Method of Evaluation
2x individual "mini" presentations 20% (at 10% each)
Midterm exam 20%
Final exam 25%
Class participation 10%
Proposal presentation 25%
Short student presentations will be used to explore how marketing research is used in current business situations and how the media presents marketing research findings.
Mid-term and final exams
Exams consist of business scenarios highlighting concepts from materials covered to date. The questions test students’ understanding of the key issues in the scenarios and ability to apply the course concepts to those issues.
This course utilizes current events and cases to apply key concepts. Each student is expected to come fully prepared and participate in in-class discussions and break-out groups. The student’s participation grade depends on level of preparation, participation in and contribution to class learning, and most importantly, supporting group effectiveness.
Marketing Research Proposal
Students work in groups (# of group members based on total class size). The group will create a marketing research proposal for a company (company details provided in class) and present the proposal to the class on the assignment date and time.
Each group will be allotted 20-30 minutes to present their research proposal with 10 minutes for questions and discussion. The presentation in MS PowerPoint with a maximum of 25 slides (not including title and appendices) is worth 30%. It is expected the proposal cover:
a. overview of the marketing problem;
b. key issues present in the industry;
c. research questions and objective(s);
d. data to be collected;
e. specific hypothesis to be tested (independent and dependent variables outlined);
f. recommended method of data collection (primary and secondary);
g. focus group and/ or questionnaire design, if applicable;
h. sampling plan if applicable;
i. implementation plan (timing and key deliverables); and
j. relative budget.
The printed proposal is due by 6:30 P.M. in class on the assigned date. The presentations will take place at the assigned date and time. Failure to meet the deadline will result in a penalty of one letter grade, e.g., A+ to A, for each day late.
All work must be produced on a computer. Nothing hand written will be accepted. You will need to submit a printed and stapled paper copy (no binders) of the proposal presentation in advance of the oral presentation. Questionnaires may be submitted on 8 ½ x 14 paper.
This course emphasizes the effective communication of data and insights. The proposal will be evaluated in terms of substantive content as well as communication effectiveness.