School of Business and Economics

Department of Marketing and International Business

Course Name
Marketing Research
Course Code
MKT 470 (3)
& Section No.
Semester Spring 2024

Instructor Name Dr. Muhammad Sabbir Rahman

Office NAC722
Office Hours M: [11:00 AM-01:00 PM]; W: [11:00 AM-01:00 PM]
M: [05:00 PM-07:00 PM]; W: [05:00 PM-07:00 PM]
Office Phone +880-2-55668200 Ext:1786
Email Address rahman.sabbir@northsouth.edu
Department Marketing and International Business
Links North South University Website: http://www.northsouth.edu
School Webpage: http://www.northsouth.edu/academic/sbe/
Department Webpage: http://www.northsouth.edu/academic/sbe/mib.html
Google Classroom Access Code:

COURSE AND SECTION INFORMATION

Class Time & Room : [NAC505] -- Time : [MW 03:05 PM 04:20 PM]
Location
Course MKT 202, BUS 172, BUS 173
Prerequisite(s)
Course Credit Hours 3.0
Course Description This course introduces students to marketing research and provides an introduction to many of
the quantitative techniques currently used in modern marketing practice. The course will
familiarize students with fundamental concepts of marketing research and some of the
frequently encountered research topics and techniques used in marketing practice. The topics to
be covered will be in the areas of data collection and techniques of data analysis; and may
include techniques used in: market segmentation and targeting; positioning and branding;
pricing; product design; and advertising and promotion.
Course Objectives 1. To introduce you to the key elements in conducting a marketing research
2. To familiarize you with the elements of the marketing research process (The Six Step
Process)
3. To introduce you to basic quantitative analysis techniques.
Student Learning On successfully completing this course, students will be able to
Outcomes SLO1: EXPLAIN different roles of marketing research for management decision making
SLO2:PRESENTfindings retrieved from consumer data analysis through SPSS
SLO3: CONSTRUCT analytical models for marketing research relevant to real life context
SLO4: APPLY quantitative and qualitative research methods (Example, Survey, FGD) for
getting insights from Target Audience
SLO5: RELATEinformation generated from secondary data (Such as, questionnaire making)
Mapping of Course Outcomes with Program Outcomes, Delivery Methods and Assessment Strategies
(***The assessment tools may vary from department to department in terms of number of exams, assignments,
projects and quizzes)

1
 Course Outcomes (CO) Bloom’s Delivery methods Assessment
taxonomy and activities tools
domain/level (faculty members (faculty members can
(C: Cognitive can choose any use any number of tools)
P: Psychomotor number of tools)
A:Affective)
SLO-1 EXPLAIN different roles of marketing
research for management decision making C2 Lecture, Video Assignment,
Discussion Mid-term/Finalexam
SLO-2 PRESENTfindings retrieved from consumer A2
data analysis through SPSS Lecture, in- Group
class group Project,
discussion Assignment
SLO-3 CONSTRUCT analytical models for C3 Lecture, Group project
marketing research relevant to real life context Discussion

SLO-4 APPLY quantitative and qualitative research C3 Lecture, Group Project,

methods (Example, Survey, FGD) for getting Discussion Assignment
insights from Target Audience

SLO-5 RELATE information generated from P1 Lecture Assignment, Quiz, Mid-

secondary data (Such as, questionnaire Demonstration term/Final exam
making)
Cognitive domain (knowledge-based): C
1: Knowledge, 2: Comprehension, 3 Application, 4 Analysis, 5: Synthesis, 6: Evaluation
The affective domain (emotion-based): A
1: Receiving, .2: Responding, 3: Valuing, 4: Organizing, 5: Characterizing
The psychomotor domain (action-based): P
1: Perception, 2: Set, 3: Guided response, 4: Mechanism, 5: Complex overt response, 6: Adaptation,
7: Origination

RECOMMENDED TEXT(s) – Primary and Supplementary

Author Edition & Year Publisher

Title
Malhotra and Dash Marketing Research: An Applied 7th, 2016 Pearson
Orientation

***FACULTY MEMBER CAN PROVIDE ADDITIONAL INFORMATION HERE

TEACHING STRATEGY

All the teaching materials will be provided in the class. Assessments will be done in form of MCQs, group assignments
and Short questions. The classes will be conducted step-by-step chronologically to facilitate in group project.

ASSESSMENT STRATEGY AND GRADING SCHEME

Your performance in ALL the exams determines your grade. The points are distributed in the following manner:
(***The number of exams, assignments, quizzes may vary from department to department )
Grading Tool Points
Attendance + Class Participation 10%
Midterm Exam 25%
Marketing Research Project 15%
Quizzes 10%
Final Exam 40%
Total 100 (100%)
NSU’s grading and performance evaluation policies will be followed in assigning your grade. Please note that all
final grades are subject to departmental review and approval.

CLASSROOM RULES OF CONDUCT

2
 (*** the following rules are given as sample rules. Faculty member can change it as per their preference)

1. The ground rule for our class is respectful, open communication. We have many things to learn from one
another. Every single question is appreciated!
2. When you come to the class, you become part of a learning community. Please be conscious of your
community role, and work toward creating a healthy learning atmosphere in the class.
3. Don’t chat during the class. If you have to, then feel free not to attend the class at the expense of your
attendance for the day. Inability to refrain from unnecessary, disruptive chatting may result in a request to
leave the classroom.
4. If you have to leave the class when it is in progress, sit near the door and leave silently.
5. While in class, please switch off your cell phone. Inability to do so may result in some penalty.
6. You must seek permission before using any sort of electronic gadget in the class such as a laptop. Use of such
gadgets for purposes other than note-taking during lectures is strictly prohibited.
7. Limit your eating while the class is in progress. Eat during the breaks.
8. Academic Integrity Policy: The School of Business and Economics does not tolerate academic dishonesty by
its students. At a minimum, you must not be involved in cheating, copyright infringement, submitting the
same work in multiple courses, significant collaboration with other individuals outside of sanctioned group
activities, and fabrications. You are advised that violations of the Student Integrity Code will be treated
seriously, with special attention given to repeated offences. Please refer to NSU Code of Conduct at
http://www.northsouth.edu/student-code-of-conduct.html

EXAMS AND MAKE UP EXAMS POLICY

(*** the following rules are given as sample rules. Faculty member can change it as per their preference)
Please note:
 You must come prepared for all your exams.
 You must come on time.
 Being late does not necessarily guarantee that you are going to get extra time for writing your tests and exam.
 You must bring your own pencil, pen, eraser, calculator and any other permitted items that you may need and you
are allowed during the tests and exam.
 All cell phones must be switched off.
 Any deviation from the standard procedures will not be taken lightly.
 Any unfair means adopted in the tests and exam will be seriously dealt with.
 Academic misconduct or failure to comply with NSU Examination Code of Conduct may result in F.

ATTENDANCE POLICY

Students are required and expected to attend all classes and participate in class discussions. North South University
mandates to fail students who are absent 25% or more from their classes, even if such absences are excusable. The one who
will attend all the classes will earn full credit for the attendance.

COMMUNICATION POLICY
All communications should take place using the instructor’s email. In addition, students can communicate in the class or
during the instructor’s office hours.

Lesson Topics Learning Assessment Tools Student

Activities Learning
Outcome
1,2 Introduction and early phases of marketing Lecture, Assignment, Quiz, SLO-1
research Videos Exam

Definition of marketing research, Role of marketing

research, Marketing research and competitive
intelligence

3 Introduction and early phases of marketing Lecture, Assignment, Quiz, SLO-1

research Videos Exam

The marketing research, Selecting a research

supplier, Careers in marketing research

QUIZ 1 SLO-5

3
 4 Defining marketing research problem and Lecture, Assignment, Exam SLO-4
developing an approach Videos,
Group
Importance of defining the problem, Environmental Discussion
context of the problem, Management decision
problem and marketing research, Components of the
approach, International marketing research

5 Research design Lecture, Assignment, Exam SLO-3

Research design definition, Exploratory research, Videos,
Descriptive research Group
Discussion
6 MID1 SLO-5
7 Research design Lecture, Assignment, Quiz SLO-3
Causal research, Budgeting and scheduling the Group
project, Marketing research proposal work

8 Descriptive research design: Survey and Lecture, Quiz, Final Exam, SLO-5
observation Group Group Report
Survey Methods, Evaluation of survey methods, work
Ethnographic research, Other methods

9-13 SPSS Work*** SLO-4

14 Measurement and scaling: Fundamentals and Lecture, Quiz, Final Exam SLO-4
comparative scaling Group
Measurement and scaling, Scale characteristics, work
primary scales of measurements, Comparison of
scaling techniques

QUIZ 2 SLO-5
15 Measurement and scaling: Non comparative Lecture, Assignment, Final SLO-4
scaling Video Exam
Non-comparative scaling technique, Non-
comparative itemized scaling technique, multi item
scale, scale evaluation, Choosing a scaling technique
16,17 Questionnaire and form design Lecture, Assignment, Final SLO-2
Questionnaire and observation forms, questionnaire Video, Exam
design process, Specify the information needed, group
Type of interviewing method, Individual question discussion
content, overcoming inability to answer

18 Questionnaire and form design Lecture, Assignment, Final SLO-4

Choosing question structure , choosing question Group Exam
wording, form and layout, pretesting, computer and work
internet questionnaire
19 Sampling: Design and procedures Lecture, Assignment, Final SLO-5
The sampling design process, Classification of Group Exam
sampling technique, Uses of probability and work
nonprobability sampling
20 Sampling: Design and procedures Lecture. Report, Final Exam SLO-1
Definitions and symbols, The sampling distribution, Fieldwork
statistical approach, sample size, Calculation of
response rate
21 Field work Lecture. Report, Final Exam SLO-4
Fieldwork
22 Data Preparation Lecture. Report, Final Exam SLO-4
Group
Discussion
23 Group Project Submission Presentation SLO-2
24 Presentation SLO-2
FINAL Exam SLO-1

***(Quantitative Methods (Using SPSS)

Descriptive Statistics
4
T-tests
ANOVA
Correlations
Regressions
***The faculty reserves the right to make changes to the course outline.