Marketing Research

Instructor Information

• Instructor: Dr. Rhys Moreau (Assistant Professor of Marketing)
• Email: rmoreau@university.alkimi.ai
• Office: Tidewell Hall 320
• Office Hours:
  • Tuesday & Wednesday: 11:30 a.m.–1:00 p.m. (In person, Tidewell Hall 320)
  • Monday: 9:00–10:00 a.m. (Virtual via Zoom; link posted in Canvas)
  • Also available by appointment.

Course Description

Research design, qualitative methods, survey construction, sampling, experimental design, and statistical analysis of marketing data, completed through a client research project. MKT 410 provides an intensive, client-centered immersion into the principles and practice of modern marketing research. Students master exploratory, descriptive, and causal research designs, developing rigorous survey instruments, executing probabilistic sampling strategies, and conducting focus groups. Working directly with an external organizational client, student teams manage a comprehensive empirical research project from problem formulation through statistical data analysis (cross-tabulation, ANOVA, regression, factor analysis) to deliver strategic, data-driven marketing recommendations.

Prerequisites

MKT 301 and STAT 205.

Measurable Student Learning Outcomes

Upon successful completion of MKT 410, students will be able to:

1. Formulate Marketing Research Problems: Translate vague management dilemmas into clear, actionable marketing research objectives, hypotheses, and exploratory research designs.
2. Design Valid Measurement Instruments: Develop reliable and valid survey questionnaires utilizing comparative and non-comparative scales while avoiding question bias and measurement error.
3. Execute Sampling and Data Collection: Determine optimal sample sizes, select appropriate probability or non-probability sampling techniques, and oversee ethical primary data collection.
4. Conduct Statistical Data Analysis: Perform and interpret hypothesis testing, ANOVA, bivariate correlation, multiple regression, and multivariate exploratory analysis using statistical software.
5. Deliver Client-Ready Research Presentations: Synthesize quantitative and qualitative empirical findings into an executive-level written research report and professional client presentation.

Required Course Materials & Approximate Costs

1. Naresh K. Malhotra. Marketing Research: An Applied Orientation. 7th ed., Pearson, 2020. Approx. $65 digital rental, $145 print purchase.
2. IBM SPSS Statistics and R Studio (Alkimi Academic License). Free academic software access via Alkimi computer labs and virtual desktop.
3. Total estimated cost: $65 to $145.

Generative AI Policy (AI Level 2: AI Permitted with Disclosure for Specified Tasks)

In accordance with Alkimi University Academic Policies (Student Handbook §5.8), MKT 410 operates under AI Level 2.

• What is permitted: You may use generative AI tools to explore alternative phrasing for survey questionnaire items, brainstorm qualitative coding categories, and troubleshoot R or SPSS data analysis scripts.
• What is prohibited: You may not use AI tools to generate client deliverables without primary data collection, fabricate synthetic survey responses, write executive recommendations without team analysis, or consult AI during exams.
• Disclosure: All client project milestones and quantitative problem sets must include an AI disclosure note describing any generative AI tools used for questionnaire wording refinement or statistical code debugging.

Grading Components and Weights

• Midterm Examination: 20% (In class, Thursday, October 1)
• Client Project: Research Proposal & Survey Instrument: 10% (Due Thursday, October 15 at 11:59 p.m.)
• Client Project: Final Written Research Report: 20% (Due Friday, November 20 at 11:59 p.m.)
• Client Project: Executive Client Presentation: 10% (In class, Thursday, December 3)
• Statistical Analysis Problem Sets: 15% (Four SPSS/R data analysis problem sets submitted via Canvas on Fridays at 11:59 p.m.; lowest score dropped)
• Methodology Quizzes & Client Debriefs: 5% (Online reading quizzes on research design and survey measurement scales completed in Canvas)
• Comprehensive Final Examination: 20% (Thursday, December 17, 2026, 10:30 a.m.–12:30 p.m.)

Grading Scale (Alkimi University Standard)

• A: 93–100% | A-: 90–92%
• B+: 87–89% | B: 83–86% | B-: 80–82%
• C+: 77–79% | C: 73–76% | C-: 70–72%
• D+: 67–69% | D: 60–66% | F: Below 60%
• Extra credit: No extra credit assignments are offered in MKT 410. Professional quality in client research deliverables and exam performance determine your grade.

Course Schedule (Fall 2026)

Course Policies

Attendance Policy

Because MKT 410 centers on a real client research engagement, professional attendance and punctuality in Tidewell Hall 210 are mandatory. Missing more than two class meetings without prior written approval from Dr. Moreau will lower your project grade by one full letter grade. Notify your team and instructor immediately of any unavoidable emergency. Students who miss the first two class meetings without notifying the instructor may be dropped. Students may miss class for religious observance without penalty if they notify the instructor in writing within the first two weeks of the semester (by Wednesday, September 9, 2026). Absences for university-sponsored activities (athletics, performances, conferences) are excused with a letter from the sponsoring office at least one week in advance.

Late Work Policy

Client project milestone submissions and data analysis problem sets lose 10% per calendar day late and are not accepted after 48 hours. Client presentations cannot be rescheduled.

Final Exam Policy

The final examination (Thursday, December 17, 2026, 10:30 a.m.–12:30 p.m.) is scheduled by the University Registrar and can't be moved without the Dean's written approval (Faculty Handbook §5.5). A student with three or more final exams on the same calendar day may reschedule one of them. Requests go to the instructor of the middle exam by the last day of classes. For this term, send the request by Wednesday, December 9, 2026 (Student Handbook §6.4).