This syllabus outlines the course objectives, requirements, schedule, and policies for a Marketing Research course at Point Park University. The key points are: - The course will focus on digital marketing research and teach students how to analyze data, design and conduct surveys, and draw strategic conclusions from research findings. - Major assignments include a marketing research project, 3 exams, and 5 article reviews presented in class. The project involves developing a research plan and presenting findings. - The course will be taught through lectures, discussions, guest speakers and in-class activities. It covers topics like secondary research, survey design, sampling, and data analysis over 16 weeks. - Students will be evaluated based on the project,

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POINT PARK UNIVERSITY - PITTSBURGH, PA 15222
SYLLABUS for BMGT 311
Marketing Research - Fall 2014: Wednesday !
A. GENERAL COURSE INFORMATION
Credits: 3
Prerequisite: BMGT205 - Principles of Marketing, MATH175 - Elementary Statistics
Instructor: Chris Lovett
Department: School of Business
Office Location: Point Park University, The West Penn Building, 1005
E-mail: clovett@pointpark.edu, chris.lovett@pnc.com
Phone: 412.680.7739
Blog: www.pghmarketing.wordpress.com
Twitter: @_chrislovett
Office Hours: Before/After Class
Class Meeting: Wednesdays, 6:00 - 9:00 pm !
Course Description: ! The analysis, interpretation, application and forecasting of marketing research findings.
The case method is used extensively. The focus of this course will be on digital marketing and the reporting and
analysis of digital marketing. The students should feel comfortable analyzing primary and secondary data and
developing a point of view of that data. !
Course Objectives !
Upon successful completion of the course, students will be able to:
(1) Define the role of marketing research in the business plan of services and products
(2) Identify the appropriate use of primary versus secondary research
(3) Find relevant secondary research via the internet, library or trade association
(4) Determine what type of market research is appropriate to conduct in a variety of situations
(5) Design and implement a marketing research study, specifically a survey project using the internet and free
resources such as surveymonkey.com or zoomerang.com
(6) Explain the importance of sampling and statistical theory
(7) Analyze and draw strategic marketing conclusions from research data reports
(8) Present market research and conclusions in a clear and compelling fashion !!!
B. REQUIRED TEXTBOOK ! Title: Marketing Research
Author: Alvin C Burns and Ronald F. Bush
Publisher Information: Pearson Prentice Hall, 7th Edition, 2013, ISBN- 0-13-307467-6 !
C. TEACHING METHODS
This course demands your involvement and interaction. All reading assignments should be completed prior
to class to ensure to full participation, understanding and retention of course materials. Your success will
depend heavily on your level of enthusiastic and active involvement. !!!
D. POLICY ON ATTENDANCE AND LATENESS
Attendance is required because the course is structured to emphasize class interaction. You must
complete your reading assignments prior to class to be prepared to participate in class and be
tested. Absences must be excused, and special arrangements made. !!!!!

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E. COURSE REQUIREMENTS
I. MARKETING RESEARCH PROJECT: 100 points
• Marketing Research Plan: 50 points
• Presentation: 25 points
• Peer Assessment/Participation: 25 Points
II. EXAMS: 75 points
• Exam 1: 25 points
• Exam 2: 25 points
• Exam 3: 25 Points
III. MARKETING ARTICLE REVIEWS & PRESENTATIONS (5): 50 points
IV. CLASS ATTENDANCE AND PARTICIPATION: 25 points
TOTAL: 250 points
!
G. EQUIVALENT INSTRUCTIONAL ACTIVITIES (NA)
!
H. GRADING PROCEDURES !
Points will be translated to letter grades in the following manner:
A = 4.0 A- = 3.75 B+ = 3.25 B= 3.00 B- = 2.75 C+ = 2.25 C =2.00 C- = 1.75
D = 1.00 F = Failure I = Incomplete N = No Credit
!
NOTE: Please visit www.pghmarketing.wordpress.com for complete course details,
notes, and interaction. !
Class Resources: !•
www.slideshare.com (Create an account - all work will be uploaded here)
• http://www.census.gov (Secondary Research, Census Site)
• http://www.census.gov/acs/www/ (American Community Survey)
• http://www.pewresearch.org
• http://www.pewinternet.org !!!!!!!!

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! I. COURSE SCHEDULE AND ASSIGNMENTS !
Week 1 –August 27:
• Review Syllabus
• Review Grading Structure for Course
• Review Project Details: AltheteTrax
• Guest Speaker: Jon Halpern, AltheteTrax
•Assignments for Next Week:
• Read Chapters 1-2
!
Week 2 –September 3:
•Review Chapters 1-2
• Chapter 1: Introduction to Marketing Research
• Chapter 2: The Marketing Research Industry
• Assignments for Next Week:
• Read Chapters 3 and 4
•Written Assignment #1: Analyzing Data and Developing a
Recommendation from that data (Pew Social Media Report).
Details will be given on blog.
!!
Week 3 – September 10 :
• Present Assignment #1
• Review Chapters 3 and 4
• Chapter 3: The Marketing Research Process
• Chapter 4: Research Design
•Assignments for Next Week:
• Read Chapters 5 and 6
!
Week 4 – September 17 :
•Review Chapters 5 and 6
• Chapter 5: Secondary Data and Packaged Information
• Chapter 6: Qualitative Research Techniques
•Assignments for Next Week:
• Prepare for Test #1 - Chapter 1-6
• Written Assignment #2: Using Raw Secondary Data and
Visualizing the data with a recommendation. Details will be
given on blog.
!

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Week 5 – September 24:
• Test #1 - Chapters 1-6
• Present Assignment #2
• Assignments for Next Week:
• Read Chapters 7 and 8
!
Week 6 – October 1:
• Review Chapters 7-8
• Chapter 7: Survey Data Collection Methods
• Chapter 8: Questionnaire Design
• Assignment #3, In Class
• In your groups, observe smartphone usage in public
places (Coffee shops, Book Stores, etc.). Develop an
overview of your findings and present them to the class,
and develop a short presentation next week of findings
• Assignments for Next Week:
• Read Chapters 9-10
!
Week 7 – October 8:
!
• Guest Speaker: Lindsay Meucci, Giant Eagle
• Chapter 7: Survey Data Collection Methods
•Present assignment #3
!
Week 8– October 15:
• Review Chapter 9 and 10
• Chapter 9: Selecting the Sample
• Chapter 10: Determining Sample Size
• Assignments for Next Week:
•Assignment #4/5 (In-Class or in Groups): As a group,
develop a discussion guide for an in class focus group in week
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Week 9 – October 22:
• Test #2 - Chapters 7-10
•In Class Focus Groups
•Present Assignment #4/5: Focus Groups (2 Focus Groups)
• :45 minutes of Focus Group Discussion
• :20 Minute Debrief
• :10 Minute Presentation on recommendations of findings
•Assignments for Next Week:
• Read Chapters 11, 16
!
Week 10 – October 29
•Review Test #2
•Review Chapters 16 - The Research Report
• Chapter 11 - Field Issues
• Assignments for Next Week:
• Read Chapter 11, 12
!!
Week 11 – November 5 -
•Review Chapter 12: Descriptive Analysis
• Project Development Time
•Assignments for Next Week:
• Read Chapter 13
!!
Week 12 – November 12
• No Class - Time to Work on Project
!
Week 13 – November 19
• Review Chapter 13: Difference Tests Tests
• Prepare for Final and Final Presentations
!!
Week 14– November 26: Thanksgiving Break
!
Week 15– December 3
• Final Exam, Chapters 11 - 16
!!
Week 16– December 10
• Final Projects Due and Final Presentations

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Article Reviews:
· To stimulate an awareness and appreciation for today’s marketing environment, each
student will research and submit five (5) marketing articles dealing with marketing
research.
· “Marketing Article Reviews” require students to review a recent writing/article in the
field of marketing or related area that pertains to the assigned reading chapters for that
week
· Each article is worth 10 points, and items are due on the dates indicated in the course
outline
· Article Format:
o Student’s Name
o Article Title
o Source/Publication and Date
o Theme and how it relates to assigned Topic
o Key Points of article
o Your thoughts
o Attach copy of article
· Each student will verbally present their article to the class
· Each student is to place their article on the www.pghmarketing.wordpress.com class
blog. Please include links to all resources in article !
Marketing Research Plan: Refer to Marketing Research Project handout for complete
requirements and details… !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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. GUIDELINES FOR FORMAT OF ASSIGNMENTS (ADJUSTED PER, BUT GENERALLY)
1. Papers should always be typed and stapled.
2. Papers should always have title pages listing assignment, date, course and instructor.
3. All pages should be numbered correctly.
4. Spell words correctly (use spell check, proofread papers!)
5. Assignments should be TURNED IN ON TIME. Papers may not be accepted late, and in the
case when they are accepted, one letter grade per day late will be deducted.
6. Double space when appropriate
7. As necessary: Include Table of Contents
8. As necessary: Label different sections of the paper
9. (Indicate other expectations or guidelines) !
These guidelines will help your work become more professional. These skills are expected in the
work environment for reports, projects, etc. Unprofessional appearance of work will be graded
accordingly. !
K. WITHDRAWAL POLICY
The grade of “W” (Withdrawal) is awarded in cases where unusual circumstances render the
successful completion of course work an impossibility for an indefinite period. !
The schedule for course changes, including withdrawal, is listed on the University website
and published by the Office of the Registrar. Courses may be added or dropped from a
student’s academic schedule online or by completing a Schedule Change form. !
After the period specified, the faculty member has the option to give a grade of “W” or “F,”
up to and including the last day to withdraw. Schedule Change forms may be obtained from
the Office of the Registrar. Should a “W” or “F” be placed on a student’s record, it remains a
permanent part of that record. !
International students must contact the University’s International Student Office before
initiating a course withdrawal. !
Because current and future financial aid may be jeopardized by processing a “W” or “F,”
students are advised to consult the Office of Financial Aid prior to completing the transaction. !! L. “I” GRADE POLICY
Students who do not complete a course by the end of the term may request and may be granted,
at the instructor’s discretion, an "I" (Incomplete). The "I" in a given course must be completed
within a period of time set by the instructor. This time period should not exceed one year from the
end of the semester in which the course was taken. Circumstances may dictate policy exceptions. !
An Incomplete Grade Request form detailing the conditions under which the "I" is permitted must
be signed by both the student and the instructor. If the agreed upon conditions are not fulfilled, the
"I" grade will be changed to the grade stipulated in section V of the Incomplete Grade Request
form. The student is responsible for contacting the instructor and ensuring that all expectations in
regard to removal of an "I" grade and the completion of a change of grade form are met. The
instructor will complete the change of grade form when all expectations are met. !

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M. POINT PARK UNIVERSITY POLICY ON PLAGIARISM
Any student found guilty of a breach of ethics will be subject to dismissal from the University.
Breach of ethics includes, but is not limited to plagiarism (the copying of other’s ideas and passing
them off as one’s own); copying or other forms of cheating on examinations, papers, and reports;
the sale, purchase, or distribution of term papers. It is within an instructor’s discretion to impose a
lesser penalty, e.g., “zero” grade on a given assignment. Instructors should take care to document
incidents precisely and notify their department chairperson without delay. !
N. POINT PARK UNIVERSITY LIBRARY RESOURCES AND COMPUTER LABS
The Library is located in the University Center at 414 Wood Street. Many resources are available
24/7 through the Library’s web page and if you’re off campus, you can access the databases and
e-books by using your Point Park University e-mail password and log-in. Librarians are available
to help you find the resources you need for your research. Contact the Library at 412-392-3171, in
person, by e-mail at library@pointpark.edu, through IM or by texting to 66746 and starting
question with pointlib. !
O. SMOKING POLICY
According to the Smoking Pollution Control Ordinance passed b y the Pittsburgh City Council in
November 1987, no smoking is permitted in the classrooms, hallways, or lobbies, or any other
public area at Point Park University. ! P. FIRE DRILLS
Should a fire alarm occur during the class hours, please leave the classroom in an orderly manner
and evacuate the building through the appropriate exit. !
Q. STUDENTS WITH DISABILITIES
It is the intention of Point Park University to provide appropriate, reasonable accommodations for
students who are disabled in accordance with the Americans with Disabilities Act (ADA) of 1990.
All campus accommodations are coordinated through the Program for Academic Success (PAS),
located on the 7th floor of Lawrence Hall. Students are responsible for contacting PAS for specific
information on the University’s ADA policy and the procedures for verifying disabilities and
requesting reasonable accommodations. For more detailed information on requesting reasonable
accommodations, please consult the PAS website at www.pointpark.edu/pas.
R. DISCLAIMER: The instructor reserves the right to modify/change syllabus provisions.