MR2300 - Marketing Research Hybrid
Fall 2015

The Marketing Research Hybrid Course

This course will introduce you to the field of business research through the examination of the techniques, principles, skills and activities required to create and present an effective survey project. It will familiarize you with the ways that marketing information is obtained and/or produced and how this information is then used to provide insight into markets, customers, products, and business strategies for business decision making purposes. Through this course you will have the opportunity to actually collect and apply research. This will culminate in the preparation and presentation of a research report.

Topics We’ll Be Covering in Marketing Research

1.0 Introduction to Market Research
2.0 Secondary Data Research
3.0 Primary Data Research
4.0 Questionnaire/Survey Design
5.0 Qualitative and Quantitative Data
6.0 Sampling and Data Collection
7.0 Data Analysis
8.0 Measuring Marketing Research
9.0 Report Preparation

Resources You Will Be Using in Marketing Research

  • Text: Zikmund, W.G. and Babin, B.J. Essentials of Marketing Research, 5th Edition. Toronto: South Western

  • Course website: CNA, DL website

  • Course Facebook Site: Search/Like: Paul Tilley's Marketing Resource Page

  • MR2300 YouTube Videos

How You Will Be Evaluated in Marketing Research


Evaluation Item
Weight
Grade Achieved
Detail (Complete details of each project/test will be discussed/distributed in class)
Marketing Research Project Proposal
Mid-October
10

You will be working with 2-3 fellow group members to develop a detailed, properly formatted Marketing Research Proposal that will be the basis for a more comprehensive research report that you will complete for the end of the semester. All Project proposals must be approved.
Marketing Research
10

You will be conducting marketing research as part of a large scale research project being conducted by the Centre for Public Engagement.
Marketing Research Project Report
30

You will be working with 2-3 fellow group members to develop a detailed, properly formatted Marketing Research Report.
Midterm
October 20-30
20

You will be tested on material covered in the first four (4) units course. The test will be one hour in duration, and be 60% Multiple Choice and 40% Short Answer questions.
Final Exam
During the Final Exam Period
30

This is a comprehensive exam consisting of material from throughout the course. The test will be two hours in duration, and be 40% Multiple Choice and 60% Case, Scenario and Short Answer questions.
Total
100



Course Facebook Page: Marketing Facebook Resource Page
Unit 1: Chapter 1-4 Notes (Intro to Marketing Research)



Video Part 1 of 2


Video Part 2 of 2



Unit 2: Chapter 3 Notes (The Marketing Research Process)





Sample of a Marketing Research Project

Unit 3: Chapter 5 Notes (Qualitative/Exploratory Research)






Dean Simon Case

What should we know about
Dean, the Ski Industry,
Western Newfoundland
and Business Planning
before we set out
to address his problems?


Unit 4: Chapter 6 Notes (Secondary Data)



This unit looks at the role of Secondary Research in the Marketing Research Process:
In this video we:
  • Review the Marketing Research Process
  • Define and explain what secondary research is
  • Define and explain the advantages and the disadvantages of secondary research
  • Discover the various types of secondary research
  • Determine how to evaluate the value of a piece of secondary research
  • Describe the common objectives of secondary research.

Midterm Exam Information
MR2300 - Marketing Research Exam Preview
Scheduled Exam Date: TBA
You will be tested on material covered in the first four (4) units course. The test will be one hour in duration, and be 60% Multiple Choice and 40% Short Answer questions.
Format: The examination will be made up of 2 parts.
• Part 1 @ 60% consists of 60 Multiple Choice questions. (3 Bonus)
• Part 2 @ 40% consists of short answer questions. A Choice of 4 of 5 questions answer in the space provided being sure to clearly demonstrate an understanding and appreciation for the topic.
  • Define Marketing Research
  • Define the Marketing Concept
  • Explain the role of research in marketing strategy
  • Identify the criteria used to determine when marketing research is needed.
  • Describe the characteristics of valuable information
  • Describe the three basic types of Marketing Research
  • Outline and discuss the stages of the research process
  • Identify the ways which marketing research departments are organized.
  • Discuss the ethical implications of Marketing Research and the rights and obligations of the parties involved.
  • List and describe the stages Marketing Research Process and then discuss the importance of each stage to the overall process.
  • Classify marketing research as either exploratory research, descriptive research or causal research
  • Differentiate between Qualitative and Quantitative Data.
  • Define exploratory research and discuss its purpose(s).
  • List and Describe the various types of Qualitative research tools
  • Describe the Advantages and Disadvantages of Focus Groups.
  • Discuss some of the modern technology used in Qualitative Research
  • Discuss the Advantages and Disadvantages of Secondary Data in Marketing Research
  • Discuss the typical objectives in Secondary Research designs. Discuss a) Internal Sources and b) external sources of secondary data
PART 2

Unit 5: Chapter 7 Notes (Survey Data)






Part 1

This unit looks at the role of Primary Research in the Marketing Research Process.
Focus is on Survey Research Errors

In this Video we will:
  • Define Primary Research
  • Discuss the nature of surveys in primary Market research.
  • Understand the advantages and disadvantages of surveys
  • Identify the various types of survey error



Part 2
This unit looks at the role of Primary Research in the Marketing Research Process.
Focus is on Survey Research Methods

In this Video we will:
  • Discuss the different ways to conduct Market research surveys and the relative advantages and relative disadvantages of each way.
  • Discuss possible strategies to improve survey response rates.


Unit 6 - Primary Research - Observation


In this video we will:
Discuss what can be observed and how that can be used in primary research
Discuss the role of observation in market research
Discuss the differences between direct and contrived observation
Identify the ethical issues presented by observational research
Discuss observational techniques
Unit 7- Primary Research - Experiments


In this video we will:
Explain what a research experiment isDefine the basic characteristics of an experiment=====„Define the independent and the dependent variable=====
„Be aware of the issues surrounding experimental design and know how to boost the quality of an experimental design
„Design an experiment using the basic issues of experimental design.
„Describe what is meant by a) Internal experimental validity and b) External experimental validity
„Outline the factors that affect Internal/External validity
„Discuss the ethical issues surrounding experiments

The Milgram Experiment

Unit 8: Measurement and Quest. Design

Measurement and Quest. Design Part A

In This Video:
1. Determine what needs to be measured
2. Discuss the various types of measurement scales
3. Describe the criterion for good measurement
4. Describe how consumer attitudes are measured
5. Discuss the various types of rating scales and the merits of each type

Measurement and Quest. Design Part B


In this Video1. Explain the importance of questionnaire design

2. Describe and explain the basic types of questions asked.

3. Discuss the basic activities involved in question design & delivery

4. Design and test questionnaires

Marketing Research
10

You will be conducting marketing research as part of a large scale research project being conducted by the Centre for Public Engagement.


As part of a broader sustainability initiative by the office of public engagment, you will be assisting in conducting a telephone survey of residents located in the Clarenville-Bonavista region.
This video explains: The requirements, the survey, the phone calling list, telephone technique and reporting responses:
Unit 9 - Marketing Research: The Sampling Process


In this Video we will:
Define a population; a census and a sample;
Explain why researchers use samples.
Design an appropriate sample.
Use appropriate statistical tools to extract a useful sample from a population.
Identify the key concepts in a sampling plan
Control for errors that can occur in sampling
Illustrate the distinctive features of probability and non-probability samples
Calculate and interpret the Mean, Median, Mode and Standard Deviation of data.
Develop frequency distributions for data
Calculate sample size and the sample size of a proportion.
Unit 10 - Data Analysis


In this video we:
1. Describe the various methods for summarizing data
2. Explain cross tabulations and descriptive statistics
3. Describe the procedures for testing hypotheses
4. Use hypothesis tests


Unit 11 - Communicating Results



In this Video we will:
Review the components of effective communications
Discuss the general guidelines for writing the research project
Show how to prepare a formal research report
Discuss presenting an oral report















MRClass_Project_-_create_a_quest.jpg

Key Sources of Secondary Data for NL Business
Government of Canada
Statistics Canada
http://www.statcan.gc.ca
Industry Canada
http://www.ic.gc.ca
Department of Foreign Affairs & International Trade
http://www.dfait-maeci.gc.ca/









Government of Newfoundland and Labrador
Community Accounts
http://nl.communityaccounts.ca/
Municipal Assessment Agency
http://www.maa.ca/
Municipalities Newfoundland and Labrador
http://www.municipalitiesnl.com/
Department of Human Resources, Labour and Employment
http://www.hrle.gov.nl.ca/hrle/







Memorial University
Queen Elizabeth 2 Library
http://www.library.mun.ca/qeii/index.php
Centre for Newfoundland Studies
http://www.library.mun.ca/qeii/cns/
Yaffle
http://www.yaffle.ca/









Other
US Census Bureau
http://www.census.gov/
CIA factbook
https://www.cia.gov/library/publications/the-world-factbook/
Google Earth/ Google Maps
http://maps.google.ca/
Clarenville Chamber of Commerece
http://clarenvilleareachamber.net/
Town of Clarenville www.clarenville.net
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