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  • 1. 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: stefanie.garcia@bus.ucf.edu Web site: http://www.bus.ucf.edu/sgarcia Office hours: 2:15 – 4 pm, 5:15 – 6 pm on Mondays and Wednesdays Required Text: Marketing Research Essentials, 3rd Edition, by McDaniel and Gates Course Objectives: 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. Grading Procedures: 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.
  • 2. Expectations/Policies: 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 fellow student. 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/Assignments: 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. Class Projects: 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.
  • 3. Course Schedule: 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, Chapter 3 Qualitative Research, Chapter 4 Review for Exam September 22 Exam #1 (Chapters 1-4) Project work 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
  • 4. November 24 Exam #3 (Chapters 10-14) December 1 Case Study #6 – online Go over exam results and work on projects Mock presentations December 8 Project #2 – all written and oral presentations due