COLLEGE OF BUSINESS ADMINISTRATION
MARKETING ANALYSIS AND RESEARCH (MAR 3613)
FALL 2003 – SECTION 0082
Stefanie Mayfield Garcia, M.S.
Office: Faculty Suite 200A Phone: (386) 254-4412 ext: 4071
Email: firstname.lastname@example.org Web site: http://www.bus.ucf.edu/sgarcia
Office hours: 2:15 – 4 pm, 5:15 – 6 pm on Mondays and Wednesdays
Marketing Research Essentials, 3rd Edition, by McDaniel and Gates
1. To familiarize students with the marketing research process and the role of such research
in the management decision-making process
2. To provide students with the skills necessary to implement a research design from start to
finish, including conducting interviews, constructing questionnaires, administering
surveys, analyzing and interpreting data, and reporting results.
3. To introduce students to the various data analysis and statistical techniques most
frequently used in marketing research.
1. 3 exams (20% each)
2. Individual qualitative marketing research project (10%)
3. Group quantitative marketing research project (15%)
4. 6 Case Studies/Assignments (15%)
Your final grade will be given according to the following grading system:
Letter Grade (grade points) Range
A 94-100 %
A- 90-93 %
B+ 87-89 %
B 84-86 %
B– 80-83 %
C+ 77-79 %
C 74-76 %
C– 70-73 %
D+ 67-69 %
D 64-66 %
D- 60-63 %
F less than 60 %
NOTE: Grades of C- or lower do not count towards a Business degree.
1. You are expected to attend class regularly. I understand that emergencies arise from time
to time. In such cases, please plan on acquiring any notes, announcements, etc. from a
2. You are expected to arrive to class on time each day. Class will begin promptly, and
tardiness is an interruption that is both rude and distracting for both the instructor and
students. Any information you miss is your responsibility.
3. In order to provide a classroom that is conducive to learning, please refrain from
answering cell phones or pagers, engaging in conversations with classmates at
inappropriate times, and any other disruptive behavior.
4. Academic dishonesty in any form will not be tolerated. You are encouraged to become
familiar with the UCF Rules of Conduct as they relate to academic dishonesty/cheating.
If you are in doubt regarding this policy, please consult with me. Alleged violations of
these rules will be investigated and in accordance with The Judicial Process set forth in
The Golden Rule, all forms of academic dishonesty/cheating will be reported to the
university judicial officer.
5. Exam Make-Up Policy: The dates of the exams appear on the course schedule in this
syllabus. If you miss Exam 1 or 2, you must take a comprehensive make-up exam, which
will be given on the same day as the final exam. No other opportunities will be given to
make-up a missed exam.
6. Late Work: All assignments are due on the date specified in the course schedule of this
syllabus. Late assignments for projects will not be accepted. If, for any reason, you
miss a case study in class or an online assignment, I will drop the lowest grade on any 1
(one) case study/assignment at the end of the semester.
Case studies/Online assignments are designed to help you as you understand the concepts covered
in class and how they apply in a practical professional situation. They will be interactive
exercises, consisting of a video case study or textbook case, group discussion in class and written
work that may be completed in groups or individually. At certain times scheduled during the
semester, cases and assignments will be completed online. On those dates, the assignment must
be completed by 11:59 p.m. on the due date listed in the syllabus.
There are two class projects for this course. Project #1 is an individual assignment, comprised of
qualitative research. You are free to choose any topic that interests you, as long as it relates to the
field of marketing (ex: customer service, product satisfaction, ad campaign effectiveness, etc.).
You may conduct in-depth interviews with 8-12 people about your selected topic or you may
conduct one focus group with 8-12 people. Whoever is involved in your project should be a
member of your “population” or target market. You will be expected to write a report based on
that interview, including your general findings and analysis/interpretation of the data.
Project #2 is a group project. In groups of 4 or less students, you will conduct a research study
utilizing primarily quantitative data. Your topic should develop from Project #1. This will
involve the construction and administration of a survey questionnaire (telephone, face-to-face, or
other) and the analysis/interpretation of the survey data. Basically, you will be required to
develop and pretest a survey questionnaire. Administer the survey to actual respondents (collect
data), and enter the data into the computer. You will also conduct descriptive analyses of the data
(statistical analysis of each survey question). More thorough guidelines and format will be
presented to you in class.
August 25 Introduction to the course
Guidelines for Project #1
Introduction to Marketing Research, Chapter 1
September 1 Labor Day Holiday (no class)
September 8 The Marketing Research Process and the Management of Marketing
Research, Chapter 2
The Marketing Research Industry
Case Study #1 – online
September 15 Secondary Data, Databases, the Internet, and Decision Support Systems,
Qualitative Research, Chapter 4
Review for Exam
September 22 Exam #1 (Chapters 1-4)
September 29 Go over exam results
Case Study #2 – online
Primary Data Collection: Observation, Chapter 6
Primary Data Collection: Experimentation, Chapter 7
October 6 Project #1 Due
Go over guidelines for Project #2
Sign up for groups and presentation date/time slots
Primary Data Collection: Survey Research, Chapter 5
October 13 Case Study #3 – video case in class
The Concepts of Measurement and Attitude Scales, Chapter 8
October 20 Questionnaire Design, Chapter 9
Work in groups on questionnaire draft
Case Study #4 – video case in class
Review for Exam
October 27 Exam #2 (Chapters 5-9)
November 3 Go over exam results
Basic Sampling Issues, Chapter 10
Sample Size Determination, Chapter 11
November 10 Data Processing and Basic Data Analysis, Chapter 12
Correlation and Regression Analysis, Chapter 13
November 17 Case Study #5 – video in class
Communicating the Research Results, Chapter 14
Review for Exam #3
November 24 Exam #3 (Chapters 10-14)
December 1 Case Study #6 – online
Go over exam results and work on projects
December 8 Project #2 – all written and oral presentations due