MAR202 MARKETING RESEARCH

SEMESTER 1 2019

Unit Guide
 MAR202 MARKETING RESEARCH
SEMESTER 1 2019

About MAR202 Marketing Research

Contact
Below is the contact for this unit. Please liaise directly with your unit lecturer regarding appropriate
consultation times. It is usually best to make contact with him via email.

Mr. Vu Quang Nguyen

Cellphone: +84917854440
Email: nguyen.vu@isb.edu.vn

Pre-requisites
MAR101 Principles of Marketing

Unit overview
This unit aims to help students understand the fundamental function of marketing research that is to
meet information needs in decision making process. With a hands-on approach, students will be
equipped with both theoretical understandings and practical experiences in conducting a research
project to collect relevant information needed for solving business/marketing problems. Specifically,
upon completion of this unit, students will be able to:
 Acknowledge the significance of marketing research by providing sound information to
business
 Identify key steps of marketing research process and their requirements
 Have insights of key methods that are critical to applied research
 Gain sufficient knowledge, skills and experience in designing and implementing a marketing
research project

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Assessment information
Assessment summary
ASSESSMENT
ASSESSMENT ITEM VALUE (%)
NUMBER
1. Quizzes 10%
2. In-class presentations and discussions 20%
3. Group project – Report and presentation 20%
4. Final exam (Individual) 50%

Final marks and grades are subject to confirmation by the School Assessment Committees which may
scale, modify or otherwise amend the marks and grades for the unit, as may be required by University
policies.
 Note: To successfully complete this unit, students must:
 Achieve a minimum of 50 marks;
 Achieve a minimum of 25 marks in the final exam;
 Complete all assessment items; and
 Attend 80 per cent of class time. See attendance requirements in the section of class policies and
rules below.

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Learning resources
Essential reading
Required Malhotra NK. Marketing research: An applied orientation. 6th ed. New Jersey: Prentice-Hall
textbook Publishing; 2010.
Churchill GA, Brown TJ, Suter TA. Basic marketing research. 7th ed. Cengage Learning; 2010.
Other Hair JF, Lukas BA, Miller KE, Bush RP, Ortinau DJ. Marketing research. 3rd ed. Australia:
textbooks McGraw-Hill Publishing; 2012.
Cooper D, Schindler PS. Business Research Methods. 12th ed. New York: McGraw-Hill; 2014.
Other Journal of the Market Research Society
readings Market Research (AMA)

Online resources
http://search.proquest.com/login
E-library Username: UEHCMC2010
Password: thuvien0810
E-learning http://elearning.isb.edu.vn/

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Teaching Activities
Week Topics Required Preparation

1 Introduction to Marketing Research Oral presentation - Chapter 1 (Malhotra, 2010)

Research Problem Identification &

2 Oral presentation - Chapter 2 (Malhotra, 2010)
Approach Development

3 Research Design Oral presentation - Chapter 3 (Malhotra, 2010)

4 Secondary Data Oral presentation - Chapter 4 (Malhotra, 2010)

5 Qualitative Research Oral presentation - Chapter 5 (Malhotra, 2010)

6 Survey and Observation Oral presentation - Chapter 6 (Malhotra, 2010)

7 Experimentation Oral presentation - Chapter 7 (Malhotra, 2010)

Measurement and Scaling: Fundamentals

8 Oral presentation - Chapter 8 (Malhotra, 2010)
and Comparative Scaling
Measurement and Scaling:
9 Oral presentation - Chapter 9 (Malhotra, 2010)
Non-comparative Scaling Techniques

10 Questionnaire and Form Design Oral presentation - Chapter 10 (Malhotra, 2010)

11 Sampling Oral presentation - Chapter 11 (Malhotra, 2010)

12 Sampling (Cont.) Oral presentation - Chapter 12 (Malhotra, 2010)

13 Field Work Oral presentation - Chapter 13 (Malhotra, 2010)

14 Data Preparation and Revision Oral presentation - Chapter 14 (Malhotra, 2010)

Group project presentations and written Oral presentation – Group project

15
report submissions Written report submissions – Group project
16 Final Exam
 Note:
* Oral presentation: Students are NOT required to prepare PowerPoint slides for each chapter.
Presentations will be conducted with the support of the teacher’s slides instead. The score for
presentation will be graded individually. Only group project requires PowerPoint slides from students.

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General submission requirements
Assignment cover sheet
All assignments are to be submitted with an Assignment Cover Sheet. Group assignments are to be
submitted with a Group Assignment Cover Sheet as well as a Peer Evaluation Form. Non-contributing
team members can sometimes be an issue with group-work structured assessment. Individual student
group work scores may be adjusted as a result of peer dissatisfaction with a particular student’s
contribution to group work assignments, as reflected in submissions of the evaluation form.
 Note: Assignment cover sheets and the evaluation form can be located on E-learning system
(http://elearning.isb.edu.vn/). Students are to keep a copy of all assignments submitted for marking.

Submission style and method

A professional standard of presentation is expected for all assignments. Assignments should be typed,
one and a half spaced, on A4 paper. Use a simple clear format, suitable for a report to senior
management in a commercial organisation.

All assignments are required to be submitted electronically via E-learning system

(http://elearning.isb.edu.vn/) by 11:55 PM on the due date and if required, in hard copies to the unit
coordinator by the due date. The title of assignment submitted via E-learning system shall be as follows:
Student name_Unitname_Name of Assignment.

Late assignment and make-up policy

Coursework and assignments are expected to be completed within the stated time frame. No late
assignments will be accepted unless prior authorisation granted by the coordinator. In case such an
authorisation is not granted, grade deduction will be applied. The coordinator may decide not to accept
assignments that are not submitted within 3 days after the assignment due date. However, if there are
extenuating or unforeseen circumstances, an exception may be granted at the discretion of the unit
coordinator and based on a Special Consideration Application for assessment task extension.
All quizzes, the mid-term test, and final exam must be taken on the assigned dates. If there are
extenuating or unforeseen circumstances, the unit coordinator must be contacted prior to the quiz or
exam dates to authorize a make-up if required. No make-up quiz or exam will be accepted unless a
prior approval granted by the unit coordinator based on a Special Consideration Application for a
supplementary examination.
Referencing requirements
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarised content or contain excessive amounts of quoted/cited material and
minimal original content. Students will receive a grade of ZERO (0%) for any assignments rejected for
this reason. Written assignments WILL BE RANDOMLY checked by the lecturer with Turnitin.com, an
online plagiarism-checking tool.

Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not reliable
sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a reference is
acceptable or not, please contact the lecturer.

The Vancouver style will serve as the primary reference materials for all students. Therefore, all
papers must be submitted in Vancouver format. The mechanics of student papers and work will be
evaluated, as well as the content. It is imperative that guidelines be reviewed before an assignment is
begun. It is also important that the required submission format be followed in compiling the final paper
or assignment.

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Class Policies and Rules

Attendance requirement
Class attendance is compulsory and students should provide reasons and evidences for the failure to
attend the class on a particular lecture/workshop session. Students are required to attend a minimum of
80% of all classes in order to secure class participation marks. Students will not be permitted to enter
the examination room if they are absent more than 20% of all classes. Please let your lecturer and
UEH-ISB know if you are unable to attend any session.

Arriving to class late by 15 minutes at the beginning, arriving late by 5 minutes after the break, or
leaving prior to the scheduled end time without the permission of the lecturer will equate to an
absence.

Electronic device use

Cell phones will be turned off or switched to vibrate mode before class starts. No phone calls or text
messaging are allowed inside classroom during class time. Portable listening and/or music devices may
not be operated in the classroom. Headphones and/or ear buds of any type may not be worn while in the
classroom whether operating or not. Laptop and other electronic devices are not permitted unless
specifically authorised by the lecturer exclusively for note taking and doing class work. If you are in
violation of these policies you will be excused from class and an absence will be assessed.

Email etiquette
Your instructors receive many emails each day. In order to enable them to respond to your emails
appropriately and in a timely fashion, students are asked to follow basic requirements of professional
communication. Firstly, all emails should have a concise and descriptive title, including the class and
name of the unit you are enquiring about as your instructors may be teaching more than one unit/class.
Students need to be clear about the intention of their emails, use appropriate tone and language, proof-
read what is written in the email before sending it. Students should also allow 3-4 working days for a
response before following up. If the matter is legitimately urgent, you may indicate this in the email
subject header but be sure that the email does require an immediate response before using this strategy.
If your email request is complex and requires a lengthy response it may be probably best to make an
appointment with your instructors to meet in person.

Student behaviour guidelines

Everyone must behave professionally. Students are expected to demonstrate respect for instructors and
fellow students at all times. Behaviour that is disruptive to a positive learning environment reported to
the instructors will result in a warning on the first instance; the second instance might result in a
failing grade along with expulsion from the unit or program.

Students are to be punctual at every class session and group meeting. Homework, readings and other
required assignments must be well prepared and completed as scheduled. Students must also actively
participate in classroom activities and discussions.

Any student caught (1) cheating on an exam, (2) collaborating with others on work to be presented, if
contrary to the stated rules of the unit, (3) submitting, if contrary to the rules of the unit, work
previously submitted in another unit, (4) knowingly and intentionally assisting another student in any
of the above actions, including assistance in an arrangement whereby work, classroom performance,
examination, or other activity is submitted or performed by a person other than the student under
whose name the work is submitted or performed, or (5) plagiarising, may fail the class and be subject
to further disciplinary action. First violation will result in a grade ZERO (0%) for that assignment.
Second violation will result in a failing unit grade.

Disability support services

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Students with disabilities are advised that accommodations and services are available at UEH-ISB. It is
the student's responsibility to contact UEH-ISB office and submit appropriate documentation prior to
receiving such services.

Additional information
This unit guide may be revised at the discretion of the Unit Coordinator with approval from Program
Academic Director and School Academic Committee where appropriate.

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