MK 453 Mrktg Research & Information Sys
U1T 2012 DL
Master of Business Administration - emphsis in Marketing, Avila UniversityBachelor of Science in Business Administration, University of Missouri-Kansas City
June 4, 2012 - July 29, 2012
MK 351 - Principles of Marketing; EC 315 - Quantitative Research Methods
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
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Learning Outcomes: Core Learning Outcomes
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 RubricClass Assessment:
Pct of Grade
Weekly Threaded Discussions
IRB/NIH Principal Investigator Training
Online Survey Tool Project
Marketing Research Report
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.
Description of Chapter and Areas of Concentration
Chapter 1. Role of Marketing Research
Exhibit 1.1, page 7
Research Window 1.3, page 14
10 Questions - Online, multiple choice based on readings and lecture notes
Sunday - Midnight
3 questions on the role of marketing research and ethics
Thursday - Midnight
Interaction on one or more of the weekly discussion questions with class members
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
Institutional Review Board – NIH Project
3 questions on institutional review and privacy
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
3 questions on online survey tools
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
3 questions on data integrity
Open Book, Open Note, Online, 10 essay questions
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
3 questions on survey instruments
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
3 questions on samples and populations
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
3 questions on statistical analysis
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
3 questions on reporting
Marketing Research Report Project
Closed Book, Closed Note, Proctored, Online, 10 essay questions
Last Day of Finals Week
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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. from Park University 2011-2012 Undergraduate Catalog Page 93
Attendance Policy:Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2011-2012 Undergraduate Catalog Page 96
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Last Updated:5/17/2012 3:32:46 PM