MBA575 Marketing Research Strategies

for S2P 2011

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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


S2P 2011 DL


Vadakkeveetil, Thomas V.


Adjunct Faculty



Office Location


Office Hours

9:00 AM - 5: PM (EST)

Daytime Phone



Semester Dates

March 14 to May 8, 2011

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:

Will be announced as required

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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:

Encourage students to understand the major concepts, theories and applications of marketing research while striving to bring real-world issues in the field to the class.  Provide students with the opportunities to explore the field through intellectual discourse, tests and projects.  Make the class an enjoyable learning experience.

Learning Outcomes:
  Core Learning Outcomes

  1. Demonstrate the role and value of marketing research information.
  2. Explain the design of marketing research project.
  3. Explain the Sampling Theory and Methods.
  4. Explain data preparation, analysis, and reporting the results.

Core Assessment:

Class Assessment:

Online Discussion
Weekly Papers
Research Paper
Midterm Examination


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

How Points and Percentages Equate to Grades:











Incompletes: “I” is not normally granted except in case emergencies

Late Submission of Course Materials:

Points will be deducted for late submission: 10% after the deadline but within one week; 20% in the second week; will not be accepted after two weeks.

Classroom Rules of Conduct:
Meet the deadlines.  Be polite in discussions.

Course Topic/Dates/Assignments:

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 2010-2011 Graduate Catalog Page 20


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 2010-2011 Graduate Catalog Page 20

Attendance Policy:

Instructors 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 2010-2011 Graduate Catalog Page 24

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: .


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Last Updated:2/26/2011 7:40:39 PM