AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB)

Faculty of Business Administration

BBA Program
Department of Marketing

COURSE OUTLINE – SUMMER SEMESTER 2018-2019

I. Course Code and Title : MKT – 4002 and Marketing Research

II. Course Credit : 3 Credit Hours
III. Pre-Requisite : 60 credit of core courses and 15 credits of Marketing Major Courses

IV Course Description :
The Marketing Research course deals with the planning, collection, organization, interpretation, and presentation of
marketing information to aid marketing decision makers. These include the strategic role of marketing research,
managerial issues in the research process, qualitative and quantitative research designs, data analysis methods, and the
future of marketing research. Marketing research provides students with an introduction to modern marketing research
methodologies and places marketing research in a strategic context. More fundamentally, it discusses important topics
facing both marketing research practitioners and academics. A particular emphasis is placed on the role of marketing
research to provide information that facilitates and improves marketing decisions.

V Course Objectives:

The main objectives of the course are:

Your major objectives for the course are the following:
1. Gain exposure to the basic concepts and techniques of marketing research
2. Understand how to apply those concepts and techniques to serve practical, client-oriented needs
3. Realize the relationships among marketing research, marketing information, and marketing decision making
4. Use computer-based technology to design, implement, and report on an integrated marketing research project
5. Improve personal communication skills through extensive team involvement, in-depth oral communication
activities, and written report topics presented in a business format.
6. Become familiar with univariate, and bivariate analysis techniques

Knowledge (Cognitive):
1. To understand the marketing research process.
2. To describe the process of defining the problem and developing an approach
3. To develop a research proposal by considering the opportunities available in the current situation
4. To discuss exploratory research and descriptive research
5. To discuss Different scaling and sampling techniques technique
6. To describe the Statistical Package for the Social Sciences (SPSS)
7. To discuss descriptive statistics, correlation and regression analysis and to determine the direction of
the relationship
8. To discuss the strength of the relationship
9. To explain the interpretation of the statistical results

Skills (Psychomotor):
1. To classify marketing research
2. To improve the critical and analytical thinking ability

Page | 1
 3. To draw an analytical model and model building process
4. To illustrate the research question and hypothesis
5. To demonstrate the questionnaire design and administered
6. To demonstrate the sampling design process
7. To demonstrate different table and its implications
8. To present the findings and their implications

Attitude, Behavior (Affective):

1. To appreciate and join in a marketing research team.
2. To develop confidence among the students to face environmental challenges.
3. To fulfil the research gap exists in the business and industrial environment of the country.
4. To submit a research article and potential research topics
5. To fulfil the research approach and develop a model
6. To create a data file and enter data

VI. Topics (Major and subtopics) to be covered:

Topics Specific Objective(s) Time Suggested

Teaching
Frame Activities
Strategy(s)
Lecture with
To discuss the essence/meaning of the
White Board and
mission and vision of the university.
Lecture 1 power point slide
Mission and Vision of Give an overview of the course outline and Class
Week 1 & teacher-student
AIUB discuss the subject of the classroom and Discussion
(1) interaction &
grading policies.
discussion on
specified topics.
Lectures 2 Class Lecture with
Introduction to Marketing To provide an understanding of Marketing & 3 Discussion. White Board and
Research Research. Week 1 Discussing power point slide
(Chapter # 1) (2) & real-life & teacher-student
Week 2 case on the interaction &
(1) topic. discussion on
Quiz # 1 specified topics.
Class
Defining the Marketing To give an overview of the marketing Discussion. Lecture with
Lectures 4
Research Problem and research problem. Discussing White Board and
&5
Developing an Approach to real-life power point slide
Week 2
the Problem case on the & teacher-student
(2) &
(Chapter # 2 topic. interaction &
Week 3
Step I and II of Marketing Group discussion on
(1)
Research Process) Work, specified topics.
Quiz # 2

Research Design To provide the clear picture of designing a

Lecture with
Formulation marketing research. Lectures Class
White Board and
(Chapter # 3 6, 7,8 & 9 Discussion,
power point slide
Step III of Marketing Week 3 Individual
& teacher-student
Research Process) (2); Week Task,
interaction &
Research Design 4 & Week Quiz # 3 &
discussion on
Formulation 5 (1) 4
specified topics.
Develop a Research
Proposal
Lectures Class Lecture with
Measurement and Scaling To provide the clear picture of designing a 10 & 11 Discussion, White Board and
(Chapter # 8-9) marketing research. Week 5 Individual power point slide
Page | 2
Step III of Marketing & teacher-student
(2) & Task,
Research Process) interaction &
Week 6 Quiz # 3 &
discussion on
(1) 4
specified topics.
Review of the Mid Term Syllabus Lecture 12 Week 6 (2)
Mid Term Exam Week 7
Lecture with
Class
To provide the clear picture of designing a White Board and
Discussion,
Questionnaire Design marketing research. Lectures power point slide
Individual
(Chapter # 10) 15 & 16 & teacher-student
Task,
Week 8 interaction &
Quiz # 3 &
discussion on
4
specified topics.
Class
Sampling Techniques To give an overview of Measurement and Discussion. Lecture with
(Chapter # 11-12) Scaling tools and techniques Discussing White Board and
Lectures real-life power point slide
17 & 18 case on the & teacher-student
Week 9 topic. interaction &
Group discussion on
Work, specified topics.
Quiz # 5
Field Work/ Data Class Lecture with
collection; Data Preparation To give an overview of the questionnaire Discussion. White Board and
and analysis and Report design. Lecture Discussing power point slide
Preparation and 19 real-life & teacher-student
Presentation Week 10 case on the interaction &
(Step IV-VI of Marketing (1) topic. discussion on
Research Process) Group specified topics.
Work

Data Preparation Lecture

Analysis with SPSS 19
Data input Using the primary
To give an overview of sampling Week 10
in SPSS data
techniques. (1)

Data cleaning
Lecture Data
Frequency Distribution, Lecture with
20 analysis
Cross-Tabulation How to make Suggestions or primary data and
Week 10 from SPSS
Reliability Analysis Recommendations on Findings. do analysis
(2)
 To give an overview of how to Class
Correlation, solve specific problems. Discussion.
Regression, and Discussing
Lecture
Factor Analysis  To provide the clear picture of real-life Lecture with
21,22
designing a marketing research case on the primary data and
Week 11
Report. topic. do analysis
Group
Work

 To give an overview of how to Lecture Class Lecture with

solve specific problems. 23 Discussion. White Board and
Supervision of Group  To provide the clear picture of Week 12 Discussing power point slide
related to Assigned designing a marketing research (1) real-life & teacher-student
Research Topic Report. case on the interaction &
(Assigned to a different topic. discussion on
group of students before Group specified topics.
Page | 3
Mid Term Final Exam) Work

 To give an overview of how to Class

solve specific problems. Discussion. Lecture with
Supervision of Group  To provide the clear picture of Discussing White Board and
Lecture
related to Assigned designing a marketing research real-life power point slide
24
Research Topic Report in relation to questionnaire case on the & teacher-student
Week 12
(Assigned to a different design, sample selection etc. topic. interaction &
(2)
group of students before Group discussion on
Mid Term Final Exam) Work specified topics.

Lecture 25, Week 13 (1)

Final Research Report Submission
Lectures 25 & 26, Week 13 (1) & (2)
Final Research Report Presentation and Defense
Week 14
Final Term

* The instructor reserves absolute rights to change or modify this schedule as needed. Please use this schedule to stay
current in your studies.

VII. Course Assessments/Requirements:

The instruction method of this class is a presentation of the lecture. It integrates slide show, hand-out distribution, class
discussion, problem analyzing, problem-solving, quiz, assignment, term report and exam.

Quiz: Quiz will give students an idea of the upcoming exam questions regarding the style and the level of difficulty. It
will be a blend of key terms and short answer questions. No make-up will be taken for missed quizzes.

Exams: Exams will be based on all the textbook materials and additional materials (if any) provided in the class. In no
case whatsoever, any makeup Semester Final, Midterm Exam will not be offered. Missing any of the above will earn zero
marks for the student. In case of serious circumstances, re-sit or improvement will be considered maintaining the rules of
the university.

Individual/Group Report: Group report is introduced to increase the students’ ability to develop teamwork,
coordination, commitment and other relevant skills. There will be several groups formed where each group will comprise
no more than 5 persons. Students are asked to form their own group as soon as possible.

Assignment: Assignment should be submitted within the announced time. It includes a presentation, term paper and quiz.
For late submission, marks will be deducted. Students are advised not to copy assignments as that will give them poor
marks

Rules:
Attendance: Students are expected to attend class and to arrive on time. Only one absence is allowed with prior
permission. More than one absence may result in a reduction of grade. Please note that the student having attendance
lesser than 80% will not be allowed to sit for the final exam.

Lecture Slide: Lecture slides will be available for the students in digital form from the VUES account.
Text Book: Students are required to have the textbook (s) by the first week of the semester and have to bring the book in
the class.

Class Makeup: In case of unavoidable circumstance, a course meeting, lecture or exam needs to be cancelled; Student
will be offered a makeup. All makeup classes will be held as per the rescheduling suggested by the course teacher.

Consultation Hour: Students are most welcome to make an appointment at the time convenient for both the teacher &
students. Don’t hesitate to consult your instructor regarding any difficulty you face.
Page | 4
Classroom behaviour: I expect you to conduct yourself with academic courtesy in the classroom. In other words, you
should be in your seat and readiness to start when class begins. You should not talk to other students during lectures unless
directed to do so by the Instructor. It is advised and mandatory that students keep their mobile phones silent during the
class hours. In addition, students are not allowed to leave the classroom during the session’s hours unless an emergency
occurs. All students are advised to wear an appropriate and befitting dress while attending the classes and hang their
university ID card on the neck.

Teams: Teams should be formed by the second week of class. The class presentation should be no more than 15-20
minutes (teams will be allocated a 5-minute setup time) and presented in a professional manner using PowerPoint. At this
stage of your educational career, the instructor expects a polished presentation and will grade accordingly. At a minimum,
the presentation should include a demonstration of the model and dialogue regarding the business case, assumptions and
modelling techniques employed.

Grading System:

The following grading system will be strictly followed in this class.

Old Grading Policy:

90- 86- 82- 78- 74- 70- 66- 62- 58- 54- 50-
94+ <50
Letter 93 89 85 81 77 73 69 65 61 57 53
Grade A+ A A- B+ B B- C+ C C- D+ D D- F
4:00 3.75 3.50 3.25 3.00 2.75 2.50 2.25 2.00 1.75 1.50 1.00 0

New Grading Policy:

90-100 85-<90 80-<85 75-<80 70-<75 65-<70 60-<65 50-<60 <50

Letter
A+ A B+ B C+ C D+ D F
Grade
4:00 3.75 3.50 3.25 3.00 2.75 2.50 2.25 0

VIII. Evaluation Contents:

The total 100% will be broken down as follows:

MIDTERM FINAL TERM

Category Marks (%) Category Marks (%)
Quizzes (1 out of 2) 20% Quizzes (1 out of 2) 20%

Attendance & Class Participation 10% Attendance & Class Participation 10 %

Group Research Report Topic 30% Group Research Report 20%
Selection and Proposal Submission, Submission
Group Research Report Presentation
Designing Questionnaire and
and Defense 10 %
Presentation

Mid Term Exam 40%

Final Exam 40%

Total 100% Total 100%

IX. Textbook
þ Malhotra, Naresh K., Marketing Research. An Applied Orientation, 6 th Edition, 2010, Prentice-Hall, USA.

Page | 5
Reference Books
 Marketing Research - David Cooper & Pamela S. Schindler, Intl. Edition, 2007, McGraw – Hill, USA.
 Essentials of Marketing Research – William G. Zikmund & Berry J. Babin, 3rd Edition, 2007, Thomson, USA.
 Marketing Research Essentials – Carl Mc Donald & Roger Gates, 4th Edition, 2004, Wiley, USA.

 Marketing Research - David Cooper & Pamela S. Schindler, Intl. Edition, 2007, McGraw – Hill, USA.
 Essentials of Marketing Research – William G. Zikmund & Berry J. Babin, 3rd Edition, 2007, Thomson, USA.
 Marketing Research Essentials – Carl Mc Donald & Roger Gates, 4th Edition, 2004, Wiley, USA.

X. List of teachers teaching this course (with email address):

1. Dr Khondaker Sazzadul Karim

(kskarim@aiub.edu)

Prepared By:

Dr Khondaker Sazzadul Karim

Associate Professor and Head
Dept. of Marketing and THM
Faculty of Business Administration, AIUB.

Contact Details: Ka – 66/1, Kuratoli Road

Kuril, Khilkhet
Dhaka – 1229, Bangladesh
Dhaka – 1229, Bangladesh
Room No:42A59
e-mail: kskarim@aiub.edu

Page | 6