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Course : Marketing Research

Course Number
Section Number
Fall 2021
Dillard College of Business Administration, 306
Days & Times
2:00 pm - 3:30 pm
2:00 pm - 3:30 pm
Final Exam Day/Time

Emphasizes the importance and use of marketing research in U.S. businesses. Includes a detailed analysis of the research process from formulating of the problem to the preparing of the research report. Each student will complete a research project.

Prerequisites: Junior standing or above or consent of the chair, BUAD 3033 and MKTG 3723

Research is a necessary component for making business decisions. Therefore, regardless of industry, professionals need to know how to conduct research properly as well as be able to recognize appropriate methodologies and sound techniques given a research objective at hand.

This course provides students the steps used by professionals when conducting market research. Instruction is given on defining the objective, secondary research, qualitative primary research, survey development, sampling techniques, survey distribution, data analysis and communicating results.

By the end of the course, students will be able to conduct professional-level research needed in today’s business environments as well as be able to identify the usefulness of research conducted by others.

The course combines lectures, readings, class discussions, quizzes, and applied exercises. Students are expected to bring to the class insights from readings, experience, or close thinking about the issues. Thus, each student is expected to participate in class discussions.

Upon completion of this course, students should understand:

  • The purpose of market research
  • How to define research objectives
  • Secondary research
  • Primary research, both qualitative and quantitative
  • Data analysis 
  • How to communicate the results of research and analysis

Students are expected to attend all meetings of the classes in which they are enrolled. Although in general students are graded on intellectual effort and performance rather than attendance, absences may lower the student’s grade where class attendance and class participation are deemed essential by the faculty member. In those classes where attendance is considered as part of the grade, the instructor should inform students of the specifics in writing at the beginning of the semester in a syllabus or separate attendance policy statement. An instructor who has an attendance policy must keep records on a daily basis. The instructor must give the student a verbal or written warning prior to being dropped from the class. Instructor’s records will stand as evidence of absences. A student with excessive absences may be dropped from a course by the instructor. Any individual faculty member or college has the authority to establish an attendance policy, providing the policy is in accordance with the General University Policies.

COVID-19 Impact on Attendance

While attendance is expected as outlined above, it is important for all of us to be mindful of the health and safety of everyone in our community, especially given concerns about COVID-19. Please contact me if you are unable to attend class because you are ill, or unable to attend class due to a related issue regarding COVID-19. It is important that you communicate with me prior to being absent so I may make a decision about accommodating your request to be excused from class. While attendance is an important part of succeeding in this class, your own health, and those of others in the community, is more important.

If you are experiencing any symptoms of COVID-19 please seek medical attention from the Vinson Health Center or your health care provider PRIOR to coming to campus. MSU also requires that you complete a COVID-19 Reporting Form if you think that you have been exposed to the virus. You are also encouraged to download the MSU Safety app to access any necessary COVID-19 forms and to stay up-to-date about COVID-19 on campus and in the community.

No late submission will be accepted/graded. Students who experience an emergency should contact the instructor for late submission permission. Valid documentation is required.

Make Up Work/Tests

All course activities must be submitted before or on set due dates and times. If the student is unable to abide by the due dates and times, it is her/his responsibility to contact the instructor immediately. Valid documentation is needed for the acceptance of late assignments. The student will receive a score of zero (0) for all late assignments, exams, and projects.

Note: The due dates and times for activities are posted in Central Time.

Note: You may not submit a paper for a grade in this class that already has been (or will be) submitted for a grade in another course, unless you obtain the explicit written permission of me and the other instructor involved in advance.

Plagiarism is the use of someone else's thoughts, words, ideas, or lines of argument in your own work without appropriate documentation (a parenthetical citation at the end and a listing in "Works Cited")-whether you use that material in a quote, paraphrase, or summary. It is a theft of intellectual property and will not be tolerated, whether intentional or not.

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As an MSU Student, I pledge not to lie, cheat, steal, or help anyone else do so."

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Thus, We, the Students of Midwestern State University, resolve to uphold the honor of the University by affirming our commitment to complete academic honesty. We resolve not only to be honest but also to hold our peers accountable for complete honesty in all university matters.

We consider it dishonest to ask for, give, or receive help in examinations or quizzes, to use any unauthorized material in examinations, or to present, as one's own, work or ideas which are not entirely one's own. We recognize that any instructor has the right to expect that all student work is honest, original work. We accept and acknowledge that responsibility for lying, cheating, stealing, plagiarism, and other forms of academic dishonesty fundamentally rests within each individual student.

We expect of ourselves academic integrity, personal professionalism, and ethical character. We appreciate steps taken by University officials to protect the honor of the University against any who would disgrace the MSU student body by violating the spirit of this creed.

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