SemesterSpring Semester, 2025
DepartmentJunior Class A, Department of Business Administration Junior Class B, Department of Business Administration Senior Class A, Department of Business Administration Senior Class B, Department of Business Administration
Course NameMarketing Research
InstructorPARK SUNG JUN
Credit3.0
Course TypeElective
PrerequisiteAdvertising、Basic Marketing Management、BUS 343 Marketing Management、Customer Relationship Management、Foundation of Marketing、Foundations of Marketing、Fundamentals of Marketing、General Principles of Marketing、Global Marketing、Intro to Market Analysis、Introduction to Marketing、Introduction to Marketing Management、Management of Fashion Companies、Market Management、Marketing、Marketing (SBB)、Marketing Communication、Marketing Concepts、Marketing Management、Marketing Management Decisions、Marketing Management for International Managers、Marketing Principles、Marketing Principles & Practice、Marketing Strategy、Principle of Marketing、Principles of International Marketing、Principles of Marketing、Salea and Marketing Practices in Multinational Enviroment、Sales Management、Topics in Marketing、Trade Marketing and Category Management
Course Objective
Course Description
Course Schedule









































































































Week

Topic

Content and Reading Assignment

Teaching Activities and Homework

1 (2/21)

Introduction

Quantitative versus Qualitative

Group formation

2



(2/28)

Memorial Day (National Holiday)



[Group Assignment 1] Focused Group Interview

3



(3/7)

Descriptive



Statistics,



Cross-tab, Correlation

Measurement and Scaling

Research questions

4



(3/14)

t-test

Experiment design

Research model

5



(3/21)

ANOVA

Experiment design

Research model

6



(3/28)

Survey design

Survey draft

7



(4/4)

Tomb Sweeping Festival (National Holiday)



[Group Assignment 2] Survey



8



(4/11)

Regression I

Simple regression

Survey final

9



(4/18)

Regression II

Multiple regression



& Group consulting

Data collection

10



(4/25)

Reliability & Validity

Cronbach’s Alpha



& Group consulting

Data collection

11



(5/2)

Data Reduction

Factor analysis



& Group consulting

Data analysis

12



(5/9)

Data pre-processing

Dealing with missing data



& Group consulting

Data analysis

13



(5/16)

Advanced topics

Marketing Analytics and AI



& Group consulting

Data interpretation

14



(5/23)

Final Presentation

15



(5/30)

Guest Speaker: Marketing Research

16



(6/6)

Final Exam

17



(6/13)

Flexible Week 1

18



(6/20)

Flexible Week 2


Note. The syllabus is subject to be updated based on the pace of the class.


Teaching Methods
Teaching Assistant

Ali



(Email: ali3138ali@gmail.com)



 


Requirement/Grading

  1. Marketing Research Project (50%): All students will be formed into groups of two or more. Peer evaluations will be conducted and taken into consideration. Each group will design marketing research, collect data, perform data analysis, and interpret the results. They will also present their findings in front of the class. Successful teams will advance to present their findings at an academic conference, which will be especially beneficial for those considering graduate studies.



 




  1. Exam (30%): The final exam will be multiple-choice, covering any material from the entire semester about 30 items (closed-book). All lessons and learning materials used in this class may be covered. Please refer to the main constructs and key concepts learned throughout the course.



 




  1. Other (20%):




  1. (5%) Weekly review quiz

  2. (5%) “Cold calls” will be conducted. For meaningful comments, additional points will be awarded. Remember, active participation and class attendance are important.

  3. (10%) Group Activities



 



 




  1. Academic Policy & Others:




  1. Any form of academic dishonesty will result in a failing grade (e.g., cheating, misrepresentation, plagiarism). Be sure to cite all sources to avoid unintentional plagiarism. There is zero tolerance for academic dishonesty!

  2. Please note that missing two or more weeks of classes will impact your final grade. Notify me in advance in case of unavoidable absences. Additionally, tardiness is unacceptable as it disrupts the learning environment for others.

  3. I am available to assist students with disabilities. If you require any accommodations, please discuss them with me.

  4. If you have any questions, please ask. Remember, no question is "dumb."

  5. Mentoring, career coaching, and language (English) support are available to all students. Feel free to contact me anytime. Let’s make this semester enjoyable!


Textbook & Reference

Textbook (Required):



Marketing Research, 7th Edition, Naresh K. Malhotra, Global Edition, Publisher: Pearson



 


Urls about Course
Attachment

Marketing Research_Syllabus_2025 Spring.pdf