BBA Program

Summer 2020

Course Syllabus for: MKT 426: Marketing Research (Section TBA)

(3 Credits, Prerequisite: BUS302, ECO202, MKT301)
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I. CLASS AND INSTRUCTOR INFORMATION

Instructor : Ms. Tanzin Khan

Email : tanzin.khan@bracu.ac.bd
Consultation/Office Hours : Monday and Wednesday (8.00 am to 9.20 am)

II. COURSE DESCRIPTION

This course helps students to familiarize with different research methods employed in market research.
In emphasizing on good information to make good decisions, this course helps students to acquire the
skills to design different research methods and then collect, analyse and interpret the data that will
provide useful insights in making decisions. Moreover, this course will give students an understanding
about the advantages and possible avenues of research. Similarly, they will be aware of the different
limitations of research. Topics include discussion on finding the research gap, choosing research
design, collecting data, designing questionnaires, selecting samples and analysing the data.

III. LEARNING OBJECTIVES

1. Understanding the detailed process of market research

2. Gaining practical learning on data analysis and interpretations to develop decision making skills.
3. Finding market research gaps - Understanding research design and data measuring instruments in
identifying those gaps.
 4. Analysing quantitative data through statistical package (e.g. SPSS)
5. Understanding how to use data analysis and data interpretation to provide well informed and accurate
recommendations to practitioners.

IV. INTENDED LEARNING OUTCOMES

ON SUCCESSFUL COMPLETION OF THE COURSE, STUDENTS SHOULD BE ABLE TO:

1. Demonstrate familiarity with and understanding of the objectives of market research process
and collect data through both primary (qualitative and quantitative) and secondary data
collection methods.
2. Analyse and interpret various types of data with the help of statistical analytical software SPSS
3. Identify the market research gaps and understand how to conduct research design and use
data measurement tools and instruments.
4. Recognize the market research gaps and understand how to conduct research design and use data
measurement tools and instruments.
5. Provide recommendations to the practitioners based on data analysis and interpretation skills.

V. LEARNING RESOURCES

1. Required Reading (Text): 1. Marketing Research: An Applied Orientation – Seventh Edition by

Naresh Malhotra and Saty Abhusan Dash, Prentice Hall.

Please contact Ayesha Abed Library for information on the book availability.

2. Recommended Readings:
1. Business Research Methods – William G. Zikmund, 7th Edition, Thomson South-Western
2. How to research – Loraine Blaxter, Christina Hughes, Malcolm Tight, 2nd Edition, Viva Books Private
Limited
 3. Others:
1. Studying in class academic case studies and journals

VI. COURSE FORMAT

Basic concepts and theories will be delivered in lecture format and with the use of electronic
resources; but emphasis will be placed on discussions and on application of theories to
organizational research processes and challenges. - using appropriate tools and technique. This
will be achieved through solving problems and cases, undertaking real-word assignments and
project, and discussing current practices and events in various areas of marketing research
context..
Activities % of the Total Assessment
Class Attendance (and Participation) 0%
Case Study 10%
Assignment 10%
Quizzes 10%
Term Paper 20%
Mid-term Exam 20%
Final Exam 30%
Total 100%

GRADING

1. Cases Studies (10%): Three to four case studies will be given throughout the semester. The
cases are a great way to assess students ability to identify the issue and approach towards a
solution.

2. Homework/Assignments (20%):

Short Assignments will be given every week and broad more evaluative ones in every two
weeks throughout the course of the semester. You will get to know about this later in the
 lecture weeks. Any late submission would result in deduction of 50% of the total assigned
marks.

2. Quizzes (10%)

Two quizzes will be throughout the semester. There will be no option for make-up quizzes.
This will stimulate you to be on the same pace with the lecture and it is also an excellent
way to evaluate your learning.

3. Midterm (20%)

The midterm date will be announced in the class. Please note that there will be no makeup
midterm unless there is a valid reason and that again is at the discretion of the registrar’s
office.

4. Term Project (20%)

Term Paper related to the course syllabus will be given shortly after the semester starts so
that students can start thinking about their projects from the beginning of the semester and
generate effective, efficient and SMART ideas which reflect their overall learning and
application skills. Detailed instructions will be given later when the semester starts.

5. Final Exam (30%)

The final exam syllabus is comprehensive as per university rules.

Letter grades for the course will be based on the following scale - as specified in BRACU catalogue.

Range of Marks  Grade  GPA Remarks

 90   to  100  A  4.0 Excellent
85  to  <90  A‐  3.7 “
80  to  <85  B+  3.3 “
75  to  <50  B  3.0 Good
70  to  <75  B‐  2.7 “
65  to  <70  C+  2.3 “
60  to  <65  C  2.0 Fair
57  to  <60  C‐  1.7 “
55  to  <57  D+  1.3 “
52  to  <55  D  1.0 Poor
50  to  <52  D‐  0.7 “
<50    F  0.0 Failure

VII. TOPIC AND ACTIVITY SCHEDULE

Sessions Topics to be covered Project

activities
Session 1 Discussion regarding course outline Mini quizzes 3
Introductory Class and course completion procedures Mini activity 1
Introduction to Market Research,
Learning outcomes.

An introduction to marketing research Reading material:

● Definition of Marketing
Research
● Motivation on research
● Challenges and Constraints on
research
Market Research Is
the Answer to
'Uberization' and the
Customer Challenges
of the 21st Century

Activity: 1

Session 2 ● A Classification of Marketing Mini quizzes : 2

Chapter 1 Research Mini Activity : 1
● Marketing Research Process
● The Role of Marketing
Research in Marketing
Decision Making
● Marketing Research and
Competitive Intelligence
● The Decision to Conduct
Research

Defining marketing research problem

and developing an approach
Session 3 Importance of Defining a Problem Mini Quizzes: 2
Chapter 2

Mini activity: 1
● The Process of Defining the
Problem and
● Developing an Approach
● Tasks involved in Problem Reading material:
Definition
● Environmental Context of the
Problem
Buying Consumer Data?
 Tread Carefully.

● Management Decision Problem

and Marketing Research Problem
Session 4 ● Defining the Marketing Research Case Study 1: Burke
Chapter 2 Problem Video Case

Research Design Mini Quizzes: 2

Mini activity: 1
Session 5
Chapter:3 Case Study on Burke:
● Research Design: Definition Due
● Research Design: Classification
● Exploratory Research
● Descriptive Research

● Causal Research Assignment: Submit a

● Relationships Among topic for conducting
Session 6 Exploratory, Descriptive, and market research. Clearly
Chapter 3 Causal Research define the Problem
● Potential Sources of Error statement, The general
● Budgeting and Scheduling objective of research,
● Marketing Research Proposal the main research
question and
significance of the
study.

Exploratory Research Design:

Secondary data
Session 7
Chapter: 4 Qualitative and Quantitative research Mini Quizzes: 2
 Primary Versus Secondary Data
Mini Activity: 1
 Advantages & Uses of Secondary
Data Case Study
2:American Idol: A Big
 Disadvantages of Secondary Data Hit for Marketing
Research?
 Criteria for Evaluating Secondary
Data
 Exploratory Research Design: Qualitative
Research
Session 8  Primary Data: Qualitative Versus Case Study: American
Chapter 5 Idol: A Big Hit for
Quantitative Research
Marketing Research?
 Rationale for Using Qualitative Due
Research Procedures
 A Classification of Qualitative Mini quizzes 2
Research Procedures
 Focus Group, In-depth interviews Mini activities 2
 Analysis for qualitative data

Session 9 Survey and Observation Mini quizzes: 2

Chapter:6 Mini activity 2
Project assignment-
Literature Review of
your research study.
Use at least 15 to 20
 Survey Methods scholarly articles to
 Survey Methods Classified by draw on your main
Mode of Administration hypothesis
 A Comparative Evaluation of
Survey Methods
 Selection of Survey Method(s)

Session 10  Observation Methods Mini quizzes 2

Chapter: 6  Observational Methods Mini Activity: 2
Classified by Mode of
Administration
 A Comparative Evaluation of
Observational Methods
 A Comparison of Survey and
Observational Methods
  Ethnographic Research &
Other Methods

Session 11 Experimentation Mini quizzes 3

Chapter:7
Mini Activity 1
Case Study on
Starbucks: Staying
Local While Going
● Concept of Causality Global Through
● Conditions for Causality Marketing Research
● Definition of Concepts
● Definition of Symbols
● Validity in Experimentation
● Extraneous Variables
● Controlling Extraneous
Variables

● A Classification of
Experimental Designs
Session 12 ● Pre-experimental Designs Mini quizzes 2
Chapter: 7 ● True Experimental Designs Mini Activity 2
● Quasi Experimental Designs Assignment 2 Due

Session 13 Measurement and Scaling: Mini quizzes 2

Chapter:8 Fundamentals and comparative
scaling Mini Activity 2

Case Study on
 ● Measurement and Scaling Starbucks due
● Primary Scales of
Measurement
● A Comparison of Scaling
Techniques
● Comparative Scaling
Techniques
● Verbal Protocols

Session 14 Measurement and Scaling: Non- Assignment-3

Chapter:9 comparative scaling techniques Develop your research
methodology

Mini quizzes 2

Mini Activity 1
● Non-comparative Scaling
Techniques
● Continuous Rating Scale
● Itemized Rating Scale
● Non-comparative Itemized
Rating Scale Decisions
● Multi-item Scales
● Scale Evaluation
● Choosing a Scaling Technique
● Mathematically Derived
Scales

Session 15 Questionnaire and Form design Mini quizzes 2

Chapter:10
Mini Activity 1
Case Study on: eGO:
Reinventing Wheels
 ● Questionnaire & Observation
Forms
● Questionnaire Design Process
● Specify the Information
Needed
● Type of Interviewing Method
● Individual Question Content

Session 16 Questionnaire and Form design Mini quizzes 3

Mini Activity 1
Case Study on eGo
Due

● Overcoming Inability to
Answer
● Overcoming Unwillingness to
Answer
● Choosing Question Structure
● Choosing Question Wording
● Determining the Order of
Questions
● Form & Layout
● Reproduction of the
Questionnaire
● Pretesting
● Observation Forms

Session 17 Sampling: design and procedures Mini quizzes 2

Chapter:11 Sample or Census
Mini Activity 1

Assignment 3 due
 ● The Sampling Design Process
● A Classification of Sampling
Techniques
● Choosing Non-probability
Versus Probability
Sampling
● Uses of Non-probability
Versus Probability Sampling
● Internet Sampling

Session 18 Sampling: Final and initial sample Final Analysis and

Chapter:12 size determination Data Interpretation
of your research
study

● Definitions and Symbols

● The Sampling Distribution
● Statistical Approaches to
Determining Sample Size
● Confidence Intervals
● Multiple Characteristics and
Parameters
● Other Probability Sampling
Techniques
● Adjusting the Statistically
Determined Sample Size
● Non-response Issues in
Sampling

Session 19 Data preparation and analysis(Lab

class)

Data preparation and analysis(Lab

class)
Session 20
Session 21 Final Exam

VIII. COURSE POLICIES

1. Instructor’s Expectations of Students:

Students are expected to strive for excellence in acquiring knowledge – through actively
learning from all lectures uploaded from start to end; participating actively in quizzes,
activities and assignments; preparing for class lectures in advance; spending at least two
hours for each class-hour on, self-study, completion of assigned tasks and preparation for
class, quiz, exam, presentation, etc.; and completing and submitting required tasks on-time.

Students are also expected to maintain a positive environment and discipline conducive to
learning, be respectful of others’ opinions and be completely honest by implementing the
highest ethical standards. It is also expected that students will uphold this principle in all
their future endeavours, including their career activities.

2. Academic Integrity:
 1. Each student in this course is expected to abide by the BRAC University Code of
Academic Integrity. When it comes to cheating and plagiarism, BRAC University
strictly adheres to a “zero tolerance policy”.
2. Citations should be clearly referenced.
3. Students are expected to attend classes on time, preferably a few minutes before
the beginning of the class.
4. This specification is a rough guideline of the course, and the instructor reserves
the right to change/modify/add the contents of this specification at any time
during the course with enough notices.
5. You are encouraged to study together and to discuss information and concepts
covered in lecture and the sections with other students.
6. If copying occurs, both the student who copied work from another student and
the student who gave material to be copied will both automatically receive a zero
for the assignment. Penalty for violation of this Code can also be extended to
include failure of the course and University disciplinary action.
7. During examinations, you must do your own work. you cannot compare papers,
copy from others, or collaborate in any way. Any collaborative behavior during the
examinations will result in failure of the exam and may lead to failure of the course
and University disciplinary action.

3. Make-Up:

No make-up quiz/exam will be administered, and no late homework, assignment, case or

project will be accepted except for conflicts with official university business or extreme
emergencies. In the former case, please notify the instructor (at least) one week in advance;
in the latter case, please inform prior to the exam/quiz or immediately after. Under both
situations, students are expected to provide appropriate and authentic documentation.
4. “I” and “W” Grades:

A grade of “I“ (Incomplete) will be granted only as a result of most extreme circumstances -
beyond a student’s control and only after stringent verification of the circumstance and
approval. A grade of “I” is not given in lieu of an “F” or any other passing grade. Any
student who discontinues attending class, and who does not officially drop the course/
withdraw from the university, will receive a grade of “F”.

5. Disability:

Any student who has a disability that prevents the fullest statement of his/her abilities
should contact the instructor personally. All efforts will be made to devise the appropriate
accommodation in order to facilitate student’s successful completion of the course.

6. Specific Notes for Students:

1. Students’ participation in the consultation hour is appreciated and encouraged.

But intentional disturbances i.e. Misconduct during lecture etc. will not be
tolerated.

2. It is advised to collect the necessary textbook and reference materials and consult
the class lectures with the book.

3. This is encouraged to take class notes when necessary.

4. Please remember that consultation hours are formal meeting with the faculty so
even if you are meeting from home you should maintain decency of attire and
attitude.

5. Students are always welcome to discuss any study related issues during the given
office hours. However, it is STRONGLY ADVISED to make an appointment via
email or through phone to fully utilize this opportunity.
 6. You will be given assignments related to your course during the semester. They
should be submitted timely. Assignments received after the deadline and within
24 hours after the deadline will have 10% deducted from the available marks for
the said assessment. Assignments received 24 hours later than the deadline will
not be considered and there will be “Zero” (0) marks given to the entire group. If
it is found that the assignment is not done by that student, then s/he will get Zero
(0) on assignment.

7. Make up of class tests, mid-term, assignments are not allowed unless they are
missed due to medical grounds or family emergency. In such cases students are
to present their causes with proper documentation and permission from
respective Coordinator and Director of BBS.

8.For the final term paper / project, each student will have to work in a team; each
consisting of 4 members. Students can select his/her group members. Each team
must prepare a project report, precisely known as term paper and the report
should be computer-typed in word format, 12-point Times New Roman font, 1.5
spaced paragraphs. Further instructions regarding this issue will be given in due
time. Again, if it is found that the project is not done by that student, then the
entire group will get Zero (0) on project submission.

9.You are expected to submit the term paper by the prescribed deadline. Further
instructions regarding this issue will be given in due time.

10.Students are expected to refrain from cheating during exams, assignments,

quizzes and case studies. Any form of academic dishonesty will not be tolerated.

IX. DISCLAIMER

Every effort will be made to ensure that the information contained in this document is
adhered to, however, it is subject to change. Changes will be notified in class, in advance.
Students are encouraged to check with the instructor if there are any doubts. It is the
student’s responsibility to be informed.