MARKET RESEARCH

Course duration: 24 hours.

Prerequisites:
Principles of Marketing
Course Objectives: To provide an overview of the principles, concepts, process, and analytical
skills necessary for identifying, researching, and providing relevant information for marketing
management decision-making.
Student learning outcomes:
On completion of the course, students should be able to:
1. Explain the role of marketing research in marketing management.
2. Explain the marketing research process.
3. Distinguish among different types of research: primary-secondary,
primary
qualitative--quantitative,
observational-experimental,
experimental, and exploratory-descriptive-causal/correlational.
exploratory
4. Explain some major research approaches: interviews, observation, and surveys.
5. Critique a marketing research study.
6. Design a marketing research study.

Materials:
Malhotra, N. K. (2007). Marketing Research: An Applied Orientation. (5th ed.). Upper Saddle
River, New Jersey: Pearson Prentice Hall.
McQuarrie, E. F. (2006). The Market Research Toolbox: A Concise Guide for Beginners. (2nd
ed.). Thousand Oaks, California: Sage Publications.
Churchill, G. A. & Iacobucci, D. (2005). Marketing Research: Methodological Foundations
Foundations.
(9th ed.) Mason, Ohio: Thomson South-Western.
South

ASSESSMENT
Grading system: 0 to 20
The following are graded requirements:

Midterm Exam (in the form of group presentations): 40%

1

1 case analysis presentation (30 minutes):

in-class group discussions and reports: 20%

Final Exam (open-book, lasting 1.5 hours):

20%

60%

30 multiple-choice questions:

30%

designing a marketing research study: 30%

HONESTY AND PLAGIARISM

The following actions are considered cheating: copying part or all of another students answers,
letting another student copy ones answers, and using ideas without citing sources properly
(plagiarism). All forms of cheating in all assessment types are strictly prohibited and will lead to a
score of ZERO for the task in which cheating is found.

EXAMINATION ABSENCE
Make-up exams can be arranged for special cases of acceptable conflicts that are documented.
Except for these emergency cases, the arrangement must be made at least one week prior to the
scheduled exam time by contacting the instructor or the Program manager. Documentation (from
doctor, employer, and so forth) is required for any make-up exam. Otherwise students will earn a
ZERO for their exam.

LATE SUBMISSION
Missed submission deadlines cause disruption to work schedules, variation in academic standards
and resentment in those who observe the deadlines. Therefore late and missing coursework will
result in an academic penalty of 5% deduction from the allocated mark per day.
In rare cases, late applications will be accepted but only when accompanied by a cover letter that
details compelling reasons for the delay.