COURSE SYLLABUS Course Number: MKT 111 Title: Marketing Research Department / Program: Marketing and Law School: ADMU JGSOM Semester: 1st School Year : 2012 – 2013 Instructor: Bienvenido C. Niles, Jr COURSE DESCRIPTION: A scientific approach to decision making in marketing. Topics include cost and value information, product testing, consumer data bases, research designs, sampling techniques, data gathering techniques, creative data interpretation, simulation and implementation of actual research findings. PRE-REQUISITE: MKT 101 or 102 or 103 CREDITS : 3 units COURSE OBJECTIVES: At the end of the course, the student should:

1. Have a basic understanding of research principles, tools and its role in business

2. Gain a working knowledge of research and be able to apply them in the various stages of the marketing process through activities designed to enhance learnings and

3. Be able to integrate the concepts and techniques learned and demonstrate such in the preparation and presentation of a marketing research paper.

COURSE OUTLINE: This will cover 4 broad skills areas:

1. Research Planning a. Problem Identification b. Research Design

2. Executing Market Research a. Sampling b. Data Acquisition c. Data Processing

3. Analysis and Interpretation 4. Communicating the message and action planning

a. Reports b. Summaries c. Insights

COURSE SCHEDULE: SESSION NO. TOPIC READINGS 1. June 14 Course Introduction Marketing Concepts Importance of relationship building with consumers

Marketing Data Bases 2. June 19 What is Marketing Research Chapters 1 & 3 (history / growth /opportunities) Where research fits in the product life cycle 3. June 21 Marketing Research Process Chapters 2 & 4 (Review business situation / define marketing Issue / Review available research) Division of Responsibility between Marketing And MR

Research Brief Problem Identification / definition

Group Activity (Role Playing) 4. June 26 Research Design Chapter 5 -7 (Research Proposal) Desk Research / Secondary Data 5. June 28 Primary Research (Types of Research - Consumer/Retail/Media) Group Assignment – Research Proposal 6. July 3 Qualitative Research Chapter 8 - Focused Group Discussions

- In-Depth Interviews - Creative techniques - Discussion guide development - Observation

Group Assignment (Discussion guide ) 6. July 5 Guest Speaker (Qualitative Expert)

Moderating the FGD Listening / assimilating qualitative research Writing the Qualitative Key Highlights Summary Debriefing guidelines Group Activity (Focused Group)

Debriefing 8. July 10 First long Exam

9. July 12 / 17 Group Presentation – Research Proposal

Lecture - Quantitative Research Chapter 9 -Methodology -Sampling - Questionnaire design Chapters 10/11

- Measurement Scaling Group Assignment - Questionnaire Design 10. July 19 Lecture Chapters 12- 14

Executing Research

Data Collection

- Field Procedures - Selecting the agency

- Managing agency relationship Data Processing Chapters 15 - 19 - Editing - Coding - Data entry 11. July 24 Group Presentation – questionnaire design

Submit topics for the research project

Lecture - Data analysis

- Types of data - Cross tabulations - Descriptive statistics - Statistical analysis

Group Activity (Data Analysis)

12. July 26 Finalize Topic for each group

- Appoint team Management ( Proj Mgs / DC / DP Head / Analysts Report Writer

Lecture - Writing the Research Report / Summary/ Chapter 20

Insights -Examples

-Communicating the Research Repot

Group Assignment ( Research Report) 13. Aug 2 Group Presentation (Research Report) Debriefing Lecture - Retail Audit / Scanning / Distribution checks

Group Work (Retail Audit Report)

15. Aug 7 2nd Long Test 16. August 9 Group Work ( Retail Audit Report) - Debriefing - New research methods Present Research Plan

-Objectives - Method - Information to be Obtained 17. August 14 Guest Speaker – Media Expert Media Research – Techniques and Uses 19. August 16 Ethics in Research 20. August 21 Ninoy Aquino Day 21. August 23 Review questionnaire Review Field execution plan / start fieldwork ( class to review each group’s fieldwork plan) 22. August 28 Review Tabulation and Analysis Plan

- Data analysis specifications 23. August 30 National Heroes Day 24. Sept 4 Complete Fieldwork (status report – challenges and opportunities)

Start Data processing (class to review each group’s data processing plan)

25. Sept 6 Status of Data processing and analysis 26. Sept 11 Complete data analysis ( Class to review each group’s completed tables analysis) 27. Sept 20 Submit Research Report (all groups)

28. Sept 25 Presentation of Research Report 29. Sept 27 Presentation of Research Report 30. Oct 2 Review all stages of research 31. Oct 9 Finals TIME FRAME : 10:30 – 12:00 NOON COURSE REFERENCE / SUGGESTED READINGS 1). Burns, A and Bush, R Marketing Research, 4th edition, Pearson South Asia Pte. Ltd (2004) 2). McDonald Colin and Van Gelder Phyllis ESOMAR Handbook of Market and Opinion Research 3). Selected readings to be given

COURSE APPROACH:

1. Marketing Research paper The class will be divided into groups of 5. Each group will conduct a research relating to a).marketing issue or problem of a particular brand or b).social issue.

2. Group Learning Activities Report and Presentation

These activities will expose students to actual research projects and allow them to experience practical applications of concepts and principles learned in class.

3. Quizzes 4. Final Examination

COURSE REQUIREMENTS AND GRADING SYSTEM: % Group Marketing Research Case Paper 15 Presentation 15 Group Learning Activities - Report / Presentations 15 Long Tests (2 ) 20 Final Exam1 15 Quizzes 10 Participation 10 Grade Equivalent 92 – 100 3.76 – 4.00 A 87 – 91 3.31 – 3.75 B+ 83 – 86 2.81 - 3.30 B 79 – 82 2.31 – 2.80 C+ 76 – 78 1.81 – 2.30 C 70 – 75 1.00 – 1.80 D Below 70 Below 1.00 F CLASS ROOM POLICIES FREE CUTS – There is no such thing as a free cut. In the event that there are no classes, scheduled (see syllabus) or not, there will be other activities to compensate for the missed sessions. This is in keeping with the holistic approach of the course, combining both theoretical and practical learning, including exposure to actual research. The teacher will always be on time. For unexpected circumstances when he or she is late, the class must wait until she arrives unless the department informs them otherwise. If there is no announcement, class will proceed.

TARDINESS – Since the teacher will always be on time, students are also expected not to be late. Coming in 30 minutes after the class has started will be considered a cut. MAKE-UP EXAMS / QUIZZES – No make up tests will be given especially for examinations which are scheduled in advance. Requests for grade reconsiderations will only be entertained within 2 weeks after the test has been returned. LATE SUBMISSIONS – Unless otherwise agreed, late submissions of reports and similar deliverables will be accepted but will receive deductions on the grade, equivalent to the next lower letter grade. GRADE CHANGE – Students are given ample opportunity during the semester to obtain good grades. Hence any considerations of grade change will not be entertained once the grades are out. PLAGIARISM / CHEATING – It is very difficult to plagiarize market research. Hence, it will not be tolerated in this class and any student who will be caught doing so will receive a failing mark. REMINDERS: NO EATING OR DRINKING INSIDE THE CLASSROOM.

NO USING OF CELLPHONES INSIDE THE CLASSROOM OBSERVE THE JGSOM DRESS CODE

CONSULTATIONS – Before and after class by appointment (via Tel # 0917-517 8819 or email at nonoy.niles@boomerangadvisory.com)