BMGT 311 Marketing Research Syllabus for Fall 2013, Chris Lovett

1. 1
POINT PARK UNIVERSITY - PITTSBURGH, PA 15222
SYLLABUS for BMGT 311
Marketing Research - Fall 2013 SA
A. GENERAL COURSE INFORMATION
Credits: 3
Prerequisite: BMGT205 - Principles of Marketing, MATH175 - Elementary Statistics
Instructor: Chris Lovett
Department: School of Business
Office Location: Point Park University, West Penn, Room 901
E-mail: clovett@pointpark.edu, chris.lovett@pnc.com
Phone: 412.680.7739
Office Hours: Before/After Class
Class Meeting: Wednesdays; 6:00PM – 9:00PM
Course Description: The analysis, interpretation, application and forecasting of marketing research findings.
The case method is used extensively.
Course Objectives: Upon successful completion of the course, students will be able to:
(1) Define the role of marketing research in the business plan of services and products
(2) Identify the appropriate use of primary versus secondary research
(3) Find relevant secondary research via the internet, library or trade association
(4) Determine what type of market research is appropriate to conduct in a variety of situations
(5) Design and implement a marketing research study, specifically a survey project using the internet and free
resources such as surveymonkey.com or zoomerang.com
(6) Explain the importance of sampling and statistical theory
(7) Analyze and draw strategic marketing conclusions from research data reports
(8) Present market research and conclusions in a clear and compelling fashion
B. REQUIRED TEXTBOOK
Title: Marketing Research
Author: Alvin C Burns and Ronald F. Bush
Publisher Information: Pearson Prentice Hall, 7th Edition, 2013, ISBN- 0-13-307467-6
C. TEACHING METHODS
This course demands your involvement and interaction. All reading assignments should be completed prior
to class to ensure to full participation, understanding and retention of course materials. Your success will
depend heavily on your level of enthusiastic and active involvement.
D. POLICY ON ATTENDANCE AND LATENESS
Attendance is required because the course is structured to emphasize class interaction. You must
complete your reading assignments prior to class to be prepared to participate in class and be
tested. Absences must be excused, and special arrangements made. Because this is a once-a-week
course, missed class time could have a severe effect on the quality of your final grade. This is a 3-hour
class. Arriving 30-60 minutes late does not constitute full attendance.

2. 2
E. COURSE REQUIREMENTS
I. MARKETING RESEARCH PROJECT: 100 points
Marketing Research Plan: 50 points
Presentation: 25 points
Peer Assessment/Participation: 25 Points
II. EXAMS: 100 points
Exam 1: 50 points
Exam 2: 50 points
III. MARKETING ARTICLE REVIEWS & PRESENTATIONS (5): 50 points
IV. CLASS ATTENDANCE AND PARTICIPATION: 25 points
TOTAL: 275 points
G. EQUIVALENT INSTRUCTIONAL ACTIVITIES (NA)
H. GRADING PROCEDURES
Points will be translated to letter grades in the following manner:
A = 4.0 A- = 3.75 B+ = 3.25 B= 3.00 B- = 2.75 C+ = 2.25 C =2.00 C- = 1.75
D = 1.00 F = Failure I = Incomplete N = No Credit
NOTE: Please visit www.pghmarketing.wordpress.com for complete course details, notes, and
interaction.
I. COURSE SCHEDULE AND ASSIGNMENTS
Week 1 –August 24:
• Review Syllabus
• Review Grading Structure for Course
• Review Project Details
•Review Chapters 1-2
• Assignments for Next Week:
•Read Chapters 3, 4
• Written Assignment #1: Find an article that lists out why marketing research is important and
how it helps companies market products successfully.
Week 2 – August 31 :
• Present Assignment #1
• Review Chapters 3-4
• Using Chapter 3 as an outline for your written report
• Review Project Details
• Assignments for Next Week:
• Read Chapters 4 - 6
•Written Assignment #2: Finish the first three steps of the marketing research process for Wigle
Whiskey (Establish the need for marketing research, Define the Problem, Establish the Research
Objectives). This assignment will not be posted to the blog due to confidential nature.

3. 3
Week 3 – September 7 :
•Present Assignment #2
•Review Chapter 4-5-6
• Using Chapter 3 as an outline for your written report
• Assignments for Next Week:
•Study for Exam #1 - Chapters 1-6
• Review Chapters 7-8-16
• Written Assignment #3: Find an example of Marketing Research using social media?
What is the data saying? Who is using it?
Week 4 – September 14:
• Test #1 - Chapters 1-6
• Present Assignment #3
•Review Chapters 7-8-16
• Assignments for Next Week:
• Read Chapter 9,10,11
•Written Assignment #4: A series of Raw data sets will be presented to you. Place these data
sets in a creative, graphical format to prepare for your final research presentation. Place the
results on Slideshare and link them to the blog.
Week 5 – September 21:
• Test #1 - Chapter 1-6
• Present Assignment #4
• Review Chapter 9,10,11
• Assignments for Next Week:
• Read Chapters 12,13,14, 15
•Written Assignment #5: Observation is an important part of Marketing Research. You will be
asked to observe a situation (Shopping, etc) and record your observations in an observation
diary. You will post a summary of your observations on the blog.
Week 6 – September 28:
• Present Assignment #5
• Review Chapters 12, 13, 14, 15, 16
• Assignments for Next Week:
• Study for Final Exam
• Prepare for final research report
Week 7 – October 5
• Final Exam - Chapters 7-16
• Final Project Presentation
.

4. 4
Article Reviews:
· To stimulate an awareness and appreciation for today’s marketing environment, each student will
research and submit five (5) marketing articles dealing with marketing research.
· “Marketing Article Reviews” require students to review a recent writing/article in the field of marketing or
related area that pertains to the assigned reading chapters for that week
· Each article is worth 10 points, and items are due on the dates indicated in the course outline
· Article Format:
o Student’s Name
o Article Title
o Source/Publication and Date
o Theme and how it relates to assigned Topic
o Key Points of article
o Your thoughts
o Attach copy of article
· Each student will verbally present their article to the class
· Each student is to place their article on the www.pghmarketing.wordpress.com class blog. Please
include links to all resources in article
Marketing Research Plan: Refer to Marketing Research Project handout for complete requirements and
details…

5. 5
J. GUIDELINES FOR FORMAT OF ASSIGNMENTS (ADJUSTED PER, BUT GENERALLY)
1. Papers should always be typed and stapled.
2. Papers should always have title pages listing assignment, date, course and instructor.
3. All pages should be numbered correctly.
4. Spell words correctly (use spell check, proofread papers!)
5. Assignments should be TURNED IN ON TIME. Papers may not be accepted late, and in the
case when they are accepted, one letter grade per day late will be deducted.
6. Double space when appropriate
7. As necessary: Include Table of Contents
8. As necessary: Label different sections of the paper
9. (Indicate other expectations or guidelines)
These guidelines will help your work become more professional. These skills are expected in the
work environment for reports, projects, etc. Unprofessional appearance of work will be graded
accordingly.
K. WITHDRAWAL POLICY
The grade of “W” (Withdrawal) is awarded in cases where unusual circumstances render the
successful completion of course work an impossibility for an indefinite period.
The schedule for course changes, including withdrawal, is listed on the University website
and published by the Office of the Registrar. Courses may be added or dropped from a
student’s academic schedule online or by completing a Schedule Change form.
After the period specified, the faculty member has the option to give a grade of “W” or “F,”
up to and including the last day to withdraw. Schedule Change forms may be obtained from
the Office of the Registrar. Should a “W” or “F” be placed on a student’s record, it remains a
permanent part of that record.
International students must contact the University’s International Student Office before
initiating a course withdrawal.
Because current and future financial aid may be jeopardized by processing a “W” or “F,”
students are advised to consult the Office of Financial Aid prior to completing the transaction.
L. “I” GRADE POLICY
Students who do not complete a course by the end of the term may request and may be granted,
at the instructor’s discretion, an "I" (Incomplete). The "I" in a given course must be completed
within a period of time set by the instructor. This time period should not exceed one year from the
end of the semester in which the course was taken. Circumstances may dictate policy exceptions.
An Incomplete Grade Request form detailing the conditions under which the "I" is permitted must
be signed by both the student and the instructor. If the agreed upon conditions are not fulfilled, the
"I" grade will be changed to the grade stipulated in section V of the Incomplete Grade Request
form. The student is responsible for contacting the instructor and ensuring that all expectations in
regard to removal of an "I" grade and the completion of a change of grade form are met. The
instructor will complete the change of grade form when all expectations are met.
M. POINT PARK UNIVERSITY POLICY ON PLAGIARISM
Any student found guilty of a breach of ethics will be subject to dismissal from the University.
Breach of ethics includes, but is not limited to plagiarism (the copying of other’s ideas and passing
them off as one’s own); copying or other forms of cheating on examinations, papers, and reports;
the sale, purchase, or distribution of term papers. It is within an instructor’s discretion to impose a
lesser penalty, e.g., “zero” grade on a given assignment. Instructors should take care to document
incidents precisely and notify their department chairperson without delay.
N. POINT PARK UNIVERSITY LIBRARY RESOURCES AND COMPUTER LABS
The Library is located in the University Center at 414 Wood Street. Many resources are available
24/7 through the Library’s web page and if you’re off campus, you can access the databases and
e-books by using your Point Park University e-mail password and log-in. Librarians are available

6. 6
to help you find the resources you need for your research. Contact the Library at 412-392-3171, in
person, by e-mail at library@pointpark.edu, through IM or by texting to 66746 and starting
question with pointlib.
O. SMOKING POLICY
According to the Smoking Pollution Control Ordinance passed b y the Pittsburgh City Council in
November 1987, no smoking is permitted in the classrooms, hallways, or lobbies, or any other
public area at Point Park University.
P. FIRE DRILLS
Should a fire alarm occur during the class hours, please leave the classroom in an orderly manner
and evacuate the building through the appropriate exit.
Q. STUDENTS WITH DISABILITIES
It is the intention of Point Park University to provide appropriate, reasonable accommodations for
students who are disabled in accordance with the Americans with Disabilities Act (ADA) of 1990.
All campus accommodations are coordinated through the Program for Academic Success (PAS),
located on the 7th floor of Lawrence Hall. Students are responsible for contacting PAS for specific
information on the University’s ADA policy and the procedures for verifying disabilities and
requesting reasonable accommodations. For more detailed information on requesting reasonable
accommodations, please consult the PAS website at www.pointpark.edu/pas.
R. DISCLAIMER: The instructor reserves the right to modify/change syllabus provisions.