Marketing Research exercises

MATERIALS: The following textbook is required for the course (SEE DIRECTIONS BELOW):

Title: Marketing Research Principles Author: Clow and James ISBN: 978-0-9960954-8-8 Publisher: Textbook Media Press Edition: 2nd

Student Materials: www.clowjames.net/students.html Copyright Date: 2012

PREREQUISITES: MKT 300 and MKT 317

CLASS TIME: TBA

Objectives

This is a state-of-the-art course on Marketing Research. It attempts to impart a basic understanding of the various marketing research techniques currently employed by major corporations as well as small and medium enterprises in the U.S. and abroad.

While this is essentially a course in research methods, the problem contexts used to illustrate the various concepts will be managerial. The course has a strong applied and managerial orientation that is relevant to the current marketing and management environment.

After taking this course, you should be able to demonstrate a good understanding of marketing research concepts, and apply them to address real-life marketing situations. Specifically, you will be able to:

· translate a marketing problem into a feasible research question;

· utilize the marketing research process;

· evaluate the strengths and weaknesses of alternative research designs;

· identify the sources of marketing information and the various means for gathering such information;

· identify the biases and limitations of marketing data and basic data analysis;

· utilize univariate and basic bivariate data analysis techniques (i.e., you will be able to decide when a technique is appropriate and understand the managerial implications of analytical results);

· design and execute a basic survey research project;

Organization

The course is organized around the following two principles.

(1) First, knowledge such as facts, terminology, concepts and methods has to be acquired. The textbook is the major resource for acquiring knowledge.

(2) Second, the knowledge acquired has to be applied (learning through doing). The vehicle for enhancing applied knowledge are the exercises.

Grading

(1) Quizzes (215 points): A quiz over each chapter, ranging from 10 to 20 points each.

(2) Exercises (130 points): Each exercise is worth 10 points, and there will be 13 exercises. These are individual assignments.

(3) Final Paper (50 points): You will write a paper on our experiences with market research firms in China, at least 10 pages, double spaced.

Grading Summary

Quizzes 215

Exercises 130

Final Paper 50

Total points 395

Grading Scale

90 – 100% = 4.0 70 – 74% = 2.0

85 – 89% = 3.5 65 – 69% = 1.5

80 – 84% = 3.0 60 – 64% = 1.0

75 – 79% = 2.5 < 60% = 0.0

Tentative Class Schedule

INSTRUCTIONS FOR GETTING THE TEXT BOOK

Go to www.textbookmedia.com. Register. It will take about 60 seconds. You will be taken to My Account . (Remember your log-in and password!)

You will see “You currently have no books to view.” To find your book and add it to your account, click on Booklist .

Locate the book and click on Pricing Details . You will have multiple options for your textbook format (online, PDF, iPhone, and print). Read the descriptions and make your choice.

Click on Add to Cart , then Checkout . Then you’ll see a page for Review Order .

Once approved and processed, eBook and PDF orders will be in My Account .

NOTE: Print orders may take up to seven business days, but your paperback includes access to the online book. So please note that you’ll have the online book immediately in My Account.