MRT287 - Marketing Research I
| Semester | |
| School | |
| Last revision date | 2023-05-29 01:25:17.389 |
| Last review date | 2023-07-31 00:15:12.769 |
Subject Title
Marketing Research I
Subject Description
This course introduces students to the methods used by marketing research to support responsible marketing-related business decisions. Students gain an understanding of the required steps in designing a market research study to yield relevant, timely, applicable and accurate information in a way that is ethical, professional and builds shareholder value for the enterprise. Students learn the advantages, disadvantages and best-fit situations for research methodologies, including practices used in secondary research, to capture appropriate stakeholder data to guide enterprise decision making.
Credit Status
1 credit (3 units)
Required for BMRK ? Honours Bachelor of Commerce ? Marketing
Learning Outcomes
Upon successful completion of this subject the student will be able to:
1. Identify opportunities for marketing research when faced with marketing challenges
2. Write marketing research objectives derived from marketing research problems
3. Evaluate research methods to support meeting objectives
4. Design research instruments to support a marketing research question
5. Assess data collected through in-depth secondary research investigations to address a marketing problem, opportunity or dilemma
6. Present secondary research in adherence with academic integrity guidelines
7. Supervise qualitative exploratory research
8. Prepare a market research brief, with secondary research support, a timeline and budget constraints that adhere to ethical guidelines
9. Present exploratory research results, limitations and recommendations to a research sponsor
Essential Employability Skills
• Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.
• Respond to written, spoken, or visual messages in a manner that ensures effective communication.
• Apply a systematic approach to solve problems.
• Use a variety of thinking skills to anticipate and solve problems.
• Analyze, evaluate, and apply relevant information from a variety of sources.
• Show respect for diverse opinions, values, belief systems, and contributions of others.
• Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
• Manage the use of time and other resources to complete projects.
• Take responsibility for one's own actions, decisions, and consequences.
Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).
Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.
Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.
Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.
Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.
Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.
By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.
Prerequisite(s)
BAB235, BAB210
Topic Outline
- Introduction—role of Marketing Research
- The research process
- Research ethics: privacy, personal information protection, and professionalism
- Qualitative research techniques (interaction and observation based): problem formulation, planning and execution, limitations and strengths of various techniques
- Creating interview guides, discussion guides, debriefs
- Quantitative research (survey writing, sampling, and project management)
- Experimental research
- Secondary research: sources, constraints, evaluation criteria
- Communicating and presenting research results to stakeholders
- Research topics and scope
| Week | Topic | Materials/Readings | Learning outcome |
| 1 | The role of marketing research |
Chapter-1, Z & B Blackboard/ Instructor Resources |
1 |
| 2 |
The marketing research process. Type of research (e.g., primary and secondary, competing vs complementarity nature of different types of research) |
Chapter-3, Z & B Article: Fareena Sultan. Marketing Research Blackboard/ Instructor Resources |
2,3 |
| 3 | Ethics in marketing research |
Chapter-4, Z & B Blackboard/ Instructor Resources |
6,8 |
| 4 | Qualitative research techniques (interaction based) 1:1 interviews, focus groups, ethnography). Developing interview guides, discussion points, etc. |
Chapter-5, Z & B Blackboard/ Instructor Resources Due: Assignment (15%) |
4,7 |
| 5 | Qualitative research techniques (observations based) shop along, mystery shopping, eye tracking, etc. |
Chapter-8 Z & B Blackboard/ Instructor Resources |
4,7 |
| 6 | Conducting experiments. Experimental design —Internal and external validity, test marketing, etc. |
Chapter-9 Z & B Article: Raymond R. Burke. Virtual Shopping: Breakthrough in Marketing Research Blackboard/ Instructor Resources Due: Group project—plan and blueprint (10%) |
7,8,9 |
| 7 |
Mid-Term Test (15%) |
||
| Study week | |||
| 8 | Quantitative research techniques—Surveys design and development (writing a survey questionnaire, questions types and scaling, biases in survey questions, etc.) |
Chapter-7, 10, 11 Z & B Blackboard/ Instructor Resources |
9 |
| 9 | Quantitative research techniques—Survey project management, sampling design and procedure, target selection, sampling and data collection, sample size, budget, ethical issues in sample selection, etc.) |
Chapter-12, 13 Z & B Article: Young, Robert B. and Javalgi, Rajshekhar G. International marketing research: A global project management perspective Blackboard/ Instructor Resources |
9 |
| 10 | Secondary research—sources, constraints, evaluation. Complementarity between primary and secondary research |
Chapter-6 Z & B Article: Graham Kenny. Customer Surveys Are No Substitute for Actually Talking to Customers Blackboard/ Instructor Resources |
5,6,9 |
| 11 | Basic data analysis (coding variables, transformation, tabulation, summary statistics, etc.) |
Chapter-14 Z & B Blackboard/ Instructor Resources |
9 |
| 12 | Communicating and presenting results |
Chapter-16 Z & B Blackboard/ Instructor Resources |
8 |
| 13 | Group presentations | Due: Final report + slides + presentation in class (30%) | 8,9 |
| 14 | Final exam during exam week | Final exam (30%) |
Mode of Instruction
The course contents will be delivered via a variety of instructional techniques including lecturers, seminars, guest speakers, collaborative discussions and case analyses, simulations, debates, journal article review, group project, group in-class activities, and presentations.
Prescribed Texts
Zikmund, W.G. and B.J. Babin. Essentials of Marketing Research. 6th edition. OH: Cengage Learning, 2016. ISBN-13: 978-1-305-26349-9
Articles and Cases (required)
- Graham Kenny. Customer Surveys Are No Substitute for Actually Talking to Customers. HBR article https://hbr.org/2019/01/customers-surveys-are-no-substitute-for-actually-talking-to-customers
- Young, Robert B. and Javalgi, Rajshekhar G. International marketing research: A global project management perspective, 2007 Business Horizons, Elsevier, vol. 50(2), pages 113-122.
- Raymond R. Burke. Virtual Shopping: Breakthrough in Marketing Research. Harvard Business Review, March–April 1996
- Fareena Sultan. Marketing Research. 1991. HBS #9-592-013
Reference Material
- Naresh K Malhotra. Marketing Research: An Applied Orientation. 6th Edition. Person, 2010
- Market Research Industry Trend report (GRIT Report) https://www.greenbook.org/grit
- The Personal Information Protection and Electronic Documents Act (PIPEDA) https://www.priv.gc.ca/en/privacy-topics/privacy-laws-in-canada/the-personal-information-protection-and-electronic-documents-act-pipeda/
- Students are required to bring tablets or laptops to class.
- Computer lab equipped with the software applications used in this course (MS-Excel, SPSS)
- Access to a Focus Group discussion room with videotape and one-way observation glass.
Required Supplies
- Students are required to bring tablets or laptops to class.
- Computer lab equipped with the software applications used in this course (MS-Excel, SPSS)
- Access to a Focus Group discussion room with videotape and one-way observation glass.
Student Progression and Promotion Policy
To obtain a credit in this subject, a student must:
- Average of 50% or better for the two tests.
- 50% or better on the overall course.
http://www.senecapolytechnic.ca/about/policies/student-progression-and-promotion-policy.html
Grading Policyhttp://www.senecapolytechnic.ca/about/policies/grading-policy.html
| A+ | 90% to 100% |
| A | 80% to 89% |
| B+ | 75% to 79% |
| B | 70% to 74% |
| C+ | 65% to 69% |
| C | 60% to 64% |
| D+ | 55% to 59% |
| D | 50% to 54% |
| F | 0% to 49% (Not a Pass) |
| OR | |
| EXC | Excellent |
| SAT | Satisfactory |
| UNSAT | Unsatisfactory |
For further information, see a copy of the Academic Policy, available online (http://www.senecapolytechnic.ca/about/policies/academics-and-student-services.html) or at Seneca's Registrar's Offices. (https://www.senecapolytechnic.ca/registrar.html)
Modes of Evaluation
The final grade for this course is composed of the following components:
| Midterm Test | 15% |
| Project | 40% |
| Assignments | 15% |
| Final Exam | 30% |
| Total | 100% |
Professionalism: All students are expected to demonstrate professionalism as outlined in the document, “Marketing Programs: Guidelines and Policies on Professionalism” (provided). The final grade in the course may be impacted as described therein.
- Development of the critical concepts associated with this course is accomplished through an interactive learning process that involves exchanges between the instructor and learners.
- Specifically, an overview of the critical components is provided to the learner through mini-lectures, question and answers, and team learning activities. Seminars are used to further refine concepts and build team interactions through the analysis of case studies.
- All assignments have a due date that coincides with one of our classes. Hand in your assignment at the beginning of class.
- Late assignments WILL NOT be accepted.
- Evaluation style rewards class attendance and class participation.
Additional Information
Learning Centre
Peer Tutoring, in a number of subject areas, including English, Math, Critical Thinking, Time Management and Study Skills is available, at no cost, through the Learning Centre. To obtain more information, visit the Learning Centre website https://www.senecapolytechnic.ca/ce/info/services/learning-centre.html
Tests and Exams; Assignments, Reports, Projects and other Term Work
The deliverables for the course (e.g., assignment, written reports, group project, slides, etc.) must be submitted at the BEGINNING of the class in which they are due (or at the precise time noted by the professor, if otherwise specified). Any assignment or report that is submitted late will be given a grade of zero (0%). Similarly all tests and exams must be written on the date scheduled. Missed tests or exams will result in a grade of zero (0%).
Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon.
Language Standards
Students are required to display ability both in verbal and in written communications commensurate with professional standards. All submitted material including tests, assignments, projects, case studies, etc. will be graded according to acceptable English standards both in form and in content.