University of the West Indies

Mona School of Business and Management

Course Outline
MKTG3002: Marketing Research
Summer: 2023

Lecturer: Dr. Clive Scott

Telephone/Email 977-3808 /977-3775 Email : clive.scott@uwimona.edu.jm
Class Hours: Mondays: 5:00 pm – 7:00 pm
Tuesdays: 5:00 pm-7:00pm
Thursdays: 7:00pm-9:00pm
Pre-Requisite: Introduction to Statistics (EC 16A).
Principles of Marketing (MS20A)

Course Overview
This course outlines the fundamentals of marketing research and presents applied solutions to typical marketing
problems. This course presents an overview of marketing research, and explain key concepts,
processes, and techniques, as well as their applications. There are several issues that will be discussed in
this class such as: (1) the use of marketing research information in decision-making, (2) examination of the
techniques of marketing research, and (3) the consumption of marketing research information. Additionally,
the course covers research design, for both qualitative and quantitative data, and quantitative methods
used for analyzing research data. Students taking this course will be exposed to both practical and theoretical
dimensions of marketing research and are required to complete a marketing research project (in groups)
designed to underpin the practical significance of the course. Students are also required to do a multiple-choice
mid-semester exam and a written final exam to complete this course.

Learning Outcomes
 Explain the research process, problem definition and alternative research designs.
  Identify the key terms and concepts used in marketing research.
  Identify the major differences between qualitative and quantitative research.
 Design marketing research projects in a logical and systematic manner.
 Analyze data using SPSS statistical software.
 Develop effective questionnaires and utilize appropriate measurement scales for data collection.
 Utilize research information to formulate appropriate research questions.
 Design marketing research projects in a logical and systematic manner.
 Develop and communicate research findings. 

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Required Text
Malhotra, N. K. (2019). Marketing Research: An Applied Orientation (7th ed.). ISBN-13:
9780137504879. Published 2021.New Jersey: Prentice Hall.
References
Recommended Readings

Luck D. J., Wales, H.G., Taylor, D. A. and Rubin R. S., Marketing Research, 7th Edition, Prentice-
Hall of India, New Delhi.

Tull, D. S. and Hawkins D. I., Marketing Research : Measurement and Method, 6th Edition, Prentice-
Hall of India, New Delhi.

Essentials of Marketing Research, Joseph Hair, Mary Wolfinbarger, David Ortinau and Robert Bush

Green, P. E. and Tull, D. S., Research for Marketing Decisions, 5th edition, Prentice-Hall of India,
New Delhi.

Course Requirements
Students are expected to come to class prepared by reading the assigned material prior to class. Lectures are
done, in the main, through PowerPoint presentations and are intended to supplement, reinforce, and clarify (but
not substitute for) the readings to be undertaken by the student. Lectures may also include guest presenters and
video presentations.

Evaluation
To evaluate the student’s performance, there will be a multiple-choice mid-semester exam, a group
marketing research project (which will utilize SPSS for data analysis) and a written final exam.

Multiple Choice Mid-Semester Exam –20%

Students are required to answer 60 questions in (1 hr 15min). The exam will be held in the third (3 rd) week of
class and will be based on material covered up to week 3. In preparing for the exam, students are required to
read the prescribed text along with the PowerPoint slides and materials covered in class.

Group Marketing Research Study – 20%

Students will be placed in groups of 5 to conduct a marketing research project. Students are required to develop
research question(s) and testable hypotheses; develop survey instruments, undertake data collection;
select samples; analyze data draw conclusions and make recommendations based on research findings.
Students are given considerable freedom to choose the topic of study. However, it is to be noted that the
research problem needs to be relevant to marketing and must lend itself to quantitative solutions. The objective
of the Group Marketing Research Study is to provide students with the “know how” to apply concepts and
methods to real marketing research problems. For this Project, it is necessary for students to demonstrate a clear
understanding of the problem(s) at hand, a realization of the organizational constraints for dealing with such
problem(s) (including time and budgetary restrictions), and an understanding of how the answers to the research
questions will facilitate decision-making.

The Group Market Research Study must be no more than 25 pages, double spaced (not counting title page, table
of contents and appendices) and should be presented in the following format:

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Group Marketing Research Study
I. Title Page
II. Table of Contents
III. Executive Summary
IV. Problem Definition
V. Approach to the Problem
VI. Research Design
VII. Data Analysis
VIII. Results & Discussion
IX. Limitations and Caveats
X. Conclusions and Recommendations
XI. Appendices (example-Questionnaire)

SPSS Tutorials
SPSS tutorials is aimed at assisting students with the Group Marketing Research Study. In these tutorials,
students will be exposed to basic features and techniques of SPSS:
 Getting to know SPSS.
 Creating data files & Entering data
 Categorical vs. Continuous Variables Revisited
 Bivariate vs. Multivariate Analysis
 Frequency distribution and other descriptive
 Summing and rearranging data (compute and recode)
 Scale Reliability (Cronbach’s Alpha)
 Hypotheses testing:
 Differences (t-test, one-way ANOVA)
 Association (correlation, multiple regression, logistic regression)
 Grouping variables thru Factor Analysis
 Interpreting SPSS output

Final Exam – 60%

In the final exam, students are required to do three (3) essays in two (2) hours from four (4) or five (5)
questions.

Course Syllabus
WK1: May29 Course Outline Read course outline.
June 2 Group Project Read chapter 1.
Introduction to Marketing Research Read chapter 2.
Defining the Marketing Research Problem and Read chapter 3.
Developing an Approach

WK2: June 5 Exploratory Research Design Read chapters 4.

June 9 Exploratory Research Design: Qualitative Research Read chapter 5.

WK3: June 12 Descriptive Research Design: Survey and Read chapters 6.

June 16 Observation
Causal Research Design: Experimentation Read chapters 7.

WK 4 June 19 Measurement and Scaling: Fundamentals and Read chapters 8.

June 23 Comparative Scaling Read chapter 9.

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Course Syllabus
Measurement and Scaling: Noncomparative Scaling
Techniques
Midterm Examination

WK5: June 26 Questionnaire and Form Design Read chapters 10.

June 30 Sampling: Design and Procedures Read chapters 11.

WK6: July 03 Fieldwork Read chapters 13.

July 7
WK6: July 3 Final Examination TBA
July 7

Grading Assessments

Grading Percentage
Mid-semester Exam 20
Marketing Research Project 20
Final Exam 60
Total 100

GPA Marking Scheme for Examinations: The authorized marking scheme is as follows:

GRADE MARKS GPA

A+ 90-100 4.3
A 80-89 4.0
A- 75-79 3.7
B+ 70-74 3.3
B 65-69 3.0
B- 60-64 2.7
C+ 55-59 2.3
C 50-54 2.0
F1 45-49 1.70
F2 40-44 1.30
F3 0-39 0.00

Office of Special Student Services:

The University of the West Indies at Mona provides special accommodation for students with special
needs. Services are provided as needs are identified and include assistance for the hearing impaired and
those with physical disabilities. If you have a disability for which you believe you require services,
please contact your respective program coordinator.

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Examination:
A student who does not take an examination in a course for which he or she is registered is deemed to
have failed the examination unless permission to be absent was granted. A student who on the grounds of
illness or in other special circumstances referred to in examination Regulation 25 fails to take an
examination in a course for which he or she is registered may be given special consideration by the
Board of Examiner to take the examination at the next available opportunity, without penalty.

Academic Integrity: Cheating

Cheating is any attempt to benefit oneself or another by deceit or fraud. Plagiarism is a form of
cheating. Plagiarism is the unauthorized and unacknowledged use of another person’s intellectual
efforts, ideas, and creations under one’s own name howsoever recorded, including whether formally
published or in manuscript or in typescript or other printed or electronically presented form. Plagiarism
includes taking passages, ideas or structures from another work or author without attribution of such
source(s), using the conventions for attributions or citing used in this University. Since any piece of
work submitted by a student must be that student’s own work, all forms of cheating, including
plagiarism, are forbidden .

Code of Conduct
1. During the conduct of any class, there shall be no activity which disturbs the assembly and affects the order
of the proceedings. Instructors have the right to require any student to leave the classroom if she/he is
involved in disorderly conduct, or alternatively instructors have the right to leave the classroom themselves.

2. Cell phones, pagers and alarms of any type shall be turned off during classes. If there is an emergency for
which a student or instructor may need to use the phone, this shall be indicated at/or just prior to the start of
the class in a manner indicated by the instructor.

Student’s Responsibility
Students are expected to:
 Take responsibility of obtaining and becoming familiar with a copy of the Course Outline.
 Independently study the textbook and the assigned reading of the text, readings and assigned cases
prior to class.
 Use the MSB-OurVLE course container and other suggested web sites as necessary to obtain
materials relevant to the course.
 Attend all classes in the absence of extenuating circumstances and where not able to attend classes
to indicate to the instructor the reasons for failure to do so.
 Participate as fully as possible in class discussions.
 Recognize that the presentation of other people’s work as their own represents the worst form of
academic misconduct. Be familiar with the University rules which prescribe very stiff penalties for
this form of behavior.
 Be punctual for class.
 Hand in all assignments by the deadline set. Assignments handed in after the deadline will have
points deducted.

Instructor’s Responsibility
The instructor is expected to:

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 Treat each student fairly and impartially.
 Make himself/herself available for consultation with individual students or groups of students as
necessary.
 Ensure that the course is delivered at the highest possible academic standard.
 Ensure that sufficient and relevant material is made available for students).
 To be always punctual (except in extenuating circumstances.
 Maintain ongoing consultation with the students to ensure that the course is always meeting the
needs of the students.