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Marketing Research - MKT375 Spring 2026
Course
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Emel Yarimoglu
Course code: MKT 375
Term and year: Spring 2026
Day and time: Fridays 11:15-14:00
Instructor: Emel Yarimoglu, Ph.D.
Instructor contact: emel.yarimoglu@aauni.edu
Consultation hours: Fridays 14:00-14:30
Marketing Research
Course code: MKT 375
Term and year: Spring 2026
Day and time: Fridays 11:15-14:00
Instructor: Emel Yarimoglu, Ph.D.
Instructor contact: emel.yarimoglu@aauni.edu
Consultation hours: Fridays 14:00-14:30
|
Credits US/ECTS |
3/6 |
Level |
Bachelor |
|
Length |
15 weeks |
Pre-requisite |
MKT 248, MTH 222 |
|
Contact hours |
42 hours |
Grading |
Letter grade |
1. Course Description
This course is designed to equip students with the essential skills and knowledge needed to conduct effective marketing research in a dynamic business environment. Students will learn how to identify and define marketing problems, develop research objectives, and design appropriate research methodologies. The course emphasizes both qualitative and quantitative research techniques, providing a comprehensive understanding of how to collect, analyze, and interpret data to support informed decision-making in marketing.
Throughout the course, students will engage with real-world scenarios and case studies that illustrate the practical application of marketing research concepts. Interactive lectures, seminars, and hands-on activities will encourage students to actively participate in the learning process, fostering critical thinking and problem-solving skills. The course also integrates AI-driven tools and technologies, offering insights into how modern marketing research is evolving with advancements in artificial intelligence.
A key component of the course is the development of research proposals and the execution of research projects, both individually and in teams. These projects will allow students to apply theoretical knowledge to practical research problems, enhancing their ability to conduct thorough and effective research. By the end of the course, students will be able to design and implement marketing research studies, analyze data, and present findings in a clear and compelling manner.
This course is ideal for students who aspire to careers in marketing, business analytics, or any field where data-driven decision-making is crucial. It prepares students to navigate the complexities of the market, understand consumer behavior, and contribute to strategic marketing decisions through rigorous research, all while leveraging the ever-present influence of AI in modern marketing practices.
2. Student Learning Outcomes
Upon completion of this course, students will be able to:
● Comprehend and have a clear understanding of the relationship between market research and decision making.
● Comprehend and have a clear understanding of the processes used in formulating and conducting market research projects.
● Place in context and lend perspective to the market conditions under which research may be undertaken and the impact of these conditions on the type of research to be conducted, including methodologies and project management.
● Comprehend and clearly understand the range of qualitative and quantitative techniques and methods available in marketing research, including applicability and limitations.
● Comprehend and clearly understand how to design market research to obtain actionable information as a decision support and make a Request for Proposal for a market research project.
● Place in context and lend perspective to the language of marketing research as practitioners and business people use it.
● Place in context and lend perspective to more common qualitative and quantitative techniques, including proposal/survey construction, data collection/fieldwork, analysis, and reporting.
3. Reading Material
Required Materials: Main Textbooks
o Naresh K. Malhotra (2021). Basic Marketing Research. Pearson. (Selected Chapters available for download – link will be provided in NEO).
o Perlego Book: Babin Barry (2016). Essentials of Marketing Research. Cengage
Recommended Further Reading and Scientific Journals’ Articles
o Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, 102783. https://doi.org/10.1016/j.ijinfomgt.2024.102783
o Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0: The future is immersive. Wiley.
o Kumar, V., & Kotler, P. (2024). Transformative Marketing: Combining New Age Technologies and Human Insights. Palgrave Macmillan.
o McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights (Twelfth edition). Wiley.
o Male, S. (2024). AI Empowered: Revolutionizing Market Research.
4. Teaching methodology
In the course, the course teacher employs a combination of interactive lectures, seminars, and moderated discussions to create a highly engaging and dynamic learning environment. The interactive lectures are not just about presenting key concepts; they are designed to provoke thought and encourage active participation from students through questioning and dialogue. This approach helps students critically engage with the material and directly apply theoretical knowledge to real-world scenarios. Seminars are utilized to facilitate in-depth exploration of topics through collaborative activities, such as case studies and group discussions, allowing students to practice applying concepts in practical settings, which strengthens their understanding.
Furthermore, the course teacher incorporates student-led discussions, where students take the lead in guiding conversations while the teacher acts as a facilitator. This method encourages autonomy, critical thinking, and the development of leadership and communication skills among students. The inclusion of case studies supports these discussions by providing practical examples that students can analyze and debate, thereby enhancing their problem-solving and analytical abilities. These teaching methods have been chosen because they actively involve students in the learning process, foster critical thinking, and bridge the gap between theory and practice, effectively preparing students for the challenges they will face in the field of marketing research.
Multimodal Learning and Technology Integration - To accommodate different learning styles and enhance student engagement, the course design will employ multimodal learning. This approach incorporates various forms of media, such as videos, podcasts, and interactive online tools, to create a rich and diverse learning experience. Students will also engage creatively with AI-driven applications, allowing them to create and distribute content that blends traditional learning with cutting-edge technology.
By employing these diverse methodologies, the course aims to create an engaging and immersive learning environment that prepares students to not only analyze but also demonstrate their own ability to influence data-driven decision-making. This is particularly relevant in the contexts of AI and marketing research. The course is designed to develop critical skills such as data analysis, interpretation of consumer insights, research design, and the application of AI tools in market research. These skills are essential for students to navigate real-world scenarios, where they will need to make informed decisions based on data and leverage emerging new-age technologies (NATs) to drive marketing strategies.
5. Course Schedule
|
Date |
Class Agenda |
|
Session 1 Jan 30 |
Topic: Introduction to Marketing Research and Its Role in Decision Making Topics: Overview of the marketing research process, its importance, and its application in real-world scenarios. Research Task: Conduct a brief literature review on the role of marketing research in strategic decision-making within a specific industry of your choice. Reading 1: Malhotra Chapter 1 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 1 - Steps in Creating Market Insights and the Growing Role of Marketing Analytics (pp. 1-21). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 1 - Introduction to AI in Market Research (pp. 1-14) https://logitgroup.com/ai-empowered/ Assignments: GW 1 assigned |
|
Session 2 Feb 6 |
Topic: Defining Marketing Research Problem and Developing an Approach Topics: Learning how to accurately identify and articulate marketing problems. Exploring techniques for setting clear and achievable research objectives that guide the research process effectively. Activities: Group discussions on identifying research problems in various marketing scenarios. Workshops on drafting research objectives that are specific, measurable, achievable, relevant, and time-bound (SMART). Research Task: Develop a research problem statement and corresponding objectives for a hypothetical marketing research project in a chosen industry. Reading 1: Malhotra Chapter 2 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 2 - Secondary Data: A Potential Big Data Input (pp. 23-34). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 2 - General Best Practices for Using AI in Market Research (pp. 15-30) https://logitgroup.com/ai-empowered/ Assignments: GW 2 assigned, PW assigned |
|
Session 3 |
Topic: Research Design Formulation Topics: Exploring various research designs (exploratory, descriptive, causal) and methodologies. Learning how to choose the most suitable approach based on research objectives and market conditions Activities: Practical exercises in drafting research briefs and mock evaluations of research proposals. Group discussions on the challenges and strategies in aligning research briefs with organizational goals. Reading 1: Malhotra Chapter 3 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 4 – Part I - Acquiring Data via a Questionnaire (pp. 73-76). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 3 - Benefits and Shortfalls of AI in Market Research (pp. 31-42) https://logitgroup.com/ai-empowered/ Assignments: GW 3 assigned |
|
Session 4 Feb 20 |
Topic: Exploratory Research: Secondary Data and Syndicated Sources Topics: Understanding secondary data. Delving into exploratory research and discuss their using techniques. Activities: Analysis of case studies where qualitative research has been pivotal in understanding consumer behavior. Group discussions on the strengths and limitations of various qualitative methods. Research Task: Develop a Research Proposal outlining the design and methodology for a proposed marketing research project, justifying your choices based on the research objectives. Next week you will present TW1 Research Proposal as a group work. You should focus on Research Aim, Research Objectives, and Research Questions. Reading 1: Malhotra Chapter 4 Chapter 5 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 5 - Sample Design (pp. 99-125), Chapter 7 - Qualitative Research (pp. 146-167). AI Empowerment Focus: AI in Research Design and Methodology: Understand how AI can optimize the selection of research methodologies by predicting which approaches will yield the best results. Explore AI-driven techniques like natural language processing to analyze qualitative data more efficiently and deeply. Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 4 - Vetting AI Practices in Market Research (pp. 43-56) https://logitgroup.com/ai-empowered/ Chapter 5 - AI for Enhancing Data Quality (pp. 59-74) https://logitgroup.com/ai-empowered/ Assignments: GW 4 assigned, PW presentations next week! |
|
Session 5 Feb 27 |
PW Research Proposal Discussions Discussions will be conducted during the class following the assignment's submission Assignments: GW 5 assigned, R1 assigned |
|
Session 6 Mar 6 |
Topic: Exploratory Research: Qualitative Research and Data analysis Topics: Examining qualitative research methods including focus group, interview, and projective techniques. Understanding how to collect and analyze qualitative data to support marketing decisions. Activities: Hands-on workshops in designing interviews and focus groups, along with exercises in data collection and interpretation. Group analysis of case studies to evaluate the impact of qualitative research on marketing strategies. Reading 1: Malhotra Chapter 6 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 6 - Traditional Survey Research (pp. 129-144). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 6 - AI for Analysis and Summarizing (pp. 75-90) https://logitgroup.com/ai-empowered/ Assignments: GW 6 assigned |
|
Session 7 Mar 13 |
Topic: Descriptive and Causal Research Design: Survey, Observation, Experimentation Topics: Learning about descriptive and causal research designs in quantitative methods. Discussing effective data collection methods and managing fieldwork processes. Activities: Practical exercises in selecting quantitative methods using survey and observation techniques. Research Task: Analyze your qualitative data using thematic or content analysis techniques, and present the key findings and insights derived from the analysis. Reading 1: Malhotra Chapter 7-8 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 8 - Online Marketing Research: The Growth of Mobile and Social Media Research (pp. 171-183). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 8 - The Future of Market Research: Synthetic Research and Beyond (pp. 105-118) https://logitgroup.com/ai-empowered/ Assignments: GW 7 assigned, R1 presentations next week! |
|
Session 8 Mar 20 |
R1 Qualitative Research Study Presentations: In-class presentations will be conducted during the class following the assignment's submission Assignments: GW 8 assigned, R2 assigned |
|
Session 9 Mar 27 |
Topic: Measurement and Scaling in Marketing Research Topics: Understanding concepts of measurement validity and reliability. Exploring various scaling techniques (Likert, semantic differential, rank-order) and their use in capturing consumer perceptions and preferences. Activities: Workshops on designing measurement instruments and applying different scaling techniques. Case studies that illustrate the application of scaling in real-world marketing research. Group discussions on the challenges of ensuring validity and reliability in measurement. Research Task: Develop a quantitative research plan, including the design of a survey , data collection strategy, and a framework for analyzing the results to address a specific marketing question. Reading 1: Malhotra Chapter 9-10 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 3 - Measurement to Build Marketing Insight (pp. 36-68). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 9 - Case Studies and Applications (pp. 119-128) https://logitgroup.com/ai-empowered/ Assignments: GW 9 assigned |
|
Mar 30 |
Mid-term break |
|
Session 10 Apr 10 |
Topic: Questionnaire Design and Survey Construction Topics: Learning principles of effective questionnaire design, including question wording, sequencing, and formatting. Discussing strategies to enhance response rates and data quality in survey research. Activities: Workshops on drafting and refining questionnaires, with peer reviews to improve question clarity and effectiveness. Simulations of survey distribution and response collection, focusing on strategies to maximize participation and data integrity. Research Task: Design a comprehensive questionnaire for a marketing research study, ensuring alignment with research objectives and consideration of factors that influence response rates. Test the questionnaire on a small sample and analyze the results for potential improvements. Reading 1: Malhotra Chapter 11 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 4 – Part II - Acquiring Data via a Questionnaire (pp. 76-95). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Log it Group. Chapter 6 - AI in Survey Design and Optimization (pp. 75-90). https://logitgroup.com/ai-empowered/ Assignments: GW 10 assigned |
|
Session 11 Apr 17 |
Topic: Sampling Design Topics: Exploring methods for analyzing qualitative data, such as thematic analysis and content analysis. Learning how to interpret and derive meaningful insights from non-numerical data. Activities: Workshops on conducting thematic and content analysis using sample qualitative data. Group discussions on the interpretation of qualitative data and the challenges of ensuring objectivity and depth in analysis. Research Task: Develop a measurement instrument for a marketing research study, incorporating appropriate scaling techniques. Evaluate the instrument for validity and reliability, and propose ways to improve it. Reading 1: Malhotra Chapter 12 AI Empowerment Focus: Readings: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 7 - AI Tools for Qualitative Research (pp. 91-104). https://logitgroup.com/ai-empowered/ Assignments: GW 11 assigned |
|
Session 12 Apr 24 |
Topic: Data Collection, Data Preparation and Analysis Techniques in SPSS Activities: Workshops on performing basic quantitative data analysis, including data cleaning, summary statistics, and creating visualizations. This session will also focus on the correct use of terminology in describing statistical methods and results. Group exercises on preparing research reports and presenting findings effectively using graphs, charts, and tables, with an emphasis on accurate and precise language. Research Task: Conduct your quantitative study. Reading 1: Malhotra Chapter 14-15 McDaniel, C. D., & Gates, R. H. (2021). Marketing research: Using analytics to develop market insights. Wiley. Chapter 12 - Data Processing and Basic Data Analysis (pp. 255-281). AI Empowerment Focus: Reading 2: Male, S. (2024). AI Empowered: Revolutionizing Market Research. The Logit Group. Chapter 8 - AI in Quantitative Data Analysis (pp. 105-118). https://logitgroup.com/ai-empowered/ Assignments: GW 12 assigned |
|
Session13 May 15 |
Topic: Frequency Distribution, Regression and Correlation Tests in SPSS Topics: Exploring data analysis methods for analyzing quantitative data Activities: Workshops on conducting thematic and content analysis using sample qualitative data. Group discussions on the interpretation of qualitative data and the challenges of ensuring objectivity and depth in analysis. Research Task: Analyze your quantitative dataset to generate key insights, create visualizations to support your findings, and prepare a concise report that effectively communicates the results using appropriate terminology. Reading 1: Malhotra Chapter 16-17-18 Assignments: R2 presentations next week! |
|
Session14 May 19 |
R2 Quantitative Research Study Presentations: In-class presentations will be conducted during the class following the assignment's submission |
6. Course Requirements and Assessment (with estimated workloads)
|
Assignment |
Workload (hours) |
Weight in Final Grade |
Evaluated Course Specific Learning Outcomes |
Evaluated Institutional Learning Outcomes* |
|
Attendance |
42 |
0% |
Active participation; engagement in team tasks. |
2; 3 |
|
CP: Class Participation |
42 |
4% |
Active participation in discussions and the ability to express thoughts and opinions. Preparation is critical, and devices like phones, tablets, and PCs are restricted. |
3 |
|
GW: Glossary of AI and Market Research Terms (Glossary work-individual) |
22 |
24% |
Create a glossary of key AI and market research terms. Enhance understanding of terminology and improve presentation skills through in-class presentations. |
1,2 |
|
PW: Research Proposal Design and Presentation (Proposal work-individual) |
22 |
22% |
Develop a proposal that includes research aim, objectives, and research questions to start qualitative and quantitative research, then present it in class. |
1,2,3 |
|
R1: Qualitative Research Study (executing the research-Team Work) |
32 |
25% |
Conduct a qualitative research study, including data collection, analysis, and reporting. Focus on teamwork, research methodology, and practical application. |
1,2,3 |
|
RW2: Quantitative Research Study (executing the research-Team Work) |
32 |
25% |
Design and execute a quantitative research study. Develop teamwork, analysis techniques, and effective communication. |
1,2,3 |
|
Total |
150 |
100% |
|
|
*1 = Critical Thinking; 2 = Effective Communication; 3 = Effective and Responsible Action
7. Detailed description of the assignments
CP: Class Participation
Participation is evaluated on the quality of your contribution to the learning experience of the class. Participating by actively responding to questions, asking questions, and engaging in class discussions will help you earn your participation grade. Simply attending every class is not participation. If you need more clarification, please ask your professor what you can do to increase your participation.
GW: Glossary of AI and Marketing Research Terms
Objective:
The purpose of this recurring assignment is to help students continuously develop a comprehensive understanding of key terms related to Marketing Research and Artificial Intelligence (AI). By regularly researching, defining, and presenting these terms, students will deepen their grasp of the concepts and their applications in the field of Marketing Research.
Assignment Description:
Term Selection: For each Glossary Work assignment, a student should select minimum 3 terms (maximum 5 terms) specifically related to marketing research techniques. Terms should reflect the most important concepts introduced during the course and from the designated readings, including the incorporation of AI. Each week, terms should be selected from the course materials covered in the preceding weeks.
Glossary Format: Each term should be clearly defined, followed by a brief explanation (approximately 50-100 words) of its significance in the context of marketing research. Provide examples or case studies to illustrate the term's application.
Submission: The PowerPoint submission to NEO before the class everyweek.
Presentation: In-class presentations will take place during the class after the due date each week. Each student will prepare a PowerPoint presentation and present it in about 5 minutes. During the presentation, students should explain their selected terms, demonstrate their understanding, and be prepared to answer questions from peers and the instructor. The presentation should include at least one slide for one term. Each term should have an explanation (definition), context (significance), and real examples (case studies) presented concisely on the slide. The PowerPoint presentation must be uploaded to NEO before the class.
Assessment breakdown
|
Assessed area |
Percentage |
|
Content: Accuracy and completeness of definitions, relevance of selected terms, and depth of understanding demonstrated in explanations. Use of appropriate examples or case studies to illustrate the terms. |
50% |
|
Presentation: Clarity, organization, and effectiveness of the in-class presentation. Ability to engage with the audience and answer questions. Adherence to formatting guidelines, timely submission of materials, and overall professionalism in the presented work. |
50% |
|
Total |
100% |
PW: Research Proposal Design and Presentation
Objective:
The goal of the Proposal Work assignment is to individually design a research proposal for their further assignments. Students will search the selected topic individually, then in the further assignments they will make research on that topic as a group work.
Assignment Description:
Choose a Topic: Within your team, select one research topic and develop your own proposal. Each student will develop a unique proposal. Students will discuss their topics in the class and select an approach regarding their group topics. This will form the basis of students‘ future qualitative and quantitative research studies. Ensure that the selected research problem is suitable for both qualitative and quantitative research approaches.
Literature Review and Gap: To select a good topic, you should review the literature by reading previous studies. Each student should examine minimum 3 scholarly published articles. If you need help to reach those articles, please ask help to the professor of the course.
Refine the Research Problem: Based on previous studies, understand the gap in literature and explain the research problem. Refine the problem statement as needed to align with research methods. Ensure the research problem, objectives, and methodology are well-defined and relevant to the current market context. Clarify the importance of this topic, aim of the research, objectives of the research, and research questions (RQs).
Report Submission: This proposal should be written in MS Word around 5 pages. Times New Roman, 12 font, justified, spacing 6pt before and after, single line spacing. References will not be included in the page number. Use APA style for all references. Due date is before the class on the fourth week. All submissions should be uploaded to NEO.
Discussion: The proposals will be discussed to create a brainstorming among group members so that they can select the best approach regarding their topics. Students will present their topics in 10 minutes without using Powerpoint or Canva presentations. Every student should present his/her own work during the discussion. Focus on literature review, and for example, if you read 3 different scholarly articles to prepare the research proposal, present those articles to give another perspectives to your peers. Due date is before the class on the fifth week. All submissions should be uploaded to NEO.
Assessment breakdown
|
Assessed area |
Percentage |
|
Context: topic suitability to marketing research, accuracy and completeness of proposal, understanding demonstrated in explanations and discussed with peers |
50% |
|
Report: relevance of research aim and the gap, strength of literature review, timely submission of materials |
50% |
|
Total |
100% |
R1: Qualitative Research Study
Objective:
The goal of this assignment for micro-teams is to collaboratively design and execute
a qualitative research study. The focus will be on data collection and thematic/content analysis, enabling students to explore the depth and complexity of qualitative data and present their findings in a coherent and insightful manner.
Assignment Description:
Review Literature and Develop Research Questions: Review the literature again and compare your research questions with the refined problem, develop clear and open-ended research questions that guide your qualitative inquiry.
Plan Data Collection: Determine the qualitative data collection methods you will use, such as interviews, focus groups, or observations. Justify your choice of methods and explain how they will help you explore the research problem.
Sampling Strategy: Define your approach to selecting participants for the study. Describe your target population, sampling method, and the rationale behind your sample size.
Conduct Research: Collect data ensuring that you gather rich, detailed qualitative data that addresses your research questions. Start early! Collecting data takes time!
Analyze Data: Analyze the collected data using thematic or content analysis. Identify key themes, patterns, and insights that emerge from the data. Be thorough in your analysis, ensuring that it captures the complexity and nuances of the qualitative data.
Submission: The PowerPoint submission to NEO before the class everyweek.
Presentation: Summarize your research process by explaining data collection methods, sampling techniues, sampling size, data analysis, and key findings in a clear and organized PowerPoint or Canva presentation.
Your presentation should effectively communicate the depth of your qualitative insights. Each micro-team will present their findings in a 25-30 minute in-class presentation. The presentation will be followed by a discussion where you will need to answer questions and demonstrate a deep understanding of your research.
The presentation should include a title slide, followed by slides that cover the research problem, research questions, literature review, gap, data collection technique, sampling strategy, data analysis, and key findings and their interpretation as conclusion. Due date is before the class. All submissions should be uploaded to NEO.
Assessment Criteria Breakdown
|
Assessed area |
Percentage |
|
Clarity and Relevance: Is the marketing problem clearly identified and relevant? Are the research objectives well-defined and aligned with the problem? Is the literature reviewed well? What is the gap? Is the report submitted on time? |
10% |
|
Methodological Rigor: Are the data collection methods appropriate and well-justified? Is the sampling strategy well-planned and suitable for the research? Does it consider the target population effectively and ensure a diverse and relevant sample? Is the thematic analysis thorough and insightful? |
30% |
|
Findings Demonstration: Are the findings represented well? Is it clear to understand findings? Are any tables or figure used when explaining the findings? Is Conclusion section produced based on findings? |
20% |
|
Presentation Quality: Is the PowerPoint presentation clear, organized, and visually engaging? Does it effectively communicate the key elements of the proposal? Adherence to formatting guidelines, timely submission of materials, and overall professionalism in the presented work. |
40% |
|
Total |
100% |
By completing this assignment, students will demonstrate their ability to conduct and present a rigorous qualitative research study, applying qualitative methods to real-world marketing problems.
R2: Quantitative Research Study
Objective:
The goal of this assignment for micro-teams is to collaboratively design and execute
a quantitative research study. In this assignment, teams will move from planning to execution, conducting a full quantitative study, analyzing data, interpreting and presenting the findings.
Assignment Description:
Literature Review: Review the literature and refine the research questions and objectives as needed, making sure they are precise and align with the quantitative methods you plan to use. Review the Research Questions and develop hypotheses.
Data Collection: Use surveys that will allow you to collect the necessary data to address your research questions. Outline the process for gathering data, including the tools and techniques you will use. Ensure your data collection methods are valid, reliable, and ethical. Prepare questionnaire.
Sampling Strategy: Clearly identify the target population and describe the sampling technique you will use (e.g., random sampling, stratified sampling). Justify the sample size and ensure it is sufficient to generate reliable results. Implement the sampling strategy, ensuring that the sample is representative of the target population.
Conduct Research: Conduct the data collection as per your plan. Ensure the data gathered is accurate, relevant, and sufficient to meet the research objectives.
Analyze Data: Use statistical tools and techniques to analyze the collected data. Focus on interpreting the results in relation to your research objectives. Look for significant findings. Ensure that your findings are presented using clear and effective visual tools to enhance understanding and communication of the data insights.
Submission: The PowerPoint submission to NEO before the class everyweek.
Presentation: Summarize the entire research process, from the problem statement and objectives to data analysis and key findings in a clear and organized PowerPoint or Canva presentation. Ensure the presentation is clear, concise, and visually engaging. Ensure that your findings are presented using clear and effective visual tools to enhance understanding and communication of the data insights.
The presentation should include a title slide, followed by slides that cover the research problem, research questions, literature review, gap, data collection technique, sampling strategy, data analysis, and key findings and their interpretation as conclusion. Due date is before the class. All submissions should be uploaded to NEO.
Each micro-team will present their findings in a 25-30 minute in-class presentation. Following the presentation, be prepared to answer questions and engage in a discussion with your peers and instructor.
Assessment Criteria Breakdown
|
Assessed area |
Percentage |
|
Clarity and Relevance: Is the research problem clearly identified and relevant? Are the research objectives and hypotheses well-defined and aligned with the problem? Is the literature reviewed well? What is the gap? Is the report submitted on time? |
10% |
|
Methodological Rigor: Is the research methodology appropriate and well-justified? Are the data collection methods valid and reliable? Is the sampling strategy well-planned and suitable for the research? Does it consider the target population effectively and ensure a diverse and relevant sample? Is data analysis thorough and aligned with the research objectives? |
30% |
|
Findings Demonstration: Are the findings clearly presented and insightful? Is it clear to understand findings? Are any tables or figure used when explaining the findings? Is Conclusion section produced based on findings? |
20% |
|
Presentation Quality: Is the PowerPoint presentation clear, organized, and visually engaging? Does it effectively communicate the key elements of the research? Adherence to formatting guidelines, timely submission of materials, and overall professionalism in the presented work. |
40% |
|
Total |
100% |
All assignments will be evaluated for clarity of writing, critical analysis of the issues, proper use of references to support positions taken, quality and diversity of sources, the extent to which the assignment meets the requirements specified, and the timely submissions of materials. Due to different responsibilities in presentations, students can take different grades. For citation to resources, use APA style and add References at the end of each assignment.
General Requirements and School Policies
General requirements
All coursework is governed by AAU’s academic rules. Students are expected to be familiar with the academic rules in the Academic Codex and Student Handbook and to maintain the highest standards of honesty and academic integrity in their work. Please see the AAU intranet for a summary of key policies regarding coursework.
Course specific requirements
There are no special requirements or deviations from AAU policies for this course.
Here is the course outline:
1. Introduction to Marketing Research and Its Role in Decision-Making
Jan 30
Overview of the marketing research process, its importance, and its application in real-world scenarios. |
2. Defining Research Problems and Setting Research Objectives
Feb 6
Learning how to accurately identify and articulate marketing problems. Exploring techniques for setting clear and achievable research objectives that guide the research process effectively. |
3. Research Design
Feb 13
Understanding the components of a comprehensive research brief and how to communicate research needs to stakeholders. |
4. Exploratory Research Design: Secondary and Syndicated Data
Feb 20
Exploratory Research Design: Secondary and Syndicated Data |
5. PW Research Proposal Discussions
Feb 27
PW Research Proposal Discussions |
6. Exploratory Research: Qualitative Research and Data analysis
Mar 6
Exploratory Research: Qualitative Research and Data analysis |
7. Descriptive and Causal Research Design: Survey, Observation, Experimentation
Mar 13
Descriptive and Causal Research Design: Survey, Observation, Experimentation |
8. R1: Qualitative Research Execution and Analysis
Mar 20
In-class presentations: Each micro-team will present their findings in a 10-15-minute in-class presentation. The presentation will be followed by a discussion, during which you will need to answer questions and demonstrate a deep understanding of your research. |
9. Measurement and Scaling in Marketing Research
Mar 27
Understanding concepts of measurement validity and reliability. Exploring various scaling techniques (Likert, semantic differential, rank-order) and their use in capturing consumer perceptions and preferences. |
10. Questionnaire Design and Survey Construction
Apr 10
Learning principles of effective questionnaire design, including question wording, sequencing, and formatting. Discussing strategies to enhance response rates and data quality in survey research. |
11. Sampling Design
Apr 17
Sampling Design |
12. Data Collection, Data Preparation and Analysis Techniques in SPSS
Apr 24
Workshops on performing basic quantitative data analysis, including data cleaning, summary statistics, and creating visualizations. This session will also focus on the correct use of terminology in describing statistical methods and results. Group exercises on preparing research reports and presenting findings effectively using graphs, charts, and tables, with an emphasis on accurate and precise language. |
13. Frequency Distribution, Regression and Correlation Tests in SPSS
May 15
Frequency Distribution, Regression and Correlation Tests in SPSS |
14. R2: Quantitative Research Design
May 19
In class presentations. |