Office Hours: by appointment via Zoom or phone.

Office Hours: by appointment via Zoom or phone.

Course Description:

This course introduces primary and secondary data collection and analysis as a means to assess consumer behavior and develop effective marketing strategies; incorporates the use of technology in data collection and analysis.

Prerequisites:

MARKETNG 301; STATISTC 140 or 141 or RES-ECON 211 or 212

Learning Objectives:

The objective of this course is to provide students with an understanding of the planning, execution and evaluation of marketing research activities – with an emphasis on the techniques and methodology used in collection, analysis and interpretation of economic, demographic and sociological data for use in marketing decision-making as well as the knowledge of theory development and testing processes. Upon completion of this class, students should be able to understand, interpret, and appropriately use marketing concepts, theories, and models listed in the course outline.

Teaching Method: 

This class uses lectures, discussion posts, videos, online workshops, and active-learning lab exercises.

Required Text, E-Class Rooms and Software:

Text Book: Market Research Essentials by Steven Stromp

This book is an eBook, allowing students instant access once purchased. The book is updated every six to eighteen months. Purchase provides students access to the book via the following link:

https://home.stukent.com/join/FEC-F5B

We will also use some excerpts from Discovering Statistics using SPSS by Andy Fields. These few pages will be provided by the instructor in Moodle.

E-class rooms

Stukent: Purchase of the book also allows access to the corresponding website for this class. This (Stukent) website will host the book’s PowerPoints and chapter quizzes.

Moodle: This course will also use the UMass provided Moodle platform for recording grades, hosting my PowerPoints, the syllabus and project descriptions and uploads, and communications.

Required Software:

We’ll use SPSS and Qualtrics in this class.

SPSS (PASW): This statistics software is required for the course. Students may sign up for a free 30 day trial version of the software. Students should also be able to gain access to the software for six months (see the SPSS website). This software will be used in the last three weeks of class.

Qualtrics: Students may sign up for a free Qualtrics account at http://umass.qualtrics.com.

Supplemental Text and Readings

Additional reading and examples may be pulled from other textbooks, data reports or experiments. These pages will be uploaded in Moodle

Academic Integrity and the UMASS Code of Student Conduct:

All undergraduate students are responsible for complying with the rules, regulations, policies, and procedures contained in the Code of Student Conduct, as well as those in other official University publications. Cheating, plagiarism or falsifying information in any form will not be tolerated and will result in due process as defined by the UMass Code of Student Conduct up to and including expulsion. The Code of Student Conduct may be found at http://www.umass.edu/dean_students/codeofconduct.

Grading Criteria:

Chapter quizzes (10) =60%

Secondary Data Exercise and Discussion Post = 5%

Quadrics Survey Exercise = 5%

T – Test Quiz = 10 %

ANOVA Quiz = 10%

Regression Quiz = 10%

Grading Scale:

A = 100 – 93

A– = 92 – 90

B+ = 89 – 87

B = 86 – 84

B- = 83 – 80

C+ = 79 – 77

C = 76 – 74

C- = 73 – 70

D+ = 60 – 67

D = 66 – 60

F = <60

Course Schedule: The course is designed to cover one major topic (approximately two book chapters) a week (starting with Monday and ending on Sunday). Chapter quizzes and assignments are due at the end of each week (Sunday) but may be turned in early. Students with work or travel plans should arrange to turn work in early if possible. Students may work at their own pace and finish the class ahead of time. Any projects or test turned in late will be lowered by one letter grade (10 %).

Schedule