Director of Human Resources

Course Number and Name --- MKTG 308-12 (2157) MARKETING RESEARCH School --- School of Business University --- University of Bridgeport Semester/Date --- SPRING/2014

Day and Time of Course: Mondays/Wednesdays, 1:30-2:45 pm, Mand.210 Name of Professor : Dr. Frank E. Moriya

Contact Information:

Office Building and Room Number: Mandeville Hall 210, Telephone Number(s) : 576-4378 Email: moriya@bridgeport. edu

Office Hours : ½ hour before and after lecture time

Mailing Address: School of Business 230 Park Avenue University of Bridgeport Bridgeport, NY 06604

Course Materials

Required Reading/Materials

Essentials of Marketing Research, 3 nd Edition, by Joseph F. Hair.Jr., Mary Wolfinbarger, Robert P. Bush, and David J. Ortinau. McGraw Hill Irwin, 2013, (isbn 978-0-07-802881-6 -isbn 0-07-802881-7)

Recommended Reading: Advertising Age Business Ethics Business Week Fortune Harvard Business Review Journal of Business and Industrial Marketing Journal of Business Research Journal of Interactive Marketing Journal of Marketing Journal of Marketing Research Journal of Product and Brand Management Journal of Strategic Marketing Marketing Management Journal Marketing News The Wall Street Journal A. General Course Information

1. Course Description This course provides a broad view of marketing research techniques and process and teaches students how to use the research data for better marketing decision making.

Assignment of group projects in terms of team research and online research exercises requires considerable initiative and resourcefulness. Measurement of individual accomplishment will be made by both group activity and individual evaluation of learning basic concepts and key terms of marketing research and his/her ability to apply these in business decision making process.

2. Intended Audience Undergraduate students at the University of Bridgeport

3. Course Objectives

1. To learn key terms and concepts of marketing research process; 2. To learn how to identify what kind of information is needed and how to get it; 3. To get acquainted with trade publications and sources of secondary data; 4. To learn how to design marketing research projects.

4. Special Accommodations The University of Bridgeport is committed to providing services to qualified students with disabilities so that they receive an equal educational opportunity. In compliance with Section 504 of the Rehabilitation Act, the American with Disabilities Act and the Connecticut State Laws, we provide reasonable accommodations to reduce the impact of disabilities on academic functioning or upon other life activities in a University setting. All accommodations are determined on an individual basis. If a student with a disability would like to be considered for accommodations, he/she must initiate the request, prior to or at the beginning of the academic semester and provide supporting documentation. For further information call 203 576-4454 or email [email protected].

B. Prerequisites Junior or Senior status. C. Mode of Instruction

In Monday classes, the instructor will lecture/discuss the key terms and concepts of marketing research assigned for the week.

In Wednesday classes, these concepts will be applied in business case situations at the end of each chapter (Marketing Research in Action). Students are required to read and analyze each case prior to come to class and to submit his/her analysis in writing by responding to the questions asked at the end of each case. Each group will present their analysis in class.

After the case discussion, students in groups will do online research exercises assigned by the instructor for the week (students are encouraged to bring own laptop or mobile electronic devices to class).

In some Wednesday classes, students will hear guest speakers presenting their practice of research in their business. For this semester, following speakers are scheduled to appear in our class:

Richard Perrone, Senior Marketing Director, IBM. Tom Fryman, President, the Fryman Marketing Research Group. Phil Harriau, President, Carney Observational Research Group. Kristin Brown, Director, Milward Brown Marketing Research Inc. Ken Gilbert, President, Razorfocus Group Inc.

D. Student Responsibilities

1. Academic Honesty Standards It is the student’s responsibility to familiarize himself or herself with and adhere to the standards set forth in the policies on cheating and plagiarism as defined in Chapters 2 and 5 of the Key to UB http://www.bridgeport.edu/pages/2623.asp or the appropriate graduate program handbook.

2. Class Participation

Your attendance and participation in case discussion and computer lab exercises constitute the minimum requirement of the course and will be graded as part of your final grade. 3. Assignments.

A) Reading assigned chapter for the week and submitting weekly reports outlining your analysis of the case;

B) Students in groups will undertake a term research project, which will be presented at the last class session of the semester (see the appendix on Notes on Marketing Research Term Project).

4. Instructions for Assignments and Papers

a. Typing : All assignments must be typed, single-spaced;

b. Format:

-For weekly case reports, outline your response to the questions asked at the end of each case.

c. Hand-in procedure :

-Weekly case reports are due at the start of each Wednesday classes.

2. Late Work

Late weekly reports will be marked “P” for participation and all other timely reports will be graded accordingly.

3. Study Hours 4 hours/week of previewing for each chapter materials and preparing for weekly report papers.

4. Electronic Devices

Electronic mobile devices are permitted in class, EXCEPT during the exam session.

5. Integrity From the Key to UB student hand book: A high standard of ethical conduct is expected of students in their academic activities. The University does not tolerate cheating in any form. This term is used to include dishonest use of another individual's aid in preparation of written, oral, and artistic assignments, as well as during a classroom testing period. The standard procedures for the preparation of term papers and the like, as established by the English Department, form the basis for decisions in cases of plagiarism (See “Definition of Plagiarism”). The student must be familiar with those regulations. Disciplinary action will be imposed not only in cases of detected cheating, but also for violations of such regulations mentioned above. In the latter, a violation of the regulation without consideration of the motive involved will be deemed sufficient cause for action. A student accused by an instructor of academic dishonesty will have his or her name forwarded to the Committee on Academic Honesty. If the student declares innocence, he or she will have a hearing before this Committee, whose ruling will be final. The penalty for a first offense is F for the assignment; for a second offense, F in the course; and for the third offense, separation for one year or expulsion, as the Committee on Academic Honesty may determine. The instructor, or the Committee on Academic Honesty, will forward the name of a student guilty of academic dishonesty to the Provost to be recorded and made available to faculty and advisors as necessary.

Definition of Plagiarism

INTENTIONAL AS WELL AS UNINTENTIONAL FAILURE TO ACKNOWLEDGE SOURCES AS WELL AS THE USE OF COMMERCIALLY AVAILABLE SO- CALLED "RESEARCH PAPERS" WITHOUT FULL RECOGNITION OF THE SOURCE.

Students are responsible for distinguishing clearly between their own facts, ideas, and conclusions and those of other sources. To use someone else's words, opinions, or conclusions without giving them credit is plagiarism. Students must be able to distinguish their own ideas, conclusions, discoveries, etc., from those read or heard. Check with your professor(s) for the appropriate guidelines that should be followed.

E. Grading

Grading Rubric:

Exams 60 % Attendance and Report papers 20 % Group Term Research Project 20 %

Grading Scale: 93 -100 A 90-92 A- 87-89 B+ 83-86 B 80 -82 B- 77-79 C+ 73-76 C 70 -72 C- 67-69 D+ 63-66 D 60 -62 D- Below 60 F Schedule (Mondays/Wednesdays)

Date Topics/Assignments Chapter ------

Date Topic Outline ______Jan. 22 Introduction of the Course

Jan. 27/29 CH.1: Marketing Research for Managerial Decision Making

Feb. 3/5 CH.2: The Marketing Research Process and Proposals

Feb. 10/12 CH.3: Secondary Data, Literature Reviews and Hypotheses

Feb. 17/19 CH.4: Exploratory Research Designs and Data Collection Approaches

Feb. 24/26 CH.5: Descriptive and Causal Research Designs

Mar. 3 Review and Marketing Research Team Project Mid-Term Report

Mar. 5 Mid-Term Exam. (CH 1-5): Short Essays (25%)

Mar. 10/12 CH.6: Sampling: Theory and Methods

Mar. 17/19 Spring Vacation (No Class)

Mar. 24/26 CH. 7: Measurement and Scaling

Mar. 31/April2 CH. 8: Designing the Questionnaire

April 7/9 CH. 9: Qualitative Data Analysis

April 14/16 CH.10: Preparing Data for Quantitative Analysis

April 21/23 CH.11: Basic Data Analysis for Quantitative Analysis

April 28 CH.12: Examining Relationships in Quantitative Research

April 30 CH 13: Reporting and Presenting Results of Team Research Projects (20%)

May 5 Final Exam. (CH 6-13): Short Essays (35%)

Note: Class Participation:( 20%), consisting of attendance and weekly report papers.

Appendix C: Assignments

Note on Marketing Research Term Project

Design and conduct a marketing research study on any aspect(s) of the quality of life at University of Bridgeport, on or off campus, which needs to be improved.

1. This research will be a group project and each individuals in the team needs to be identified as to his/her contributions to the completion of the project;

2. The project must incorporate the use of at least two following techniques: focus groups and survey. You are free to use any other research techniques deem appropriate for your project;

3. Your final report must list the contact information ( tel. no., email address, student #, etc.) of those who participate in the focus group and survey studies for verification purpose;

4. Preliminary report of the study is due on Feb.12, Wed. regarding the choice of study area, such as dorm life, commuter problem, food, etc;

5. Mid-term report of the study is due on March 3, Monday, regarding the choice of methodology, such as focus group design, (i.e. whom to target, how many, where, when, etc.), and survey design, (sampling design, questionnaire, collection of data, when, and how long, etc.);

6. Final report of the study is due on April 30, Wed., and will be presented in class;

7. Criteria for evaluation of the study report: Emphasis will be placed on the process rather than the outcome of the study. For example, how you collect the data, how you interpret the data, how you reach the recommendations based on the data; what implications the study may have on marketing UB?