MR2300+-+Business+Research+-+Marketing+Research

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=

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. || 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. || 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. ||
 * **Evaluation Item** || **Weight** || **Grade Achieved** || **Detail (Complete details of each project/test will be discussed/distributed in class)** ||
 * Marketing Research Project Proposal
 * 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
 * Final Exam
 * **Total** || **100** ||  ||   ||

media type="youtube" key="qozF49f_yCM" height="160" width="220" || media type="youtube" key="4PoOnziQ_tU" height="160" width="220" ||
 * Course Facebook Page: ** [|Marketing Facebook Resource Page]
 * **Unit 1: Chapter 1-4 Notes (Intro to Marketing Research)** ||
 * [[file:MR2300 Unit 1 MR2300 Notes (Intro to Rsh).docx]] || Video Part 1 of 2
 * [[file:MR2300 Unit 1 MR2300 Notes (Intro to Rsh).docx]] || Video Part 1 of 2
 * [[file:MR2300 Unit 1 MR2300 Notes (Intro to Rsh).docx]] || Video Part 1 of 2
 * [[file:Marketing Research Part 1.pptx]] || Video Part 2 of 2
 * **Unit 2: Chapter 3 Notes (The Marketing Research Process)** ||  ||
 * [[file:MR2300 Unit 2 MR2300 Notes (Chapter 3 Marketing Rsh Process).docx]]
 * [[file:MR2300 Unit 2 MR2300 Notes (Chapter 3 Marketing Rsh Process).docx]]

|| media type="youtube" key="bKjURBAyNc0" height="160" width="220" ||
 * Sample of a Marketing Research Project || media type="youtube" key="_jDwMpv3JPo" height="160" width="220" ||
 * **Unit 3: Chapter 5 Notes (Qualitative/Exploratory Research)** ||  ||
 * [[file:MR2300 Unit 3 MR2300 Notes (Chapter 5 QualitativeExploratiory Rsh).docx]]

|| media type="youtube" key="G9U75Qbiyvk" height="160" width="220"

Dean Simon Case media type="youtube" key="btUlHcVcpcM" height="160" width="220" What should we know about Dean, the Ski Industry, Western Newfoundland and Business Planning before we set out to address his problems? || || This unit looks at the role of Secondary Research in the Marketing Research Process: In this video we: media type="youtube" key="pA3iOyscOVU" height="160" width="220" || 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.
 * **Unit 4: Chapter 6 Notes (Secondary Data)** ||  ||
 * [[file:MR2300 Unit 4 MR2300 Notes (Chapter 6 Sources of Secondary Data).docx]]
 * [[file:MR2300 Unit 4 MR2300 Notes (Chapter 6 Sources of Secondary Data).docx]]
 * 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**
 * 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)** ||  ||
 * [[file:MR2300 Unit 5 MR2300 Notes (Chapter 7 Surveys).docx]]



|| **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: media type="youtube" key="HbVkvAhw_8g" height="160" width="220"
 * 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

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

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.

media type="youtube" key="gxmG5elCOWA" height="160" width="220" || In this video we will: Discuss what can be observed and how that can be used in primary research <span style="font-family: Arial,Helvetica,sans-serif;">Discuss the role of observation in market research <span style="font-family: Arial,Helvetica,sans-serif;">Discuss the differences between direct and contrived observation <span style="font-family: Arial,Helvetica,sans-serif;">Identify the ethical issues presented by observational research Discuss observational techniques || || media type="youtube" key="C3soKJGOcSM" height="160" width="220" In this video we will: <span style="font-family: Arial,Helvetica,sans-serif;">Explain what a research experiment is <span style="font-family: Arial,Helvetica,sans-serif;">Define the basic characteristics of an experiment =====<span style="font-family: Arial,Helvetica,sans-serif;">Define the independent and the dependent variable =====
 * **Unit 6 - Primary Research - Observation** ||
 * [[file:Unit 6 - Primary Observation.pptx]] || media type="youtube" key="jAl4GT0ahok" height="160" width="220"
 * **Unit 7- Primary Research - Experiments**

<span style="font-family: Arial,Helvetica,sans-serif;">Discuss the ethical issues surrounding experiments
<span style="font-family: Arial,Helvetica,sans-serif;">The Milgram Experiment media type="youtube" key="W147ybOdgpE" height="160" width="220" || || **Measurement and Quest. Design Part A** media type="youtube" key="hBJF_h2EbY0" height="150" width="260" 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
 * **Unit 8: Measurement and Quest. Design**


 * Measurement and Quest. Design Part B**

media type="youtube" key="nj9QE3rmf3g" height="115" width="260" <span style="font-family: Arial,Helvetica,sans-serif;">In this Video1. Explain the importance of questionnaire design

<span style="font-family: Arial,Helvetica,sans-serif;">2. Describe and explain the basic types of questions asked.

<span style="font-family: Arial,Helvetica,sans-serif;">3. Discuss the basic activities involved in question design & delivery

<span style="font-family: Arial,Helvetica,sans-serif;">4. Design and test questionnaires || 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: || || media type="youtube" key="0KO2n5am2wY" height="115" width="260" 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. || || media type="youtube" key="GalYmQ5k6Tc" height="115" width="260" 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 || || media type="youtube" key="nfQtKFxDq-E" height="115" width="260"
 * || 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. ||   || media type="youtube" key="GAkWkn4NzY0" height="115" width="260"
 * **Unit 9 - Marketing Research: The Sampling Process**
 * **Unit 10 - Data Analysis**
 * **Unit 11 - Communicating Results**
 * **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 ||




 * 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 || [] ||


 * ** Government of Newfoundland and Labrador ** ||
 * Community Accounts || [] ||
 * Municipal Assessment Agency || [] ||
 * Municipalities Newfoundland and Labrador || [] ||
 * Department of Human Resources, Labour and Employment || [] ||


 * ** Memorial University ** ||
 * Queen Elizabeth 2 Library || [] ||
 * Centre for Newfoundland Studies || [] ||
 * Yaffle || [] ||

Town of Clarenville [|www.clarenville.net] [|SEO Naples Marketing] Click for a great a seattle web design company.
 * ** Other ** ||
 * US Census Bureau || [] ||
 * CIA factbook || [] ||
 * Google Earth/ Google Maps || [] ||
 * Clarenville Chamber of Commerece || [] ||