SAINT MARTINS UNIVERSITY COURSE SYLLABUS Business Administration 431 Marketing Research & Consumer Behavior (3) revised 01/2006)
Class Meeting Time: MWF @ 1:00-1:50p.m. Instructor: Paul Patterson Office: Room 314, Old Main Office Hours: MWF10-1:00a.m; Tues. Thurs., 11a.m.-noon and by appointment Telephone: Office, 360-438-4373; Home, 360-943-0384 Assistant: Sharon Sullivan at 360-438-4512 Fax: 360-438-4522 Email: firstname.lastname@example.org Course Objectives: As part of the Business and Economics Division, our objective is to prepare students for careers in accounting and business after they have been grounded in general education. We seek to foster personal and academic excellence within a process of life long learning. We seek to create a cooperative learning environment that encourages students of diverse backgrounds to work effectively together, learn from each other and achieve common goals. To achieve these objectives, this course seeks to integrate instructor and student experience, text and web information, and team project processes into a holistic learning experience. Course Prerequisites: MTH 201; BA 330 Course Description: During this course, you will study why today’s successful businesses are consumer-centric and market focused. Savvy marketers utilize marketing research and consumer behavior knowledge to gain a significant competitive business advantage. Today’s marketers realize there are few significant differences between product and service offerings. People infrequently purchase $150 sneakers because of need. Critical research skills and a keen understanding of consumer behavior are part of the critical skill set for anyone engaged in an increasingly competitive global business environment. Pre-Assignments: Read Alreck, Chapter 1 Required Texts and Materials:
Alreck, Pamela L, Robert B. Settle, The Survey Research Handbook, 3rd ed. McGraw-Hill, 2004. ISBN 0-07-294548-6.(paperback)
Suggested Additional Supplementary Text Material: McDaniel, Carl, Roger Gates, Marketing Research, 6th Ed. Wiley Publishing,2005. ISBN 0-471-45519-9.
McQuarrie, Edward. The Market Research Toolbox, A Concise Guide For Beginners. London: Sage Publications, 1996. (paperback)
Kotler, Philip. A Framework for Marketing Management. New Jersey: Prentice Hall Publications, 2001. ISBN 0-13-018525-6 (paperback)
Mowen, John and Michael Minor. Consumer Behavior, A Framework. New Jersey: Prentice Hall Publications, 2001. ISBN 0-13-016972-2 (paperback) Relationship of Course to Program Curriculum: BA431 is a Marketing area of concentration course in the Bachelor’s, Business Administration Program. Entry Competencies and Requirements: Students entering this course are expected to: 1. Write and speak at the college level. 2. Have access to and utilize a word processor in preparation of written submissions. Correct use of grammar is a course requirement. 3. Attend all classes. Please note 20 points are possible for daily participation and class learning contribution. You cannot participate if you are absent! 4. Actively and materially support and participate in student team assignments. Your active participation is necessary. There are two written assignments due, excluding the term research project and five team progress oral presentations, excluding the final research presentation. You are required to participate in each assignment. An additional 40 points will be possible for the oral and written progress assignments. 5. Have a working knowledge of business statistics, Excell and PowerPoint.
Learning Outcomes: Understanding Market Research and Consumer Behavior will enhance your ability to perform critical business related thinking. Through this course and upon its successful completion, you will be able to: 1. Apply market research and consumer behavior theory and concepts to solving managerial business problems. 2. Analyze in written and oral presentation form, the use, or lack thereof, of course principles as related to specific business situations. 3. Understand and identify opportunities for applying course concepts and tools toward achieving organizational objectives. 4. More importantly, you will study how market research and consumer behavior relates to the process of effective communication between people in any organizational setting.
Activities To Meet Objectives:
1. As part of a class team project, you will participate in preparing a market research team analysis and oral report presentation (acting as a market research consulting company) applying course concepts and strategies. Your team will conduct research related to a specific client issue from an approved list of issues. You will be working with an identified project “client” on real issues. This written analysis should not exceed 15 typed double spaced pages, exclusive of appendix materials.
Please note that (as in the real world) organizing your team to include all team members as participants is critical to your project success. When addressing assignments, such as progress reports, oral and written presentations, all members must participate. Please utilize visual aids such as PowerPoint, overhead projections and handouts where appropriate. Limit your introduction (assumptions) to no more than two minutes. Summarize findings leading to recommended management action that addresses the research question you and your client will develop. Market research companies are skilled at making persuasive presentations to clients. Keep your presentation professional by focusing on your research question. Your course objective is to clearly demonstrate mastery of course concepts, processes and terminology. Practice your presentation as a group, making smooth transitions between presenters. Avoid “fumbling” with equipment. Do NOT READ OFF YOUR NOTES. Maintain eye contact with your client/classmates. Where possible, schedule your presentation to coincide with the availability of your client sponsor. Your final research report is to be in research report format, bound with one copy delivered to your client.
2. Extensive class analysis and discussion of text materials, case studies and presented materials.
4. Closed book/notes interim examinations.
Coursework and Grading Scheme: Criteria: Possible Points: Grading:
Written and oral progress assignments 40 95-100=A 75-80= C “Market Research Term Presentation” 200 92-94= A- 72-74= C- Class Discussion, Student Participation 20 90-91= B+ 70-71= D+ Four examinations @ 35 pts. each 140 85-89= B 65-69= D 82-84= B- 62-64= D- Total Possible Points: 400 80 -81= C+ 0-61= F
Total Points Earned X 100 = ________%. Total Possible Points The percent answer will be converted into the final grade you earn.
Written submissions are to be in MLA format. The use of citations and references is mandatory, where warranted.
*Note: Two style references are: Furberg, Jon & Richard Hopkins. College Style Sheet. British Columbia: Bendall Books, 1993. Slade, Carole. Form Style. New Jersey: Haughton Mifflin Company, 2000. Please feel free to discuss your progress with me at any point. Often the most difficult issue is getting started. By carefully limiting the scope of your work, you can address the assignment with the resources (time etc.) you have available. The grade you earn is determined by the treatment you give your assignments. It is the result of your analytical content (how well you address the assignment) and the scope of your effort as well. 1. Market Research Analysis Team Presentation: Position yourself as a market research/consumer behavior resource. By working with your colleagues (other class students on your team), you should be able to successfully address the syllabus assignment deadlines. Your team will select a topic and associated client from the approved research topic list.* This research issue will be addressed by your team as you progress through the course. Both oral and written progress reports are due as indicated in your schedule. These reports will follow class discussions and contribute to the development of your final presentation. Generally, progress reports will address: 1. The engagement letter defining the research project. 2. Planning and designing the survey methodology 3. Developing the survey instruments 4. Collecting and processing data 5. Interpreting and reporting research results Your research will include both qualitative and quantitative research designs that will address the research question you and your client have agreed upon. The use of focus group analysis is strongly suggested as a tool to refine your quantitative survey that will follow. You will develop a data collection design and data analysis procedure using correct statistical design procedures. You will collect the data and analyze the data. Based on the results of your research, your recommendations must be practical (cost effective, realistic and time efficient) while addressing your client’s stated research objectives and the research question. The presentation and written report will be a collaborative effort by all team members and include concepts, processes and terms studied in class. *A listing of proposed research subjects will be provided by your instructor. These projects will have practical applicability and will reflect the overall nature of market research assignments you would encounter in the business world.
Your team may wish to start by following the below outline, which would include (but may not be limited to): a. The engagement interview: What are the client’s needs? While the client may provide a written problem statement, be sure your team understands the client’s objectives as viewed by the client. Ask appropriate questions. Keep meeting notes. Are client objectives reasonable given your available resources? Do a thorough job of communicating with your client and reaching agreement on what is desired and what is possible to deliver. Starting off right is the main part of this assignment. You will be asked to summarize this in an “engagement letter” which will be included in your final term project submission. A sample engagement letter will be provided each team. b. Research Objectives and Goals: Clearly state your research objectives; that is, what you wish to do that will address the research question. Limit the scope of your research to available resources and time. Obtain client approval for your proposed research plan of action. Keep your client involved and informed as you work through your project. c. Research Strategy and Tactics: What secondary research data is available? Outline your primary research plan, your secondary research plan, and specifics, such as including the focus group interview process where appropriate. What realistic research assumptions have you made? What needs to be tested? Confirm your direction with your client. d. Conduct the research perform the analysis and make your recommendations. Coordinate actual research with the client. Please note that the client might provide research subjects, facilities and equipment. Your team should coordinate and conduct the focus group research and data collection. Keep records of all findings. Raw data (as collected) is required as an appendix to your final report. e. Present research findings with recommended client action. How you say it is equally important as what you have to say. Use visuals to reduce complexity and be sure you make your points clearly. f. Ask for client questions and suggest client follow-on action and next steps. There is always a need for more follow-up action. Grading Criteria: Use of research concepts, including 25% the above outline elements Client evaluation of overall research usefulness 15% Written paper submission: form and grammar 30%
Oral Presentation* 30% 100%
*Oral Presentation is graded as follows:
a. Vocal presentation; volume, inflection 5% b. Enunciation, rhyme c. Grammar; technical word usage, complete 5% sentences d. Eye contact; audience involvement 5% e. Facial expression; body language 5% f. Audience interaction 5% g. Use of PowerPoint & audio-visual aids 15% h. Organization of materials 10% i. Convincing, Logical thought, in-depth analysis 35% j. Transitions and flow of presentation 15%
Total Oral Presentation: 100% *Student team members will rate each other’s contribution by completing the attached Team Project Peer Rating evaluation form (TPPR) and handing the completed form in with their final examination. This evaluation will be held confidential and should be completed independently by each team member and submitted along with your final examination. This form is used to assign individual student contribution to the team project. The resulting written submission grade will account for 70% of the overall project grade. Oral presentations will account for 30%. Note: Both the oral presentation and the written submission must address the above points to receive the maximum points possible. The written paper can be turned in the final day of class (the final exam). You are encouraged to use PowerPoint, transparencies and hand-outs as appropriate to reinforce your oral presentation. Please include copies of these in your written submission as well. If you wish this material returned to your team, please bring a self-addressed and stamped envelope the final day of class, or pick up the graded presentation at my office. If you request mailing, please be sure you have the necessary postage affixed.
Please note: 1. If you need course adaptations or accommodations because of a disability, if you have medical and/or safety concerns to share with me, or if you need special arrangements in case the building must be evacuated, please make an appointment to talk with me as-soon-as possible. 2. Both the Learning Center and Writing Center provide tutoring in a wide range of subjects. These centers offer individual learning consultations, study group assistance and supplementary learning resources. The tutoring schedules are posted outside the door of Old Main, Room 212. To learn more about resources available to you, visit: www.stmartin.edu/academic/learningcenter/index.htm.
Internet sources can be a source of information for your team paper and presentation. Sources I have found useful include;
Saint Martin’s web site: www.stmartin.edu/library/databases then---under the dropdown screen, enter “view databases by subject”, then Enter business Click on Submit Click on JSTOR Click on Search, then enter your subject, for example “market research” Click on Begin Search, and select your article for analysis.
For general meta search : www.c4.com www.dogpile.com www.yahoo!.com For business articles: www.fool.com
For Journals: Journal of Marketing Research; Journal of Advertising Research ; Journal of the Academy of Marketing Science