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MK 453 Mrktg Research & Information Sys
Venable, William Ralph


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 Mrktg Research & Information Sys

Semester

S2T 2010 DL

Faculty

Venable, William R.,, III

Title

Assistant Dean and Assistant Professor of Marketing and Management

Degrees/Certificates

MBA - Marketing and Finance; Rockhurst
MPA - Organization Behavior; UMKC
BS - Journalism; Kansas

Office Location

Library - 416H

Office Hours

by appointment

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Semester Dates

S2T 2010

Class Days

TBA

Class Time

Online

Prerequisites

MK 351 - Principles of Marketing; EC 315 - Quantitative Research Methods

Credit Hours

3


Textbook:


Basic Marketing Research, 7th Edition 
includes Qualtrics Printed Access Card

Gilbert A. Churchill - University of Wisconsin

Tom J. Brown - Oklahoma State University

Tracy A. Suter - Oklahoma State University

ISBN-10: 1439041393  ISBN-13: 9781439041390

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

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

http://www.qualtrics.com
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http://www.zoomerang.com
http://www.census.gov

Course Description:
MK453 Marketing Research and Information Systems: Examines the application of research methods to the problems of marketing. Consideration is given to research procedures, sources of data and managements use of information for decision making. Prerequisites: EC315 and MK351. 3:0:3

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:

Item

Quantity

Points

Total Points

Pct of Grade

Weekly Threaded Discussions

8

10

80

8%

IRB/NIH Principal Investigator Training

1

25

25

3%

Online Survey Tool Project

1

25

25

3%

Weekly Quizzes

8

40

320

32%

Midterm Exam

1

150

150

15%

Marketing Research Report

1

200

200

20%

Final Exam

1

200

200

20%

 

 

 

1000

100%

Grading:

Grade

Minimum

 

Maximum

Low Points

High Points

A:

90%

or

more

900

1000

B:

80%

to

89%

800

899

C:

70%

to

79%

700

799

D:

60%

to

69%

600

699

F:

Less

than

59%

0

599

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 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.

Course Topic/Dates/Assignments:

Week

Assignment

Description of Chapter and Areas of Concentration

Due Date

 

 

 

 

 

 

 

 

1

Reading

Chapter 1. Role of Marketing Research

Exhibit 1.1, page 7

Research Window 1.3, page 14

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Discussion Questions

3 questions on the role of marketing research and ethics

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

 

Sunday - Midnight

 

 

 

 

 

 

 

 

2

Reading

Chapter 2. Gathering Marketing Intelligence: The Systems Approach

Research Window 2.1, page 25

Research Window 2.3, page 31

 

 

 

Chapter 3. Gathering Marketing Intelligence: The Project Approach

Research Window 3.1, page 44-47

Manager’s Focus, page 51

 

 

 

Chapter 4. Problem Formulation

The Research Proposal, page 68

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Institutional Review Board – NIH Project

Sunday - Midnight

 

Discussion Questions

3 questions on institutional review and privacy

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

 

Sunday - Midnight

 

 

 

 

 

 

 

 

3

Reading

Chapter 5. Types of Research Design and Exploratory Research.

Ethical Dilemma 5.1, page 82

Research Window 5.4, page 95

 

 

 

Chapter 6. Descriptive and Causal Research Designs.

Technically Speaking 6.2, page 118

Key Issues in Market Testing, page 123

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Activity

Online Survey Tool Project

Sunday - Midnight

 

Discussion Questions

3 questions on online survey tools

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

 

Sunday - Midnight

 

 

 

 

 

 

 

 

4

Reading

Chapter 7. Secondary Data.

Figure 7.1, page 144

Exhibit 7.2, page 146

Secondary Data Sources, page 155-159

 

 

 

Chapter 8. Standardized Marketing Information Services.

Research Window 8.1, page 168

Manager’s Focus, page 171

 

 

 

Chapter 9. Collecting Primary Data.

Manager’s Focus, page 178

Figure 9.1, page 187

 

 

 

Chapter 10. Collecting Information by Communication.

Read carefully pages 195-198, 200, 202-206

Manager’s Focus, page 217

 

 

 

Chapter 11. Collecting Information by Observation.

Figure 11.1, page 225

Research Window 11.1, page 226

Ethical Dilemma, page 239

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Discussion Questions

3 questions on data integrity

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

Sunday - Midnight

 

Midterm Exam

Open Book, Open Note, Online, 10 essay questions

Sunday - Midnight

 

 

 

 

 

 

 

 

5

Reading

Chapter 12. Asking Good Questions: Measurement Basics.

Exhibit 12.1, page 246

Manager’s Focus, page 262

 

 

 

Chapter 13. Measuring Attitudes and Other Variables.

Manager’s Focus, page 280

Ethical Dilemma, page 281

 

 

 

Chapter 14. Designing the Questionnaire or Observation Form.

Figure 14.1, page 287

Exhibit 14.1, page 290-292

Research Window 14.2, page 300

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Discussion Questions

3 questions on survey instruments

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

 

Sunday - Midnight

 

 

 

 

 

 

 

 

6

Reading

Chapter 15. Developing the Sampling Plan.

Figure 15.2, page 333

Research Window 15.2, page 344

Appendix 15A, page 351-355

 

 

 

Chapter 16. Determining Sample Size.

Manager’s Focus, page 361

 

 

 

Chapter 17. Collecting the Data: Nonsampling Errors and Response Rate Calculation.

Exhibit 17.1, page 378

Summary, page 393

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Discussion Questions

3 questions on samples and populations

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

 

Sunday - Midnight

 

 

 

 

 

 

 

 

7

Reading

Chapter 18. Data Analysis: Preliminary Steps.

Exhibit 18.1, page 401

 

 

 

Chapter 19. Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing.

Manager’s Focus, page 423

Research Window, page 436

Summary, page 444

 

 

 

Chapter 20. Data Analysis: Analyzing Multiple Variables Simultaneously.

Figure 20.1, page 451

Technically Speaking, page 459

Summary, page 475

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Discussion Questions

3 questions on statistical analysis

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

 

Sunday - Midnight

 

 

 

 

 

 

 

 

8

Reading

Chapter 21. The Research Report.

Research Window, page 485-486

The Written Research Report Outline, page 491-494

Research Window 21.5, page 498

Research Window 21.6, page 499

Summary, page 508

 

 

Quiz

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

 

Discussion Questions

3 questions on reporting

Thursday - Midnight

 

Discussion Thread

Interaction on one or more of the weekly discussion questions with class members

Sunday - Midnight

 

Core Assessment

Marketing Research Report Project

Sunday - Midnight

 

Final Exam

Closed Book, Closed Note, Proctored, Online, 10 essay questions

 

Last Day of Finals Week

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 2009-2010 Undergraduate Catalog Page 92

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 2009-2010 Undergraduate Catalog Page 92

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, but unexcused absences may carry further penalties.
  3. 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".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. 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.
  6. 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.
ONLINE NOTE: An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

Park University 2009-2010 Undergraduate Catalog Page 95

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:2/19/2010 3:37:11 PM