MRKT 336 Marketing Research Methods Course Guide

Course Description

Marketing and Management Research Methods is an upper-level course designed to provide students with a general understanding of what is required to conduct and review effective organizational research. Research is the objective process of collecting and analyzing data in order to aid in the marketing and managerial decision-making process. Major topics include survey and sampling methodologies, questionnaire construction, observation and experimental methodology, plus secondary data gathering. Students engage in research projects, and interpret statistical analysis of output from a computer statistical package


Specific, Assessable Learning Outcomes

By the end of this course, students will be able to:

  1. Design and develop an organizational research project from inception to presentation of the results. This is the overriding objective of the course and is required for successful completion of the course.
  2. Identify potential problem areas inherent in organizational research. In addition to identifying the problems, the student needs to understand how to design research to maximize the validity of the results while minimizing potential problem areas.
  3. Conduct ethical research. In order to meet this objective, the students needs to understand the various philosophical viewpoints regarding ethical research and be able to apply them in an organizational setting.
  4. Apply statistical techniques learned in previous classes to organizational research. To meet this objective, the student needs to be able to select appropriate data collection methods and forms for use in solving various business and marketing research problems. Further, the student needs to be able analyze the data using appropriate statistical techniques.
  5. Develop and write effective survey questions. In addition, the student needs to be able to identify weaknesses and potential problems associated with writing ineffective survey questions.

Tentative Course Outline

The Marketing and Management Research Industry

  1. The Nature of Marketing and Management Research
  2. The Marketing and Management Industry

Ethics and Marketing and Management Research

The Marketing and Management Research Process

  1. Establishing the need for marketing and management research
  2. Defining the problem
  3. Establishing research objectives
  4. Determining the research design
  5. Identifying information types and sources
  6. Determining methods of assessing data
  7. Designing data collection forms
  8. Determining sample plan and size
  9. Collecting data
  10. Analyzing data
  11. Preparing the final research report

Presenting the Research Report


Recommended Teaching Methodology

This course will be structured in such a way as to facilitate the use of different methods of instruction. Although some lecture will be required to disseminate relevant information, class time will be augmented with various other methodologies including; (1) group work; (2) library and electronic media research; (3) case discussions; and (4) discussions that relate theory to practice.

The readings will come from the required text as well as relevant materials obtained from current periodicals and publications. Class discussions will be centered on relating the outside readings to the textbook materials.


Recommended Assessment Measures

The following evaluation instruments will be used to assess the previously stated end-of-the-semester objectives. Further, the attached Assurance of Learning Table (Appendix A) outlines where the specific learning objectives will be assessed.

Objective 1: Based on the relative importance of this objective, all of the assessment measures either directly or indirectly provide measurement. In addition, the students will be divided into groups at the beginning of the semester to work on group projects. As part of the project, the group will be required to draft and present [to the class] a detailed preliminary report for the project. Further, they will be required to complete and hand in a draft final report prior to the end of the semester. Finally, toward the end of the semester, students will prepare and present a final report for the research project. In determining a grade for the project, all writing and presentation components will be assessed. The group members will also complete two assessments on the relative contribution of all members.

A cumulative essay question will be asked as an individual assessment of this objective. It will be similar to the project and will require students to read a case and design an effective research project.

Objectives 2 - 3: In addition to assessing these objectives through the activities outlined above, there will be specific essay questions imbedded in the exams.

Objectives 4 -5: In addition to assessing these objectives through the activities outlined above, students will be required to complete several outside assignments. For objective 4, the assignments will need to be completed on a statistical software package.


Statement of Expectations

This course is required for all students in the School of Business. The knowledge and skills student gain in this course will help to enhance their understanding of how marketing and management research is conducted. Further, it will enhance the student's ability to analyze the effectiveness of research completed by others. The course should also help enhance the ethical and critical thinking skill of the students.

Students are expected to come prepared for class discussion and activities and to actively participate in class. Class time will primarily be used to apply the course content to organizational situations. The amount of effort students put into preparing for class will be directly related to the amount they learn.


Academic Integrity

Student-teacher relationships are built on trust. Any student found violating this trust undermines the educational process and is subject to significant disciplinary action.

The concept of academic integrity lies at the very heart of any college. This is particularly true of Siena with its strong Franciscan tradition and its dedication to fostering sound moral growth. In such an environment, academic dishonesty cannot be tolerated. Students who commit such acts expose themselves to punishments as severe as dishonorable dismissal from the college. Academic dishonesty can take different forms, including, but not limited to, cheating (dishonesty in a test situation), plagiarism (dishonesty in the presentation of materials in a paper or report), and computer abuse. In any situation in which a student is unsure of what constitutes academic dishonesty, it is the student's responsibility to raise the question with his or her instructor. It is also the student's responsibility to be familiar with the student guidelines on academic honesty, "Academic Integrity and the Siena Student." Alleging ignorance of what constitutes academic dishonesty or of the College's policy on the subject will not be considered a valid explanation or excuse.

Students suspected of violating academic integrity will be referred to the Academic Integrity Committee for final determination.


Prerequisite Knowledge

MKMG 336 is an upper level course required of all marketing and management majors. It is expected that students will have completed Marketing (MKMG211) and Business Statistics I (QBUS200) before taking this course.

Institutional Mechanism for Providing Feedback for Continuous Quality Improvement
The Marketing and Management department will annually review the assessment results for this course. The assessment results for each learning outcome will be analyzed and any deficiencies in the achievement of the learning outcomes will be addressed. Appropriate changes will be made in the process in order to improve students’ mastery of the learning objectives.