences can be granted by the instructor, for medical reasons, school sponsored activities, and employment-related demands, including temporary duty. Students are responsible for any missed work. Absences for two successive weeks, without approved excuse, will be reported to the Director of the individual graduate program, or to the Executive Director for the Graduate School, for appropriate action. Students with such a record of absences, without an approved excuse, may be administratively withdrawn from the class and notified that an "F" will be recorded, unless the student initiates official withdrawal from the class(es).Park University 2009-2010 Graduate Catalog Page 35

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: .

Additional Information:
Have fun in this class and let me know what I can do to help you any time.


I am Charlene Dunfee, CFO for Com-Tech Systems, Inc. I am also a wife, mother, grandmother, aunt, and great-aunt. My very large family is the highlight of my life. I have been married to husband and best friend of 41 years, my lovely daughter, wonderful grandsons, incredible son-in-law and numerous nieces, nephews, and cousins round out my life. 

William Jewell College in Liberty, Missouri was the home of my undergraduate degree in computer science. Receiving my MBA from Baker University in Baldwin, Kansas was an educational trip of excitement. Completing my Doctor of Management in Organization Leadership at the University of Phoenix electrified my quest for knowledge, so I pursued another doctoral degree (Ph.D.) in leadership to continue my research in leadership and systems theory.

On a lighter side I enjoy boating, traveling, oil painting, and hold an instrument rating as a private pilot, owning and flying a Cessna 172.

As we embark on this learning journey together, I am looking forward to meeting each of you and together we will make this a rewarding time.  


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Last Updated:10/6/2009 11:31:40 AM