AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB)

B.B.A Program
Marketing Research
Course Outline- Fall 2018-2019

I. Course Code : MKT-4002

II. Course Title
III. Course Credit
IV. Pre Requisite
V. Course Instructor
VI. Department
VII. Class Time
: Marketing Research
: 3 Credit Hours
: 60 credit of core courses and 15 credits of Marketing Major Courses
: Dr. Khondaker Sazzadul Karim
: Marketing
:

Section Day Time Room

A Sunday and Tuesday 9.30 a.m.-11.00 a.m. 1120

VIII. University Vision

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) envisions promoting professionals and

excellent leadership catering to the technological progress and development needs of the country.

IX. Mission

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB) is committed to provide quality and excellent

computer-based academic programs responsive to the emerging challenges of the time. It is dedicated to nurture and
produce competent world class professional imbued with a strong sense of ethical values, ready to face the competitive
world of arts, business, science, social science and technology.

X. 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.

XI. Learning 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

XII. Process of Teaching:

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

XIII. Course Evaluation:

The total 100% will be broken down as follows:

MID TERM 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 Defence 10 %
Presentation

Mid Term Exam 40%

Final Exam 40%

Total 100% Total 100%

XIV. Evaluation Contents:

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 text book 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
mark 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,
co-ordination, 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 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

Grading Policy:
The set policy of AIUB for grading the students’ performance will be strictly followed.

XV. Course Policies:

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 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.

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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.

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 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 Power Point. 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.

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

Topics Specific Objective(s) Time Suggested Teaching

Frame Activities Strategy(s)
To discuss the essence/meaning of
Lecture with White
the mission and vision of the
Board and power
university.
point slide &
Give an overview about the course Lecture 1 Class
Mission and Vision of AIUB teacher-student
outline and discuss on the subject Week 1 (1) Discussion
interaction &
of the classroom and grading
discussion on
policies.
specified topics.
Lecture with White
Lectures 2 Class
To provide understanding of Board and power
Introduction to Marketing &3 Discussion.
marketing Research. point slide &
Week 1 (2) Discussing
Research teacher-student
& Week 2 real life case
interaction &
(Chapter # 1) (1) on the topic.
discussion on
Quiz # 1
specified topics.

To give an overview of the

Defining the Marketing Class
marketing research problem. Lecture with White
Research Problem And Discussion.
Lectures 4 Board and power
Discussing
Developing an Approach to &5 point slide &
real life case
Week 2 (2) teacher-student
the Problem on the topic.
& Week 3 interaction &
Group
(Chapter # 2 (1) discussion on
Work,
specified topics.
Step I and II of Marketing Quiz # 2

Research Process)
Lectures 6, Class Lecture with White
To provide the clear picture of 7,8 & 9 Discussion, Board and power
Research Design Formulation
designing a marketing research. Week 3 (2); Individual point slide &
(Chapter # 3 Week 4 & Task, teacher-student
Week 5 (1) Quiz # 3 & interaction &
Step III of Marketing
4 discussion on
Research Process) specified topics.
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Research Design Formulation
Develop Research Proposal

To provide the clear picture of Lecture with White

Measurement and Scaling Class
designing a marketing research. Lectures 10 Board and power
Discussion,
(Chapter # 8-9) & 11 point slide &
Individual
Week 5 (2) teacher-student
Step III of Marketing Task,
& Week 6 interaction &
Quiz # 3 &
Research Process) (1) discussion on
4
specified topics.

Review of the Mid Term Syllabus Lecture 12 Week 6 (2)

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

Data cleaning
Frequency Distribution, Data
Lecture 20
How to make Suggestions or analysis Lecture with primary
Cross-Tabulation Week 10
Recommendations on Findings. from SPSS data and do analysis
(2)
Reliability Analysis

 To give an overview of Lecture Class Lecture with primary

how to solve specific 21,22 Discussion. data and do analysis
Correlation,
problems. Week 11 Discussing
Regression, and real life case
 To provide the clear on the topic.
Factor Analysis
picture of designing a Group Work
marketing research Report.

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  To give an overview of
Class Lecture with White
how to solve specific
Discussion. Board and power
problems.
Lecture 23 Discussing point slide &
Supervision of Group related  To provide the clear
Week 12 real life case teacher-student
to Assigned Research Topic picture of designing a
(1) on the topic. interaction &
(Assigned to different group marketing research Report.
Group Work discussion on
of students before Mid Term
specified topics.
Final Exam)
 To give an overview of
how to solve specific Class Lecture with White
problems. Discussion. Board and power
Supervision of Group related  To provide the clear Lecture 24 Discussing point slide &
to Assigned Research Topic picture of designing a Week 12 real life case teacher-student
(Assigned to different group marketing research Report (2) on the topic. interaction &
of students before Mid Term in relation with Group Work discussion on
Final Exam) questionnaire design, specified topics.
sample selection etc.
Lecture 25, Week 13 (1)
Final Research Report Submission
Lectures 25 & 26, Week 13 (1) & (2)
Final Research Report Presentation and Defence
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.

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

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.

Course Faculty: Faculty’s Office:

Dr Khondaker Sazzadul Karim Faculty Room: 41023

Associate Professor and Head Permanent Campus
Deptt. of Marketing Faculty of Business Administration
Faculty of Business Administration, AIUB. American International University-Bangladesh
Email: kskarim@aiub.edu

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