Syllabus for MKR-7000—Marketing Research
This course examines the essential analysis skills required for making quality marketing decisions. Developing a market research design demands necessary quantitative and qualitative abilities to identify and define market opportunities and issues; generate, improve, and assess marketing performance; and monitor marketing performance as well as advance understanding of marketing as a process. Students are required to select a contemporary marketing problem or opportunity, frame the issue into a research question, review the relative literature, develop measures and collect pertinent data, statistically analyze data results, and provide an industry-standard final report of findings and limitations.
After completing this course, you should be able to:
CO 1 Define and describe the relationship between ethical marketing research and decision making.
CO 2 Explain the processes used in formulating and conducting marketing research projects.
CO 3 Incorporate marketing research language (vocabulary) as it is used by practitioners and business professionals.
CO 4 Identify a contemporary marketing research need and develop a corresponding marketing research strategy.
CO 5 Perform common qualitative and quantitative marketing research techniques; that is, survey construction and data collection as well as fundamental quantitative and qualitative analysis.
CO 6 Present marketing research findings by preparing an industry-standard APA-format report as well as articulating one’s research orally via presentation.
You will need the following materials to complete your coursework. Some course materials may be free, open source, or available from other providers. You can access free or open-source materials by clicking the links provided below or in the module details documents. To purchase course materials, please visit the University's textbook supplier.
ISBN-13: 978-0357033937
Marketing Research is a three-credit, online course consisting of # modules. Modules include an overview, topics, learning objectives, study materials, and activities. Module titles are listed below.
For your formal work in the course, you are required to participate in four graded discussion forums and in two synchronous events as well as to complete four written assignments. You are also required to complete a final project.
Consult the Course Calendar for due dates.
Promoting Originality—One or more of your course activities may utilize a tool designed to promote original work and evaluate your submissions for plagiarism. More information about this tool is available in this document.
You are required to participate in four graded discussion forums. Discussion forums are on a variety of topics associated with the course modules. Please read through the instructions that accompany each discussion as these may be slightly different from others you have participated in.
There is also an ungraded but required introduction forum in Module 1.
Consult the Evaluation Rubrics folder for a grading rubric for discussion forums.
You are required to complete four written assignments. The written assignments require that you apply the concepts and theories to answer questions or analyze scenarios that are related to the topics covered in each module. Written assignments are emulations of professional documents. The goal of these compositions is to prepare students to write efficient and effective professional prose.
Professionals always give credit where credit is due, and this concept extends to ideas as well as precise wording. Within all managerial communications, citations serve this purpose. Thomas Edison State University requires that students format citations in either MLA or APA style. In business, APA is the more common format and the format you should use for assignments in this course. Examine the following examples of proper APA citation.
Kelly, E. P., Ellis, A. D., & Rosenthal, S. P. (2011). Crisis of conscience: Pharmacist refusal to provide health care services on moral grounds. Employee Responsibilities and Rights Journal, 23(1), 37–54.
Students can locate information about proper APA citation formatting online by conducting a Google search. Microsoft Word’s References Manager toolbar takes the labor out of creating a bibliography and in-text citations. Students who are unfamiliar with using Word’s Reference Manager should select one of the many online training tools that can be located on the Internet.
Specific requirements and directions for each written assignment are found within the appropriate module. Students are encouraged to perform a cursory review of all modules at the start of the term.
Students are to submit their written assignments by the due date specified in the Course Calendar. Assignments should never be e-mailed to the mentor; they should be submitted only through the course site.
You are required to participate in two synchronous events; one in Module 2 and one in Module 4 of the semester. Synchronous events will be held in Edison Live!, our virtual meeting space. To access the event, click on the Edison Live! link in the top section of the course site a few minutes before the designated time. Use the following link for directions and helpful videos about how to use the Edison Live! tool in Moodle. Your mentor will work with the class to propose a time that works best and accommodates the majority.
See the Module 2 and Module 4 areas of the course website for further details.
The final project allows you to examine a current issue or concept of professional interest by applying the concepts learned during the course. The comprehensive research study will take into consideration all phases of research design, implementation, analysis, and presentation to examine a topic of each student’s interest. By completing this applied project, you will gain competencies associated with identifying an appropriate marketing research problem, conducting the background research necessary to understand what is known about the problem, developing and applying a primary research instrument, gathering data, analyzing and interpreting findings, and presenting the results of your research.
In addition to the written report, the students are required to present their project to the class during Synchronous Event 2 in Module 4.
See the Final Project area of the course site for complete details regarding this assignment. The presentation and the final project will both be graded based on rubrics.
Your grade in the course will be determined as follows:
All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:
A = 93–100 B = 83–87
A– = 90–92 C = 73–82
B+ = 88–89 F = Below 73
To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects). Graduate students must maintain a B average overall to remain in good academic standing.
To succeed in this course, take the following first steps:
Consider the following study tips for success:
TESU's Academic Code of Conduct permits student AI use in support of their writing and research process--not as a replacement for original writing. Document AI use with an acknowledgment statement at the end of each assignment, noting the tools and prompts used. Cite any AI-generated content on the References page. Please review Using AI Ethically: A Guide for TESU Students for more detailed information.
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