BAD 365 01: Applied Research Methods

Course Syllabus
Spring 2008

Class:       TR 3:30-4:45 PM

Location:  MAIN PARM 003  

Instructor: Dr. Michael Yingtao Shen

Tel:       708-524-6777 (office)

Email:   mshen@dom.edu

Office:   FA 207

Office Hours: By appointment

Course Overview

This course concerns the use of marketing research as an aid to making marketing decisions. Specifically, this course addresses how the information used to make marketing decisions is gathered and analyzed. Marketing research is an important tool in marketing management. Using the results from a research study is as important as conducting one. By understanding the research process, the users of research will better judge the suitability, reliability and the validity of a research study. 

Course Objectives

To familiarize students with commonly used techniques in the collection and analysis of marketing research information.  Student will gain perspective and practice in applying these techniques, and report findings through a research project.  Students should be able to design and execute a basic survey and analyze their data.

At the completion of the course students should be able to translate a marketing problem into a feasible research questions.  They should understand the strengths and weaknesses of alternative research methods and designs, and should be familiar with different sources of secondary marketing information and where to find these data.

Course Pre-requisite

Econ 260  Statistics for Business Economics

CIS 120    Introduction to Computer Application

Course Text

Zikmund and Babin, Essentials of Marketing Research, Thomson, 3th ed.

 

 

Teaching Method and Class Participation

Class time will be spent on lectures, discussions, and in-class active learning. Every session of the course will involve interaction and I expect each class member to be prepared at all times in every class. The skills you acquire from participating in class will serve you well in your future positions, whether you pursue marketing as a career or not. Please remember that class participation will not be judged merely by the “airtime”, but by the quality of the comments you contribute to discussions. In summary, the class participation grade will be based on attendance, the quality and quantity of in-class participation.

 

Please make note of the following suggestions:

 

Be Here. Plan to attend every session. If you have to miss class on a particular day, it is your responsibility to get the notes from a classmate. While each session will build on the assigned readings, each one may introduce a substantial amount of new material not covered in the readings.

 

Be Prepared. To assure your understanding of the material and interesting discussions in class, you are expected to read each chapter in the textbook and assigned materials prior to the date assigned in the course schedule. Keeping current with the reading is essential to your success in this course. Since I will call on individuals whose hands are not raised, please let me know before the start of class if some emergency has made it impossible for you to be adequately prepared for that class.

 

Be Polite. Since learning is in part a collective enterprise, you will be asked to exhibit professional and personal courtesies towards your classmates. As such, please attempt to carry on in a positive, professional manner. Also, please ensure that the comments that you provide help to keep the discussion moving forward and are not tangential. Lastly, please turn off cell phones and devote laptop usage for lecture-related note taking only. Adherence to these norms will ensure a positive, constructive atmosphere that is most conducive to learning.

Exams

Exam #1 consists of multiple choice questions. Exam #2 is cumulative and consists of essay questions. EVERYTHING from lectures, the additional readings, as well as from the textbook could be covered by Exam #2.

Quizzes


There will be 0 to 14 in-class quizzes given throughout the semester. These will be weighted from 1 to 2 points each. These may be either announced or unannounced. No makeup will be given for quizzes.

 

Group Project

 

This project includes three group assignments, one oral presentation and one final report due at the end of this semester.  Your group will evaluate all individuals at the end of the semester and this will be taken into account when your grades are assigned!

Plagiarism

Plagiarism is using the ideas and/or writings of another and claiming them as one's own. Plagiarism is most often thought of copying, word for word, what someone else has written and passing it off as one's own. Plagiarism is also the very similar copying of someone else's words and/or ideas without attribution. Thus, it is still plagiarism if two sentences, two paragraphs, or two papers appear to be almost similar even though there are some differences. Plagiarism is best avoided by carefully acknowledging the sources of one's words and/or ideas. Student work found to be plagiarized will be given an F.

 

Grading

1.

Exam #1 (Feb. 28)

10

2.

Exam #2

10

3.

Quizzes/Class Participation

25

4.

Six Assignments

30

5.

Group Project

25

 

Total

100

Final grades will be awarded based on the following scale:

Grade

Points

A

93.0 – 100

A-

90.0 – 92.9

B+

87.0 – 89.9

B

83.0 – 86.9

B-

80.0 – 82.9

C+

77.0 – 79.9

C

73.0 – 76.9

C-

70.0 – 72.9

D

60.0 – 69.9

F

 0 – 59.9

 

Course Calendar (Subject to change)

Date

Topic

 Reading Before Class

Jan. 10

Introduction of Course

 

Week 1:

Jan. 15, 17

The Role of Marking Research

Ch. 1

Week 2:

Jan. 22, 24

Information Systems and Knowledge Management

Ch. 2

Week 3:

Jan. 29, 31

Marketing Research Process

Ch. 3

Week 4:

Feb. 5, 7

Organizational and Ethical Issues

Ch. 4

Week 5:

Feb. 12, 14

Quantitative and Exploratory Research

Ch. 5

Week 6:

Feb. 19, 21

Secondary Data Research

Ch. 6

Week 7:

Feb. 26, 28

Survey

Exam #1 (Feb. 28)

Ch. 7

Week 8:

March 4, 6

Mid-Semester vacation

 

Week 9:

March 11, 13

Observation

Ch. 8

Week 10:

March 18, 20

Experimental Research

Easter March 20-23

Ch. 9

Week 11:

March 25, 27

Measurement and attitude scaling

Ch. 10

Week 12:

April 1, 3

Questionnaire Design

Ch. 11

Week 13:

April 8, 10

Sampling

Ch. 12, 13

Week 14:

April 15, 17

Data Analysis

Ch. 14, 15

Week 15:

April 22, 24

Oral Presentation

Final Review

 

 

Exam #2