COURSE SYLLABUS

Course Number: MKT 111 Title: Marketing Research

Department / Program: Marketing and Law School: ADMU JGSOM
Semester: 1st School Year : 2012 – 2013 Instructor: Bienvenido C. Niles, Jr

COURSE DESCRIPTION: A scientific approach to decision making in marketing.

Topics include cost and value information, product testing, consumer data bases,
research designs, sampling techniques, data gathering techniques, creative data
interpretation, simulation and implementation of actual research findings.

PRE-REQUISITE: MKT 101 or 102 or 103

CREDITS : 3 units

COURSE OBJECTIVES: At the end of the course, the student should:

1. Have a basic understanding of research principles, tools and its role in

business
2. Gain a working knowledge of research and be able to apply them in the
various stages of the marketing process through activities designed to
enhance learnings and
3. Be able to integrate the concepts and techniques learned and demonstrate
such in the preparation and presentation of a marketing research paper.

COURSE OUTLINE: This will cover 4 broad skills areas:

1. Research Planning
a. Problem Identification
b. Research Design

2. Executing Market Research

a. Sampling
b. Data Acquisition
c. Data Processing

3. Analysis and Interpretation

4. Communicating the message and action planning

a. Reports
b. Summaries
c. Insights
COURSE SCHEDULE:
SESSION NO. TOPIC READINGS

1. June 14 Course Introduction

Marketing Concepts
Importance of relationship building with
consumers
Marketing Data Bases

2. June 19 What is Marketing Research Chapters 1 & 3

(history / growth /opportunities)
Where research fits in the product life cycle

3. June 21 Marketing Research Process Chapters 2 & 4

(Review business situation / define marketing
Issue / Review available research)
Division of Responsibility between Marketing
And MR
Research Brief
Problem Identification / definition

Group Activity (Role Playing)

4. June 26 Research Design Chapter 5 -7

(Research Proposal)
Desk Research / Secondary Data

5. June 28 Primary Research

(Types of Research - Consumer/Retail/Media)

Group Assignment – Research Proposal

6. July 3 Qualitative Research Chapter 8

- Focused Group Discussions
- In-Depth Interviews
- Creative techniques
- Discussion guide development
- Observation
Group Assignment (Discussion guide )

6. July 5 Guest Speaker (Qualitative Expert)

Moderating the FGD

Listening / assimilating qualitative research
Writing the Qualitative Key Highlights Summary
Debriefing guidelines

Group Activity (Focused Group)

Debriefing

8. July 10 First long Exam

9. July 12 / 17 Group Presentation – Research Proposal

Lecture - Quantitative Research Chapter 9

-Methodology
-Sampling
- Questionnaire design Chapters 10/11
- Measurement Scaling

Group Assignment - Questionnaire Design

10. July 19 Lecture Chapters 12- 14

Executing Research

Data Collection
- Field Procedures
- Selecting the agency
- Managing agency relationship

Data Processing Chapters 15 - 19

- Editing
- Coding
- Data entry

11. July 24 Group Presentation – questionnaire design

Submit topics for the research project

Lecture - Data analysis

- Types of data
- Cross tabulations
- Descriptive statistics
- Statistical analysis

Group Activity (Data Analysis)

12. July 26 Finalize Topic for each group

- Appoint team Management ( Proj Mgs / DC / DP Head / Analysts
Report Writer

Lecture - Writing the Research Report / Summary/ Chapter 20

Insights
-Examples
-Communicating the Research Repot

Group Assignment ( Research Report)

13. Aug 2 Group Presentation (Research Report)

Debriefing

Lecture - Retail Audit / Scanning / Distribution checks

Group Work (Retail Audit Report)

 nd
15. Aug 7 2 Long Test

16. August 9 Group Work ( Retail Audit Report)

- Debriefing
- New research methods

Present Research Plan

-Objectives
- Method
- Information to be Obtained

17. August 14 Guest Speaker – Media Expert

Media Research – Techniques and Uses

19. August 16 Ethics in Research

20. August 21 Ninoy Aquino Day

21. August 23 Review questionnaire

Review Field execution plan / start fieldwork ( class to review each
group’s fieldwork plan)

22. August 28 Review Tabulation and Analysis Plan

- Data analysis specifications

23. August 30 National Heroes Day

24. Sept 4 Complete Fieldwork (status report – challenges and opportunities)

Start Data processing (class to review each group’s data processing
plan)

25. Sept 6 Status of Data processing and analysis

26. Sept 11 Complete data analysis ( Class to review each group’s completed tables
analysis)

27. Sept 20 Submit Research Report (all groups)

28. Sept 25 Presentation of Research Report

29. Sept 27 Presentation of Research Report

30. Oct 2 Review all stages of research

31. Oct 9 Finals

TIME FRAME : 10:30 – 12:00 NOON

COURSE REFERENCE / SUGGESTED READINGS

th
1). Burns, A and Bush, R Marketing Research, 4 edition, Pearson South Asia Pte. Ltd (2004)
2). McDonald Colin and Van Gelder Phyllis ESOMAR Handbook of Market and Opinion Research
3). Selected readings to be given
COURSE APPROACH:

1. Marketing Research paper

The class will be divided into groups of 5. Each group will conduct a research relating to
a).marketing issue or problem of a particular brand or b).social issue.

2. Group Learning Activities Report and Presentation

These activities will expose students to actual research projects and allow them to
experience practical applications of concepts and principles learned in class.

3. Quizzes

4. Final Examination

COURSE REQUIREMENTS AND GRADING SYSTEM:

Group Marketing Research Case

Paper 15
Presentation 15

Group Learning Activities - Report /

Presentations 15

Long Tests (2 ) 20

Final Exam1 15

Quizzes 10

Participation 10

Grade Equivalent

92 – 100 3.76 – 4.00 A

87 – 91 3.31 – 3.75 B+
83 – 86 2.81 - 3.30 B
79 – 82 2.31 – 2.80 C+
76 – 78 1.81 – 2.30 C
70 – 75 1.00 – 1.80 D
Below 70 Below 1.00 F

CLASS ROOM POLICIES

FREE CUTS – There is no such thing as a free cut. In the event that there are no classes,
scheduled (see syllabus) or not, there will be other activities to compensate for the missed
sessions. This is in keeping with the holistic approach of the course, combining both theoretical
and practical learning, including exposure to actual research.

The teacher will always be on time. For unexpected circumstances when he or she is late, the
class must wait until she arrives unless the department informs them otherwise. If there is no
announcement, class will proceed.
TARDINESS – Since the teacher will always be on time, students are also expected not to be late.
Coming in 30 minutes after the class has started will be considered a cut.

MAKE-UP EXAMS / QUIZZES – No make up tests will be given especially for examinations
which are scheduled in advance. Requests for grade reconsiderations will only be entertained
within 2 weeks after the test has been returned.

LATE SUBMISSIONS – Unless otherwise agreed, late submissions of reports and similar
deliverables will be accepted but will receive deductions on the grade, equivalent to the next
lower letter grade.

GRADE CHANGE – Students are given ample opportunity during the semester to obtain good
grades. Hence any considerations of grade change will not be entertained once the grades are
out.

PLAGIARISM / CHEATING – It is very difficult to plagiarize market research. Hence, it will not be
tolerated in this class and any student who will be caught doing so will receive a failing mark.

REMINDERS: NO EATING OR DRINKING INSIDE THE CLASSROOM.

NO USING OF CELLPHONES INSIDE THE CLASSROOM
OBSERVE THE JGSOM DRESS CODE

CONSULTATIONS – Before and after class by appointment (via Tel # 0917-517 8819 or email at
nonoy.niles@boomerangadvisory.com)