MKT352SyllabusWtrAmend - Marketing 352 - Marketing Research...

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Marketing Research Winter 2011 Page 1 Marketing 352 - Marketing Research Winter 2011 Instructor: Dr. Kelly Cowart Office: 344C DeVos Center Office Hours: 10:00–10:30 a.m.; 1:00–2:00 p.m. Mon. and Wed. and by appointment Finals week by appointment only Office Phone: 331-7304 E-Mail: cowartk@gvsu.edu ( best way to reach me ) Course Requirements 1. Text: Marketing Research, Custom Edition , by Alvin C. Burns and Ronald F. Bush; Prentice-Hall, 2010; ISBN: 978055889529. 2. Regular monitoring of your GVSU email account and the course Black Board site. 3. Bring your assigned Turning Point clicker to class each day. Course Description This course is a detailed examination of business research procedures and applications including problem definition, research design, data collection, sampling techniques, and costs. It will include case problems and a project. The Statistical Package for the Social Sciences (SPSS ) is an integral part of the course curriculum. You should become proficient in it if you desire a high grade in this course. Course Objectives To achieve the goals of this class you should demonstrate an understanding of: The marketing research process and how it is used to address marketing problems. The difference between qualitative and quantitative research techniques and when it is best to use each. The relevant pitfalls of survey design. How to analyze a survey for reliability, determine scale validity, and derive a statistically valid sample. How to collect, analyze, and interpret data as a means of developing actionable strategies. Why marketing research is a meaningful, valuable asset for your skill set. Prerequisites You must have successfully completed MKT 350 & STA 215, or their equivalents, to enroll in this class. Attendance & Participation Class attendance and punctuality are important. You are expected to attend class AND to be on time. Please do not enter the classroom if class has begun and ANYONE is speaking in front of the class. Students are expected to contribute intelligently to each class meeting. In preparation, you should read all assigned material before each class. To ensure that you do this, short quizzes will be administered at various points during the semester to check your attendance and to assess your knowledge of the course material. A total of nine quizzes will be given. Quizzes will consist of five (5) questions worth two (2)
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This note was uploaded on 04/05/2011 for the course MKT 352 taught by Professor Cowart during the Fall '11 term at Grand Valley State University.

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MKT352SyllabusWtrAmend - Marketing 352 - Marketing Research...

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