FALL 1999

SHSU College of Business Administration - Department of Management & Marketing

Marketing 472 (Marketing Research)

This is NOT a Writing Enhanced Class

Section 1: TT/2:00-3:30/AB1 206

Instructor: Sanjay S. Mehta, Ph.D.

Office No: AB1 212E

Phone No: W:409-294-1312; H:409-295-4730 (10am-10pm); Fax:409-294-3957


Office Hr: Mo-Th:12:00-12:30 & 3:30-4:30; TuTh: 12:30-2:00; or by appointment

Any office hours may be interrupted by official University business (e.g., committee meetings)

Required Text: Zikmund, William G. (1999), Essentials of Marketing Research, Dryden.

Software: SPSS 8 for Windows (available on the SHSU network)

Suggested Text: Any Marketing Research book (e.g., Marketing Research in a Marketing Environment by Dillon, Madden, and Firtle; Marketing Research Methodological Foundations by Churchill; Marketing Research by Burns and Bush; Marketing Research by Malhotra; Marketing Research: A Problem Solving Approach by Sudman and Blair).

General Comments and/or Policies:

Course Objective

* Marketing research is the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management.

* We are not trying to become experts in research after this class! Rather, our general objective is for you to learn enough to:

1. Communicate your research needs to a professional researcher and evaluate his/her research report.

2. Collect and interpret your own research data, when necessary.

Success in meeting these objectives will be measured by way of a number of exams, a project, and homework. The measurements are geared to ensure that students know the "language of marketing research" and have a working knowledge of the basic terminology.

Class Conduct

* Although every thing will be covered thoroughly in class, you are still responsible for reading the text (some of the material covered in class may not be in the textbook). Do not hesitate to ask questions in class, because usually another student has the same question.

* Any type of scholastic dishonesty (e.g., cheating, plagiarism, collusion) will NOT be tolerated at all. If any student(s) is/are found involved in any act of academic dishonesty, serious action will be taken (see Catalogue).

* Please refrain from coming late to class, talking to other students during class, and reading the newspaper.

* As per university policy, there will be no smoking, drinking, and eating allowed in the class.

* Please refer to the Catalogue, Schedule, and www.SHSU.Edu for important dates (e.g., drop date, final exam).

* Every attempt will be made to make the lecture notes available prior to class on the network drive (i.e., t:\mkt\ssm\mkt472\). All files (power point, word perfect, word, and excel) may be copied through the Windows 95 icon "my computer".

* The class will be taught as a regular lecture class, using the text as the basis of the lecture. Material from external sources (journals, magazines, newspapers) may be used for class discussion purposes. As you read newspapers, magazines, watch TV, try to differentiate between good and bad marketing research. Please try to share your knowledge and experience with the rest of the class.

* All take-home assignments are due at the beginning of the class period. No late assignments will be graded.

* Please turn off your cellular phones and beepers before coming to class.

It is the policy of Sam Houston State University that no otherwise qualified disabled individual shall, solely by reason of his/her disability, be excluded from the participation in, be denied the benefits of, or be subjected to discrimination under any academic, Student Life program or activity. Students with disabilities may request academic assistance when needed from a Committee for Continuing Academic Assistance for Disabled Students by visiting the Director of the Counseling Center, located in the annex of the Lee Drain Building across the sidewalk from Farrington Building, or call (409) 294-1720 (for additional information see the University catalogue). For assistance other than academic, the student with disabilities should contact the department from which assistance is needed, such as University Police for parking, the Registrar's Office for registration, etc. If problems are not resolved on the departmental level, contact the Interim Coordinator, Americans with Disabilities Act (Director of Business Services), or call (409) 294-1015. Students with disabilities may benefit by using CCTV's and voice-activated reading machines available in the Counseling Center. Hours of operation are Monday-Friday, 8:00a.m. to 5:00 p.m. For further information, contact the Counseling Center staff at (409) 294-1720. CCTV and a voice-activated reading machine are also available in the library.

Religious Holiday Policy: Students who are absent from class for observance of a religious holy day will be allowed to take an examination or complete an assignment scheduled for that day within one week of returning to class. The student, not later than the 15th calendar day after the first day of the semester, must notify the instructor of each scheduled class day that he/she should be absent for a religious holy day.

Prerequisite - You are required to have taken the equivalent of MKT 371 (Principles of Marketing) and BAN 232 (Introduction to Statistics).

Attendance - Though attendance is not mandatory, regular attendance is strongly recommended to succeed in this course. A record of class attendance will be maintained (with the assistance of a seating chart), for the purpose of giving a curve at the end of the semester (see Curve below). The attendance sheet may be passed around any time during the lecture period. It is your responsibility to sign the attendance sheet.

Project - The group project will be done in groups of 3-5 students each. It will involve designing a questionnaire, collecting primary data from subjects, analyzing the collected data, and writing a report.

Homework - Periodically, some homework (e.g., analyzing data using SPSS, cases) will be assigned during the semester. This will have to be done as a group.

Evaluations - Peer evaluations may be done confidentially at the end of each group assignment (the form will be available on the t: drive). This will be used to compute individual grades for the assignment. Members of a group have the right to "fire" any member if he/she is not doing his/her share of the work. The "fired" member may either join a different group or be forced to do all the work on his/her own. No peer evaluations will be accepted after the assignments have been returned.

Exams - Exams will be conducted at the completion of certain sections of the text book. You will be given one week notice prior to each exam. Each of the periodic exams will be "standalone". All exams will be of the "in class closed book" type. All exams will be some combination of multiple choice, true-false, open-ended problems, and software usage.

Weight - Grades for the semester will be assigned on the following basis: Homework - 15%; Exams - 60%; Project - 25% (Questionnaire Design - 5%; Data Collection and Entry - 5%; Final Report - 15%)

Make-up/Improvement Exam

* The Final Exam is the ONLY MAKEUP EXAM. If you miss one of the 3 period exams at the scheduled time, you will have to take the final exam.

* If you miss more than 1 periodic exam (i.e., 2 or more), then you will automatically receive an "F" is the course.

* If you take all your periodic exams at the scheduled time and would like to improve your grade, you may take the comprehensive final exam (this will be done by replacing your lowest grade on the exams).

Final Grade - Please do not telephone me or the department secretary for your final grade in the course. All grades will be posted on Sam-Info between 24-48 hours after the scheduled final exam. Final grades will be based on the following grading system (%): 90.00-100.00=A; 80.00-89.99=B; 70.00-79.99=C; 60.00-69.99=D; <60.00=F

Curve - A curve will be given at the end of each periodic exam only if the class average is <70% (to bring the exam average to 70%). Also, a curve will be given at the end of the semester (i.e., once all the grades are in); such that the class average is 75% for all exams, homework's, and project. ANY END OF THE SEMESTER CURVE WILL ONLY APPLY TO THOSE STUDENTS WHO MISS 4 CLASSES DURING THE ENTIRE SEMESTER (irrespective of the reason). This policy also applies to students whose grades are on the "border" (e.g., 89.5, 79.5, . . .).

Syllabus - This syllabus is a tentative outline for the semester. It is meant to be a guide. Several items are subject to change (e.g., exams may be moved up in time, certain topics may be stressed more or less than indicated, etc.).


An Introduction to Marketing Research (MR) Chapters 1 - 6, 16

The Role of MR Chapter 1

The Global Information Systems and the Internet Chapter 2

The MR Process Chapter 3

Organizational and Ethical Issues Chapter 4

Exploratory and Qualitative Research Chapter 5

Focus Groups, Depth Interviews

Secondary Data Research in a Digital Age Chapter 6

Communicating Research Results (not covered in class) Chapter 16

Exam 1

Data Acquisition Chapters 7 - 11

Survey Research Chapters 7

Observational Research Chapter 8

Experimental Research Chapter 9

Measurement in MR Chapters 10

Reliability, Validity, Attitude Scales

Designing Data Collection Forms Chapter 11

Questionnaire Design

Exam 2

Statistical Theory and Data Analysis Chapters 12 - 15

Probability & Nonprobability Sampling, Sample Size Chapters 12 - 13

Data Analysis Chapters 14 - 15

Descriptive Statistics, Hypothesis Testing

Examination of Differences, Investigating of Association

Exam 3

Fundamentals of Marketing Research Chapters 1 - 16

Comprehensive Final Exam